Addressing Changes to Search Engine Algorithms
Search engine optimization (SEO) is one of the most effective, most affordable marketing strategies you can implement to drive more traffic to your site. But with constant updates and changes to search engine algorithms, it can be challenging to maintain a consistent level of SEO performance. As long as you know when and how to react when these changes, you can keep driving quality traffic to your website.
Search Engine Algorithm Changes Can Benefit Your Business
While core search engine algorithm changes may cause some fluctuation to your SEO performance, they are actually good for business. These changes show that search engines are continuously working to provide more refined search results for users, thereby improving the quality of your website leads. In other words, a change in the way search engines find and relay information to consumers is not always a bad thing and can in fact lead to better qualified leads on your website.
Over the years, search engines have refined their mathematical formulas to give users more accurate search results. The formulas are so advanced and precise that online searchers are now seeing fewer irrelevant search results due to algorithm updates.
This means that your website will only show up for users who are genuinely interested in your inventory or services, resulting in a higher conversion rate. If your website ever experiences a drop in rankings after an algorithm change, it could be a sign that the previous leads landing on your website were of low value.
What to Do When Search Engine Algorithm Changes Occur
While changes in search engine algorithms can cause alarm and are certainly worth your attention, knee-jerk reactions to quickly adjust to new norms are not always the right answer. Still, there are a few things you should do when you see changes to search engines algorithms.
Don’t Adopt Every New SEO Trend
One common mistake that dealers make when faced with SEO algorithm changes is always hopping on the latest trend. While changing your SEO strategy may initially provide a boost in rankings, this approach is not sustainable and can result in long-term negative effects. Instead, you should focus on providing relevant and useful content for your target audience, which will ultimately lead to better search engine rankings.
Look into the Purpose of the Algorithm Update
If you’re concerned that a recent algorithm change is negatively impacting your SEO performance, look into the reason behind the algorithm update. Resources such as Google, Search Engine Land and Search Engine Journal provide a comprehensive history of significant algorithm changes.
Understanding the intent behind these updates can help you better adapt and strategize for the future. However, it's important not to get too caught up in algorithm changes and try to predict what will happen next. Instead, pay attention to your website's overall performance. If your website traffic and leads remain stable, there may be no need for any major changes to your SEO strategy.
Focus on the Quality of Your Website Content
While it’s easy to get caught up in the latest search engine trends, overall your SEO goals should focus on creating high-quality website content that serves the needs of your target audience. As long as you’re optimizing your website to cater to the needs of your customers, the rest usually takes care of itself.
Approach algorithm changes as an opportunity to improve and refine your SEO strategies rather than something to fear. By staying informed, adaptive and focused on providing value to your customers, you can successfully navigate any algorithm change and continue driving success for your dealership.
Ongoing SEO Support
While you can track SEO changes and make adjustments to your SEO strategy by yourself, it never hurts to enlist the help of SEO professionals. Working with an SEO expert can greatly benefit your dealership when it comes to understanding and handling algorithm changes.
These experts are well-versed in industry trends and will ensure that your SEO always serves the needs of both your customers and your business goals. You may also want to partner with an SEO expert who offers a blog service within their SEO package. This allows you to regularly add relevant and useful content to your website – at no additional effort from your team – which can improve your rankings and attract more qualified leads.
Addressing Changes at Your Dealership
Like most technologies, SEO is always changing, always adapting to give the end user a better experience. Sometimes these changes come at the expense of businesses like yours, forcing you to adapt with time and technologies to keep consumers coming to your site. Just remember to prioritize the customers experience, pay attention to your website analytics and enlist the help of SEO experts when necessary to keep your SEO performance consistent.