Making Google Updates Less Complicated for C-Level Stakeholders

Source: freepik worker_concept_959026

Google updates, for the greater part, leave a haze of uncertainty, mystery, and trepidation in the minds of non-SEO and non-marketing business executives. Not to put too fine a point on it, but although the industry is more concerned with, “Who won the update?” versus, “Who lost?” the actual probable impact is fundamentally different across many industries. Consequently, those ghost stories about algorithm updates spread throughout the C-suite and, in many cases, unfairly cause panic.

The Need to Create Frames of Reference

As one starts communicating with wider business stakeholders, the task of creating an effective frame of reference feels so critical—it is essential to clearly and relevantly anchor your message. One of the ways in which one can clearly communicate the significance of Google updates is through information contextualization, pertinent use of data, simplification of complex ideas, highlighting of impact, and consistency.

Translate concepts into familiar ideas and “realize” them for your audience: You should try to paint pictures with your words as you attempt to contextualize the ideas that you believe your audience may not be too familiar with. For instance, rather than speaking about a Google update, explain how it might affect the bottom line. 

• Show Applicable Data: Express data in terms of ROI, benchmarks, or other metrics relevant to your audience. This aids them in understanding the concrete consequences of the updates from Google.

• Make Simple: Make the information simplified and avoid using jargon. Make use of visual aids wherever possible. Easy does it. Avoid laying out all of the technical details on the audience in one shot.

• Incite Impact: Bring out business tangibles and use scenarios to drive home the effects. If necessary, for example, describe how reduced Search visibility may result in fewer leads or sales.

Adhere to coherence and impact in your message by streamlining your communications with the business strategies and driving home core messages.

Proactive Communication on Updates

Remember that your C-level stakeholders are not necessarily looking for the latest on Google. In fact, proactively communicating about updates can avoid a lot of confusion and appear as if you’re managing risks effectively—even if they are not directly relevant.

This proactive attitude will also help cut down on the impact an update will have on your business. Knowing which sectors an update may hit, you can take preparatory measures, thus better arming yourself to take on any challenge that may come your way.

The 30,000ft View

The 30,000 ft view in marketing communications is a high-level, strategy-oriented view of how changes in Google updates in the search landscape may affect the organization. This would include looking at the high level of goals and how key updates would affect business strategy, the recommended steps to take from a risk mitigation or opportunity perspective, and the timelines for their implementation so as to effect timely execution.

Help C-level stakeholders make the most informative decisions and lead with effective strategies through insights into the potential effects of Google updates.

Visual Communications: Torino Scales

The Torino Scales, which were usually employed to evaluate the potential hazard of near-Earth objects, is another way we can communicate the potential impact hazard of Google updates. By providing a visual map of the risk level of updates, you can offer a much clearer, succinct overview of potential consequences.

Google Updates vs. Seasonality

Seasonality can play a significant role in affecting businesses, and it becomes crucial to consider this in the analysis of Google updates. This insight into how seasonal fluctuation might play a part in search behavior and ranking can help you adequately appraise the total relevance of updates to your business.

Deeper Understanding of the Complexity of Google’s Algorithm

Google’s search algorithm is an ever-evolving complex system designed to always deliver the most relevant and useful information to its users. Some of these update algorithms can have massive effects for businesses with websites in terms of their visibility and organic traffic.

This makes it hard to know Google’s algorithm clearly. It’s hundreds of different factors, all of which can make the difference in how well or how poorly a website ranks. These factors may belong to either technical—such as speed and mobile-friendliness—or content-related issues—relevance and quality.

Besides, the algorithm of Google is dynamic all the time. The company keeps on rolling out updates for enhancing the quality of search results and tackling the upcoming trends. Sometimes, major changes in search rankings could be the result of such updates. Businesses find it next to impossible to keep pace with this changing scenario.

Impact of Google Updates on Businesses

There may be a greater impact of Google updates on businesses that rely more on organic search retrieval. A website mainly affects the visibility, traffic, and leads of a website, depending on whether it is positively or adversely affected by some update. Meanwhile, a website would most likely be affected in cases whereby it is favorably affected by the updates.

The impacts heavily depend on the exact update done and the niche or industry. In certain scenarios, some updates do create a tipping point in some industries. A good case in point is those associated with mobile-friendliness, which tend to cast a huge effect on businesses relying on mobile traffic.

Proactive Strategies for Mitigating the Impact of Google Updates

While it’s pretty hard to know the exact consequence of any Google update, there are some proactive strategies a business can take in order to minimize risks and optimize the benefits. They include the following:

• Keep in touch with the latest news and announcements by Google. This might bring a ray of light when it comes to the effect of an update on a business and taking the necessary action.
• Monitor your website’s performance: Track organic traffic, ranking, and conversions on your website regularly in order to identify and subsequently repair the negative impact of Google updates. Optimize your website for search engines: Ensure that your website is search-engine-optimized as per the SEO best practices. It generally includes the optimization of site content, structural components, and technical aspects.
• Diversify your marketing: Never rely only on organic search. Diversify your marketing among social media, email marketing, and paid advertising alongside organic. A Reputable SEO Agency It is good to work partnered up with a good, reputable SEO agency that will guide you to figure out what the intricacies of Google’s algorithm are and how you can optimize your website for search engines. The Role of AI in Google’s Algorithm

Lately, one of the most prominent parts of the Google algorithm is artificial intelligence. The AI-powered systems listed here help understand intent in search queries, pick up relevant content, and then tailor the results for a particular user.

One of the examples of AI already at work within the Google algorithm is RankBrain—a machine learning system for the semantic understanding of queries, even if they are ambiguous or entirely new. Hence, RankBrain can make Google understand what relevant content is according to search history and user preference.

Future Effects on Google’s Algorithm

The more technology progresses, the more complex and sophisticated the probability that Google’s algorithm will continue to be. New AI systems may be in the offing to make search results more accurate and better equipped against rising trends.

It is critical for organizations to educate themselves on both today’s and tomorrow’s path of development within Google’s algorithm, preparing their strategies for modification. The better grasp a business has of the subtleties of the algorithm, the more businesses can mitigate the risks of Google Updates and increase their visibility online by preparing proactive strategies.

Sources:

• https://www.searchenginejournal.com/data-confirms-disruptive-potential-of-searchgpt/525122/
• https://twitter.com/sejournal/status/1826712145758740830
• https://digitaldriven.in/data-confirms-disruptive-potential-of-searchgpt/
• https://creativedatanetworks.com/data-confirms-disruptive-potential-of-searchgpt-via-sejournal-martinibuster/

Subscribe to our newsletter