SEO specialists, webmasters, and digital marketers should always be on their toes. With the global pandemic still relevant across the world, search patterns and behaviors are still heavily affected.
Strategists and experts, including Neil Patel, have shared about the search engine algorithm or “core updates” regarding the recent releases. More and more data would roll in eventually, but these are some of the most important ones we know and have to take note of at the moment.
Google introduced Core Web Vitals in May, which measures your website’s overall “friendliness” based on the speed, responsiveness, user experience. Basically, these metrics are all related to optimizing desktop performance.
While this isn’t new information (since most website owners already do their best to optimize their site), this is still important, as it now provides a clear view of your website performance according to the metrics set by Core Web Vitals.
This makes life a lot easier for webmasters and owners, as you can even see how your pages and site rank against another.
Make sure to look at this to get a view on how your website and pages are performing so that you can take actions accordingly.
Remember to always consider E-A-T.
The new search engine update now complies with E-A-T standards more than ever.
As the title of this section states, “expertise, authoritativeness, and trustworthiness” will be one of the major considerations for how your page and site will fare against the competition.
Great content is always a win-win for website owners: One, it makes them credible thought leaders in their industry. And two, it also places them in a unique pedestal which allows content to be ranked much higher than competitors, thanks to Google’s automated systems.
While Google regards EAT a lot, that doesn’t mean that you should go out focusing your time and resources on creating whitepapers and eBooks (although they can help).
Long blog posts, while useful, can only take you so far.
The update demonstrates how Google search bots perceive quality content – and this means improving SERP (search engine results pages) results.
It’s time to go back to the SEO drawing board and think how your potential clients are thinking. What is relevant to them?
Content (relevance) is king.
Content relevance is how your content is relevant to the queries on Google search. This can be measured by scrolling depths, time stayed on page, site engagement, bounce-rate metric, and more.
Sometimes, a short 300-word article can be a lot more useful to a user than a 10-minute long, detailed read. As users tend to search for one question at a time, an explicit answer, such as a definition to a term, or a direct answer to a question, can be extremely relevant to what they are searching for.
While we at Influence Vibes won’t think that the trend of long, detailed guides and whitepapers would go anytime soon, we can definitely see some movement towards a new trend with regards to content relevance and SERPS.
In May, Google said the following:
“[Core updates] are designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers.”
With a global pandemic in our midst, now is the time, more than ever, to check if your content remains relevant, and that SEO mistakes are fixed (check our Basics of SEO blog or ). You can also use a site audit tool for other potential problems.
After the June update, experts saw a lot of sites impacted, particularly from the following industries:
If you’re operating within these spaces, check your relevance and your ranking.
Google’s Top Stories also made some changes in response to misleading media and fake news. The June update touched on how the search engine will be taking action on identifying quality and trustworthy news content.
This, again, redounds to the fact that Google really prioritizes great content. This is especially true nowadays as the threat of COVID still lurks worldwide, and Google is taking action by being more responsible with what comes up in Top Stories. It does this with the AMP requirement (Google’s Accelerated Mobile Pages) that frequently turn up on Top Stories.
As with most of Google’s algorithm updates, it would be almost futile to try figuring out EXACTLY what changes transpired.
However, if there’s one key takeaway you can get from the latest updates, it is the heavy importance that Google places on great, authoritative, and relevant content. It is clear, now more than ever, that Google is highly placing its resources on ranking quality, EAT content that is relevant to its users.
By taking the proper actions and adjusting your strategies accordingly, you can improve your rankings and keep yourself ahead of the curb.
For more information about the roll-outs and updates on Google’s ever-changing algorithm, you can view the entire history here: https://www.searchenginejournal.com/google-algorithm-history/
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