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Online Marketing, SEO, and Website Design are constantly changing. In our SEO Blog, we will keep you up to date on the latest information you need to stay ahead of your competition.

Recent Changes to Google Ads

I will admit that some of the changes outlined here do not affect most advertisers.  I will also admit that Google’s message of “Deliver relevant ad experiences to the right people at the right moments—all while being respectful of their privacy preferences” is not a terrible way to look at Google Ads, please use your own judgement as to whether or not these are “improvements” and if they work for your business.  Where applicable, I will mention the changes that are clearly designed to mirror what Facebook provides their advertisers, with the key difference of Google’s direct (and sometimes scary) access to search data.  Some of these changes are not new for online marketing experts, but they are new to most business owners.

Image Extensions (The New Gallery Ads)

Gallery Ads help advertisers to combine images and copy to serve prospects their offering on the search network.  Gallery ads were in a carousel format and allow consumers to swipe through your images. Google is now replacing the Gallery Ads and rolling out image extensions in Beta to chosen advertisers.  Images will show up in search results for that advertiser.  More details to follow.

Smart Bidding

Google is implementing machine learning across all of its platforms, and the most prominent is smart bidding.  Smart bidding uses machine learning to optimize your bids for conversions or conversion value. Automated bidding in Google Ads include Target CPA, Target ROAS, Maximize Conversions, and Enhanced CPC.

You Tube Bumper Ads

You Tube (along with Netflix) is the entertainment star of the COVID-19 pandemic.  Bumper ads are 6 second ads that pre roll a video on You Tube.  As valuable as these ads can be, many small to medium sized businesses do not have the resources to create professional bumper ads. In the somewhat rare case that a business does have video content, it’s typically in the form of a couple one- or two-minute pieces.

Google has introduced tools to make advertising on Google easier for all businesses. One of these tools, the bumper machine, can turn any video shorter than 90 seconds into a collection of YouTube-ready bumper ads. 

Custom Affinity + Custom intent = Custom Audiences 

Google is unwilling to allow Facebook to be the leading audience targeting advertising platform.  Google has merged custom affinity audiences and custom intent audiences to create custom audiences. Custom audiences merge those who have an interest in the subject at hand with those who have a commercial interest (meaning those who have searched for the service and related keywords).  Machine learning has allowed Google to provide the targeting available from the direct information on search data to allow advertisers to more closely target prospects.

Audience Expansion Tool

Facebook has had the lookalike audience tool for some time.  Google has now introduced the audience expansion tool that will enable advertisers to grow the number of relevant consumers who see your ads. 

Local Search Ads

Google Local Search Ads allow advertisers to put in location extensions to allow those in your local area to easily find or find and call your business.  These ads are designed to bring in more store visits and phone calls to your brick and mortar location.  The ads appear across search, display, maps, and You Tube and are relatively easy to set up requiring only ad copy, some images, and location data. Google Ads machine learning optimizes ad delivery across its properties.

Conclusion

Ok, these are just a few of the changes to Google Ads and related platforms in recent months.  I have purposely chosen those changes that apply to small and medium sized businesses.  For those of us lucky enough to be up and running, this type of information can be key to continuing in business.  For those of you who will be reopening, hopefully soon, this can be key information in rebuilding foot traffic and call volume for your business.

Artificial Intelligence And SEO: The Future Is Now

AI technology is becoming the “new norm” for SEO.  With AI in search engines and its place in SEO and digital marketing, the future is here now.  With AI tools, the future of SEO is all about data use and personalization on levels that we have never seen before. Ranking in search engines will be about providing the most intuitive and valuable content for website visitors.

AI Search Engine Style

The most prominent use of AI by search engines is Google’s Rank Brain.  Rank Brain employs machine learning and word vector elements to better match billions of search results to the needs of the search engine user.  Machine learning and word vectors (Or Word2Vec to Google) are the key AI processes that Google utilizes to improve search results.

Machine Learning Increases Speed And Accuracy of Search Results

Machine learning is the kind of artificial intelligence enabled by technology like neural nets that adapt and respond to data, teaching themselves over time to better answer queries. Machine learning also can produce accuracy in search results beyond human capabilities.  This speed and accuracy of sorting search inquiries is the future of search engines.  To continue to have success in SEO, digital marketers must understand how AI is affecting search results.

