Google Is Constantly Changing Its Algorithm – Has Your Website Kept Up?

It seems that there are always new Google algorithm changes to worry about. Google is constantly updating and improving its algorithm, so that it can provide the most relevant information possible to Internet searchers. Because of these ongoing changes, what made a website attractive to Google a year or two ago, may no longer work. Just like your home or car, your website needs ongoing attention and maintenance. Otherwise, it may no longer be effective at bringing in new clients and customers.

I often talk with business owners who say that their website used to be on page 1 of Google, but something has changed. Now, their website is buried on page 2 or 3. They wonder what happened!

After further conversation, I learn that their website hasn’t been updated for a number of years. Even worse, it may be 5 years old or more. Because Google’s rules have changed since their website was built or last updated, it’s no longer in the forefront of search results.

If your website has slipped in search engine rankings over the years, you need to bring your website up to date with Google’s current algorithm rules.

Muir Woods on a Peaceful Morning

Here’s how. I offer an online presence assessment to both former and future clients, where I review your website and troubleshoot what you need to do to gain visibility with Google. What I do is:

  • Analyze the current state of your website and online presence (current Google ranking, SEO tags, business information consistency, mobile friendliness, etc.)
  • Provide clear, actionable steps you can take that will increase your visibility with Google and Bing.

For the clients I have already worked with, here’s what I have found are the primary issues:

Their SEO tags no longer conform to Google’s current “best practices.” It used to be, for example, that a page title tag (every web page has one) could contain several keyword phrases. Now, Google is recommending that page titles be limited to 60 – 70 characters. (A page title tag is usually displayed first for your website page in search engine results.)

Second, the business’s name, address and phone number are not consistent everywhere they are listed online, including the website. If a business’s primary information is not consistent everywhere, Google doesn’t trust the business listing. Even a comma in a business name that appears in one place but not another can make a difference.

Third, I’ve seen a number of websites that are not mobile friendly. Google wants every person to have a good online experience. A non-mobile friendly site doesn’t provide a good experience because the reader has to work too hard to see what the website says. Here’s how to find out if your website is mobile friendly.

Coming soon: Google wants every website on the Internet to be secure by having what is called an SSL certificate. If your website does not have one, in simple terms, Google considers the website to not be as secure as it should be. How can you tell if your website has an SSL certificate? Instead of your URL beginning with HTTP, it will begin with HTTPS. For example, my website URL begins with: Your website will also show a green lock, just to the left of your URL in a search window.

If you are wondering if your website has kept up with current trends in Google’s algorithm, let’s talk.

I can do an online presence assessment for you.

Here’s what you will learn:

  • Where you are currently ranking with Google and Bing for your top 10 keyword phrases.
  • If your business information is consistent enough for Google’s algorithms.
  • How to strengthen your online presence.
  • If your website is mobile friendly.
  • Whether your website is as secure it needs to be.
  • If your website has any other significant issues.

If you would like a professional review of your website, I offer a complimentary 30 minute website strategy session. I would love to hear from you!

Carolyn Kohler is an SEO writer who specializes in helping businesses get found online. Her company is Website Wordsmith, and she is located in the San Francisco Bay Area.