Based on the above, what do you think Google rewarded in its latest update?
For the MN2S website, Google has rewarded the important combination of process and patience.
Process has been particularly significant for our work with MN2S. From the initial audits that guided the outset of the campaign, to the monthly reporting and planning sessions between MN2S and Go Up, the process for website improvements has always been carefully considered. Rather than viewing the site as an entity to be held to a checklist of standards, we’ve interrogated the site from select standpoints. The great part of this process is that the planned activities are rooted in solving precise issues and can be reported on in such detail that we can be sure of whether we’re having a positive impact or not.
An example standpoint we would review crucial pages from would be “What are users hoping to do on this page/ type of page?” and “What can we do to make this range of possible user actions easier?”. It’s important to remember that the MN2S site was already performing well when we started working together. The site was far from unusable. Yet, the site has come on leaps and bounds, not just in terms of organic traffic but conversions too.
This campaign has shown how essential it is to have a campaign guided by priorities every step of the way. We’ve always known what we’re doing, why we’re doing it and who it will benefit (whether it’s Google on a technical level, or a very specific type of user). With patience, monthly reports showed a positive uptick where we were hoping to see it. Months later, here we are, sitting one spot above Zoom in a table of Google’s core update winners in a year that has been dominated by video calls!
Do you think December’s Core update foreshadows what is to come with the May 2021 Page Experience Update?
We’ve been staying up to date with developments on the May 2021 update but it was not a key part of our strategy in and of itself. Firstly, there was no evidence to suggest that MN2S would be in a poor position come May 2021. Secondly, we were already working towards page experience improvements of our own that were connected to our ongoing strategies and activities.
While we believe it will be vital for sites to be fully prepared for the May 2021 update, it’s important that we don’t lose sight of the other ways we can continue to improve sites for both Google and users in the meantime.
Click here to view the full MN2S case study.