Word Vectors Define Context of Search Queries

Word Vector platforms sort semantically linked words and phrases through data models that track the use of those words in context. This technology ensures that content is presented based on relevance in terms of the interpreted meaning of content as it frequently appears. This technology is has allowed SEO to move beyond keyword stuffing and more into content that provides a strong User Experience (UX) and relevance because search engines can determine relevance without the need for keyword density.  This becomes more and more important as voice search becomes prevalent in the way consumers find what they seek on search engines.

AI Is Your Friend

As search engines adapt with better and better AI technology, SEOs need to adapt their techniques to provide better UX and relevant content, including photos and videos.  The following are important factors to consider when designing  your SEO campaign:

Quality Is King

AI-powered search engines are better able to find and bypass weak content with high bounce rates and poor readability.  Successful SEO experts will have to put more effort into relevant and valuable website content and backlinks that a human being would actually use.  Websites that rank will require content with a high standard and commitment to authenticity in not only website content, but also social media, email targeting and digital marketing campaigns that are consistent and relevant to the established brand of the firm in question.   

Remember, Google has AI, but so do SEO professionals.  We can use a number of tools that help us comply with current SEO standards. We have AI tools for content optimizing programs to give us hints on readability, A/B split testing to help us understand what our clients want, and contextual comparisons to see how our competition is structuring their website content, just to name a few.

Voice Search-Have Your Site Speak Up

With the emergence of smartphones and assistants like Apple’s Siri, Ask Google or Amazon’s Alexa, the convenience of voice search is changing the way we think about SEO.  Comscore states that 50% of searches in 2020 will be voice search, and that 55% of household in America will have at least one voice search device by the end of 2020.  Voice searches tend to be more conversational and be a phrase or a sentence as opposed to the shorter desktop and mobile searches that must be typed in to the search engines. Voice searches also require more natural language and unique and valuable content. Successful SEO requires creating website content with lots of information that is easy to understand and easy to find.

Visual Content-Seeing Is Believing

AI has enabled search engines to better analyze, label and connect visual content based on historical data obtained and stored by AI platforms.  Optimizing Videos by carefully optimizing ranking factors like descriptions, video length, and keyword tagging are useful in gaining traffic on YouTube and other visual content sites, and even having videos rank in search. As  AI improves, the analysis of photos and videos will improve to the point that images will be compared for quality, relevance and value to website visitors. 

The Future of AI in SEO

AI is already a huge factor in search engine crawling and optimization. With machine learning and Word Vector programming improving all the concurrent with a changing environment of smart devices, voice searching, and consumer demands for valuable and relevant content that can be found quickly and efficiently, SEO needs to adapt with the machines that are teaching themselves through AI and big data.

Will AI be the end of SEO as we know it?  I don’t think so. Optimization strategies will remain valuable as long content is being created, but content will have to be efficiently optimized with a focus on voice and visual searches.

ADA Compliance and SEO-How They Work Together

So many clients have called me and been puzzled by the ADA requirements for websites.  Despite the existence of relatively simple and affordable fixes for ADA compliance on the marketing today, like accessiBe and others,  many still resist bringing their website into compliance.  Here is some motivation-ADA compliance mirrors some of the requirements that will improve the SEO of your website.  In this article, I will outline how site accessibility (aka ADA compliance) improves SEO by improving site readability not only for users but search crawlers like Google, Bing, etc.

CTA Buttons and Links

Accessibility rules dictate that the links on your site must be descript. Buttons or text that simply say “Click Here” are not compliant with ADA standards because it is not clear where “clicking here” will take the site user.  The same is true for SEO-links should be clearly identified with anchor text or an anchor tag that describes the content that you are linking to.

 Images

Alt Tags for photos that describe what the photo is are a key to website accessibility.  10% of all website traffic is on Google Images. The Alt Tag also enhances the SEO value of the page by clearly identifying the consistency of the content on the page and the value to the website user.  This habit will enhance your response on Google Search.

Meta Tags/Page Labeling and Tagging

One of the key pieces in making your site compliant is page labeling and tagging. These code-level additions to your site are used as identifiers for ADA readers. The page tags describe the content on the page, and many times mirror the content displayed in the meta tags and meta descriptions that appear in organic search results.

Page Tags tell crawlers know what types of content is on your site. When the page tags line up well with the meta tags and meta description on the page, then search engine crawlers have additional evidence that the content is valuable and consistent.

