At conferences and in conference rooms, we hear these things a lot:
“Google changes every day…”
“The Google algorithm is updated 500 times per year…”
“You need to stay on top of your rankings…”
And changes in Google mean changes to rankings, right? But what if the biggest changes in Google have nothing to do with rankings?
Yes, Google is constantly changing. And yes the changes affect your traffic. But no, the biggest SEO trends don’t affect your rankings. They affect your click through rates. There’s a big difference.