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If you are working in digital marketing for an online business company (let us be realistic, this is most companies today), then you are likely to be afraid of the infamous “Google Algorithm Update”.

Many marketers see this periodic switch in Google’s algorithm as a potential nemesis to cut their metrics and eliminate traffic.

Typical reaction? Every time Google releases an algorithm update, search engine optimization experts and thought leaders try to decode and decipher the secrets of the algorithm to find out what makes it work. The idea is that if you can figure it out, you can reorganize your SEO and content strategy to regain (or surpass) your top ranking algorithm.

This seems to be the best attack plan. However, I believe that this desire to measure metrics and defeat algorithms will only hurt the company in the long run. It is inefficient, detracts from the true purpose of SEO, and ultimately wastes your company’s time and money.

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mine?Although algorithm updates should not be minimized (because they were able Negatively affect the company), they should not be afraid.I believe we should work with Algorithms, instead of opposing them, ultimately created a win-win situation: to provide users with a better experience and a more successful online image for worthy companies.

Let’s explore how to do this next.

Algorithm update improves user experience

As the digital environment is constantly changing, companies must accept that these algorithm updates will not be available everywhere. They are happening and will continue to happen indefinitely. It doesn’t matter… we, as search engine customers, should want it too!

The first step of cooperation Google algorithm update Is understanding why They happen first. These updates are aimed at creating a better Internet experience for businesses and consumers.

The idea is to make the browser “smarter” so that Internet users can find what they want faster and easier.

Sounds great in theory, right? In this model, companies can find suitable customers, and vice versa. If it is an improvement for users, then it should be an improvement for you.

When we started to analyze and process numbers after the algorithm was updated, the problem began…

Don’t fall into the indicator game

For many SEO managers, numbers are everything-total organic clicks, bounce rate, keyword rankings, impressions, to name a few. And for good reason! This data helps us understand what is happening on the other side of the screen.

However, when these data become the ultimate goal, we will run into trouble.Many times, from SEO positionThere is a tunnel vision that focuses on indicators and traffic, which leads to a tilted strategy purely dedicated to maximizing the wrong numbers.

But here is the thing-a higher ranking on Google is not necessarily beneficial to the business. Yes, they look great in the quarterly report. Yes, they are easily tracked. But will the impression surely turn into potential customers? Do not. These numbers become a meaningless trophy, not a useful tool.

Let’s look at an example to emphasize what I mean.

Lower traffic may mean higher income

For a period of time, I worked with a company and their website had two aspects: user-generated content and professionally-generated content. The output of user-generated content is higher, but the quality is also often lower.

Every time there is an algorithm update, the user-generated business will be negatively affected. They lose a lot of traffic time and time again. However, the company’s overall revenue has grown simultaneously.

Why?Because other Their business is benefiting. High-quality, professionally generated content is favored by algorithms because it is closer to what Internet users are actually looking for. Therefore, it benefits when its low-quality competitors are downgraded.

For me, this is the perfect argument for why companies should spend time creating a great product instead of focusing on SEO hackers or metrics.If you create a Effective website With relevant content, clicks will appear naturally.

User-centric

In the end, the solution sounds too good to be true—focus on who the user is and what the user wants to find on your website.

Don’t ask yourself, “Should we be #1 because we have the most keywords or the best backlinks?”, ask yourself, “Are we the best solution users want? Should we be #3User’s position?”

The development direction of Google algorithm, I believe that focusing on the actual service or product rather than the details of SEO is the secret to creating a successful business.

This is what I call “product-led SEO” In my book of the same nameThis approach overturns the entire premise of marketing products to promote adoption.

eli schwartz google algorithm quotation minutes

Instead, the focus of the transition is to put great products in the hands of users who are very excited and can represent the product as a marketing agent. In this paradigm, there may also be innate triggers in the product that encourage sharing, forcing users to do it.

Algorithm updates are not your enemy

Finally, the Google algorithm update has become a reality. The sooner everyone accepts this and learns to use updates instead of opposing updates, the sooner they will find a successful strategy.

The key to “go with the flow” is to observe the direction of the water flow well and long-term. And, from everything I have seen, the well-known algorithmic river is flowing in the direction of product-led search engine optimization. In my opinion, every good SEO strategy will follow.

Start by talking to the user. Get in touch with customers’ needs. What are they looking for? What do they like? What makes them click on the CTA? What cues do they use to browse the website? Once you have a good grasp of the user’s needs, you can start creating a website that naturally surpasses the algorithmic cutting board.

When your website becomes more effective and you can connect with the right customers, everyone wins. This is the whole point of the algorithm. Finding the harmony between the two will help relieve a lot of pressure and promote business development.

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