Don’t Resist ADA-It Is Good For You

Accessibility is the new standard, and it is important that your website comply. You will eventually be forced to do so, so why not increase direct traffic, time spent on site and reduce bounce rate (all positive SEO site performance standards) by complying now?

To Run an accessibility audit of your site, feel free to use this free ADA compliance scan.

To access the standards that govern MOST of these accessibility requirements, feel free to access the Federal Section 508 Standards.  For a second check on where your site might stand in terms of site accessibility consult this WCAG checklist.

We are here to help you to understand and access the best solutions for ADA compliance.  Please feel free to reach out if you have any questions.

Google Ranking Factors – Get Onboard To Do What You Can Do

AI, Rankbrain, BERT, Content Creation, and others are all parts of the list of Google Algorithms that determine the placement of websites in search.  Many of these algorithms are so complex that little or nothing can be done to directly optimize for the algorithm.  There are, however, a few general tactics that can be done to optimize your site for Google search.  I have listed and explained a few of these in this post.  I know, sounds boring, but the results you will achieve from understanding and following these guidelines will likely be worth it.

Unique Content And Search Intent

It is not enough anymore to create unique content around a keyword that you wish to rank in search.  You must also analyze the “intent” of the search query for that keyword.  Does someone searching for “Best SEO Company” want a sales statement about how your firm is the best, or are they looking for case studies, examples of success, positive customer reviews and at least a hint at what tactics are used to gain placement for your clients?   I think that the latter outline is what most searching for that term have in mind, and that is the information that one should provide.

There are four types of search queries according to Google:

  1. Informational queries (e.g., how do you do SEO?)
  2. Navigational queries (e.g., SEO firm near me)
  3. Comparison queries (e.g., SEO v. Paid Ads)
  4. Commercial queries (e.g., SEO Pricing)

Page Content and Code

The best indicator of what needs to be on your page to move up in rankings is to review what Google has on the SERP (Search Engine Results Page) for your search terms.  If there are images in the search results, then images with optimized alt tags are important.  Featured Snippets on the SERP?  Be sure to use the proper schema data to highlight your content.  If you are in local search, your Google My Business listing is critical.  Optimize with posts, photos and correct NAP (name, address, phone number) info.

Increase Page Speed

Page speed is an important factor of the User Experience (UX) of your site.  It is also a ranking factor.  You may assess your load speed by using Google’s Pagespeed Insights for load speed and Google Search Console to identify mobile and desktop usage issues and 404s (broken links) and other site structure issues.  Google is using mobile first indexing almost universally now, so page load speed and UX are key to gaining rankings.

E-A-T factors

E-A-T stands for expertise, authority, and trustworthiness. It is difficult to say if optimizing this is going to improve rankings, but it should improve conversion knowing that the person or people behind the ideas being presented in the website are experts in their field.  Be sure that you have contact info on your site, and that you have a profile page explaining who you are and outlining your experience and training. 

Backlinks That Help You Find Information

The most important things about backlinks (links to your site from other sites) is that you want them to be from a variety of sites and that they be links that a human being would actually follow.  Ahrefs.com and SEM Rush both have link building tools that will help to identify sites that link to competitors or have information relevant to your site.

Conclusion

There are so many things in SEO that are outside of our control   The factors that we can influence are vulnerable to constant change.  It is important to focus on strategies that are able to be improved, and trust that creating a website that has unique, relevant and valuable content that is presented in a fashion that allows a user to gain the answers to the questions they ask (keyword searches) will be valued not only by those who visit, but by Google Algorithms.  The above list represents a few improvements that can be made to help a site to rank in SERP.  

Ad Credits Might Be Coming To You From Google And Facebook

Both Google and Facebook have announced ad credits for customers.  

Google has stated that credits will appear in late May in the Google Ads accounts of small to medium-sized businesses who have advertised in 10 of the last 12 months on Google Ads. No application or other action on the part of advertisers is required.

Facebook has a limited geographic scope of their ad credits because for some reason the businesses need to be within a certain distance of a Facebook office.  Facebook requires an application and for users to be approved.  For more information on the application process, please click here.  Facebook has stated that if your location is not currently approved for the program, check back later as eligible areas may be expanded in the future.

Please remember that the team at Zenergy Works is sheltering in place, but we are fully operational and here to help.

Please stay safe and do not hesitate to let us know if we can help you in any way.

