So you have recently taken an interest in digital marketing. Is SEO on your to-do list yet? If not, then you should add search engine optimisation to your list of things to do for reaching out to the right people at the right time. Without SEO, you are missing marketing opportunities and selling opportunities. In reality, your competitors are already using search engine optimisation to update their site to be market oriented and easily visible during a Google search.

Why is everyone going nuts with Google updates?

Search engines have been the same for ages, or have they? Most digital marketers have invested in some obscure form of search engine optimisation a few years back, and they think they are all set to venture out into the new markets. Well, sadly, that is not enough. Search engine algorithms keep changing almost every month. Google rolls out one big update at least twice a year. Therefore, you cannot just “do SEO” and be set for life. You need to keep evolving with the changing algorithms to suit the need of the leading search engines which supply most of your traffic.

New updates in search engines are not always profitable for a company. You need to adjust your website so that it becomes traffic oriented and boosts sales. It is the responsibility of the search engine optimisation services to find out why new updates are working against the CTR and conversion rate of a website and fix it. It will take a bit of time and a lot of effort.

Here are a few ways you can take charge of your own website optimisation again –

  • Run an SEO audit: you can get various tools from SEMRush, SEO Auditor, Moz SEO audit and SEOmator to run real-time audits. It will highlight all the issues that may be diverting your traffic and keeping you from ranking better.
  • Check for broken links: this is also a part of an SEO audit. Just in case, you do not want to run a full audit, you can check for broken links that might be keeping Google bots away from your website. Using SEMRush and ScreamingFrog broken link analysers to check for 301s and 404s.
  • Check your content: Google dislikes duplicate content. With RankBrain breathing down our necks, producing new content with no similarity to existing ones can be a real doozy. You can use free content checking tools from Moz, SEMRush and SmallSEOTools to find out which parts of your site content resemble the existing content.
  • Check for responsive pages: when you are using templates from renowned builders, it is easier to stay responsive and retina ready. When you are using manual developers, who have to create a PHP responsive variant of your site, a lot can go wrong. Before you can blame the algorithm change, pick up your closest mobile device and check your website as a user would.

Google is the leading search engine. Owing to the 2017 internet user statistics, almost 89% of the US population is already online. About 75% of the population has smartphones, and already 70% of them use their mobile devices to browse websites. Google is now trying to make it easier for mobile users to access sites and shop online. If you want to tap into the late phase of mobile-geddon, optimising your website for the latest Google algorithm updates is your only free pass.