Google’s Major Search Algorithm Update: What Digital Marketers Need to Know

In a significant move to enhance user experience and leverage artificial intelligence (AI), Google has rolled out a major update to its search algorithm. This update is designed to prioritize high-quality, relevant content and user satisfaction, signaling a shift in the digital marketing landscape. As digital marketers, understanding and adapting to these changes is crucial for maintaining and improving search engine rankings.

Key Aspects of the Update

Prioritize User-Centric Content

  • Relevance Over Keywords: The new algorithm focuses more on the relevance and quality of content rather than just keyword optimization. This means creating content that truly addresses the needs and queries of your audience.
  • User Intent: Understanding user intent is now more important than ever. Content should be tailored to provide value and answers to specific questions that users might have.

Focus on Site Speed and Mobile Optimization

  • Page Load Speed: Google continues to emphasize the importance of page load speed. Faster websites not only provide a better user experience but are also favored in search rankings.
  • Mobile-First Indexing: With mobile-first indexing, the mobile version of your site is considered the primary version. Ensuring that your website is mobile-friendly is crucial for maintaining visibility in search results.

Enhance AI-Driven Personalization

  1. AI Integration: AI-driven tools and technologies are becoming integral in content creation and personalization. By utilizing AI, marketers can deliver highly personalized content to users, improving engagement and conversion rates.
  2. Predictive Analysis: AI can help predict user behavior and trends, allowing marketers to proactively create content that meets future demands and preferences.

Adapting to the Update: Strategies for Digital Marketers

Content Quality and Relevance

  • In-Depth Content: Focus on creating in-depth, comprehensive content that thoroughly covers topics of interest to your audience. This not only helps with SEO but also establishes your authority in your niche.
  • Regular Updates: Keep your content updated with the latest information and trends. Fresh content is more likely to be favored by the new algorithm.

Technical SEO Enhancements

  • Improve Site Speed: Utilize tools like Google PageSpeed Insights to identify and fix issues that might be slowing down your site. Optimize images, leverage browser caching, and minimize JavaScript.
  • Mobile Optimization: Ensure that your site is fully responsive and provides a seamless experience on mobile devices. Test your site using Google’s Mobile-Friendly Test tool.

Leveraging AI and Automation

  1. Content Personalization: Use AI-powered tools to create personalized content experiences for your users. Tools like chatbots can enhance user interaction by providing immediate, tailored responses.
  2. Data-Driven Decisions: Utilize AI to analyze user data and make informed decisions about content strategy. Predictive analytics can help you stay ahead of trends and meet user needs proactively.

Google’s latest algorithm update underscores the importance of user-centric content, site speed, mobile optimization, and AI-driven personalization. By focusing on these areas, digital marketers can not only adapt to the changes but also leverage them to enhance their SEO strategies and improve user engagement. Staying informed and flexible will be key to navigating this evolving digital landscape.

What are your thoughts on this update? How do you plan to adapt your digital marketing strategies? Share your insights in the comments below!

10 Signs You Need Support

Sound familiar?

You’ve poured your heart and soul into your business, but despite your efforts, growth feels stagnant, and your competitors seem to steal the spotlight. Whether you’re a one-person operation or have an in-house marketing team, if your campaigns aren’t delivering, it’s time for a solution.

Here are 10 tell-tale signs you need support:

