So Google’s broad core algorithm update is towards the end of its roll out.
In light of this, there’ll be movement in the SERPs.
If you’re hit by this algorithm update, you’ll want to go-ahead and make the necessary changes to your site.
You’re gonna wanna optimise your site.
After you optimise, don’t forget to optimise.
What do I mean by this…?
This algorithm update will influence you to make immediate changes – this is if you’ve been hit by it.
Making changes to your site will be necessary.
This necessity may see your SEOs firefighting to improve things.
This improvement will be on a website level.
However, optimisation is essential on two levels.
The website level is the immediate, ‘fix-now’, level.
This level is essential.
The secondary level is to improve the state of SEO within your business.
This level is important, and unfortunately, often neglected.
Now, the first level is well known.
This is finding issues on your site that may be a threat to your site’s ranking ability, and fixing the issues.
I know Google says there isn’t a fix for their broad core algorithm – I get this.
The reality though, is that if you’re hit by this update, it will require you to do something.
It’ll require you to take action and improve certain elements on your site.
What is improvement? Optimisation.
Optimisation is forever. It has no end.
To optimise your site, from its current state, will require you to find things that can be improved.
This is synonymous with fixing things.
You find an issue, you resolve it.
This is what will be needed on this website level.
Everyone who’s been hit by the update will carry out optimisation on this level.
The secondary level is the one you’ll need to follow-up with.
The secondary level is the one you MUST attend to.
So, let’s delve into this level.
How are issues on your site, ones that affect your SEO, caused?
Have you ever pondered on this…?
They’re caused due to a lack of awareness of SEO within your business.
I say this often because it’s true – it takes more than SEOs to make SEO a success.
Think of all the departments, the teams, the individuals within your business that have a touchpoint with your website.
Every single one of them have the ability to impact your site’s SEO.
This happens, not due to sabotage, not maliciously, but instead, inadvertently due to not knowing how one impacts the site’s ranking ability.
This is a lack of awareness of SEO.
SEOs wouldn’t damage your SEO.
Because they’re aware of how their actions, on and/or for, your site, impact the site’s visibility in the SERPs.
Non-SEOs, on the other hand, are not aware of how what they do on the site impact the site’s visibility.
And they are not necessarily to blame.
Non-SEOs are not to blame for the issues they create for your site’s SEO because they simply do not know.
They have no idea.
At a time when SEO is still relatively new in marketing, you can’t blame non-SEOs for not knowing what SEO is.
You can’t blame them for not knowing how their actions on the site will impact the site in the SERPs.
You cannot and you should not.
Instead, awareness of SEO should be spread to everyone who has a touchpoint with the website.
This is the secondary level of optimisation you’ll need to carry out after resolving the issues on your site.
This level of optimisation is to improve the awareness of SEO throughout your business.
It has an explicit agenda to prevent issues from recurring.
Whilst the website level of optimisation improves your site, on and for your site, the secondary level of optimisation aims to improve the knowledge of SEO with the various departments, teams, individuals in your business.
Any and everyone that has a touchpoint with your website need to have a fundamental awareness of SEO – as it pertains to them.
This knowledge will prevent them from inadvertently creating issues on and/or for the site.
Issues that, once created, immediately puts your site’s organic visibility at threat.
Isn’t SEO fun…?
You’ve got to love it.
There is no other marketing channel like SEO.
It is the most unique marketing channel you’ll ever have the pleasure of wielding to generate you traffic.
If used correctly, you’ll realise that it is THE MOST powerful marketing channel there is – at least as far as digital is concerned.
There’s nothing like it.
So do yourself a favour. Do your business a favour.
After you optimise, don’t forget to optimise.
Have issues on your site worked on, and then work on improving the state of SEO within your business.
Work on improving the way SEO is regarded within your business.
Work on improving the awareness of SEO throughout your business.