As entrepreneurs, you have probably been a victim, at least once, of updates to Google or social media algorithms.
In other words, these algorithms can generate significant traffic drops and affect your online visibility while other companies benefit from them. So how do you prevent these algorithm changes from disrupting your business?
In this article, the experts from our web agency present 3 tips to help you stay in the race despite these algorithm changes.
Focus your efforts on one channel
First, it is important not to spread yourself too thin. Focus your efforts and budget on one social network.
At first, it is better if you spend X time creating and distributing content on one social network, rather than spending the same amount of time on 4 different channels. This strategy will help you analyze your results in greater depth to find out what appeals to your followers.
Analyze your audience’s behaviour by asking yourself the following question: which social network is your audience most active on? Once you have determined the ideal channel to focus on, you can start sharing your content with your followers.
Since your goal is to increase your online visibility, you will obviously not be satisfied with only one social network later on. You will therefore need to identify the second channel your audience uses, then the third and so on in order to strengthen your online presence.
We strongly recommend that you increase your contact points once you are confident that your strategy is working on the first channel.
You also want to adapt your content to the channel you are using. After all, you certainly wouldn’t publish the same content on Instagram as you do on LinkedIn, because you don’t reach the exact same audience.
Share content for your audience, not for algorithms
Don’t forget your main goal: you publish content on your blog and social networks to attract new customers or build loyalty among your current customers. So share your content for your readership, not for algorithms.
In any case, search engines and social networks want to promote the most relevant content for users. After all, user experience is their main concern, so the important thing is to have content that brings added value to your readers.
This can be done by sharing information that interests your audience and will generate reactions. You can analyze the engagement rate of your posts in social network statistics or your blog article to find out what type of content generates the most interactions.
Next, ask yourself the following question: Why do your users share content? Do they interact with you to start discussions, to collect “likes”, to maintain their network or to share their knowledge on a subject? The goal is to diversify your content to meet these different needs.
At My Little Big Web, we diversify our content by posting graphics, blog articles, videos and client projects, for example. The goal is to share our expertise, while getting reactions from our audience.
If the algorithms change, so should you
As of 2018, Google had made 3,234 changes to these algorithms. Keep in mind that, if algorithms continue to evolve, so do your competitors’ strategies and the mindset of Internet users. You need to follow trends while standing out from the crowd to ensure that algorithm changes do not impact your online visibility.
It is often tempting to take inspiration from the competition or media that generates lots of traffic and that is normal. However, this strategy can only benefit your visibility if you use them for inspiration, rather than follow and copy what others are doing or you risk blending into the crowd and boring your audience.
Define your visual identity to stand out from the competition and create a genuine brand image that will become your signature. Moreover, never be complacent about what works today and rest on your laurels. We strongly advise you to always test new formats so you don’t tire your audience.
Try the new formats that are encouraged when an algorithm is launched. For example, live content and ephemeral content, such as stories on Facebook and Instagram.
Deal with algorithm changes
Social networks and search engines work tirelessly on their algorithms to provide users with the best possible user experience.
In this article, our SEO experts have presented you with the different points to work so that these algorithm changes don’t negatively influence your online visibility.
However, if you need help with your SEO strategy or optimizing your social media presence, you are welcome to contact us and our team of professionals will be happy to help you!