Aligning Your Digital Marketing Strategy With Your Brand Goals

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When we speak about brand goals and digital marketing strategies, we are talking about two extreme ends. To align them, you should examine your brand through several steps to determine the best digital marketing strategies to maximize your desired results. To begin, we will assume that you have a brand identity. If not, we believe you should start by reading our article on Branding.

Now let’s talk about Brand Goals. What is it that you aim to achieve through your branding? Is it to build awareness, create an emotional connection with your target audience, differentiate yourself by conveying what makes you unique, gain credibility and trust among the consumers in the market or become memorable? 

In order to create these goals, it’s important that you review your brand by researching where it stands currently, the market, industry, and your target audience and consumer trends. This is where we do a little Marketing 101 refresher. When it comes to research, do a SWOT (Strength, Weakness, Opportunities, Threats) Analysis or a PEST (Political, Economic, Social, Technological) Analysis. These can help you determine which areas of your business would benefit from an updated digital marketing strategy.

Next, let’s talk about Objectives. Quite often, in the marketing world, we tend to interchange goals with objectives. There’s a difference - and that is specificity. Goals are general aims you plan to achieve that are broad and long term, but objectives are specific - they define the actions to achieve the goal. And the best objectives are SMART - Specific, Measurable, Attainable, Realistic, Time-bound. 

For example, let’s say as a dental practice, your goal is ‘to become memorable for Invisalign Treatment’. An objective would be to ‘Rank #1 on Google when people search for the term “Invisalign dentist” in the next 6 months. Here, we are specific with what we want - to rank #1 on Google for ‘Invisalign dentist’ organically, in our local area. The objective is measurable because you can see the rankings on Google. It is attainable and time-bound, given that we have left ourselves a good time frame to achieve as organic SEO can be a slow process.

Now, once your goals and objectives are aligned, let’s create digital marketing strategies.


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Digital Marketing is a broad term and can be divided into many sub-categories. Each category has a different impact, which helps you create your strategies based on your goals and objectives. These categories include:

  • Content Marketing Strategy - Content marketing involves creating valuable and relevant material that can be shared online, such as blogs, videos, how-to guides etc.
  • Social Media Marketing - Utilizing various social media platforms and their specific features to help find and connect with your customers, including Facebook, Instagram, Twitter and more.
  • SEM (Search Engine Marketing) - Optimize your website to improve visibility on search engines such as Google, and look into options to enhance your digital presence, such as paid online ads.
  • Email Marketing - Keep your customers engaged with regular updates and content via periodic newsletters or e-blasts.
  • Paid Ads - As budget allows, place strategic paid ads for relevant search phrases to compliment your organic efforts and appear in more competitive searches.

Some or all of these digital marketing strategies can help you achieve your goals, but they easily overwhelm you if you don’t have a clear objective. To determine which strategy you should prioritize, you should set SMART objectives and establish a timeline according to the stages of growth of your brand.

Ready to take your brand to the next level? Chat with one of our UpOnline representatives today to learn more!

Social Media Listening: An Effective Way to Understand Your Audience

One of the most important aspects of a digital marketing strategy is to understand exactly what it is that your audience likes, doesn’t like, and struggles with. Getting this answer is easier said than done, and this is where social listening comes in. Social listening is the process of tracking social media platforms for conversations related to your brand or industry. Read on to learn more about social listening, how it can benefit your business, and tips to implement it in your strategy.

The importance of social listening

Imagine that you are an automotive company and believe that your target audience struggles with most cars not having enough legroom; however, in reality, they don’t struggle with this issue. If this is the case, your marketing efforts and all of the changes you make in your products to fix that issue will not be very effective, since they are not solving a real and/or common problem! That problem stems from misunderstanding your audience. Did you know that to decide what type of movie or show to create next, Netflix uses data including their most popular genres, actors, and other data points, all as a form of listening? This is part of the reason why they are so successful and know exactly what their users would want to watch next.