SEO In 2020-How We Got Here And What To Do Next

Seo 2020 concept. Wooden cubes on a wooden table.

Google has made a lot of changes to search criteria, and these changes have made gaining rankings on Google more challenging each year. Starting with the Penguin Update, which mainly affected spam link building practices, through RankBrain and now BERT, Google continues to refine their search algorithms.  While there continue to be updates from Google (as judged by SEMRush Sensor), we do not expect 2020 to bring the sweeping changes that we have seen in the recent past. 

The fact remains that Google Search Quality Guidelines do regularly update – these guidelines reflect how Google wants you to work within a website and the process the algorithm will take to evaluate the relevance of the website page(s). 

These guidelines are centered around 3 main factors:

  • E-A-T – The Expert, Authority, Trust of the website in relation to the target subject.  This is at the center of the standards for Page Quality and Needs Met.
  • Page Quality – How the page is laid out, how it works and whether it has the user’s best interests at heart.  Factors considered include the placement of text, the wording and quality of the content. 
  • Needs Met – Factors around whether the page ANSWERS the needs of the query.  Meeting needs is roughly defined as the content be “more specific than the query, but would still be helpful for many or most users because” the company is reputable in the area. 

Top On Page SEO Factors

On page SEO is still very relevant to ranking in search results in 2020.  Below are the most important factors based on analysis of recent search results.

Landing Page URLURL of the landing page (after the website name)
Meta TitleThis is the blue link that shows in Google
Meta DescriptionThe text that shows under the blue link in search results – to draw a user to click
Heading 1 TagA title that shows at the top of a page
Heading 2 / 3 TagsAdditional titles which are placed within the content of a page
ContentThe physical content on the page needs to meet particular criteria
Keyword DensityThe percentage of keywords to total text ratio on a page
ImagesThe size, name, and title of an image on the page
Internal LinksLinks which point to other pages on the website

SEO Professional Is A Relevant Term-Again

As previously stated, Google is not currently making sweeping algorithm changes, but they are making changes that can affect rankings on a weekly or daily basis.  Improving or even just maintaining rankings requires a team that includes website developers, content creators, SEO technicians and Marketing experts. The tools required are sweeping, from analysis tools like SEM Rush and Ahrefs to Google Search Console to Google Analytics and beyond.  All of these requirements make the term “SEO Professional” relevant again, although I do not believe that the term applies to an individual, but rather to a team of professionals from different disciplines.

How COVID-19 Has Affected Google Ads Campaigns

The world is different than it was 90 days ago.  The same is true of trends in Google Ads Campaigns.  Consider the following traffic trends:

  • 25% less mobile search. More people are at home with laptops, desktops and tablets as opposed to handhelds.
  • More search is occurring late at night.  More people are at home and using the internet as a source of news and entertainment.
  • Some Industries Are Big Winners and Others Are Losing Traffic.  If you have resources that are useful to those limited by shelter in place, you are gaining traffic, but if you have travel related services, you may wish to consider shutting paid ads down and waiting it out.

What Can Be Done?

1. Revise Your Ad Dayparting

You can easily track your own campaigns performance by day of the week and hour of the day within Google Ads. Simply click “Segment,” then “Time” within Google Ads.  Even if you reviewed this recently, the performance has likely changed in March due to the outbreak of COVID-19.  You may see more search volume late night and if you typically do not advertise late night, you may wish to being doing so.

2. Revise Mobile Search Bid Adjustments

Mobile search is decreasing.  Review search traffic in both Google Ads and Google Analytics to better understand the search volumes of desktop and tablet vs. mobile devices.  I have seen some clients actually shift from positive bid adjustments on mobile to positive bid adjustments on desktop traffic.

3. Smart Bidding May Help

Google’s smart bidding strategies may help advertisers by automatically digesting changing data and adjusting their CPC bids in real time to match their goals.  This is especially helpful for those who have limited time and limited Google Ads Experience.

4. Be Open To New Platforms

More people at home may make advertising on YouTube for either keyword or affinity audiences a smart move.  Also consider adding Google Search Partners to your strategy if you have not already done so.  Google Display typically offers a tremendous amount of exposure for the cost involved, so consider using this platform if you are expanding services to help those in need or offering special pricing or incentives to your customers.

5. Consider Social Media Advertising

Facebook and Instagram have interesting social media advertising platforms.  This may be a time to reach a different audience while more people are using social media platforms to gain information and keep in touch with friends, co-workers and family.

