I was discussing local SEO strategy with a client of mine and the topic of Google constantly changing its algorithms came up. Before I continue let me give you a good working definition:
An algorithm is a complex mathematical formula Google uses to determine what results best match the user’s search query.
It’s complicated. Like the coca cola recipe, nobody outside of Google’s secret lab knows what’s in it. That’s why my client’s question made sense:
Will I have to change my website every time Google changes its algorithm?
Frankly I was surprised that I’d never heard that question before. Here’s the answer: Barring some earth-shattering change in Google’s direction the answer is NO.
Remember Google’s Mission
Here’s my advice: Rather than worrying about changing your website every time Google updates its algorithm, think of your website as an organic, evolving marketing tool – it should always be changing. I don’t mean that every couple of months you need to trash your website and start over. What I’m saying is that your website should constantly be tweaked and improved. If you want to enjoy consistently high rankings you need to understand that the days of building a website and never touching it again are over.
Here are some tips
The Takeaway
Make sure you give your clients/customers/patients high quality content. Work toward earning valuable back links, work at getting good reviews – pay attention to your website. If you do these things you will never have to worry about what goes on behind closed doors at Google’s secret lab. Make sense?