Effective social listening provides a big-picture view of your audience’s demographics and interests within your industry. Social listening also helps to understand your audience’s views towards your own brand, such as whether they like a certain product or service. In addition, social listening can provide insights into your competitors, such as what they are doing well and what they aren’t. This information is very useful in shaping the future of your own brand since you won’t need to make the same mistakes that your competitors have made.

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Benefits of social listening

The most important and obvious benefit of social listening is that you can better understand your audience. You can see specific interactions, including when people really love one of your products,  have a specific problem with it, or even when they mention a struggle they are having that one of your products solves.

Furthermore, with social listening, you can stay ahead of the game (and ahead of your competitors) and solve new problems or answer questions before your competitors do. Often, political and social issues may have impacts on your brand and its products, so keeping track of recent events can allow you to act in a proactive manner rather than reactive.

Finally, social listening can identify possible collaborations with other creators in your industry whose expertise and/or large following can greatly benefit your brand awareness. Creators and influencers are respected within their space, so their audience will readily believe and engage with the content they share. According to Hootsuite, “If people within the community see you as an active partner in supporting the creators they admire, they’ll be more likely to trust that you have their best interests at heart too.”

How to implement social listening

Follow these few steps and you will be well on your way to better understanding your audience:

  1. Listen for relevant keywords and topics: Pick keywords such as your brand name, products, key people in your company, industry keywords, and competitors’ names.

  2. Focus your efforts on platforms that you know have a lot of conversation: Different social platforms have different types of uses and content. For example, Twitter is a much more conversation-heavy platform than TikTok, so social listening on Twitter is likely to be more insightful and useful than on TikTok (but this all depends on your brand and where its target audience is most active).

  3. Filter searches: If you are a local business in Toronto, you likely do not need to worry about opinions from Europe, so it will save you time if you filter your listening by location.

  4. Use insights gained from social listening to create change: Social listening is useless if it is not used to create meaningful change within your brand that benefits your audience and creates a better brand image. Identify trends in your research and use them to guide the direction your brand goes in.

  5. Use the best tools: While manual listening (conducting individual searches separately and then manually combining data into meaningful results) is possible, it is highly time-inefficient. Some of the best tools for automatic and comprehensive social listening include Hootsuite, Sprout Social, and Talkwalker.

Key takeaways

With there being so much competition between brands in every industry, it is important to focus your marketing efforts and brand goals in ways that most benefit your audience. Efforts are wasted if they are not focusing on the correct target audience, so your brand should use social listening to better understand your audience, industry, and competitors.

If you have any questions about social listening or are wondering how we can help your business, contact an UpOnline representative today!

The Rise of Conversational Marketing and Chatbots

We’ve all visited a website where a chatbot notifies you as soon as the page is loaded, asking if you need help or have any questions. Chatbots, and conversational marketing as a whole, have gained popularity and maturity very quickly in the past few years, so we thought it’s worth discussing the good and bad and promoting best practices in this particular niche. Read on to see how your business can benefit from conversational marketing and how to implement it effectively!

What is conversational marketing?

According to Giosg, conversational marketing is defined as a dialogue-driven approach to marketing whereby customers can engage in a live conversation with either a human or an automated and AI-powered chatbot. Real-time conversations with customers can be effective and efficient methods of reaching your brand’s goals, whether that is to create stronger customer relationships or generate additional sales. Conversational marketing also allows brands to communicate more in real-time and leave behind day-long response wait times for questions.

Trending social messaging platforms such as Facebook Messenger and WhatsApp have made it very easy for brands to communicate quickly and directly with their customers. It is no surprise that these platforms have grown to 1.5 billion and 1.3 billion monthly users, respectively, and exist as a destination where brands often want to leverage their presence. Many brands have established a very reachable presence on these social messaging apps to make it known to customers that they are available to them quickly and easily.

