There was news in the first half of this year about a major brand website having a problem with Google search results. This household name in the tech industry (let’s just call them the “red fruit” company) were selling apps which were not showing up in Google search results. Being in direct competition with Google, the fiasco between the two was immense. After the blame game chain was over and a few fixes here and there were made, the problem was resolved manually by Google. But this event has taught SEO specialists everywhere a valuable lesson: Google’s algorithm changes will favour older designs over new fangled developments.
The Problem With Google
We all know the story of how so many clients will be seduced by the idea of adding shiny new playful elements to their site. They all wish that these new tools will help boost their site’s performance. But of course, the sad fact is that just isn’t true and probably will never be true. The thing is that website technology and ways of presentation are far outrunning Google’s ability to recognize them and see their value. Another problem that is apparent here is that Google is creating tougher and tougher algorithm changes that are extremely sensitive. Just the slightest signs of duplication in any content will make their sensors trigger the end of your website. So without the proper, cleaner defenses like good recognizable site structure and tech, then you just might anger these over-zealous spam guards.
This is sort of the thing that happened because of how Google handles big named clients. If you are not a household brand website that implements new stuff in your website, then you might get into trouble. And Google will not be there to personally solve your issues because you have no authority.
Simple Versus Complicated
So the point is, simple is better, at least when it comes to getting through to search results. But that does not mean you have to dumb down your website and take it back to the caveman days looking like a pre-90’s site. That would be bad of course. On the other hand, what you shouldn’t do is to try to stand out so much by adding savvy website elements then wonder why the heck your site is not performing well.
What You Should Do
If you want to use new fangled stuff in your website, what you should consider is how it might affect your business. In short, it is probably smarter to NOT use these untested elements on parts of your site that earn you money. For example, avoid being too savvy with your landing pages or the ecommerce parts of your site. In short, do not test the waters by stepping in with both feet. Use only one foot first, preferably the one you can live without.
Do you agree with these sentiments? Have you any experience with Google killing your site because of whatever new coding or elements you added which seem a bit too complex? We would love to hear from you so leave a comment.