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.

Transcript

1. How to Talk to Stakeholders About Google Algorithm Updates in 2024 Aimee Jones Bring Digital @AimeeJones @brightonseo
2. Algorithm Updates - An Overview @AimeeJones @brightonseo
3. How often do you think Google updates its algorithm every year? @AimeeJones @brightonseo
4. Google Search is changing, on average, 13 times per day, meaning over 4,000 changes per year. source @AimeeJones @brightonseo
5. 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
6. Algorithm updates: The challenges @AimeeJones @brightonseo
7. 1. @AimeeJones @brightonseo Client/stakeholders understanding of how these updates affect SEO
8. 2. @AimeeJones @brightonseo Knowing how to respond
9. 3. @AimeeJones @brightonseo Having proof
10. 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
11. Algorithm updates: Keeping on top of them @AimeeJones @brightonseo
12. @AimeeJones @brightonseo
13. Keep an eye out for updates… @AimeeJones @brightonseo
14. Track, track, & track @AimeeJones @brightonseo
15. Track, track, & track This will help you to keep track of performance shifts and align any movements with key algorithm dates @AimeeJones @brightonseo
16. Make use of industry experts @AimeeJones @brightonseo
17. How to prepare & respond to algo updates @AimeeJones @brightonseo
18. Preparation is key @AimeeJones @brightonseo
19. Carry out your audits & investigations Review your rankings & traffic in the days/weeks after the update @AimeeJones @brightonseo
20. Carry out your audits & investigations Content audit (only once the rollout is complete and confirmed by Google) @AimeeJones @brightonseo
21. Carry out your audits & investigations Technical health checks @AimeeJones @brightonseo
22. Carry out your audits & investigations Make a list of areas to tackle based on your findings @AimeeJones @brightonseo
23. Don’t panic !!! @AimeeJones @brightonseo
24. How to communicate @AimeeJones @brightonseo
25. Some tips @AimeeJones @brightonseo
26. Contextualise @AimeeJones @brightonseo
27. Simplify (but make it valuable) @AimeeJones @brightonseo
28. @AimeeJones @brightonseo Our visibility has improved. Impacted keywords are X, Y, Z. Traffic is up by X%
29. @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.
30. Algorithm update communication timeline @AimeeJones @brightonseo
31. 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
32. Step 1: Internal & EXTERNAL updates
33. 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
34. How we communicate to our clients INSERT CLIENT LOGO Quick links to allow easy navigation through the report
35. How we communicate to our clients INSERT CLIENT LOGO Highlights & lowlights coverage of priority keyword movements
36. How we communicate to our clients INSERT CLIENT LOGO Notes on the current landscape to set the scene
37. How we communicate to our clients INSERT CLIENT LOGO Performance notes and commentary
38. Step 3: Analysis time
39. 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
40. Just a few key takeaways to remember @AimeeJones @brightonseo
41. Key takeaways Monitor performance and keep track of movements @AimeeJones @brightonseo
42. Utilise what information we get from Google @AimeeJones @brightonseo Key takeaways
43. Don’t panic @AimeeJones @brightonseo Key takeaways
44. Communication is key @AimeeJones @brightonseo Key takeaways
45. “There are no secrets to success. It is the result of preparation, hard work, and learning from failure.” @AimeeJones @brightonseo
46. @AimeeJones @brightonseo
47. @AimeeJones @brightonseo