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The benefits of conversational marketing

There are quite a few benefits that conversational marketing provides and that have contributed to its rapid implementation. As you read through these benefits, think about how your brand is currently doing in these areas and how conversational marketing can improve them:

A convenient way for customers to get answers

More people navigate websites on their phones than on their computers. Mobile users also prefer messaging-based interactions, largely because it is perceived that it can be easier to get an answer through messaging than through scrolling chunks of text on a website.

With the increase in usage of chatbots, customers are also able to get their answers 24/7. Customers’ patience levels are gradually decreasing, and many don’t want to wait until your business opens up to get their answer. If they see that you’re not available at the time that they want their answer, they will likely find a competitor that is! 24/7 chatbot availability also appeals to businesses that have customers in other countries and timezones; it can be hard to have a human support team available 24/7 for all timezones, but chatbots shine in this area.

A great way to gather insights about customers

Messaging with customers allows them to provide open-ended responses with the freedom to express their thoughts and feelings about your services or products. In addition, in cases where it is a human representing your brand, they also have a bit of freedom to comment on customer feedback and engage in further conversation. Contrast this with many other digital marketing methods (websites, ads, and email marketing), which are mostly one-sided and event-driven. It is relatively hard for customers to provide feedback through these channels. For example, although some email newsletters are able to accept replies that go directly to the brand, customers don’t typically think to do so. In other cases, the company may have set up a do-not-reply email address, in which case it is not possible for someone to send direct feedback or comments. Combine the open discussion that comes from conversational marketing with the possibility of keeping a record of the conversations, and it’s evident how conversational marketing can be used to identify trends and pain points within your customer demographic.

An effective way to build customer relationships

Many people would be ashamed or embarrassed to ask some of their questions to a real person, so using a chatbot to ask them is the perfect solution. And the same goes in the opposite direction: chatbots can ask customers questions that would otherwise be awkward or uncomfortable if it was part of real-life interactions.

Chatbots also allow your brand to express itself through the use of personalized/unique replies, emojis, images, and more! If customers have a fun and unique time interacting with your brand, they will be more likely to remember you and come back again. 

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Disadvantages of conversational marketing

Although conversational marketing presents a great opportunity for businesses to invest in and grow their business, there are a few pain points to be aware of. At the end of the day, chatbots simply aren’t human, so they will not be able to converse as naturally as a human would. Even with the best programming and automation currently available, there will be times when the response that the chatbot gives doesn’t really make sense or doesn’t give the customer the answer that they are looking for. This can lead to frustration from the customer and a negative experience with your brand, making them less likely to convert or return. Furthermore, in cases where you have a live human representing your brand, it can be costly to have someone engaging in 1:1 conversations with customers.

How you can implement conversational marketing into your brand’s strategy

According to Drift, there are three key steps to successfully implementing conversational marketing within your brand:

1: Engage

Compliment existing lead forms on your website by adding chatbots. Even if the questions that you use in the chatbot are similar to those asked in the lead forms, visitors that have a preference for chat-based interactions will find it easier to use the chatbot. 

A key benefit of chatbot over lead forms is that you can use them across multiple pages (in a non-obstructive way) so that they are visible to customers at any point of their visit. You can also customize the chatbot to target people based on their actions on the website. For example, if someone is viewing a page for a specific service, the chatbot can display a message catered to that service!

2: Understand

With chatbots and live messaging, you’ll be able to understand what your customers want within just a few messages, rather than across multiple emails and several days. Chatbots often have features built into them that allow them to recommend the most relevant next steps. But note that customers may not complete major actions or decisions based on suggestions of the chatbot. This takes us to the next step…

3: Recommend

Connecting your customers with a real person will make them much more likely to take the actions that you want them to, such as booking an appointment. For example, after a chatbot interacts with a customer and provides them with some information about the service they are interested in, you could recommend that the customer books a free consultation appointment with one of your staff.

