Aussie businesses must stop trying to outsmart Google

Australian businesses need to stop trying to outsmart Google and focus on the fundamentals of search engine optimisation to keep their web presence rankings, according to StewArt Media CEO Jim Stewart.

IT specialists spent much of 2015 waiting to see how Google’s search ranking algorithm tweaks would affect the profits of Australian companies, he said.

Google revealed during the year that the company will adjust its algorithms to favour websites that perform well on mobile devices, leading companies to scramble to adjust.

As we approach 2016, we’re seeing mixed results of the Google mobile update. But those who are still trying to pinpoint exactly when this change will impact search rankings for non-mobile responsive websites and what they should do about it have missed the point entirely,” Stewart said.

“If we look back at the panic the impending change caused in IT and marketing departments in 2015, there is one important lesson to be learned: forget about Google and focus on your audience.”

Stewart said even some of Australia’s largest companies make common mistakes with their online presence, which creates a poor user experience and in turn leads to a lower search ranking.

These include poor site performance and behaviour; a lack of regular, interesting content; social media inactivity; and websites that don’t respond adequately on mobiles.

“It doesn’t matter whether Google’s change is still coming or never does. Most Australians search on the run, either on their phones or tablets, and companies with websites that make this difficult will eventually be left behind,” Stewart warned.

StewArt Media is an Australian digital marketing company that has been operating since 1998.

Image courtesy of Integrated Change under CC