Google updated its algorithms twice in 2020, and those updates could mean big changes to your company’s rankings on search engines. To respond to these changes, update your internet marketing strategy. A new focus on content creation is the best response to the rollout.
What Are Google Core Updates and Why Should You Care?As you know, your search engine ranking (SERP or SEO) is the primary way to ensure your company’s website ranks high when customers look for your product or service. It takes a lot of hard work to get your site high on those search results. You have probably spent time figuring out how to work with Google’s algorithms and use the right keywords to keep you high on the list. Now, a sudden change to the way those algorithms work can upend your entire internet marketing strategy. Some sites saw big drops in their SERP rankings after the last updates, which occurred in January and May 2020.
Reasons for the UpdateWhy did this happen? Google does this periodically to ensure websites maintain useful, high quality content. In Google’s own words, “Several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as ‘core updates.’ They’re designed to ensure that we’re delivering on our mission to present relevant, authoritative content to searchers. These core updates may also affect Google Discover.” Do these rollouts help or harm? That depends on what you’re doing with your site. The rollouts are a way to clear out websites that aren’t providing outstanding content. They can also push deserving sites to the top.
What This Means for Your Website and SEO StrategyWe think the rollouts are good for everyone. In our consulting work, we focus on improving user signals and creating authoritative content. In our experience, these updates allow our clients to see where they need to focus their marketing and content creation approaches. For instance, some sites dropped dramatically in search result rankings. That doesn’t mean they’re poor quality sites. It means they have some problems with their content, indexing or advertising that they need to address. For these sites, the drop is a wake up call that means they need to focus more attention on their websites. The rollouts are an excellent opportunity to adapt and evolve. Other sites moved up in rank. Those sites adjusted their content creation and internet marketing strategy in the right way at the right time. That’s not a matter of luck. It comes from a relentless focus on delivering excellent content and increasing user signals.
How To Respond To Google’s UpdatesAre you concerned about these updates? They can have a serious effect on your SERP rankings. The best response is to create unstoppably great content that’s irresistible to Google’s algorithms.
Learn to EATFortunately, Google has spelled out exactly what to do if you want to improve or maintain your ranking. Your content must be match the acronym EAT, which means it’s expert, authoritative and trustworthy. How do you know if your content matches up? Google suggests several questions you should ask to ensure it meets those criteria.
Is It Expert?
- Do you provide original reporting, information or analysis?
- Is your coverage of a topic substantial and comprehensive?
- Does your content provide analysis or information beyond the obvious?
- Does the headline or title provide a helpful description of the content?
- Is this a page you would bookmark or share with a friend?
Is It Authoritative?
- Does the content invite trust with clear sourcing or evidence of the author’s expertise?
- Is it written by someone who clearly knows and enjoys the topic?
- Is it factually accurate?
- Would you feel comfortable using this information to make a decision about your health or your money?
Is It Trustworthy?
- Does the content use proper spelling and grammar?
- Does it seem to be written sloppily or in a hurry?
- Does the content display well on mobile layouts?
- Does it seem geared to be genuinely useful to its users, or does it seem to be an obvious attempt to rank well in search engines?