Guest speaker, Ken Pipher of Whatever Media & Solutions Inc., spoke on the topic of Google authority. Born and raised in Peterborough, Ken is a University of Toronto graduate who, for over 20 years, has served Canada’s Top Fortune 500 firms including such brands as Honda, Yamaha, Toyota and Mazda with digital advertising solutions. His company, Whatever Solutions & Media Inc. also created the first ever mobile-friendly website for Canada’s Library of Parliament.
What does Google authority actually mean? It is the way to get your website a higher Google search ranking in a way that goes beyond the usual SEO techniques that many of us are familiar with, such as meta tags, keywords and links.
Google works now on ‘earned authority’ and takes into consideration over 200 factors, including how mobile friendly your site is, what others are saying, how your competitors are ranking, the length of time your website has existed, original content etc.
Ken warned against companies or designers who promise ways to work around Google’s ever changing algorithm. Google works diligently to spot any form of trickery, such as ghost pages, and will move your website down in the rankings if it detects it. In extreme circumstances it can remove your website address (URL) from its search engine feature altogether.
Keeping your web content fresh is a good bet for improving your organic reach and Ken suggests adding current, new content to your site on a regular basis. You can use a blog to do this and set a schedule of posts that you can manage. Original, regular updates are the key.
In the end, do not believe anyone who tells you that they know Google’s algorithm. The best anyone can do is to use their experience and industry knowledge to optimize your site for Google. But don’t get complacent. You can’t just set it and forget it. The algorithm is constantly changing and weighting factors differently. For instance, just two weeks ago Google started de-ranking sites that use takeover screens to capture your contact information; you’ve seen them, they pop up at the beginning of your site visit, usually for a free e-book or a newsletter or article. If your site has one you should remove it immediately.
They say that change is the only constant. It’s never been truer in the world of websites.