Google has previously posted some general advice on it’s core search ranking algorithmic updates. Google does updates to its core search ranking algorithm every few months or so, the last one, prior to the current update was the June core update.
Google’s previous advice was that there is nothing you can do to fix your site if you see a decline in search rankings after a core update. Google reaffirmed that advice after the new update but has added some overall advice that you should focus on your content.
Nothing to fix. Google reiterated there is often nothing to fix on your site after these core updates. “We know those with sites that experience drops will be looking for a fix, and we want to ensure they don’t try to fix the wrong things. Moreover, there might not be anything to fix at all.” Google added, “There’s nothing wrong with pages that may perform less well in a core update.”
So what has changed? The question then is what has changed? What do I need to do now to make my site rank better in Google after a core update. Google said what has changed is how its systems assess content overall. Google gave this example on top movie ratings:
“One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before. The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them,”
What can you do? Google’s latest advice is similar to the advice it gave in 2011 around its Panda algorithm: “We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.”
The company offered the following list of questions to consider when evaluating your content:
Presentation and production questions.
Search Quality Rater’s guidelines and E-E-A-T.
Like many SEO specialists have said over the past couple of years, you should read the search quality raters guidelines, and focus on the E-E-A-T sections. E-E-A-T stands for Experience, Expertise, Authoritativeness and Trust. “Reading the guidelines may help you assess how your content is doing from an E-E-A-T perspective and improvements to consider, “Google said.
Google said. “we’re constantly making updates to our search algorithms, including smaller core updates,”
Google may have made new updates to previous core updates, but Google said: “we don’t announce all of these because they’re generally not widely noticeable.” But the company acknowledged, “still, when released, they can cause content to recover if improvements warrant.”
Our recommendation is to review your content, add a regular flow of good quality new content and most importantly create content for your target audience, not for the search Engines.
If you would like us to carry out a review of your website, including a complimentary Search Engine Optimisation Audit please get in touch.