If you're a player in the digital space today, you need to know what it takes to get the attention of Google and encourage them to drive people to your website. To dive into this topic, I invited Barb Davids, founder of Compass Digital Strategies, to join me.

She started our conversation by emphasizing that small business owners shouldn't panic when they hear about changes in Google's algorithm. The digital landscape is constantly evolving, but immediate drastic actions are unnecessary. Patience is key. Here are a few more tips from that conversation . 

1. The S.W.E.E.T. Framework: Barb introduces her S.W.E.E.T. framework for optimizing websites for SEO, which includes:

   • Select a target keyword: Identify what people are searching for and align your content accordingly.
   • Work on a blog post: Create or update blog content to address the target keyword directly and provide clear, useful answers.
   • Enhance with summaries: Optimize meta titles and descriptions to attract clicks from search results.
   • Establish trust: Add elements like bios, contact pages, and testimonials to build credibility.
   • Tell the world: Distribute and promote your content consistently to maintain visibility.

2. Content Refresh and Distribution: Barb advises regularly updating old content and continuing to promote it. Content shouldn't just be published once; it needs ongoing attention and promotion to stay relevant and visible.

3. Handling AI and Search Changes: With the introduction of AI-generated content summaries by Google, Barb suggests that small business owners shouldn't worry too much. Currently, these changes don't significantly impact most small businesses, and maintaining good content practices will still help websites perform well.

4. Focus on Fundamentals: Despite technological advancements, the basics of SEO—like answering user questions, selecting relevant keywords, and building trust—remain crucial. These fundamental strategies help businesses maintain a strong presence in search results.

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