  1. Website Traffic Has Plateaued: Your website isn’t attracting new visitors, and those who do come don’t stay.
  2. Google Is Ignoring You: You’re buried in search results if you’re there at all. Your SEO needs a major boost to get you back on the radar.
  3. Leads Are Scarce: Your sales team isn’t as active as you’d like. They struggle to find new prospects, and those who do express interest rarely convert. You’re not reaching the right audience, and you’re not sure why.
  4. Competitors Are Winning: It seems like your competitors are always in the spotlight, whether it’s through social media, ads, or word-of-mouth. You’re left wondering what they’re doing differently.
  5. Your Brand Feels Disjointed: There’s inconsistency in your logo, social media, and business cards, creating confusion for customers. Your customers might be confused about who you are and what you stand for.
  6. Your Marketing Is All Over the Place: Some weeks you’re active on social media, other times you go silent. Your email campaigns are sporadic, and there’s no clear strategy tying everything together.
  7. Your Ideas Don’t Get Off the Ground: You brainstorm great marketing ideas, but they never seem to turn into action. Whether it’s because of a lack of resources, unclear responsibilities, or just plain overwhelmed, nothing gets done.
  8. Your Social Media Is a Snooze Fest: Your social media accounts are more like digital tumbleweed. There’s Minimal interaction, little engagement, and nothing to spark interest.
  9. Customers Are Losing Interest: Your existing customers aren’t coming back as often, and new ones aren’t loyal. This could mean your marketing isn’t resonating or you’re not engaging in the right way.
  10. You Don’t Have Time for Marketing: You’re so busy running your business that marketing always ends up on the back burner. It’s hard to find time to plan, create, and execute effective marketing campaigns.

Whether 1 or all 10, if this sounds like you, it’s time to ditch the duct tape and call in the experts.

Selland Technologies specializes in creating custom marketing strategies that keep your campaigns on track, within budget, and hitting your targets. They can help you identify issues you might not see, ensuring a seamless marketing plan with the right data to measure success.

Don’t wait until it’s too late. Get a strategy tailored to your business needs, and you’ll be on your way to achieving long-term success. Whether it’s refining your brand identity or scaling your operations, having the right support can make all the difference. Reach out to Selland Technologies today to get started.

    Optimizing Your GA4 Dashboard for Maximum Marketing Impact

    As the digital space shifts rapidly, Google is known for its adept handling of emerging #trending waves. Among numerous analytics tools out there, Google Analytics 4 (GA4) stands out as a game-changer (with FREE), particularly for marketers aiming to maximize their impact. GA4 offers a comprehensive suite of features that set it apart from traditional analytics platforms. Its advanced tracking capabilities, robust reporting functionalities, and seamless integration with other Google tools make it a standout choice for modern marketers.

    When it comes to technological trends, there’s always a learning curve. And when a new technology emerges during a surge in popularity, the excitement can sometimes eclipse the learning process. In this article, we’ll explore how leveraging GA4 can empower you to unlock actionable insights, optimize your marketing efforts, and ultimately drive superior results for your brand’s growth and success in the ever-evolving digital land

    For those still determining a baseline strategy, it’s important to reach out to a specialist to ensure your strategy and analytics reporting aligns with your goals. However, if you are proficient in digital data collection, and looking for a shortcut and step by step break down to navigating Google Analytics 4, this guide is for you.

      Key Metrics and KPIs:

      Before diving into dashboard optimization, it’s crucial to identify the key metrics and key performance indicators (KPIs) that align with your marketing objectives. These may include website traffic, conversion rates, engagement metrics, and campaign performance indicators. By customizing your GA4 Dashboard to focus on these relevant metrics, actionable insights into marketing performance can be gained, allowing progress tracking to reach goals faster

      Dashboard Configuration:

      Customizing a GA4 Dashboard starts with organizing and configuring widgets, reports, and data visualization elements to suit a project’s specific needs. Begin by adding widgets that display the most critical metrics and KPIs you identified earlier. Arrange them in a logical order that allows for easy monitoring and analysis. Create multiple dashboards tailored to different stakeholders or marketing initiatives, ensuring each user has access to only the utmost relevant insights.

      Uncovering Insights

      Interpreting GA4 data effectively requires a combination of analytical skills and domain expertise. Data interpretation techniques should include looking beyond surface-level metrics to uncover deeper insights into user behavior and engagement patterns. Utilize segmentation, filters, and advanced analysis techniques to identify trends, anomalies, and opportunities for optimization. By understanding the story behind the data, informed decisions can be made to enhance marketing strategy and tactics.

      Certainly! Here’s a shortened version:

      “Effective data interpretation goes beyond surface-level metrics, revealing deeper insights into user behavior and engagement.”

