Google’s algorithm finally performs, how do we keep up? SYNC3D

by Felicity Dudley on Friday 11 November 2016

Very few marketing channels advance as rapidly and drastically as Search Engine Optimisation (SEO). For our second installment in the SYNC3D Series, we invited a small group of leading brands and SEO enthusiasts to discuss the future of search in a time where Google really is making us step up to the plate. 


In its infancy, SEO was a dark process of tweaking onsite code, stuffing keywords and building a hideous amount of backlinks to a chosen group of pages. Once completed, it was possible to simply sit back and watch selected keywords rise to page one. Fast forward 18 years, and (thankfully) Google have eliminated such tactics, with the algorithm being more sophisticated now than ever.


Whilst us SEO’s are grateful to Google for stamping out the spam, each advance brings with it a new set of challenges. Common issues arose as we worked our way around the table, including managing multiple tools, gaining stakeholder buy-in, a lack of timeliness and efficiency and lack of resource. 

Our Head Of Organic Darren Fullerton, offered actionable solutions to help SEO’s utilise the wealth of technology on hand, ensuring that we are linking our data to gather clear, joined up insight, which can be used efficiently and timely, to underpin our strategies.


Efficiencies


Monitoring tools are extremely useful when the aim is to improve efficiency, for example, when identifying trends in content lengths.


When this is being carried out, be sure to pick prominent keywords, and monitor their ranking positions. For each, look at the top 20 ranking websites and identify the content within the code. Scrape this daily, use link data and page quality signals to identify trends in this combined data set and create insights. When content length changes we will be able to see in relation to the other data points how this effects the ranks.


Timeliness


Utilising tools that will give you alerts is a great way of improving timeliness, particularly when identify technical changes that may affect performance.


As an example, if a change happened at server level that caused a certain section of the website to go down, Deepcrawl could be used to find out in near real time if something has occurred that needs attention. Action can be taken within as little as 2 hours, saving weeks of potential recovery.


Insights


Automation is key to effectively gather and utilise infights from multiple data sources. 
Tools can be used to carry out ongoing monitoring, page rank checks, inbound link reviews and many more important factors.


”Understand the opportunity data can provide to drive consistent and incremental results for SEO.”


Combining data sets can avoid technical issues, monitor problems and run tests. Insights can be ready to review when needed, and timely alerts can notify teams to take action quickly. Using data in a smart way will give your strategy the edge to keep up with Google’s ever-improving algorithm.


 If you are interested in learning more about organic performance, or would like to hear more about future round tables hosted by Forward3D, please fill in the form below and we will be in touch.

Felicity Dudley - Marketing Manager