In the aftermath of a Google algorithm update, the immediate impact on client sites can be tough to measure (especially with an update as volatile as the core update Google just rolled out in August). While Google core updates are unfortunately unavoidable, having a solid game plan to follow in the wake of one is the best way to set up clients for success.
Google revamps its algorithm almost constantly, but the most notable updates come a few times a year in the form of core, spam, and product review updates. When Google confirms one is rolling out, it’s easy to go into panic mode. However, there are several actions you can take before a core update ever happens to ensure your clients are protected from the worst.
Even when you’re dealing with a massive update, following this action plan will help you and your clients be as prepared as possible before, during, and after an update rolls out.
To best protect your clients before an update ever happens, you should…
- Focus on a well-rounded strategy: Diversification is just as important in marketing as it is in the stock market, and focusing on more than one strategy is a great way to protect your clients on all fronts. While you work to improve your clients’ SEO, you’ll also want to increase their visibility via paid ads and the Google Map Pack. This is especially important during the volatility of election season; advertising costs are sky high right now and diversification is a great way to protect your clients as we head into the busiest part of election season.
- Wait and see: The full impact of a core update won’t be clear for weeks or even months after it’s done rolling out. It’s typical to see increased ranking volatility during and in the aftermath of an update, especially for certain industries, so remaining consistent with your SEO practices and giving rankings time to level out is essential. Even when you’re dealing with a massive update, you’ll need to delay action until the rollout is complete and volatility has calmed. Then, you can properly assess the damage and develop a recovery plan.
- Track your metrics: Thorough tracking in areas like traffic, keyword positions, and indexed pages will give you baseline measurements to work from before, during, and after a core update. Reliable data in these areas will help give you a clear picture of the impact of a core update (if any) on a client’s website. If a client is impacted, having clear historical numbers to work from will help your recovery efforts as you strategize and align with best practices.
- Monitor core vitals: Core vitals are a great indicator of user experience and the overall health of a website. There are several tools out there for monitoring core vitals, like this one from Semrush. We know that Google uses Core Web Vitals in its ranking factors, so consistent monitoring is essential to ensure a website is in a strong place.
- Prepare for next time: Overall, preparation is your best friend when it comes to protecting clients from Google algorithm updates. Staying up to date with Google’s Search Essentials and EEAT checklist on at least a bi-annual basis allows you to be prepared and minimally negatively impacted by core updates (if you’re impacted at all – staying up to date with these best practices can also give your clients the chance to actually see a positive upturn post-core update). An ounce of prevention is worth a pound of cure.
Whether you’re trying to recover from the latest algorithm update or you want to safeguard your clients from a huge rankings setback, we’re here to help you stay on top of the newest industry data, provide strategic support, and eliminate fulfillment stress. Let’s grow together.
