For SMEs, staying up to speed on search engine updates has never been more important to maintain visibility and drive growth.
Google, the dominant player in search, regularly rolls out algorithm updates that can significantly shift the world of digital marketing. These changes can have a big impact on SMEs in particular, as they often operate with limited resources and rely heavily on organic search traffic.
The latest Google update, implemented in March 2024, was more complex and brings both challenges and opportunities for SMEs.
Here’s an overview of what has changed and how you can navigate this new environment effectively.
Content quality and relevance
Google’s most recent update continues its focus on prioritising content quality and the credibility of information. This means businesses that deliver high-quality, relevant, and trustworthy content are more likely to be rewarded with higher rankings. On the other hand, websites that fail to meet these standards may see a decline in their search visibility.
For SMEs, this shift once again highlights the importance of creating valuable content. The days when keyword-stuffing and thin content could push a site to the top of search results are gone. Instead, Google now rewards depth, originality, and content that addresses users’ specific needs and interests.
As a result, businesses may now need to revamp their content strategies to focus more on delivering comprehensive and well-researched material that resonates well with their target audience.
A greater emphasis on User Experience [UX] and mobile friendliness
Another significant aspect of the update is the increased emphasis on user experience [UX] and mobile friendliness.
Google has already made it clear that how users interact with your website plays an important role in determining search rankings. Now, with mobile devices accounting for a significant portion of web traffic, it has intensified its emphasis on mobile friendliness in the latest update.
The update further prioritises sites that are not only responsive but also optimised for mobile in terms of speed, usability, and content presentation. Therefore, SMEs with outdated or poorly optimised mobile sites may find their rankings slipping if they don’t make necessary adjustments.
Core Web Vitals updates
Core Web Vitals – Google’s metrics that measure page load speed, interactivity, and visual stability – remain a key focus in this update, but with stricter benchmarks.
Google now expects even faster load times and more seamless user interactions. This can be challenging for SMEs with resource constraints, but making the effort to meet these standards is extremely worthwhile as it can lead to better rankings and a more positive user experience, ultimately driving higher engagement and conversion rates.
Expertise, Authoritativeness and Trustworthiness [E-A-T]
The March 2024 update places even more weight on the E-A-T framework, especially in industries where misinformation can have significant consequences, such as health, finance, and legal services.
Google is placing greater importance on who is providing the information and how credible that source is, favouring sites that demonstrate clear expertise and authority.
For SMEs in these sectors, the priority now should be focusing on building authority and trust online. This can be achieved by earning high-quality backlinks from reputable sources, publishing content that reflects expertise, and ensuring all business information is transparent and accurate.
The impact on SMEs
Although these changes do present challenges, they also offer valuable opportunities for SMEs.
Businesses that invest in improving their content, mobile friendliness, and online credibility can differentiate themselves from competitors, especially those that have been slower to adapt.
For example, SMEs often have the advantage of targeting niche markets more effectively than larger companies. The latest update rewards content that is highly relevant to specific audiences, which SMEs can capitalise on by creating targeted content that speaks directly to their niche markets.
Adapting to the update
To adapt to these changes, SMEs should start by auditing their existing content and identifying any areas where it might be lacking in quality or relevance, before making necessary updates or expansions.
Tools like Google’s PageSpeed Insights can help identify areas for improvement in user experience and enhancing credibility by focusing on E-A-T principles, for example securing authoritative backlinks and encouraging positive customer reviews, is also crucial.
Looking ahead
The latest Google update is an important reminder that the digital landscape is constantly evolving and, in a world where online presence is increasingly vital, SMEs need to not only keep up with these changes but use them as opportunities to grow.
Focusing on creating high-quality content, optimising user experience, and building authority will be key for SMEs to not only protect their rankings but also remain competitive.
Those that embrace these changes and refine their digital strategies accordingly will be best positioned to capitalise on new opportunities and drive growth and success for the long term.
Michael Ryan is CEO and director of Ink Digital
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How does the latest Google update impact SMEs?