As SEOs operating in the weeds with our customers each day, it can in some cases be tough to truly see how significant Google algorithm updates affect our industry as a whole. Sure, we can perform test after test to see how our customers are affected, but what about the poor account manager or technical SEO director who has to put in the extra work and placate possibly stressed and frustrated clients? How are they personally affected?BrightLocal (my employer)anonymously polled 650 SEO professionals just recently on this very subject, asking them a host of questions about how algorithm updates impact their work, their customer relationships and their job fulfillment. Below, I’ll discuss some of the shocking arise from our survey,” The Human Effect of Google Algorithm Updates.”Google upgrade? What Google update?< img src =https://searchengineland.com/figz/wp-content/seloads/2017/12/1-Have-your-business-or-clients-ever-been-impacted-by-Google-algorithm-updates--800x496.png alt="Have your business or customers ever been impacted by Google algorithm updates"width =800 height=496 > First, and practically most alarmingly, 36 percent of participants could not say whether their organisation or their customers’companies have ever been affected by a Google algorithm upgrade. This should come as a shock– although this isn’t necessarily Day 1 SEO Things, it’s definitely Week 1 SEO Stuff.The high portion shown here suggests that either Google requires to better interact the possible effects of an algorithm modification (we can dream, right?) and/or SEOs and internal marketers need to do more to remain on top of updates and examine whether their customers have actually been impacted by them.’ And how does that make you feel?’ Of the substantial 44 percent who stated their service or their clients’had actually been impacted by algorithm modifications, 26 percent state they struggle to know how to react, and 25 percent get worried when updates happen.(Note: For this question, participants were able to select multiple responses. )On the flip side, a motivating 58 percent either do not get stressed about updates or are in fact delighted by the challenge.It’s perfectly natural for various types of individuals at different levels of experience to have differing responses to potentially difficult circumstances, however 26 percent of respondents say they do not even understand how to respond. This means that all the content you put out instantly after a Google update– whether to cash in on unexpectedly popular” what just took place to the Google algorithm” keywords or to really help SEOs serve their clients better(we’re hoping it’s the latter)– isn’t reaching everyone.At this point in the Google updates timeline, we need to all, as content creators and content readers, be much better versed in finding out how to respond after a Google update.The penultimate straw For lots of, it seems
, the camel’s back can very nearly be broken by a surprise Google upgrade. Simply over a quarter of participants said they ‘d thought about leaving the SEO market because of algorithm updates however ultimately decided to stick around.It’s worth
taking an action back next time an upgrade hits. Take a look around your agency– are your SEO staff or colleagues all set to break? It takes strong leadership and a solid bedrock of skills for an SEO company to bounce back from a big upgrade, so make certain your finest SEOs are made from the right things to prepare them for the worst– and, as we’ll see now, it gets bad.
How to lose customers and push away Google
Nearly a 3rd of respondents who said that Google updates had had an impact on business in fact lost clients as a result.But it’s not all bad news. Twenty-six percent won clients, 23 percent saw the chance to grow their work with existing clients, and 29 percent of participants discovered no change after the update. There’s rather a lot of positivity to be found here, especially considering respondents were able to pick numerous answers (which could indicate that respondents both won and lost customers since of Google updates).
What this ultimately means is that what occurs after a Google upgrade is up to you. You can’t point at the above chart and say, “Well, everyone loses customers after a Google update,” since they don’t. The variety of responses reveals just how much is at stake when an upgrade hits, but it also shows the substantial opportunities readily available to those agencies that communicate with their existing customers quickly and knowledgeably, carefully managing expectations along the way, while likewise keeping their eye out for businesses who have actually taken a beating in rankings/traffic and are looking for help.The client-agency relationship One final point the survey touched on was the client-agency relationship and how it can be affected by Google updates. A bulk agreed that updates make clients more dependent on agencies.( Who understood it? It turns out that whenever Google released an algorithm update, they were doing SEOs a favor the whole time!)Nevertheless, with that extra dependence comes additional analysis, as seen by the 31 percent of
respondents who feel that Google updates lead to clients mistrusting companies. The best SEOs in this particular situation are the ones going into client update meetings with clear, transparent summaries of what the customer’s money or their time is being invested in, and streamlined(but not always basic)descriptions of the implications of the Google update.And for the 28 percent who said that Google updates make customers consider altering company? Well, I hope you do much better next time!What is the first thing you do when an algorithm upgrade happens?Before I leave you to stew on all that information and start pre-packing your next Google Update Emergency situation Go-Bag, here are some of the qualitative responses we got to one specific question in the survey,”What is the very first thing you do when an algorithm upgrade happens?”May these serve to advise you that whatever happens, no SEO is alone: The data-divers “Run ranking reports on all clients.””Review all the sites that are affected and figure outwhat they share. That offers me a starting point regarding what has actually altered.””Determine which high-volume pages are most impacted, then examine existing SEO to try to reveal anything that might be the cause of the traffic from an
. Once I have better understanding of how the algorithm affects sites, I will change the technique.”
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