Google just announced a new core update to their search algorithm. In June, 2022 Google made another substantial improvements to the overall search ranking processes. Google often refer to this type of update as a “core update” increasing perceived value to the end user for overall relevance of search engine results. The goal is to make them more helpful and useful end users.
Google tends to self right the wrongs. In this update it was considered to be more of a refresh and focused on highlighting products and services offered online. Companies that had websites for ecommerce might have gotten a boost from this update. In addition the ecommerce boost, website content again took center stage.
Content is a leading generator for organic search and those companies who are investing in content creation are taking a boost in results. Content is not limited to text alone, video content also got a boost in the latest update.
Video is a big part of many companies content and marketing strategy. Marketing video to search engines has been tricky in the past. Google has extensive documentation on how they want videos presented in order to rank in the organic search. teams and was a well-received session. For those looking to make the most out of their video content, Google has already set the path for that, but in addition to following the guidelines accessibility is also a factor in ranking. In 2022 if you are using a video for marketing purposes it should have captions in addition to sound to make them more accessible to all people.
Schema is also a contributing factor to SEO. In addition to labeling your website pages with the appropriate schema designation, you can also add schema to video. Google has provided their best practices for adding video HERE.
Ecommerce is another area where organic search is important. Competition is fierce for product marketing and having a good roadmap for developing your online catalog is vital. It can be a challenging to with the large amount of product pages to index them correctly and to remember the indexing best practices over time.
Google will continue to change. What works today for your marketing efforts may not work the same way tomorrow. The big thing Google is known for doing is rewarding companies for doing things the right way, and for the right reasons.
Your website should not be a static brochure that you build and then forget about. To really have organic reach with your website you need to create great content both with words and in video. You also need to make sure that if you are an ecommerce site, you are getting product reviews on your different product pages.
Bottom line. When you invest in your content, you always win.
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