Google makes a myriad of updates every year and more than likely is making some type of change almost every day. With most of these changes, Google is targeting SPAM SEO tactics that an SEO agency may use. This is generally related to link building or content creation.
With the BERT Update, though, Google is focusing on its own software and how it is able to understand the context of a search query. It may not seem like a monumental shift, but this is the beginning of Google becoming the search engine it always intended to be: one designed to give the user exactly what they are looking for.
The increase in context will allow Google to only display sites that have up to date, relevant information based on the exact information a searcher is looking for. For SEO agencies, this is going to upset a lot of people who have built campaigns around tactics other than content.
So, what does this mean for businesses looking to hire an SEO company?
Avoid SEO agencies that only focus on link building
Many SEO companies have solely focused on link building, avoiding almost all content creation and only implementing very basic on-site SEO. With the BERT update, content is going to reclaim its place as the most important aspect of SEO.
Links will continue to be and always will be important. But the traditional link building schemes that do not rely on content creation are going to be easier for Google to ignore. Those SEO agencies that have worked very hard to build expansive link networks are going to find it more difficult to continue to produce results with Google focusing more on the quality of the content on the site as opposed to a link profile.
Request writing samples
Quality content is now going to be the first thing Google is looking for. It is not going to be as much about quantity of content as it is quality. If you are vetting a possible SEO company, request a writing sample. This will allow you to get a glimpse into the quality of the content you can expect.
Understand the content philosophy
The move by Google to put the importance on content can mean a lot of different things. Content can encompass a variety of media. It is important to understand what you should expect when it comes to an SEO agency producing content.
The BERT Update places importance on relevance and engagement. This means from a content perspective, an SEO agency should be focusing on all forms of media, including:
Blogs
Site pages
Videos
Newsletters
Press Releases
A diverse approach to content will have the most impact and without the diversity, it will be easy for Google to overlook the site.
At the end of the day, an SEO agency should be able to adapt to the changes Google makes. This means offering all aspects of SEO. Any SEO agency that only offers a single aspect of SEO is going to find it difficult to keep up.
If you are looking for a NJ SEO agency in Ocean County, contact us at OTB Marketing today for a FREE digital analysis.
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