      Goal Setting and Measurement:

      Setting clear, measurable goals is essential for driving marketing success and demonstrating ROI. Define SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals aligned with business objectives and KPIs. Utilize GA4’s goal tracking capabilities to monitor goal completions, conversion rates, and other key metrics. Regularly reviewing progress and adjusting strategies as needed ensures staying on track towards goal achievement.

      Continuous Improvement:

      Optimizing the GA4 Dashboard is an ongoing process that requires continuous monitoring, analysis, and refinement. Experimenting with different configurations, metrics, and reporting formats helps identify what works best for the organization. Implementing A/B testing, multivariate testing, and other experimentation techniques optimizes marketing campaigns and tactics. Stay ahead of the competition and drive long-term success by embracing a culture of continuous improvement.

      Case Studies and Examples:

      To illustrate the power of GA4 optimization, consider sharing real-world case studies and examples of businesses that have achieved significant results through dashboard optimization. Highlight specific challenges faced, the strategies implemented, and outcomes achieved. Whether it’s improving website conversion rates, optimizing ad spend, or enhancing user engagement, these success stories can inspire and inform future optimization efforts.


      Optimizing your GA4 Dashboard isn’t just about data organization—it’s about unlocking actionable insights that drive marketing success. By customizing the dashboard to focus on key metrics, interpreting data effectively, setting clear goals, and embracing a culture of continuous improvement, you can maximize your marketing efforts and achieve core business objectives. With GA4 as your trusted analytics partner, the possibilities are endless.

      From TikTok to Top Tier: Why Experts are Essential to Maritime Marketing Goals

      You have a marketing team already- or are deciding if it’s time to retire the one-man-marketing show.. But there’s always your nephew on Tik Tok who can do it for free- resources are valuable; it’s 2024 after all.

      Sound familiar?

      If your approach mirrors any of the scenarios mentioned above, the following insights will revolutionize your marketing strategy for the coming quarter – everyone deserves a free lunch every once in a while.

      With your vast experience and industry acumen, you grasp the critical role of marketing and have already identified your audience—the lifeblood of your business. Yet, marketing tasks still fall behind. Operational priorities inevitably overshadow comprehensive marketing strategies.

      While 2020 highlighted the necessity of marketing in the digital age, this isn’t 2020 anymore. The landscape has evolved. With the proliferation of DIY sites and platforms, it’s evident who invests in their company’s future. To avoid overlooking crucial details and potential pitfalls, seek expert advice.

      A robust marketing strategy sets you apart from the competition, amplifies your impact, and ensures your brand remains visible, relevant, and resilient in the maritime sector. At Selland Technologies, we specialize in maritime marketing, understanding the unwavering focus demanded by this industry.

      With our insights, leverage opportunities to elevate your brand and maintain a competitive edge in the ever-evolving market. Let our team give you a proven strategy to meet your quarterly goals.

      Selland Technologies has taken the standard industry concepts and translated them into straightforward terms that simply make sense. Transparency is our approach.

      Remember that free lunch we mentioned at the beginning?

      We forgot to mention it is a five-course meal and we’re just getting started.

      Reach out to us today to schedule a free marketing consultation… and, yes, your nephew can tag along to make a TikTok video about it.

        8 Steps to Take Before Launching Your First Google Ad Campaign

        Google Ads is undoubtedly a useful tool for companies of all sizes. However, there are a few things to consider before launching your first campaign. 

        You may increase the efficiency of your Google Ads campaigns, prevent resource waste, and simply turn a profit by paying attention to these 8 factors first.

        1. Learn The Basics 

        Without any prior knowledge of Google Ads and concepts like campaigns, ad groups, keywords, bids, and budgets, you may find it fairly overwhelming to create your first campaign.

        You must understand the various ad types and when to employ them before putting up your campaigns and advertisements. The following phase is to comprehend campaign structures and learn how to develop effective campaign structures.

        2. Establish Campaign Objectives

        Before starting your Google Ads campaign, it is important to lay out what your objectives are. Are you seeking more sales? More site visits? Email subscriptions? Whatever your objectives are, it is important to lay out measurable goals.

