If you hired a digital marketing company and you have called in to routinely complain about fluctuations in your rankings and visitors; I caution you to educate yourself about the reality of Google. In an attempt to level the playing field, Google issues updates related to specifically targeted areas in need of more defined guidelines of operation. These updates can range from new penalty initiatives to very minor algorithm alterations. It takes the study of some of the web’s best minds to investigate and make sense of the update, and then disseminate the root of its implication to the rest of us.

Updates from Google are a necessary evil at times. They’re advantageous because they are released to limit the possibility of fraudulent or non-relevant companies from being listed alongside those of legitimate value. On the other side of that coin, these updates may also inadvertently negatively affect a company that has done everything in an ethical manner.

Depending on the type of update issued by Google, your business may be impacted. This can happen for a variety of reasons, and in some instances, there is no logical explanation. When this does occur, it can result in a lull in your SEO rankings that will rebound in short order. It may also instigate necessary changes that need to be made in order to ensure compliance moving forward.

Be forewarned that these updates will continue, so be on your toes when it comes to familiarity and understanding that Google can and will change the game. Sometimes there is simply nothing that can be done to prevent you from losing ground in the search engine rat race, and that is just the nature of the beast. In very competitive industries, Google is much more active. For obvious reasons, you can’t have people searching through tens of thousands of companies. So, those industries in saturated markets are usually on the radar for Google. Typically in highly saturated markets there is a large percentage of listings that hold virtually no relevance. The updates (as problematic as they can be to us at times), are coordinated to ensure those of us doing things right are given fair opportunity to obtain new business. And yes, we know, sometimes there is collateral damage that occurs for the digital marketing law abiders.

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