In a recent Google Algorithm Survival Webinar, Sterling Sky shared valuable insights on how businesses can better adapt to Google’s evolving SEO landscape. The presenters covered a variety of topics designed to help businesses not just survive, but thrive through algorithm changes.
In this post, we’ll explore the main points discussed during the webinar and how these takeaways can help you improve your search rankings. Below, we explore these topics in greater detail:
- Brand Authority Over Domain Authority
- Avoid Over-Optimization
- Shift from Link Building to Brand Building
- Use High-Quality, Original Images
- Focus on Experience and Expertise
- Improve User Experience
- Recovering from Google Updates
1. Brand Authority Over Domain Authority
A key takeaway from the webinar was the growing importance of brand authority over domain authority. Google is increasingly favoring websites that have a strong brand presence, measured by how often users search for your business specifically. To boost your brand authority, focus on driving more brand-specific searches. Tactics like releasing press statements, appearing on podcasts, and engaging with audiences both online and offline can contribute significantly to your brand’s presence and ultimately improve your rankings.
2. Avoid Over-Optimization
Another critical insight is avoiding the trap of over-optimization. Practices like keyword stuffing, excessive internal linking, and other aggressive SEO techniques can now work against your rankings. Google is cracking down on websites that use these methods and is rewarding content that feels natural and user-friendly. Instead of chasing algorithms, the focus should be on creating organic and relevant content that provides real value to visitors. The simpler and more genuine your SEO strategy, the better.
3. Shift from Link Building to Brand Building
Link building as a primary SEO strategy is losing its edge as Google places more value on brand building. Instead of hunting for backlinks, businesses should invest in strategies that grow their brand presence organically. Activities like creating valuable tools, resources, and engaging content not only help your brand but are also more likely to be naturally shared and linked to. Sterling Sky highlighted that things like press releases, podcasts, and developing helpful resources are more impactful in growing your brand authority than traditional link-building strategies.
4. Use High-Quality, Original Images
Sterling Sky emphasized the importance of using high-quality, original images on your site. Google now favors custom images over generic stock photos, as they add authenticity and trustworthiness to a website. Investing in professional photography or taking your own photos that truly reflect your products or services can boost your rankings. This shift indicates that images are becoming as important as textual content, and creating unique visual content can set your site apart.
5. Focus on Experience and Expertise
One of the core themes of the webinar was the need to showcase your experience and expertise. Content that is rooted in real-world knowledge, including case studies, personal stories, and industry insights, performs better. Instead of relying on generic content meant solely for SEO purposes, Sterling Sky recommends sharing authentic experiences and practical advice. This approach helps build trust with both Google and your audience, positioning your website as an authoritative source.
6. Improve User Experience
User experience (UX) continues to be a key focus in Google’s ranking factors. Ensuring your website is fast, mobile-friendly, and easy to navigate can significantly boost your search performance. Google prioritizes sites that provide seamless experiences, which means reducing intrusive pop-ups, simplifying navigation, and optimizing page load times. Make sure your site is accessible across all devices and focus on delivering answers quickly.
7. Recovering from Google Updates
Sterling Sky provided valuable tips for businesses hit by a Google algorithm update. If your rankings have dropped, don’t panic—recovery is possible. Reducing over-optimization, improving user experience, and providing valuable content to users are steps you can take to regain lost ground. Google often overcorrects in early updates, so by focusing on site-wide improvements, businesses can restore their traffic over time.
Final Thoughts
Sterling Sky’s webinar underscores the importance of authenticity, user-focused content, and brand authority in navigating Google’s ever-changing SEO landscape. By avoiding over-optimization and focusing on brand-building, original images, and improving user experience, businesses can not only recover from algorithm shifts but also thrive long-term.
To get the full experience and learn more from the experts, check out the full webinar here.