Key takeaways

In the past few years, there has been a big shift in how businesses see and interact with their customers. Businesses are being less business-centric (focusing on methods and experiences that work for them) in favour of being customer-centric, where they focus on giving customers personalized experiences based on what works best for them. This is the new standard that companies are expected to adopt if they want to compete with others in their industry.

With this information, we hope that you were able to come up with ideas on how your company or brand could benefit from conversational marketing. Even if you have already implemented conversational marketing, there are many ways to improve the customer experience.

If you are interested in conversational marketing or chatbots, contact an UpOnline representative today and learn how you can give your business the boost that it deserves!

The importance of Web Accessibility for businesses!


By: Nihar Khemani

As described by the United Nations Convention on the Rights of Persons with Disabilities (UN CRPD): “Access to information and communications technologies, including the Web, is a basic human right.” 

Web consumption statistics show that as of 2021, there were approximately 36 million Canadians surfing the internet at any given time. That number is projected to grow to 99.1% in 2026. Canada has more than 96% of its population with internet access (not necessarily broadband) and therefore the imperative, and currently the political will, to make web accessibility a primary concern. We all know the web provides unprecedented access and engagement opportunities for all individuals alike. When it comes to websites, by adhering to accessibility guidelines, we can let the web perform its true function of removing barriers to communication and interaction that exist in the physical world. By complying with current accessibility standards, organizations and website developers enable access to a wider stratum of the population who are impaired. Doing so removes obstacles to make it easier to browse, understand, hear, and purchase. in short ‘engage’. Most of all, it enables meaningful participatory contribution to the online conversation in all ways as readers, influencers, customers, reviewers, and advocates. 

While not a new concept, you may be surprised by how few businesses do enough about it. In this post, we will try to explain web accessibility standards in detail and cover the aspects that the standards define, the organizations they affect and how to implement changes to your organization’s website to make it accessible for everyone. 

Through the growth of CMS websites & ecommerce services like Shopify, Wix, and even WordPress to an extent, there are many opportunities to automate or “solve” for many forms of web accessibility. Recall the original accessibility affordance, the HTML “alt” property in an image tag. Long before images were downloaded on your 56K modem, you could read the captions and descriptions.

Accessibility in 2021:

The Accessible Canada Act was passed in 2019 to help identify, remove, and prevent barriers to accessibility for persons with disabilities. Also known as the Act to Ensure a Barrier-Free Canada, it mandates compliance for digital content and tech for Parliament, the Government of Canada, and federally-regulated organizations in the private sector. This includes sectors such as the banking, telecommunications, and transportation industries. 

When did it come into effect?

Web accessibility standards are addressed directly in the Standard on Web Accessibility created in 2011 to “Ensure the uniform application of a high level of web accessibility across Government of Canada websites and web applications”. While the act applies to all federal websites and related intellectual properties, each province in Canada has its own accessibility law act set up and in motion right now, including: 

  1. The Accessibility for Ontarians with Disabilities Act (AODA) was passed in 2005 and aims to create a barrier-free Ontario by the end of 2025.

  2. The Accessibility for Manitobans Act.

  3. The Nova Scotia Accessibility Act, 

to name a few.

The guidelines put forth by the Standards on Web Accessibility are categorized into three levels of compliance in order to meet the needs of people with disabilities: A (the lowest conformance), AA (mid-range conformance) and AAA (the highest conformance). 

Accessible Websites are essential for some and useful for everyone!

Before we dive deeper into the web accessibility norms and how to make websites accessible for one and all, it is important to know what issues & impairments web accessibility standards hope to mitigate for the purposes of usability, which are (but not limited to) the following:

  • Auditory

  • Cognitive

  • Neurological

  • Physical

  • Speech

  • Visual 

Web accessibility also benefits people without long-term/permanent disabilities, such as:

  • Older people whose abilities change with age.

  • People who use smart TVs, smartwatches, mobile phones, or other devices with smaller/different screen sizes to access the web.