Bob Dylan said “The Times They Are A Changin” and he was never more right than now.  This is a scary time for all, and while when it may end may be uncertain, the fact that it will end is certain.  The only constant in digital marketing is change, and it is happening now, and quickly.  Please contact us if you would like to consult with one of our Google Ads or Social Media ad experts.  We are offering a free one hour consultation to help any business that is trying to effectively market themselves in these trying times.

More resources for online advertising and COVID-19:

  • How the Coronavirus (COVID-19) Pandemic Is Affecting Small Businesses & Marketers

2020 Google Algorithm Ranking Factors

First Page Sage is the largest pure SEO company out there.  Each year, they do a study of the top ranking factors in Google Search based on a large number of clients and what brings success or failure to their SEO campaigns on Google.

I have not published the entire list, but have listed the top 10 factors and the percentage of success that is attributed to them from the study below:

Consistent Publication of High-Quality Content 25%

Note:  Content must be high quality “thought leadership” content posted at least twice per week.  Thought Leadership Content focuses on using the expertise and experience of the people behind your brand to address or answer any questions or concerns your audience or customer base might have.

Keywords in Meta Title Tags 21%

You must include the keywords you wish to rank for in your title tags, you have very little chance of ranking

Backlinks 16%

Inbound links still weigh heavily in Google’s trust of a website, they should be less of a concern than publishing great content regularly

Internal Links from Related Articles 8%

The more pages your site contains that target a long-tail version of a keyword and link to the main page targeting that keyword, the more authoritative Google considers the main page.

Mobile-Friendly / Mobile-First Website 7%

Google has created a mobile first indexing world.  Performance, content and information on your mobile site is key to gaining SEO placement on Google.

Visitor Time on Site 7%

Visitor time on site is an excellent indicator of the quality and value of your content.  Google has adopted this metric as a ranking factor.

Site Speed 4%

Load speed of a site has always been a key factor in user experience.  User experience is part of the quality of content/time on site equation.

Site Security / SSL Certificate 4%

Google does not want to be a part of featuring websites in search results that are potentially harmful to site visitors. If your site lacks an SSL certificate (indicated by the “s” at the end of “https”)—it will lose ranking ability.  Secure certs are now the norm and are easily installed in most cases, by your site host.

Offsite Mentions 3%

Mentioning a site is the same as a link, without the hyperlink.  Therefore, it has become a ranking factor. 

Schema Markup / Structured Data 2%

Google prioritizes pages in search results that use schema markup because it makes search results more useful to users. They also cause search results to stand out from the rest of the others on the page which can help to boost conversion.

Conclusion

Google continues to strive to fulfill its mission of creating the best possible search experience for its users by serving those users fast, relevant, and high quality search results.  These 10 factors, especially the top 3-High Quality Content, Keywords in Meta Title Tags and high quality relevant Backlinks that a human would actually use, are the biggest factors in creating successful SEO campaigns.

Mobile-First Indexing and The REAL Effects On SEO

Mobile-First Indexing

Mobile-first Indexing was one of the biggest changes that Google has brought forth in the past year. Google is correct to acknowledge the explosion in mobile search queries and the need to force website owners to optimize for mobile search. As time has gone by, the practical methods of optimizing a website for mobile-first indexing. I will list a few that have worked for us in the past:

Search Queries 

have changed because of voice search and search habits of those looking for goods and services “near me”. Some of the searches that are now being emphasized are long-tail queries (ie. Best tire store for Goodyear tires), informational queries (ie. What is a mud and snow rated tire?), how do I searches (ie. How do I put snow chains on my car?), and local search (ie. Best tire store near me). According to Google, the fastest-growing types of queries are personal search (ie. How do I know when my car needs new tires?), and conversational search (ie. Can I buy tires online?). Personal search and conversational searches are growing because of the continued use of handheld devices to help us navigate our lives. No doubt, this trend will continue and is a vital need for websites to remain relevant moving ahead.

Relevant Content 

has always been the key to successful SEO. Content that is unique and valuable and addresses the needs of those searching for the keywords that you wish to feature is the key to being prominently featured in Google search results. The change in search queries has necessitated a different keyword research and content approach. Focus is now directed to the intent of search queries, understanding that intent, and fulfilling the need. Google has become much better at gauging whether or not website content fulfills the intent of the search. It is vitally important to watch the performance of website content on different devices. Searches vary depending on the type of device that is used for search. Mobile-first indexing does not mean that the search terms that are more relevant for desktop search should be eliminated, but rather that the content and search terms that apply best to mobile search should be added and constantly evaluated.

