Australia is in a very fortunate an unfortunate situation in which we only get the updates rolled out in the US after europe does. But what this enables us to do is get a good bit of forsight in how the changes in Google’s algorythm will affect websites. This is particularly useful in that it enables you to see what you will still be able to get away with in 6-18 months time, but at the same time tells you what you will no longer be able to get away with. Your average client isn’t going to understand SEO, all they want are the results. Which makes it even harder when you are implimenting something that is only going to come into affect once the changes start rolling through the google algorithm in Australia, and without a definite time frame to this, it can be particularly hard when trying to show profitability to a client.
So what does this foresight allow you to do?
Make changes in advance –
Just because Google doesn’t count the work you are doing now into helping your overall strategy – in fact it gives you a head start over your competition. While they will be scrambling 6 months down the track to catch up with Google’s changes you will have already made them and instead will be able to focus on other areas such as content creation.
This is further benefited because a lot of these changes take time to make, just make sure you work off the 80-20 rule and ensure that all your work goes into the changers that are going to make 80% of the improvements not the other way around.
Use someone else’s strategies –
Rather than having to come up with your own unique strategies, have a look at what others over in the US and Europe are doing and pick and choose the ones that you like most out of them. It’s just another way of saving your valuable time and effort on strategising and therefore better allowing you to spend time implementing and getting results! This leads into my next point.
Know what works and what doesn’t –
While Google does roll out changes. This doesn’t mean that every single one is going to impact you. Look closely at those changes that are creating the biggest waves and adapt for those first. After that you can sort out any other little changes. Remember, there is always something that can be optimised, but there is also always a point at which you are over-optimising a site and instead the cost benefit of your work is negligible at best.
Don’t worry about the spammer –
Rather than trying to work out ways of which you can out spam the spammer who has managed to take the #1 spot, continue producing high quality shareable content that provides value to your brand. Soon enough your high quality content is going to out perform the spammer anyway. Good SEO is all about continually doing things that are going to benefit your site and brand in the long term. Whilst short term pursuits can be chased remember that SEO is a long term game and any short term pursuits that you do chase could cause long term damage to the campaign if you start going down the wrong path.
Final Word –
Work for your the overall benefit of your brand and site. Remember that education is the best way to get a client working on the same page. It doesn’t need to be much – but once they understand that it isn’t all about ranking #1 for one keyword, your job will be a lot easier and you will have much more potential benefit. So explain to them about how Google implements changes to its algorithm in stages across the world and show them how they can bet set up to be well ahead of these changes to achieve the maximum benefit.