Digital marketing as a cornerstone of today’s business success means that companies of all sizes are impacted when social media, search engines, and other sites change their algorithms and policies. Was your business majorly impacted by the core algorithm update in August of 2018? Here’s how to know the extent of the impact of changes with Google local optimization when it comes to your company:
Keywords Were a Major Player
Keyword ranking changes primarily changed in relation to location tags. The prevalence and relevance of keywords tagged with locations – such as service providers in Dallas, etc. – changed dramatically in many industries, impacting where companies feel within local and general rankings.
Links Were Not
Links were not majorly impacted by the recent algorithm changes. The actual content on websites was more relevant to these changes than backlinks. As a result, SEO professionals are increasingly focusing on improving content and using keywords properly, rather than building links.
Your Organic & Local SEO Results Probably Changed
The Google local optimization changes impacted both local and organic search results. The two were updated separately, but the gap between the updates seems to have had little impact on the overall changes.
Discrepancies Between Organic and Local Results Appearance or Widened
It is difficult to measure gains and losses when it comes to overall search results for many companies, since the changes that happened in local and organic searches often did so independent of one another. Some companies saw major local losses and organic gains, or vice versa. These discrepancies did not previously exist; most companies saw similarities or correlations between their organic and local results. The widening gap has impacted various industries differently.
The Appearance of Video Carousels
There was a time when video carousels – that little ribbon of several video options related to your search that pops up near the top of your results – were only offered when a search truly warranted it. However, the August changes created a much higher occurrence of these carousels being offered. Now, almost every search results in at least a few video options.
Healthcare Saw the Biggest Movements
Overall, sites owned by organizations and brands in or associated with the healthcare industry saw some of the biggest drops or movements in their traffic numbers. Sometimes referred to as “Your Money or Your Life” pages, the companies whose websites and services were the most impactful to consumers’ lives or security were the focus of the update since their focus is typically quality page content. This means that companies with YMYL-style sites saw the biggest movement in rankings.