Why Every Digital Marketer Should Pay Attention to Google Algorithm Updates

Focus on what you can control, and don’t worry about what you can’t. It’s priceless guidance for leading a successful and happy life.

So, why on earth should digital marketers give a hoot about the algorithm tweaks in the works over at Google Search? After all, that stuff is firmly in the “outside your control” column, right?

But if you’re leveraging Organic Search to drive digital revenue, understanding how Search works, and how it’s changing, is crucial.

Here’s why you should keep up with Search’s evolution, plus a look at the key aspects to monitor.

Google makes hundreds of changes to its systems and algorithms every year. Most of these are minor and unannounced, so they fly under the radar of most digital marketers.

However, a few times each year, Google rolls out more significant updates.

The largest and most impactful of these are known as Google Core Updates. These are typically the updates that cause significant ranking fluctuations, which is why they’re most discussed on SEO forums and industry news sites.

On Google’s Search Status Dashboard, you’ll see the updates categorized by the product they impact:

The dashboard provides a few details about the timing of each rollout and a brief description, but Google's updates are, for the most part, black boxes.

We don’t really know much about how they function or the specific changes they’ll bring until each rollout has finished and we can see how Search and SERPs look differently.

Google Search updates don’t change anything about the way individual websites function, but they can impact your website visibility on Search depending on how your site is graded on Google’s ranking factors.

Some of these ranking factors are known, and others remain undisclosed, which is in part why performing Organic Search marketing on your own can feel like fumbling around in the dark.

The takeaway here is that each update is part of Search’s evolution, and as it evolves, you should work to keep your site optimized and aligned with the direction of Search.

Sites that fall out of alignment with Google’s vision for Search will see lower organic rankings and reduced visibility. That means less traffic, fewer conversions, and reduced revenue.

On the other hand, by taking the time to understand the future of Search and working to build a website that serves users while simultaneously satisfying Google’s ranking systems, you can maximize your Organic Search presence and drive exponential growth.

So, although Google Search updates aren’t within your control, they can have a huge impact on your bottom line. If nothing else, that should be more than enough reason to keep up with the changing algorithms and systems that power Search.

So, what’s the big deal about ignoring a Google algorithm update? Well, consider for a moment that 53% of all web traffic comes from Organic Search.

As a digital marketing channel, Organic Search is incredibly cost-effective, with peerless ROI and theoretically limitless growth potential. And since Google controls ~90% of the global search engine market share, when we talk about Organic Search, we’re really talking about Google Search.

Those two factors combined clearly show why it pays to optimize for Google Search, and you can’t optimize without staying on top of the latest system and algorithm updates.

Lower organic rankings have visibility consequences. The lower you rank, the harder users must work to find you. That means less organic traffic coming from the SERP to your landing page.

Here’s a breakdown of the click-through rates for each position on page one of Google Search:

It’s clear that higher keyword rankings drive revenue through increased traffic and conversions, and ignoring updates and refusing to adapt is a short road to lower rankings and less Organic Search revenue.

Sure, you can use other digital channels to capture revenue, but at a far lower ROI than you’d see from Organic Search.

Unlike PPC, Organic Search optimization delivers long-term results, so if you fail to adapt to Google updates, you could be disrupting this growth.

Unfortunately, too many brands have lost significant Organic Search traffic because they didn’t prepare for significant Google algorithm updates.

Conversely, many brands thrive when they stay ahead of the curve and work proactively to deliver the utmost value to users.

If you aren’t continually optimizing your website as Google Search evolves, your brand runs the risk of being left behind. The best way to stay ahead of the curve? Partner with a trusted business intelligence partner that understands your unique objectives.

As an ROI-focused digital marketing agency, VELOX builds and executes complete campaign strategies. Our specialists leverage leading-edge research and proven techniques, conservatively targeting 400 to 800% ROI and consistently exceeding client expectations.

That’s why we’re recognized among the top 3% of agencies globally as a Google Premier Partner.

Let us help you build a more productive business and drive revenue through Organic Search optimization. Contact VELOX today for your free marketing plan.