What restoration companies need to know about the Google algorithm
Much like other successful businesses in the world today, Google works because of its algorithm.
By definition, the word “algorithm” means “a self-contained, step-by-step set of operations to be performed.”
It’s a plan, a process, a system. For a business system to be successful and run smoothly, it must be periodically tweaked and updated. Adjustments must be made to work out the bugs, make things better, more efficient, and, yes, more profitable.
In today’s digital society, it’s common knowledge that Google has set itself up to be an indispensable tool in our daily lives. Google tops all other search engines because it has found a way to deliver the world’s most valuable commodity — information — to everyone in a quick, easy and free manner. Google is smart enough to realize that in order to remain in power, its subjects must be kept happy, comfortable, unoppressed, and loyal.
Google is continually working to make its system better in the eyes, minds, and hands of its users. Hence, the algorithm updates.
In order to take advantage of Google search benefits and reap the rewards that high rankings afford, restoration business owners, managers, and marketers need to understand the basics of how the Google algorithm works.
At Google’s core is a search platform — an engine. In September 2013, it was nearly replaced by “Hummingbird,” named for its precise and fast movement with a focus on recognizing all words in a search query instead of just particular keywords. Its design is intended to make search more conversational and deliver more relevant and precise results quickly. For example, instead of only recognizing the words “water damage” in a search query, the algorithm would better understand a query like, “Who dries up water in the carpet?” and serve up relevant results. In addition to using conversational search, the Hummingbird search platform better understands the “meaning” of words rather than just the word itself, which translates into a more accurate search experience for the user.
That’s great news because it makes it possible to be conversational in your website content. It also allows your marketing messages to be understood by customers and to be recognized and rewarded by search robots. Search Engine Land produced a “Google Hummingbird FAQ.”
Next, let’s tackle the “Panda” updates. Panda updates were first introduced early in 2011, and according to Search Engine Land, Panda is “a search filter meant to stop sites with poor quality content from working their way into Google’s top search results.” Panda is all about quality content. Websites with great, relevant content are rewarded with high search rankings, while websites with very little and substance-lacking content are punished. A tremendous way for restoration companies to be rewarded with better rankings is to incorporate a consistent blogging strategy through their company website that includes great content.
There have been a number of Panda updates over the years until recently; in late 2015, Google reported making Panda part of its core ranking algorithm — it’s now built-in. And finally, penguins.
In the world of Google, penguins are the enforcers — the SWAT team. Introduced in 2012, Penguin updates are designed to catch sites that attempt to gain higher rankings through spamming search results. In particular, sites that buy links and use tactics that violate Google’s guidelines, such as “keyword stuffing.” Through these updates, Google can identify these practices and punish those sites with lower rankings.
In every kingdom, there are established rules that all must follow so that peace and order are kept, and a fair and equal environment for prosperity exists. The king sets the rules and enforces compliance. Such is the truth within the boundaries of the Google kingdom. The most loyal and obedient subjects receive the highest rankings, while those who attempt to bend or break the laws suffer the consequences of lower rankings.
Follow these three tips and watch your restoration business rankings take off:
- Don’t “stuff” your pages full of keywords. It’s an unnecessary, outdated practice.
- Be specific with your content. Create an individual page for each product or service you offer. Each page should be a minimum of 300 words.
- Blog, blog, blog. Continually add fresh and relevant blog articles to your website. RIA
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