        One popular model for setting goals is the SMART approach:

        Specific – what outcomes do you need to see to consider the goal accomplished?

        Measurable – how will you decide whether the goal is completed or not?

        Attainable – how likely is it that you can accomplish this goal?

        Relevant – does your goal align with your company mission and purpose?

        Time-Bound – when will this goal be accomplished? Set a deadline

        Setting SMART goals ensures that your objectives actually get completed in a timely and realistic manner. It’s easy to say “I want more sales!” but how do you get there? What exactly is needed to get there? SMART goals allow you to get granular and break down an objective into a series of actionable steps. 

        3. Know Your Audience

        You must understand your market and target audience before you even start to set up your Google Advertising account and create ads.

        The following three considerations are key when trying to understand your audience:

        Understand the Market

        • Businesses don’t operate in a vacuum or separately from their customers, so finding out what their problems are will help you create effective marketing campaigns. Pay close attention to the market issue and the wants of potential clients or customers.

        Identify the Product-Market Fit

        • Knowing how your products or services meet the wants of your customers and how you’re distinct from your competitors is important. Are you meeting market demand? Do you have a firm understanding of your industry and competitors? 

        Correct Your Messaging

        • Your advertising messaging should align with your audience’s demands and your company’s objectives. Additionally, ensure that your ad messaging is aligned with your campaign objectives.

        4. Understand Audience Targeting

        You can decide whether your advertisements appear to all audiences or just a select group of people. For simpler audience targeting, you can break your audience into different groups or segments. These groupings or segments are based on particular demographics, interests, or custom segments.

        You can add your own segments or select from pre-existing segments when publishing a campaign. You may also develop segments depending on how customers respond to your advertisements and brand using remarketing lists.

        Make sure to look at what the various segments are for each type of ad.

        5. Identify The Right Keywords for Your Ads

        The different levels of ‘keyword match’ indicates how closely a keyword must match the user’s search term for the advertisement to be eligible for an auction.

        There are three main keyword match types, each of which offers a unique audience targeting option. While exact match enables you to connect with users at the bottom of the funnel or with particular user intents, broad match enables you to reach larger audiences and search intents.

        Your keywords should be as relevant as possible to the advertisement and landing page they drive traffic to. If you need inspiration, look at your competitor’s website and their advertisements .. Consider the search terms your ideal client would use to find the items or services you offer.

        6. Optimize Your Landing Page

        When a user clicks on your advertisement, they “land” on your landing page. Your landing page needs to be optimized if you want to enhance user experience and therefore, boost conversions.

        Make sure your landing page is suitable to the advertisement that brought users to it and that users can easily browse it. Google rewards landing pages that are extremely relevant. Site relevancy is determined by a number of elements, such as the page’s navigational simplicity and the presence of your keywords.

        A clear call to action is another crucial component of a successful landing page. If your aim is to fill out a particular number of forms, and you indicate this in your advertisement but it isn’t present on your landing page, this constitutes a poor user experience, and Google may give your landing page a low ranking.

        7. Setup Proper Conversion Tracking

        Google defines a conversion as, “an action that’s counted when someone engages with your ad or free product listing.”

        It’s unlikely that you’ll generate a lot of sales on Google Ads as a new company without first building trust. Before a prospective consumer is willing to trust you enough to make a purchase, you must invest some time in establishing and maintaining a connection with them. By offering you the opportunity to select from a variety of objectives, including generating sales, registrations, email sign-ups, lead generation, and more, Google makes this simple. Here is a complete and easy guide on how to set up Google Ads conversion tracking.

        Why is tracking conversions essential?

        • Conversion monitoring is a great way to test what’s working and what isn’t in your marketing campaigns.
        • They help you determine whether advertising, keywords, and landing pages are effective or ineffective.
        • Ensure that you are getting a solid return on your advertising dollars and generating conversions, not just impressions.
        • Allow you to experiment to better understand your target audience’s behavior and what your business needs to do to engage with them more.