User Experience (UX) 

in the context of mobile-first indexing has become far more complex. The use of machine learning in search algorithms is designed to evaluate page performance and the level of engagement with searchers who find and use the page. With mobile search growing, the demands of having site content fulfill the needs of different searches on different devices with different intent become daunting. The practical solution seems to be a combination of identifying and prioritizing what searches are the most relevant to the core business of the company, and (taking a page from the paid marketing handbook) creating more landing pages to be certain to address the exact intent of the visitor to the page.

Google Algorithm Intent 

is the same: to deliver the best content that matches the intent of online searchers and remain relevant in an era of increased competition for the online space from internet giants like Amazon and Facebook. A close evaluation of recent algorithm changes is true to this original intent. The practical part of this is that SEO is now more complex and requires consideration of the intent and keyword use of different users on different devices. The key is to decide what is relevant to you. The intent of a typically older audience may be more or less relevant depending on the product offered and the positioning of that product. The technical aspects of SEO should not cause online marketers to lose sight of their target audience and the search intent of that audience. Most goods and services that are offered have a unique selling proposition, and taking the time to understand how search queries are designed to find this uniqueness is a key to SEO success in the new mobile-first search environment. 

Google’s Algo Intent Hasn’t Changed

Looked at a certain way, it could be said that Google’s desire to show users what they want to see has remained consistent. What has changed is the users’ age, what they desire, when they desire it and what device they desire it on. So the intent of Google’s algorithm likely remains the same.

The mobile-first index can be seen as a logical response to how users have changed. It’s backward to think of it as Google forcing web publishers to adapt to Google.What’s happening is that web publishers must adapt to how their users have changed.

Ultimately that is the best way to think of the mobile-first index. Not as a response to what Google wants but to approach the problem as a response to the evolving needs of the user.

Latest Major Google Algorithm Update: BERT

Spoiler Alert: This is meant to be an “executive summary” designed to explain why the latest major Google algorithm update may be affecting your rankings. However, we in the SEO industry have seen wide fluctuations in rankings. So far, all of our rankings have come back at least once, but we continue to see volatility in rankings and traffic.

My Best Advice is to review your content and wait it out!

What is the BERT Algorithm?

Google has open sourced this technology, and others have created variations of BERT.”

The BERT algorithm (Bidirectional Encoder Representations from Transformers) is a deep learning algorithm related to natural language processing. It helps a machine to understand what words in a sentence mean, but with all the nuances of context. In other words, it is evaluating text for better responses to search for words that sound the same but have different meanings (ie. Too and Two) or words that are the same but have different meanings (ie. Sand (the substance) and Sand (the verb)). This is clearly applicable to improving voice search and therefore, impacts not only core keywords, but also long-tailed keywords in SEO.

BERT And On Page SEO

BERT will certainly not help sites with poorly defined or poorly written content. Again, another sign that in the eyes of Google, “content is King”. Google’s BERT Update improves how Google understands search queries. BERT analyzes search queries, not web pages. On Page SEO becomes more important in terms of using words in precise ways. Poorly organized and written content may not be helped by the Google BERT update.

You Cannot Optimize For BERT

Danny Sullivan of Google, who used to be an SEO expert in the private sector and seems to be a pretty straight shooter is quoted as follows:

“There’s nothing to optimize for with BERT, nor anything for anyone to be rethinking. The fundamentals of us seeking to reward great content remain unchanged.”

Conclusion: BERT is an extremely complex and advanced piece of machine learning. I would not presume to be able to describe it in anything but the most broad of terms, and that is what I have done here.

Facts:

  1.  Most, if not all, of the websites that we work on are experiencing fluctuations, if not major fluctuations, in rankings over the past couple of weeks. All have returned to former rankings at least temporarily during this time. All of them have custom content.
  2. Google will continue to take steps to ensure that websites that have great rankings also possess great content. This is nothing new in policy, but may be raising the bar in standards.
  3. I have rarely seen a client who did not gain the rewards of an improved content strategy. Those rewards come in terms of search engine placement, increased traffic, increased engagement and increased conversion. There is no practical reason to try to outsmart an algorithm-provide unique and valuable content to your users.