How does the latest Google update impact SMBs?

It’s never been more important for SMBs to stay on top of search engine updates to maintain visibility and drive growth.

Google, the dominant player in the search space, regularly intro­duces algorithm updates that can signif­i­cantly change the world of digital marketing. These changes can have a big impact, especially for SMBs, as they often operate with limited resources and rely heavily on organic search traffic.

The last Google update, imple­mented in March 2024, was more complex and brings both challenges and oppor­tu­nities for SMBs.

Here’s an overview of what’s changed and how you can effec­tively navigate this new environment.

Content quality and relevance

Google’s latest update continues to focus on prior­i­tizing content quality and infor­mation credi­bility. This means that companies that provide high quality, relevant and trust­worthy content are more likely to be rewarded with higher rankings. On the other hand, websites that do not meet these standards may experience a deteri­o­ration in their search visibility.

For SMEs, this shift under­lines once again how important it is to create valuable content. Gone are the days when keyword stuffing and thin content could push a website to the top of search results. Instead, Google now rewards depth, origi­nality and content that addresses users’ specific needs and interests.

As a result, companies may now need to revise their content strategies to focus more on providing compre­hensive and well-researched content that resonates with their target audience.

A greater focus on user experience (UX) and mobile-friendliness

Another important aspect of the update is the greater emphasis on user experience (UX) and mobile-friend­liness.

Google has already made it clear that the way users interact with your website plays an important role in deter­mining search rankings. With mobile devices now accounting for a signif­icant portion of web traffic, the company has increased its focus on mobile usability in the latest update.

The update prior­i­tizes websites that are not only responsive, but also mobile-optimized for speed, usability, and content presen­tation. As a result, SMBs with outdated or poorly optimized mobile websites may experience a drop in rankings if they don’t make the necessary adjust­ments.

Core Web Vitals updates

Core Web Vitals – Google’s metrics for measuring page load speed, inter­ac­tivity and visual stability – remain a key focus in this update, albeit with stricter bench­marks.

Google now expects even faster loading times and more seamless user inter­ac­tions. This can be challenging for SMEs with limited resources. However, the effort to comply with these standards is extremely worth it as it can lead to better rankings and a more positive user experience, ultimately leading to higher engagement and conversion rates.

Expertise, Authority and Trustworthiness (EAT)

The March 2024 Update places even greater emphasis on the EAT framework, partic­u­larly in indus­tries where misin­for­mation can have signif­icant conse­quences, such as: B. Health, finance and legal services.

Google places greater emphasis on who provides the infor­mation and how credible the source is, favoring sites that demon­strate clear expertise and authority.

For SMEs in these sectors, the priority should now be to build authority and trust online. This can be achieved by obtaining quality backlinks from reputable sources, publishing content that reflects expertise, and ensuring that all business infor­mation is trans­parent and accurate.

The impact on SMEs

Although these changes bring challenges, they also offer valuable oppor­tu­nities for SMEs.

Companies that invest in improving their content, mobile-friend­liness and online credi­bility can stand out from competitors, especially those that are slower to adapt.

For example, SMEs often have the advantage of being able to address niche markets more effec­tively than larger companies. The latest update rewards content that is highly relevant to specific audiences. SMEs can capitalize on this by creating targeted content that speaks directly to their niche markets.

Adaptation to the update

To adapt to these changes, SMBs should first review their existing content and identify areas where it may be lacking in quality or relevance before making any necessary updates or enhance­ments.

Tools like Google’s PageSpeed ​​Insights can help identify areas where user experience can be improved and credi­bility increased by focusing on EAT principles, such as: B. securing author­i­tative backlinks and promoting positive customer reviews.

Looking ahead

The latest Google update is an important reminder that the digital landscape is constantly evolving. In a world where online presence is becoming increas­ingly important, SMEs must not only keep up with these changes, but also use them as oppor­tu­nities for growth.

Focusing on creating quality content, optimizing user experience and building authority will be crucial for SMBs to not only protect their rankings but also stay compet­itive.

Those who embrace these changes and refine their digital strategies accord­ingly will be best positioned to take advantage of new oppor­tu­nities and drive long-term growth and success.

Michael Ryan is CEO and Director of Ink digital