How the Latest Google Updates Impact Orthodontic Practices

google updates ranking factors orthodontic marketing by kaleidoscope According to Google’s search blog, they make an average of nine changes per day to their algorithm. In 2021, Google made over 5,000 algorithm updates. A lot can change in a short time, and most of the updates are unannounced. It can be hard to keep up!

Most Google updates fall into four categories:

  1. Core
  2. Reviews
  3. Spam
  4. Content

A “Core” update deals with Google’s ranking algorithm as a whole. These updates impact how Google organizes and assesses all the content on the web. Core updates can be very broad with unpredictable and wide-ranging effects.

Updates for Spam and Reviews are rather self-explanatory. An update for “Content” will tweak how written content is indexed and ranked by Google. These updates are designed to reward helpful content in search results and penalize websites with low-quality or spammy content.

In 2023, we saw a big Reviews Update in April; a Content Update in September; and a Spam Update in October. There were several Core Updates throughout the year, most recently in November.

The Core of the Matter: Google’s Quest for User Value

In the ever-evolving world of SEO, Google’s goal is to provide search results that are more valuable and dependable than your morning coffee. Anytime there is a Core Update, its primary focus is to improve the overall search experience.

The most recent November Core Update comes when questions are swirling around like a heavily caffeinated tornado regarding how Google’s ranking algorithms handle AI-generated content. The resounding answer: brew your content for humans, not algorithms or crawler bots!

What Are Google’s Top Ranking Factors?

Remember that Google rankings are fluid. The location and search history of every Google user can impact their own results, meaning different people might see different results for the same search term. But there are some consistent signals that Google trusts more than others:

  • Helpful, Authoritative Content
  • Google Reviews
  • Links
  • On-Page and On-Site SEO
  • Website Speed & Mobile Friendliness

The November Volatility: Roller Coasters Aren’t Just for Amusement Parks

We’ve witnessed three core updates this year, but the November installment takes the crown for volatility. Search results went up and down like the Slingshot. Google rankings were more unpredictable than using Apple Maps for a drive on the back roads. Are you keeping an eye on your own Google rankings?

Monitoring your website’s visibility on Google is now as essential as checking the weather before leaving your house for a walk – you never know when a digital storm might hit. If you’re not paying attention, you can go from Page 1 to Page Done. 

Content Creation: For Humans, By Humans, About Humans

On this algorithmic roller coaster, here’s the big drop: create content for humans. Google’s algorithm has become the AI bouncer of the digital world, ensuring only the most authoritative and relevant content gets past the velvet rope. So, put on your creative hats and start crafting content that resonates with your audience – not with an algorithm that speaks in binary code.

Remember, Google wants to serve users content that answers their queries. The acronym of righteous guidance is “EEAT” which stands for experience, expertise, authority, and trust. Add some humor and relatability (in other words, the human element), now you’re primed for launch.

Local Search: Where Everybody Knows Your Name

Page 1 of Google is like the neighborhood hangout where everybody knows your name. Is your digital presence beaming bright for your practice, or are you languishing in obscurity? Get your SEO on track, tidy up your digital curb appeal, and make sure Google recognizes your business as the local hotspot for orthodontics!

Key local ranking factors include an updated Google Business Profile, 5-star patient reviews (they’re like digital high-fives), and mobile optimization (because, let’s face it, we’re all glued to our phones). Having a fast and engaging website with an up-to-date framework – Google sees everything “under the hood” of your website – along with relevant content will get you on track to success.

Monitoring Madness: SEO Programs to the Rescue!

Left unchecked, your website’s health and ranking can drop as suddenly as the Tower of Terror. Rapid advancements with AI and ChatGPT are creating a volatile ecosystem on local search. Change is happening faster!

The November 2023 core update is a reminder to stay agile, adapt, and put some time and effort into your content. Google’s algorithm is the ultimate roller coaster, and you want to be the one enjoying the ride, not frantically searching for the exit (or feeling like you might be sick).

At Kaleidoscope Digital Marketing, we understand the importance of staying on top of your digital game. With our monthly SEO programs, you can have a team of experts on “Google Patrol” ensuring your online presence is secure. Get in touch with us today for a free consultation!