        8. Have Clear Account Structure

        Even once you grasp the concept of product-market fit and master the fundamentals of Google Ads, the interface may appear to be a little challenging to use. This work is a little bit easier with a sorted account structure.

        You have more control over your advertising’ appearance and trigger times and locations when you categorize them. Think of it as a neatly organized cabinet where you can always find what you need since everything has a place.

        The following two factors are crucial to your account structure:


        • I was one of many marketers who dubbed my first campaign “CA without a goal guideline” since I didn’t know any better. Many marketers who start out designing campaigns and advertising, including myself, come up with campaign titles out of thin air. As we begin to create campaigns, random names could make sense, but as we continue to add campaigns, maintaining the account gets confusing.
        • In the future, it will be challenging to go in and hunt for specific campaigns and ad groups if you don’t have a consistent and understandable naming approach/convention.
        • A good naming convention enables improved management, organization, and data filtering. Additionally, a clear naming convention is helpful if you have a new team member who needs to get used to the account.

        Understand Your Account Split

        • It is simpler to track your progress and find successful techniques when you have a clear account split and separate distinct campaign kinds. Campaigns can be divided based on bidding tactics, keyword varieties, languages, budget, etc.
        • Once more, there isn’t just one ideal strategy to divide your campaigns. Your business and campaign goals will determine whether you want to run several campaigns for audiences in various markets and at various points in the purchase cycle.

        9 Best SEO Practices To Rank Higher On Google

        Your audience wants answers to their questions fast. It is safe to assume that most of your audience  uses Google as their preferred search engine. How often have you heard someone remark, “just Google it.” Consider yourself as a researcher, how often did you scroll to the next page on Google? Maybe once or twice, maybe never. 

        It comes with no doubt that ranking on the first page of Google gives you the opportunity to increase visitors to your website  and reach an enormous audience.

        So, how do you rank on the first page of Google to reap these benefits? Read below for 9 best practices to start using today  if you want your website to appear on Google’s first page of search results.

        1. Reach On-Page SEO Success

        Because search engines analyze on-page SEO to understand what your page is truly about and which search terms your website is appropriate for, it is an essential element of your entire SEO strategy. You won’t even start to rank for your target keywords if your on-page SEO is lacking.

        Here are some on-page SEO factors to consider:

        • Title
        • Meta description
        • Headings
        • Alt-Text
        • URL Structure
        • Website secure connection
        • Page Loading Speed
        • Internal Links
        • Keyword Density

        2. Complete Keyword Research & Start Targeting Long-tail Keywords

        The particular words and phrases placed into the search window to  discover relevant pages are known as keywords.

        To help you rank for those terms and show up higher on Google’s results pages, you should include keywords on all of your website pages, titles, blogs, and even social media postings. You shouldn’t  pack a page with a bunch of random phrases. It is also good practice  to limit your keyword concentration to 1-3 per post.

        Long-tail keywords are more specific, so  they receive less search traffic, however, they have a high conversion rate. They enable you to steadily increase site visitors over the long-term.

        Here’s an example to show you what we mean:.

        • Short-tail Keyword (Head Keyword): SEO
        • Long-tail keyword: SEO beginners guide for small businesses

        In short, they are more specific, less competitive, and more purposeful. Additionally, they include short-tail keywords. So, we’re hitting two targets with one arrow. You will quickly rank for short-tail keywords once you begin to rank for those long-tail keywords.

        3. Create Content That Is Simple to Understand

        If you are a little bit aware of SEO, you might only hear about having good content, quality content, and digestible content. You must concentrate on creating new content while also auditing your present content. 

        Duplicate content is one SEO ranking element to be aware of. For SEO, unique content is always best. If you want to boost the ranking to your landing page and homepage, you must have constant content. Creating quality content  helps you build backlinks and increases your chances of ranking higher on Google which increases with the number of high-quality backlinks you have. 

        After developing this valuable material, publish it to your website’s landing page, blog pages, and social media sites like LinkedIn articles, Facebook brand page, Facebook groups, Quora, or even Reddit. 

