Keeping Up with Google Algorithm Updates - Astute Communications

What To Do About Google Algorithm Updates?

A Brief Overview

It is no secret that the ability to rank high with Google can give a business the license to print money. Our world is fast-paced and content-driven, and whoever can provide the most relevant answers to search queries will be rewarded for their efforts.

Like any technologically driven industry, the field of Search Engine Optimization (SEO) has been in a rapid state of evolution since the beginning. Gone are the days when keyword stuffing and spammy black hat techniques allowed SEOs to manipulate the system.

Google has become incredibly savvy and sophisticated over the years. In an effort to continue dominating the competition (92% market share), they make regular updates to their algorithms so they can continue providing the best user experience in the search engine business.

Google Algorithm Updates

Any player who is wise to the game knows not to show their hole card. Google, being the biggest player in their respective games, understands this completely. Company policy dictates that they maintain a tight-lipped approach toward revealing details about algorithm updates. SEOs are left to test and speculate accordingly.

There were several major algorithm updates in 2017 and already more changes in 2018. One of the speculated implications of these updates is that low-content sites focusing on revenue rather than user experience will be penalized. In addition, aggressive interstitials and pop-ups will roll out the penalties.

Basically, Google is attempting to improve user experience while making it more difficult to manipulate rankings. SEOs have to increasingly engage in more ethical practices to positively affect rankings. For a comprehensive history of Google algorithm updates, pay a visit to Moz.

How To Keep Up?

Keeping up with the demands of running a business can be draining. Couple that with regular Google algorithm updates and matters become even more difficult. What can be done to improve online visibility while remaining in Google’s good graces?

SEO has gone through a major evolution in the last several years. But there are some tried and true tactics that still work today. If you’re new to SEO, some of this might sound like gibberish to you. If you could use a brush up on some key terms or phrases, check out our blog on SEO Lingo.

Onsite SEO

First things first, if you want to rank well with Google, you have to have a website that Google likes. This includes the architecture of your site as well as the content it contains. On-page SEO is a best practice solution for ensuring your page accomplishes its goal.

  • Build your website using modern coding languages and practices. In addition, submit a sitemap to Google. Doing so will ensure that Google’s crawl spiders can better decipher your site’s purpose.
  • Thoroughly research keywords and long-tail keywords so you know what you’re trying to rank for. Your SEO results will be much more effective if you make it clear to Google how users should find you. Strategically structure these keywords into your copy and headers.
  • Regularly create compelling content that is relevant to your business. This cannot be emphasized enough. As mentioned earlier, we live in a content-driven world. Whoever is able to provide what potential customers are looking for will be rewarded (by Google and customers alike).

Offsite SEO

Once your website is squared away, launch an ongoing campaign for building backlinks through blog outreach, quality directory listings, PR, social media, etc. Building a diverse backlink profile of authoritative sites that are specific to your industry is one of the most effective ways to improve SEO. Google views a backlink as an endorsement that your site is relevant and gives it a boost.

Backlink outreach can be accomplished by employing any number of tactics and requires a healthy amount of patience, persistence, and creativity. Not all backlinks are created equal. Spend some time finding quality sites that you want to associate with your business before reaching out.


In the ever-changing landscape of SEO, it is necessary to educate yourself on modern trends and techniques. We can’t control (or fully know) how Google ranking factors will penalize or reward websites, but we can utilize time-honored SEO practices to improve our chances of achieving better visibility for our businesses. Building a well-structured website with user experience in mind and regularly creating useful content is a great starting point. Now go get some backlinks!