  • People with situational disabilities like those living in remote areas or areas with exceptionally bright sunlight.

  • People with temporary disabilities like a broken arm, broken glasses, etc.

  • People who have slow internet connections or limited/expensive bandwidth.

  • People using older technology/devices or unable to operate common interfaces like a keyboard.

To give web developers a new perspective on accessibility, a social media company sponsored hackathons and similar events and placed participant developers in the situation of having only older 2/3G cell phone speeds and connectivity issues. They were asked to assess usability in their apps on a variety of devices. Issues that they had never thought of suddenly became usability obstacles. This is a classic example of how known unknowns vs. unknown unknowns in the quality assurance testing approach and tactics come into play quickly. 

Who is required to follow the Web Accessibility Standards?

Accessibility laws apply to publications, including educational material and website content, and some are specifically meant for digital media.

The AODA states all public and private sector organizations with 50+ employees must make sure that the website complies with accessibility standards.

4 main aspects which make a website (more) accessible:

  1. Ease of operation: refers to navigation 

  2. Ease of perceiving: refers to the ability to see and read the website 

  3. Ease of understanding: refers to the content being simple and understandable for impaired users 

  4. Ease of integration: refers to a website / app / online service being robust in its functionality for all users

Web Accessibility best practices: 


Typography is one of the most important aspects of a website’s design, but when it comes to accessibility, its role becomes even more important. The following things should be kept in mind when designing an accessible website:

  • Use of consistent fonts and font sizes that are simple and large.

  • Use of text and not just graphics for contextual reference.

  • Avoidance of too many appearance variations like bold, italics, etc.

  • Establishing enough contrast between text and background.

  • Avoidance of text that blinks or moves.

Content Headlines:

By using carefully constructed headlines, website content can be easy to follow and navigate. Appropriate headline font sizes, their placement and usage go a long way in making web content accessible.

Colours, Imagery and Layout:

The importance of using an appropriate choice of colours when you have accessibility in mind cannot be stressed enough. Colour blindness is often the most common problem faced by visually impaired users, and therefore, it is important to design your website elements with this in mind. Since there are various forms of colour blindness, there is no fixed rule of thumb to address this on your website. However, by keeping the following as part of your site’s style guide, you can ensure to account for  visual impairment through a proper website design process:

  • Keep in mind to use a proper contrast between the font and the background. This is important to make the text stand out vis-à-vis the graphic or the background, making it easier to identify and comprehend.

  • Make sure to use well-sized images with proper alt tags to describe their content.

  • When it comes to layout, make sure to use plenty of white space, bullets, consistent and legible font size, and proper headers to make it easy for any and every user to navigate through a website.

  • It is also important to ensure that content is responsive to any screen size without affecting functionality or creating usability issues on the layout of the page.

Video content:

If your website uses video content, it is important to pay attention to 5 things: captions, description, transcripts, file size, and feature-use. 

  1. Make sure that the captions are synced properly with what is being spoken in the video. Also, captions should be put in an auto-play feature with a button to turn them off if necessary. Construct the captions in a manner in which all-important cues, actions and words are accurate and to the point.

  2. Consider not using the auto-play feature for your video content as people with impaired vision may not know how to stop it. For example, Chrome and other browsers automatically mute autoplay videos in most cases - which could add additional confusion.

  3. Use descriptive audio to explain any actions that are not otherwise narrated so that people who are visually impaired enjoy the video content as much as all other users do.

  4. File size & feature use: to ensure delivery of the video to users with low connection speeds, producing multiple resolution/file size videos and streaming in an accessible manner make a difference. Most platforms like YouTube and Vimeo allow for this almost automatically, but sites hosting their own video or using other platforms may need to dig deeper.

Keyboard accessibility:

It is important to remember that the keyboard continues to be the most commonly used way to input information. People with motor disabilities rely largely on a keyboard. Assistive technology also uses keyboards extensively. In addition, several users use modified keyboards or other devices which mimic a keyboard. Therefore, any information that is navigable only by using the mouse needs to be altered for better accessibility.

