- Whenever Google makes algorithm updates, your website could also be at risk for a penalty
- The best way to avoid this risk is to maintain SEO best practices
Written by: Lauren Labunksy, Dealer Spike
Did you know that Google can actually “punish” your trailer dealership website? Well, it can if your content and search engine optimization (SEO) strategies conflict with Google’s marketing standards. In addition, whenever Google makes algorithm updates your website could also be at risk for a penalty – meaning that your site could drop to a lower ranking in search results. The best way to avoid this risk is to maintain SEO best practices and keep a finger on the pulse of what’s happening in the world of Google.
First, make sure your website is aligned with the core ranking factors used by Google:
- Responsive software, with optimization for mobile devices that ensure your site loads and performs correctly regardless of the device that is used.
- Proper navigation in place – help website visitors have a good experience by organizing the content on your site in a straightforward and intuitive way.
- Long-form, keyword-rich content shared on your site that provides legitimate value for readers – no keyword stuffing, irrelevant content, or duplicate content.
- “Healthy” links that help your website build authority by offering helpful supplementary information. Be sure that all links used within your website’s content are active.
If you’ve got these basics down, you’re in good shape. Next, consider Google’s history with algorithm updates to help you forecast updates coming in the future.
- “Panda” was implemented in 2011 to keep sites with poor quality content out of top search results spots.
- “Hummingbird” was created in 2013 to signal for Google to recognize the intent of a searcher’s query and adjust search engine results based on that intent.
- “Mobilegeddon” was put in place in 2015 to favor websites that were optimized for use on mobile devices.
All of these updates were designed to accommodate recent trends (at that time) in the world of search engine marketing. They also all aimed to deliver a better search experience for users, and one that was more likely to provide them with the best result. If your website is penalized due to an algorithm change, it’s usually possible to uncover the reason with a bit of research, consideration of past experiences, and trying to identify correlations between the dip in search results and actions that Google has recently taken. It can be helpful in this situation to enlist the help of a website provider or third-party company that specializes in both SEO best practices and Google trends.
Our best advice? Set up a process to audit your website for SEO basics on a consistent basis, while also closely monitoring your site’s performance in search engine rankings. It is also in your best interest to stay up-to- date with Google’s latest happenings by following industry-related articles and news. The best way to combat the threat of a Google penalty, while also ensuring that customers will be likely to find your website, is to stay on top of your status with Google and make a regular effort to protect it.
About Dealer Spike
Dealer Spike is a world-wide digital advertising company focused on helping dealers increase sales and service profitability through online digital advertising and training. Visit www.dealerspike.com to learn more.