Google Site Diversity

Almost immediately on the heels of Google’s Basic Core Update came the news of another adjustment: the Google Site Diversity Change.

What is the Site Diversity change? How might it impact your business and what do we foresee as the opportunities and threats to our customers?

The Google Site Diversity Change: What You Need to Know

Unlike the Basic Core Update, which Google considers a major update to its algorithm that determines how websites are displayed in response to a search engine query, the Site Diversity Change isn’t considered to be a major update. Instead, it’s a simple “change” or tweak to the results.

According to a Google tweet, “This site diversity change means that you usually won’t see more than two listings from the same site in our top results. However, we may still show more than two in cases where our systems determine it’s especially relevant to do so for a particular search….”

In plain language, this means that Google will no longer show more than two results from the same website in search engine results. Businesses who relied on domination over the first page of the SERPS by flooding their sites with content optimized around the same keyword phrase may find their traffic dropping as this change takes effect.

The Dashboard Interactive Perspective: Opportunity for Small Businesses

Some site owners expressed concern over the change but many see this as an opportunity and a potential benefit. It levels the playing field between big companies who can easily fill their sites with average quality, heavily optimized content or smaller or medium sized companies with solid SEO support and small businesses who produce only one or two exceptionally high-quality web pages on the same topic. Quality, not quantity, is the watchword for this Google change.

We also view this as a fun challenge for SEO firms and internal SEO departments. This change may separate the good from the average as there will be fewer organic positions to vie for and many will be pushed off page one for targeted keyword phrases.

In the past, being positioned on the lower half of page one for targeted keyword phrases may have led to new sales leads or sales opportunities, but now with the change, businesses that were once on the lower half of page one, may move up or they could find themselves on page 2. This change may require allocating additional marketing dollars to stay competitive or require that your digital marketing firm or marketing department, elevate their game to achieve the same results. As a result, companies may consider changing vendors or adjusting their digital marketing strategy.

With Google, change is a constant when it comes to how they find, index, and return pages in search engine results. The one thing that has always remained the same is relevance: ensuring the web pages are highly relevant to the keyword phrase used to describe the page contents.

Google is going to continue to change how their search engine returns results. It’s just a matter of time before they make further tweaks and changes. They are in the business of relevancy and of ensuring that searchers find what they are seeking quickly.

Small businesses looking to maximize their potential with both organic and paid search marketing would be wise to keep this in mind every time a Google update rolls out. It’s nothing to panic about – if your SEO firm has the knowledge and takes the time to consistently work on both the on-page and off-page SEO factors that help a site rank well.

Attention to detail matters when it comes to search engine marketing. It’s not just the keywords you choose. It’s how your site is built, hosted, created, managed, updated and marketed online and off.

If you’re interested in learning more, contact us today at 763-242-2454 or at 800-807-1854. We work with small and medium sized businesses and agencies and are here to help.