The algorithm changes almost constantly — but your digital marketing plans don’t have to.
Here, you’ll find:
- How search engine algorithms work
- Why updates are nearly impossible to predict
- Ways to prepare for search engine algorithm changes
- Why content marketing still reigns supreme
In a way, the search engine algorithm is like rocket science: we know it’s important, but most of us aren’t exactly sure how it works.
Every year, Google rolls out numerous updates (often with little heads-up) that manage to change the playing field for marketers in big and small ways.
But even for pros who have been working in paid search for years, understanding the search engine algorithm can be tricky. Knowing the basics allows you to react to new changes quickly or prepare your campaign for them in advance. When you figure out how these algorithms can affect your paid advertising tactics, you can take steps to prevent them from derailing your plans.
What is a search engine algorithm?
A search engine algorithm is a collection of formulas that determines the quality and relevance of a particular ad or web page to the user’s query. These days, Google reportedly changes its algorithms thousands of times each year. However, only major changes (or updates) affect SEM campaigns in a visible manner.
One of the biggest mistakes marketers make is focusing all their efforts on frantically adjusting the campaign to these formulas instead of looking at the bigger picture.
The overall search engine strategy
Search engines make the user experience a top priority. Google managed to become the most popular search engine on the planet by creating complex algorithms that improve the search process using sophisticated tactics that serve users the information they seek.
An algorithm works with all kinds of details for context, from obvious clues like the perceived content quality to the spam history of the website owner.
Overall, Google uses more than 200 ranking factors when determining which results to serve and in what order. However, no matter how well you adjust to them, each new update has the power to push your efforts to square one.
While updates may be mostly focused on organic search, they can have not-so-clear but oh-so-painful implications for paid search as well. For example, your ads could stop showing up as a response to a big part of your target audience’s queries simply because the landing page they lead to isn’t specific enough.
In 2019, Google rolled out a major updated dubbed BERT. The aim of this update was to improve the search engine’s translation of natural, conversational language queries to improve its understanding of context.
This forced marketers to pay more attention to user intent than before. Pre-BERT, if you needed to focus on separate keywords in the search phrase, full phrases became much more important after the update.
For example, the query “cooking your own vegetables” shouldn’t simply give a list of tips for cooking veggies. It should also provide tips for cooking vegetables you grew and harvested on your own. In turn, paid ads had to become much more specific targeting the intent of the audience to stay relevant to search queries.
With each new Google update, search engine algorithms are working to become more useful to the searcher. Unfortunately for digital marketers, predicting specific changes is nearly impossible. But by knowing the overall intent to improve the searcher’s experience, it’s possible to adjust your SEM strategy so it doesn’t suffer as new updates take effect.
Need more help deciphering the search engine results page? You’re in the right place.
How to prevent the negative effects of algorithm updates
Search engine updates can be as unpredictable as the weather. The only thing you can know for sure is that they will happen. When they do, many websites and ads may see a drop in rankings, even if the change is temporary. Luckily, there are ways to stay prepared and ready when updates do arise.
1. Focus on landing page quality
Even when updates roll around, it’s hard to understand immediately how they’ll affect the connection between paid and organic search. But one thing is always clear: High-quality content on landing pages is likely to affect your conversion rate positively, regardless of algorithm changes.
Just a couple of years ago, landing pages weren’t as important for paid search because they didn’t play any role in the immediate ad-clicking process. Today, with Google’s focus aimed at search relevancy and accuracy, landing page quality is an integral factor when determining your Quality Score.
Search engines pay close attention to the landing page quality and relevance to keywords, and that isn’t likely to change. Now, Google even tracks how often a user returns to the search page after visiting the landing page in an attempt to understand whether they were satisfied with the search result.
To stay ahead of the updates, it’s imperative to maintain the quality and relevance of both landing and linked pages.
2. Don’t rely solely on keywords
The overall tendency of Google algorithm updates is to move away from a hyper-focus on keywords to more long-tail phrases and nuance. Of course, keywords are still an integral part of SEM. But building your strategy solely around them can prevent you from seeing the big picture or creating a well-rounded program.
Rather than only focusing on your keyword, you also want to take intent and relevance into account. Look into how you can best answer the questions your audience is asking. Paying attention to when, how, and what they ask can help you design relevant ad and landing page content while satisfying changing search engine algorithms.
3. Look for update warnings
In some cases, search engines will offer some advanced notice about an upcoming algorithm update. Back in April 2020, Google announced a 2021 algorithm change that would introduce Core Web Vitals as ranking factors.
This gave marketers almost a year to get familiar with these factors and adjust to the upcoming changes to make sure rankings don’t suffer. And since Google isn’t always forthcoming about update details, it’s wise to take notice when they are.
4. Keep calm and tweak your content
When search engines change their algorithms, it can cause chaos for marketers. It’s often a mad dash to adjust strategies and make quick changes to curb significant ranking changes or irregular reports. But sometimes these actions can hurt your campaign even further.
Remember, all you can do is implement relevant improvements and follow the latest guidelines. If you’re using Google Analytics, making note of when an algorithm update took place can explain any out-of-the-ordinary results when you pull reports or debrief clients.
Search engine algorithms are a complex system for helping users find the best answer to their queries. To improve user experience, search engines change their algorithms regularly. But studying how algorithms tick isn’t as important as understanding what your target audience wants.
By improving the quality and relevance of landing page content while exploring questions your audience asks, you can work to minimize your dependence on algorithm changes and control, to some degree, how drastically they affect your initiatives.