Cadence #21 - Communicating Google Algorithm Updates.

Hello and welcome to another edition of Cadence! This week comes with new branding for the newsletter (it's been 21 weeks now, time to shake it up).

Also, in personal news - this week I got a new badge. LinkedIn previously replaced the influencers program with "Top Voices". Those invited by LinkedIn get a blue badge, and those who post in the community on a specific topic and get good engagement/upvotes, etc - get an orange coloured badge.

This week I got an orange badge:

I'm also in the process of recording a new YouTube series - so if you'd be interested in some short, snappy, unique videos - please subscribe to my YouTube channel here.

This week I'm covering Google Updates - but from the angle of how to communicate them with clients, and if you're in-house, other stakeholders.

___________________

Communicating Google Algorithm Updates

Google's algorithm updates, confirmed or rumoured, are part of the evolving landscape of SEO.

By staying informed and communicating effectively, you'll ensure your team and clients are always prepared to understand what's going on when the third-party volatility tools spike, or when Google confirms an update.

Structuring the right comms around an update is just as important as being able to accurately determine the impact of the update on your focus domain, competitors, and sector.

Information is power

The first step to communicating updates effectively is by staying informed about them. Regularly check trusted SEO industry news outlets, Google's own blog, and popular forums where algorithm changes are often discussed.

Following key SEO accounts on Twitter and Threads, as well as Google representatives can also be beneficial. These are usually the first places where confirmed and rumoured updates will be posted.

I'd also recommend joining an active SEO Reddit group, and scanning routinely to get a lay of the land of what other webmasters are seeing.

You should maintain a record of all algorithm updates and your company's corresponding response. This will help track changes over time and provide valuable insights for future strategies.

Impact analysis

Whenever an update is announced, whether confirmed or rumoured, it's essential to understand its potential impact. Consider how it might affect your website or client's website. Does it influence site speed, mobile-first indexing, or content quality? Keep in mind that not all updates will affect every website. The impact often depends on the specific SEO strategies used.

Being part of an active and sharing SEO community, especially when they are sharing how their sites are being affected can also really help you with your analysis.

Communications template (effective & efficient)

Compile the essential information about the update into a concise brief. This should include:

• The name of the update (if available)
• The date it was confirmed or rumoured
•  A brief explanation of what it is
• The potential impact on SEO strategies
• Any immediate actions required
• The current status (if it’s a rumour or confirmed by Google)

Keep your brief as clear and straightforward as possible. It should serve as a reliable reference for anyone within the organization.

If you don't know something at this stage, it's ok to say you don't know.

Speculation can be good if it comes from a place of experience, but always be mindful that speculation (no matter if it comes with caveats), some stakeholders may latch onto your words.

Prioritize your briefs based on the impact level. A minor update that doesn't directly affect your strategies might be labelled as "Low Priority," while significant updates with immediate impact should be labelled "High Priority."

Alternatively, you can utilize other prioritization frameworks.

Organize a meeting to share the updates. If it's a high-priority update, consider holding an emergency session.

Minor or rumoured updates can be addressed in regular team meetings. 

Clients/stakeholders may not understand the intricacies of SEO, so ensure your communication is easy to understand. Explain what the update means for their website and any actions you plan to take. Transparency builds trust and shows that you're proactive and knowledgeable about SEO.

What if there is a correlative impact? Or actual impact?

In your briefing session, discuss any necessary action steps. If it's a confirmed update with a significant impact, it's essential to devise a response strategy. For rumoured updates, it might be prudent to prepare a contingency plan. 

Open the Floor for Questions

Give your team an opportunity to ask questions. This not only clarifies any confusion but also ensures that everyone understands the implications of the update. It's important that everyone leaves the meeting with a clear understanding of what they need to do next.

Keep Communication Channels Open

Encourage your team to share any further information or observations related to the update. This could be through an email thread, a dedicated chat room, or a shared document. This will ensure that everyone stays on the same page and can respond quickly to any developments.

If you're experiencing performance changes that correlate with the latest rumoured algorithm update, or you're struggling with performance from prior updates - SALT can help, please feel free to reach out, or drop me a DM.