Sometime at the end of April-beginning of May, Google made an algorithmic change that affected long tail queries. Goggle makes changes on a daily basis that largely go unnoticed; exactly the point. If they updated infrequently, it would undoubtedly cause widespread chaos.
This change certainly has everyone’s attention. Matt Cutts, who heads Google’s Web Spam Team explained that the primary goal was to address content farms, or sites that do the minimum to avoid being classified as spammers. Unfortunately, many e commerce sites seem to have been affected as well. This is mainly due to the fact that retail sites have many product pages that are a few clicks from the home page, without many links to it and contain little unique or value added content.
So, what can you do about it? Turn those lemons into lemonade! Seriously, it isn’t going to get you anywhere to get mad and not do anything about it. Use this as a springboard to improve your content. I know it can seem like a daunting task, but just work on a bit at a time and you’ll get there.
Here are a few suggestions to get you started.
1. Do you have a blog page? A better question-are you using your blog page? Use it to write product reviews and suggestions and link to product pages. Place special promotional offers or coupons and promote your social media links.
2. Stop copying and pasting your product descriptions from the supplier! Get creative and write unique, engaging product descriptions.
3. Keep the content topical on your product pages. If you have too much unrelated marketing, it can water-down your page topic.
4. Focus on your social media networking; this can be a great resource for your business. Still think it’s a waste of time? Check out these stats on social media usage.
5. Improve the linking within your website pages and use social media to link directly to your product pages. Better linking will improve the prominence of the pages in Google searches.
Like I said above, don’t get overwhelmed! Pick a task or two a day to tackle. Do you have a teenager on summer vacation? Instant intern! You may be surprised at some of the original descriptions they can come up with. Better yet, turn over your Facebook profile and don’t be surprised if you have 1,000 fans by summer’s end.