Accessible documents:

Documents present an important overlay in most websites. You can make your assets like text documents, spreadsheets, PDFs, and similar assets more accessible by making a note of the following accessibility best practices when it comes to documents:

  • Use proper headers to provide better content flow and make them concise and clear.

  • Use “alt” (alternate) text to identify images where possible.

  • Tag the document with language or other codes to make it easier for any screen user to access.

  • Use bullet points or numbered lists.

  • Use simple table structures.

  • Give all sheet tabs unique names

  • Delete blank sheets

Accessible forms:

No matter what line of business you are in, your website will likely contain one or many forms, such as a form to subscribe, buy/sell merchandise, create an account, etc. Forms can be one of the greatest points of friction for an impaired user. To make your website more accessible, be mindful to use large and distinguishable fields with appropriate labels wherever necessary, with clear and easy-to-find instructions, current form validation techniques, and functionality that is device and screen independent. 

The good news is that accessibility standards are not very limiting, and in fact, create a more positive experience. Luckily, current implementations of HTML and CSS (the framework and style functionality of the web) are catered to address these very issues. Responsive CSS techniques allow websites to display properly (and if needed, differently) on a variety of screen shapes and sizes. It is easy to create accessible websites that are also aesthetically appealing. The more functionality a website or app requires, the more work might be needed to adhere to various guidelines. That too is being addressed via automation and iterating reusable code libraries.

Accessibility for one and all makes complete business sense. It almost always has. These requirements drive innovation and automation, enhance your brand and extend your market reach for minimal cost and maximum benefit. If the web was supposed to lift people up, we’ve never been closer to shining that light or lending a hand. 

Want to know more about how to improve your website’s accessibility? Contact us at UpOnline for more information!

Google Core Updates and their effect on website performance!

Things to know about Google Core Updates
By: Nihar Khemani

If you noticed a recent drop in your website’s search visibility over the past two months, you weren’t alone! Ripples of a recent Google Core Update are being felt and observed across blogs, social media posts, and hours spent combing through SEO best practices. The two-part Google Core Update carried out in June and July of 2021 impacted not just several thin-content websites but also companies with content focused on car/automotive news, self-care, and other knowledge sites.

In this post, we will explore how Google Core Updates impact websites, with a focus on the recent update and what you can do to navigate through such updates in future. The team at UpOnline helps clients take an omnichannel approach to digital marketing which not only makes available a host of other services to attain your online marketing objectives but also helps to combat situations that arise out of such updates. Contact us today to learn more about the full suite of services offered. But for now, back to the Google Core Update - the turbulent waters which made many a ship halt/reroute over these past few months: 

What is a Google Core Update?

The recent Google Core Updates have been typical “broad core updates”, designed to ensure that the search engine delivers relevant and authoritative results to search queries.  An update such as this is not specific to a particular region, website category, or language. Essentially, these core updates are meant to enable Google to assess content better and determine which pages serve the best answers to users' search queries. The end result is a boost to pages that have been under-rewarded, thereby leading to significant gains in SEO ranks for some websites and drops for some others. 

Google explained in a blog post that core updates are needed to try to meet searchers’ expectations which are always changing. Imagine you have a list of favorite films in 2016. In 2019, you decide to update your list. Many items in the list would have naturally changed. You may want to add new films that you’ve discovered or realize that previous films deserve a higher place on the list. This is how Google is trying to sort through content to determine those that will benefit searchers the most.

In June 2021 we saw a series of posts on the Google SearchLiasion Twitter account informing users about:

The June Core Update: According to the Search Engine Roundtable, like most global core updates that preceded it, this update focused on quality and was released in two parts. Google did warn users that they may see some changes in June only to witness a reversal after the second part of the update planned for July. 

