Protecting Your Site From Search Engine Algorithm Changes

Any changes to the algorithms of search engines is often frowned upon by Webmasters as it affects their rankings in more ways than one. While these changes are unavoidable and there is nothing you can do to prevent them; taking some measures can lessen its effects. It has been said that if you practice white hat practices, you are pretty much unaffected by updates, but this isn’t quite true. Here are some tips on how you can make your site less susceptible to search algorithms updates.

Google's Search Engine algorithm changes are unpredictable

Before we continue with the suggestions, do take note that not all traffic changes are the result of search algorithms update. Fluctuations are normal, for example, seasonal fluctuations are not caused by algorithm updates but rather dependent on certain times of the year. Such changes are beyond our control, which is why we won’t be discussing them in further detail here.

Stick With Your Targeted Keywords

You might be inclined to increase traffic from search engines by ranking for more keywords, hoping to increase it but this doesn’t work all the time.

You might think that by choosing to go with new keywords, this will increase traffic but it’s just the opposite – these new keywords will affect the relevancy of your current keywords, and as result you could some of the traffic you already have. So, before you target new keywords, be ready to revert to your previous work if results don’t work in your favor.

Optimize Long Tail Keywords For Better SEO Efficiency

Long tail keywords are often neglected because they don’t draw in as much traffic as their better performing counterparts. However, long tail keywords are more resistance to changes in algorithms. The traffic of long tail keywords doesn’t change as much because there is a lack of competition. If you have been ignoring long tail keywords, perhaps it’s time you start optimizing them?

Optimize Less Competitive Keywords

Less competitive keywords may not be long tail but they are more prone to suffer from search engine updates. Imagine if there are 10 sites that are competing for a keyword, and Google updates its algorithm, the worst that can happen to you is that you rank 10th, which is still better than placing in the top hundreds.

Also Read: Essential SEO Plugins For WordPress

Update Your Content Consistently

It goes without saying, that new updates is what helps your site rank well. If you do not post new content consistently; your keywords that used to rank well will take a beating from new search engine algorithm changes. While you can’t overcome these changes by posting content all the time simply because ranking well takes times; new content is essential as it brings traffic. It’s better to post new content on a weekly or a monthly basis than it is to post nothing for months and then flood in 30 new content pieces in a month.

Use PPC

While free search engine traffic is beneficial, it isn’t without its pitfalls. No matter how relevant your site is and how diligently you protect it against search engine algorithm changes, you’re never quite immune. If you want traffic on a consistent basis, you should start using PPC. For the uninitiated PPC is short for Pay Per Click and one of the most popular platform to do so is via Google AdWords.

Be Selective With Your Backlinks

Gone are the days when any backlink was beneficial. Times have since change; any links from bad or irrelevant sites can actually hurt you now. This is why you should only consider getting backlinks from reputable, high ranking sites only. In addition to the invaluable link juice they provide, these sites rarely get affected by algorithm changes, which you can benefit from. Moreover, once a high-profile site places a link, chances are they won’t remove it to protect their rankings, as other sites might be more inclined to.

Advertise On Social Media

While attracting traffic from search engines is great; that shouldn’t be your only strategy. When you start branching out various traffic sources, the first option is PPC (which may cost money but brings in traffic), the second alternative is social media platforms. Sites such as Facebook, Tumblr, Twitter and Instagram are all free to use and if implemented correctly; can help boost traffic. While traffic from such social media sites aren’t targeted and conversions might be slightly lower, they are still a viable alternative.

While you may be able to benefit from search engine algorithm changes (for example when it affects your competitors in a negative way); this is purely coincidental and should not be relied on.  Having said that, if you don’t want to be affected negatively by algorithm changes, you ought to follow the aforementioned steps listed.