Ed Attanasio

Ed Attanasio is an automotive journalist based in San Francisco. Ed enjoys sports of all kinds and is a part time stand-up comedian.


He can be reached at era39@aol.com.

Friday, 05 July 2019 08:23

Marketing for Shops: Marketing Guru Schools Shops on All Things Google

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Nick Schoolcraft, president of Phoenix Solutions Group (PSG), works with hundreds of body shops to set them up for success when it comes to both their digital and customer marketing.

Recently, he took the time to share his insights about things such as Google's mobile first indexing update, the importance of understanding how digital impacts the collision customer, as well as a trend he's been following called "digital dieting."


Q: What does it mean when Google releases updates and changes to its algorithm?


A: Each update serves a purpose. For example, Google released an update called Panda in 2011 to reward websites with higher-quality content. Its goal was to remove search results that lead searchers to sites with poor quality or little content. Also, it focused on filtering sites that were "keyword stuffing." This update was significant in that it changed how Google ranks pages. It was a clear sign from Google that incorporating practices that didn't benefit the user, like creating pages with little content to drive better search ranking, would no longer be tolerated.


That said, not all updates are bad. For example, Hummingbird, which was announced by Google in 2013, was seen as a complete overhaul of their search algorithm. This update was massive because it started to incorporate natural language processing, which helped Google to match the searcher's intent with relevant content better, which is why we always suggest writing your website content in simple language instead of focusing on industry-related terms.


Hummingbird had minimal impact on search results; however, it was a massive update in how search results are displayed, which signaled Google's focus on ensuring they deliver the most relevant search results that match the user’s intent.


Q: What is Mobile First Indexing and why is it important?


A: Starting July 1, Google will start indexing the mobile version of your site as the default index method. In the past, they used the desktop version to help with ranking your website. This change is meant to help mobile users find what they're looking for more quickly.

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