The July Core Update: The second part of the core update was rolled out in the month of July. Google's advice to users impacted by the update was to focus on quality as there is no absolute fix to remedy the impacts of the update. 

The impact!

Google is always working to improve the quality of search results. It has a history of rolling out core updates to help increase search results relevance - previous updates were in December 2020, May 2020, January 2020 and September 2019. Those updates dealt with signals and factors like search intent, web pages that get suggested as a result of the search intent and how are these pages relevant to the intent. You can also read our coverage on the June 2019 and January 2020 Google Core updates!

Impact of Google Core Updates on SEO

Marcus Tober from Searchmetrics observed that the June update was “an unusual update with a typical Core Update feel to it” and users may see a reversal of changes after the July update.

The June update affected 1900+ domains and 31 categories. Websites that focus on product reviews and affiliate space in technology and consumer electronics spaces, as well as dictionary sites, emerged as winners due to their authoritative content and relevance to search intent. On the other hand, sites that rely heavily on user-generated content saw a significant decline. 

‘Intent change’ was the common theme for the second part of the update. Google has shifted its understanding of user intent across a variety of user queries as a result. Following the July update, international versions of many sites suffered a decline and freed up space for local smaller ecommerce vendors to compete for keywords, Several sites saw their rankings change due to recalibrations that happened after the drastic differences noticed as a part of the June update.

A few days after the update, algorithm trackers typically start to show significant fluctuations. As a result, organic rankings may drop for some (long-tail keywords), and rise for others. The general recommendation across the board is to not act in a haste; let the update roll out and settle before reevaluating your website and its content.

About 15 days after the update rolled out is when you can look at your website from a wide lens and review it on the following parameters: Is it easily accessible? Is it well-organized? Does it have relevant and authoritative content?

What can we learn from this?

Key Learnings from Google Core Updates
As site owners and SEO specialists scrambled for advice on how to rebound from the Core Updates, Google’s answer remains the same: there is “nothing to fix.” Google recommends looking at your website from the following perspective:
  1. Expertise: How trustworthy is the content? Does the website have any errors? Would you trust the site if it came to you via Google?

  2. Content: Is the content original? How valuable is the information provided? Has the information been copied? Does the page title summarize what the page is about? Would you recommend this page to your friends?

  3. Presentation: Does the content seem researched well? Are there too many ads? Does the content seem like it is mass-produced? Is the content compatible with all devices?

  4. Comparison: As compared to competitors, does the page provide more or equivalent value? Does it meet the expectation of users? 

Danny Sullivan from Google suggested using Google’s Quality Raters Guidelines as a reference guide for creating quality content. However, SEO experts warn not to use this as a diagnostic tool of whether a website “passes” a quality test. It is important to note that perhaps your site and content have nothing to do with the drop in ranking; rather, the user search intent for your targeted queries might have changed and your content is no longer relevant or useful for the questions people are asking.

Experts suggest that “nothing to fix” can mean that:

  • Google is improving natural language processing tasks

  • Google is improving how it ranks links

  • Google is improving how it understands search queries

  • Google is improving how it understands a part of a web page that exists within a large part of a webpage

  • Google has improved the speed at which it identifies low-quality links and ignores them

Julia McCoy from Express Writers emphasizes a key strategy in evaluating your website’s SEO: think about your content in terms of user experience (UX). She states:

“You need to reframe your thinking about ranking and algorithm-obsessing. Your goal shouldn’t be to rank; it should be to provide users with the information and UX they need to fulfill their Google searches with the least amount of effort.”

In other words, rather than trying to figure out how to satisfy Google’s search algorithm, you should be focusing on how to satisfy the user’s search query. Your site should be delivering the best possible user experience with content that is reliable, trustworthy, and easily comprehensible. 

It is imperative to focus on the quality of content on your website to provide a seamless user experience. Depending on how much a site was affected by the core update, revisit your website and make improvements to ensure your content is relevant and authoritative.

For more information on SEO best practices, speak to an UpOnline representative today!