February 6, 2015

Keeping Algorithm Changes in Mind When Advertising

In the fall of last year, Google rolled out several algorithmic updates including Panda 4.1 (September 23rd), Penguin 3.0 (October 17th), and Pirate 2.0 (October 21st). As many know, these changes can drastically affect search engine rankings and website traffic. If you are following Google’s guidelines, it is likely probable that your traffic can increase. However, in cases where you are not adhering to Google’s guidelines, you could potentially cause major harm to your business. This is why it is important to keep Google’s algorithmic changes in mind when considering your advertising options.

Put Google on Your Radar

Paying attention to the threats Google makes about what it will penalize can give you some direction when advertising. No more guest blog posts. Pages with too many ads will be penalized. Using Transport Layer Security (TLS aka HTTPS) will result in better rankings. Mobile friendly sites will be highlighted in mobile search. Et cetera, et cetera. Google’s list of threats goes on and on and on. While some of these threats have yet to come through, there have been blips of changes regarding others. You can use these changes to determine what your advertising focus should be. For example, Google’s November 2014 announcement to label “mobile-friendly” sites as such makes it clear that mobile is important. Therefore, mobile advertising campaigns would likely be beneficial for business.

Adopt a Variety of Advertising Mediums

In 2009, Google released a lesser known algorithm known as Vince. The Vince algorithm put emphasis on brand validation and factored trust into rankings. The impact of Vince was that marketers and   advertisers had to adopt multi-faceted campaigns in order to build trust. This required more time, more content, and engagement of the online community. More often than not, the goal of an advertisement is to encourage someone to take action or to reach an audience. Using a variety of mediums with specific advertising campaigns can help you achieve these goals, as well as your authority, especially in Google’s eyes.

Accept Changes Early Rather Than Later

It is vital for businesses nowadays to have a knowledgeable staff capable of understanding the implications and having the ability of adapting to Google algorithmic changes. Take for example, the October 2014 announcement of Google’s new app called “Inbox”. Understanding the features of Inbox app and how it will affect email advertising is important. Google has made it clear that Inbox app will “bundle” particular types of messages together for better user experience. Taking this into account, it could prove beneficial to evaluate how email advertisements fit into your campaign.

While nothing is known for sure, it is clear that Google’s algorithms can drastically affect business and advertising. Taking the time to pay attention to Google, adopting various advertising opportunities, and accepting certain changes early can be a huge influence in the success of your business.