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How to talk to stakeholders about algorithm upd...

How to talk to stakeholders about algorithm updates in 2024

Aimee Jones explains what SEOs can do to keep up with Google's high-frequency approach to algorithm updates in 2024, and -- crucially -- how to communicate those updates to your key stakeholders, from clients to board members.

Aimee Jones

October 04, 2024
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  1. How to Talk to Stakeholders About Google Algorithm Updates in

    2024 Aimee Jones Bring Digital @AimeeJones @brightonseo
  2. Google Search is changing, on average, 13 times per day,

    meaning over 4,000 changes per year. source @AimeeJones @brightonseo
  3. Google’s advice is to focus ‘on ensuring you’re offering the

    best content you can. That’s what our algorithms seek to reward.’ source What does this mean for us? @AimeeJones @brightonseo
  4. Three key things we are going to talk about: •

    How to keep on top of algorithm updates • How to prepare & respond to algorithm updates • How to communicate these changes to clients & stakeholders @AimeeJones @brightonseo
  5. Track, track, & track This will help you to keep

    track of performance shifts and align any movements with key algorithm dates @AimeeJones @brightonseo
  6. Carry out your audits & investigations Review your rankings &

    traffic in the days/weeks after the update @AimeeJones @brightonseo
  7. Carry out your audits & investigations Content audit (only once

    the rollout is complete and confirmed by Google) @AimeeJones @brightonseo
  8. Carry out your audits & investigations Make a list of

    areas to tackle based on your findings @AimeeJones @brightonseo
  9. @AimeeJones @brightonseo Rankings within X keyword theme has improved from

    X to Y, with revenue contribution of organic increasing by X. Seeing strong sales growth in categories X & Y. This improvement in Search visibility has led to a X% increase in new customers over Y months, leaving us X% ahead on target for the quarter. We can see that the optimisation focusing on X has seen huge success during this update and we are looking to apply these learnings to the broader categories and will adjust our roadmap to prioritise these immediate wins.
  10. Communication timeline When the core update is complete Where you’ll

    analyse what has occurred The time to take action (or not) When Google announces the update It’s time for you to make everyone aware (both internal & external) The midway point About midway through the update (or when you see the first results) Any necessary action needs to be taken @AimeeJones @brightonseo
  11. Step 2: Comms with clients & stakeholders INSERT CLIENT LOGO

    Performance reports ➔ Easy for clients to digest ➔ Suitable for all levels from marketing managers to executive level board members ➔ Demonstrates ongoing monitoring of performance, particularly in moments of SERP turbulence
  12. How we communicate to our clients INSERT CLIENT LOGO Quick

    links to allow easy navigation through the report
  13. How we communicate to our clients INSERT CLIENT LOGO Highlights

    & lowlights coverage of priority keyword movements
  14. How we communicate to our clients INSERT CLIENT LOGO Notes

    on the current landscape to set the scene
  15. The Algorithm update communication timeline When the core update is

    complete Where you’ll analyse what has occurred The time to take action (or not) When Google announces the update It’s time for you to make everyone aware The midway point About midway through the update (or when you see the first results) Any necessary action needs to be taken @AimeeJones @brightonseo
  16. “There are no secrets to success. It is the result

    of preparation, hard work, and learning from failure.” @AimeeJones @brightonseo