Google has made over 200 changes to their core search algorithm within the last year. That’s a lot of things to keep track off! There are a couple changes within the last year that you can use to gain a competitive edge in your industry by partaking in a few simple initiatives.
Here are a few of the major changes:
- The Query Deserves Freshness (QDF): Until very recently Google had a deal with Twitter to publish relevant tweets within the search results called “Realtime Results,” but the two services have failed to renew the deal. While their contract has ended and this functionality no longer exists, Google still gives primacy to fresh content from news outlets, blogs, or anything that is updated very frequently. If your company can create a content funnel and release updates and information on a regular basis around your desired keywords, then this can increase your visibility.
- The Query Deserves Diversity (QDD): Google started delivering integrated results from multiple search verticals in 2007 with Universal Search, by integrating images, video, news, shopping, books, places, blogs, forums and more into their search results and the integration is more prevalent than ever. In order to dominate the search engine results page (SERP) in the current landscape, you need to have targeted content for each of these channels. While these might not be applicable to a large set of keywords, it is crucial for corporate branding efforts. For example, search “Coca-Cola” and you’ll find links to their website, Places page, stock ticker, news articles, Wikipedia, and Facebook page. They almost own all of the “real estate” on the search engine results page. This is how you should dominate the SERPs to really convey your industry-leader status in your marketplace.
- Go Local!: If your company relies on maintaining a local presence and connection with the communities within your area, having a targeted local search strategy is crucial. If you are trying to target prospects, for example, in the hospitality or service industry within a particular area, it’s crucial to get links from local entities like a local news website, domestic management organization, or community blogs that are branded as such (e.g. The Boston Globe White Coat Notes would be an amazing link for a Boston hospital to gain local links from).
In order to have the competitive edge on the new Google search page, you will need to create a content funnel and update the relevant portions of your website regularly. You should also increase your company’s social media efforts and “vertical profile,” connect with local communities by creating a Google Places page and align your link building strategy with local voices that are centered around your key phrase strategy in order to increase SERP domination. Follow these simple tips and get in touch with your SEO team, and you’ll be dominating Google in no time.