Google has made some big changes to how it ranks content in its search results, and marketers everywhere are scrambling to assess the impact.
One of most noticeable outcomes so far: Content written with the goal of satisfying search engine bots used to perform well in Google searches. Not anymore.
“Google realized that there was too much money in traffic,” says Wil Reynolds of the digital marketing agency SEER Interactive. “And you can’t trust people” not to game the system.
This dilemma was the impetus behind Google’s latest revision of its algorithms — which it refers to as a “Helpful Content” update.
Below are what experts in search engine optimization and digital marketing have learned so far. They shared insights on what it will mean for banking websites and what the new best practices for content will be.
What’s Google Signaling About the Future of Search?
The changes to the content rules affects how Google views and ranks website pages. This may already be impacting the volume of traffic your financial institution attracts online, for better or worse.
But the implications for the future are just as important as the immediate results.
“What’s most interesting about the content update is not the actual update itself,” Dave Snyder, founder and chief executive officer of content marketing agency CopyPress, tells Search Engine Journal.
Snyder suggests looking ahead to what it signals about the direction of the search function. “As we’ll go, there will still be mixed...
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