        Google does not crawl the content from info-graphics, but it is still a good idea to publish articles with eye-catching visuals that are excellent for reaching audiences who prefer to browse visual content. It is also important to ensure all your visual content contains alt-text as Google crawls images and ranks sites higher with plenty of alt-text.

        4. Build Reliable Backlinks

        It’s 2022. Speaking of backlinks, Do the backlinks still matter when it comes to Google rankings in 2022??

        Backlinks were found to be significantly connected with better Google ranks in a recent SEMrush analysis. Search engines use backlinks as important recommendations from other websites to determine the trustworthiness and use of your content.  Therefore, the more of these “votes” you manage, the higher Google and other search engines will rank your website.

        For your website to rank higher and appear on Google’s firstront page, you must develop high-quality backlinks. The best course of action is to engage in a link exchange or guest post on other trusted websites. This can appear in many different content formats such as infographics, WHY posts, and WHAT posts also have a good possibility of getting more links.Another strategy is You can reply to questions on quora to get quality good backlinks. 

        5. Ensure High User Experience

        Considering these practices and Google’s algorithm is important, but don’t forget to focus on your audience as well. It should be easy and clear for your audience to navigate your website and all of its pages. For example, if you have an e-commerce website, you will want to make sure that the purchase process is easy to use. If it takes too many clicks for your user to find and purchase a product from your store, they may abandon it all together

        You might be wondering how SEO would be related to this. 

        • Search engines can more easily understand websites that are simple to navigate. Additionally, when search engines recognize the navigation of your website, they are more likely to show it to qualified end customers looking for your keyword phrases.
        • If you concentrate on designing a website journey and customer experience that encourages users to return for more,  that will improve the rankings and authority of your website with Google.

        6. Optimize Your Website for Mobile

        More than half (58.99%) of the global population uses their phone to browse the internet. Google always uses mobile-first to index, and rank websites. The mobile version of your website is examined first for readability, loading speed, user experience, and design. After that, the desktop version is scanned.

        Below are some tips to make your website mobile user friendly.

        • Make sure it loads quickly
        • Always prioritize  mobile responsive design
        • Use a visible and strong font
        • Showcase your CTAs (buttons) in the clearest way possible
        • It would be a major missed opportunity and potentially detrimental to your website’s traffic numbers if you ignore the mobile-user, so always make sure you’re thinking of mobile optimization when designing your website.

        7. Create  a Google My Business Account

        Register your business with Google My Business, and it will appear on search results for location-specific queries once the business has been verified by Google.

        Customers will be able to post reviews, which will tell Google how well-respected your business is. Google will therefore recommend your company more frequently, which will strengthen the position of your website. You can also create posts, update your customers, and upload videos with Google My Business which makes it even easier for people to do business with you.

        8. Build Reliable Backlinks

        Speaking of backlinks, do they still matter when it comes to Google rankings in 2022?

        Backlinks were found to be significantly connected with better Google ranks in a recent SEMrush analysis. Search engines use backlinks as important recommendations from other websites to determine the trustworthiness and use of your content.  Therefore, the more of these “votes” you manage, the higher Google and other search engines will rank your website.

        For your website to rank higher and appear on Google’s first page, you must develop high-quality backlinks. The best course of action is to engage in a link exchange or guest post on other trusted websites. This can appear in many different content formats such as info-graphics, WHY posts, and WHAT posts also have a good possibility of getting more links.Another strategy is  replying to questions on Quora to get quality backlinks. 

        9. Regular Check-in

        It’s hard to rank websites on Google’s first page. It requires time, experience, and strategy. SEO is a long-term practice for your business and the more of it you do and the longer you do it for, the more results you will see from it. 

        Continue to check in on your content and website frequently and adjust your SEO strategy as required. It is also important to keep your eye on Google updates and their algorithm changes to stay current with best practices. 

        How many pages from your website appear on the front page of Google? What actions did you already take to rank them? Which strategies actually worked for your business? We’d love to hear from you! Comment and let us know how you were successful. 

        Want to start with a professional audit of your website before implementing any of the above mentioned practices? Send us a message to request a FREE site audit from one of our talented SEO specialists.