September 13, 2021

How to Maintain a Competitive Edge in SEO?

By Sona Mathews

Did you know that Google is currently dealing with over 2 million phishing websites? These spam, fake sites are a lucrative way for scammers to trick you into giving out valuable information without knowing that you're on a fake site. Since 2015, these illegitimate sites have increased steadily at a rate of 13%, with some even slithering their way into the front page of search engine research pages.

How to Maintain a Competitive Edge in SEO: eAskme
How to Maintain a Competitive Edge in SEO: eAskme

Google has had its hand full for years, with the main aim of algorithm updates being to differentiate between legitimate websites and spammy pages that masquerade as actual resources.

Unfortunately, there is a lot of information that online marketers and search marketing agencies don't know about the true intentions of Google updates.

Whether you are a website owner or a third-party marketing firm, you need to realize that several strategies outlive these updates and maintain your site at the top of the rankings food chain.

Note that these are genuine best practices, not black hat tactics.

With Google cracking down on up to 40 million spam webpages a day, you need to ensure you are on the right side of any of the several cores and spam updates Google performs every year.

Keep in mind that Google updates affect your ranking analytics, so although a reduced position on SERPs may happen at some point, it may not necessarily mean you need to change your content.

SEO Tips in 2021

Track/Monitor Google Rankings:

As mentioned earlier, Google analytics gets updates several times a year.

The main reason is to block spam sites and review legitimate pages that offer resources to their billions of users.

You may have even noted a slight increase in your page rankings since the core update in July of 2021.

This is because Google seeks to also identify under-performing sites with great content that were under-rewarded.

You also need to know that Google does not target specific websites for demotion; the idea behind these updates is to improve criteria for content assessment across the board.

So, in principle, all you have to do is monitor how your content performs after a core update.

Structure Your SEO Strategy around Core Updates:

In principle, there is nothing you can do to prevent ranking fluctuations caused by ranking updates.

The only option is to diversify your content based on its performance after a core update.

Essentially, the way your content performs can have a polarizing effect on your strategy.

 It may perform better because of a change in strategy or worse because of a change in the ranking algorithm. There is no way of telling.

The best action plan is to structure your performance changes based on thorough monitoring of how updates favor or disfavor your content.

With this in mind, you will still have to maintain some best practices that have formed the basis for content rankings in the past five years.

What are these practices?

User-Intent Content:

Search engines rank pages based on their ability to answer fundamental user queries.

That has been the case for the last half-decade and will spill over into the next.

So structure your content around your target audience, be relevant, be precise and be useful.

These factors will ensure you don't lose any ground during rankings.

Optimize User Experience:

UX incorporates everything from customer relations, easy navigation, mobile-friendliness, page speed, load time to rate of problem resolution.

How well your website operates will have a significant impact on how Google views it as a resource.

Your content may be top-notch, but if your site has a poor design, then you're in trouble.

Invest in meeting user needs; that's one way to ensure you stay ahead of the competition.


Not a lot has changed in the past few years in terms of best practices-you still need to focus your efforts on developing high-quality backlinks and video content.

The strategy is to do it better than your competition and ensure your content is always well researched.

Being at the top of your game is very important if you work in a search marketing agency.

If you still have any question, feel free to ask me.

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