This email provides an update on a recent Google change that is likely to get some press. This update has been expected for several weeks and is intended to improve website’s rankings that have good content but not very many backlinks.
Why it will get press?
By most accounts the update has not been a good one. Several high profile sites disappeared from the rankings including Kleenex.com and digg.com. We suspect that Google will tone down their changes to improve their search results.
What it has impacted?
Across the 150,000 keywords that we track on a weekly basis we have seen a 3% improvement in rankings. This is about the same as most weeks. Thus, most clients have not seen a major impact.
However, this change along with several other over the last few weeks has impacted local results. This makes the change slightly more significant if your site had a very prominent local result that took up a large portion of a search result and now that space is shared with other sites. It is not that a site has lost rankings it has just lost real estate on the screen. Google continuously plays with this so we expect this to change again soon. The result of the current iteration of local results is a reduction of local search click through rate.
What has not changed?
This update has not impacted the core of Fruition’s SEO Blue Print. That is high quality content with rich media, high quality backlinks from powerful websites, and a highly usable User Interface (“UI”). This update simply makes the importance of high quality SEO that much more important. The short cuts that many SEO firms have offered will no longer work. That is good for Fruition clients!
What about social?
The other variables that we may see an impact on are social signals having more importance. To date, we have not seen any correlation between social shares, Likes, +1s, tweets, etc and a website’s rankings. It is obvious that social is going to play a role with SEO in the future but we simply do not know when Google is going to figure out how to utilize the data that they have access to in order to improve the search relevancy.
How do we know what is working?
At Fruition we do not play the guessing game. We are continuing to run regressions on the latest rankings to see if there has been a change of weight with any major variables. As always if you are an active Fruition client your Project Manager will implement these changes.
Comment below to tell us what you’re seeing with the rankings updates?
Brad Anderson is the Executive Director and Founder of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association