Google squeezes badly built poorly structured sites
Google squeezes badly built, poorly structured websites
Google is evaluating website technology more critically, which will especially impact SME sites. Here’s how to avoid bad practices that will be punished.
Recently — apart from all the content updates — we’ve seen Google:
- Requiring responsiveness and mobile friendliness
- Penalizing server errors
- Preferring secure sites in some cases, removing vulnerable sites from the index
- Rewarding better site structure
- Preferring big brands
Unquestionably, Google will tighten the squeeze on badly built and poorly structured sites by pushing them further down in the search results. And maybe ejecting them altogether, for reasons other than spam.
Websites Worth Being in Google’s Top Search Results
There’s a logical reason for this. Websites are increasingly accessed by browsers, devices and networks of hugely different capabilities. Since Google makes its money selling ads next to organic search listings, it has to make sure those sites it gives coveted organic search spots to are robust on every dimension — not just with the right KWs in the right places on the right pages — because they’ll give people who click through to them from a Google app a better UX.
Everything on and about your website is within your reach. Google expects it to be as good as it can.
Social profiles are a bit different — you can’t access the server, for example — but there are still things social search tools want to see.
Is Your Site At-Risk?
The sites most at-risk from incurring technology penalties from Google are those that:
- are built on out-of-the-box templates with a constellation of bloated plugins
- have preventable server and site-wide errors or misconfigurations that make the job of search engines, browsers or the network harder
- run cumbersome, inefficient content management and distribution systems and frameworks
- sit on vulnerable platforms
- SME sites without the big brand halo, budgets and marketing clout.
If you want to ensure that Google and browsers can handle your entire site from server to pages, ask us.