Every year, Google releases thousands of updates that is designed to improve and optimize search results in order to present the most relevant and useful content to users.
While most of these updates don’t end up having a significant impact on rankings and visibility, every year, Google releases what they call “Core Updates” – updates which have a much bigger, more direct impact on click-through-rates (CTR) and website traffic.
This happens 3 – 4 times every year, with the last Core Update occurring just 4 months ago in June. On 24 September 2019, Google officially began rolling out the latest September Core Update globally.
The impact so far
Just roughly 1 week in, and there has already been plenty of users coming out to express significant shifts in their overall traffic on Google Search Console. What this means is that you too, might be either seeing massive changes, minimal differences, or none at all on your website.
Important to note is that Google Core Updates are never aimed at specific pages or industries; but rather, making enhancements in the way the search engine and its algorithm analyses content. The best way to figure out if your website is bound to be affected is to conduct a proper audit of your website and being completely honest with its relevance and quality – if you need an objective, professional opinion, enlisting the help of an SEO consultant can be a great option.
So, what can you do to ensure that your website continues to flourish in SERP, regardless of updates or not?
Even though Google never provides specific information on any action that can be taken on behalf of individuals and their businesses – the search engine has time and time again stated that the algorithm will always reward content.
What you can do: The E.A.T framework
Introducing, the E.A.T. (Expertise, Authoritativeness and Trustworthiness) framework – used in Google’s own search quality rater guidelines, and which they point towards as a great resource for producing amazing, quality content.
Here is the framework in a nutshell:
Expertise – Is your content well-researched, factual and accurate? Is it substantial and comprehensive enough for users to gather valuable insights? Does it clearly cite sources and provide evidence of the author’s background and his or her expertise?
Authoritativeness – Does your content and headlines inspire and provide a descriptive, helpful summary that isn’t clickbait? Do users trust your content enough to be cited in print or magazines, and won’t hesitate to share it with a friend?
Trustworthiness – Are you linking your website to other reputable pages? Are you consistent with your content and regularly keeping in touch with users?
Rather than viewing it as a to-do list, executing and putting a strong focus on the E.A.T content framework is more so a key essence to nailing SEO – a long-term strategy that guarantees a user-first approach in everything that you do.
Keep calm and carry on
If you find yourself nodding your head to most of the factors listed above, here are a few more questions that you can use to further solidify your content strategy:
- Are you offering original, high-quality content that isn’t duplicated or copied wholesale from another website?
- Is your content grammatically correct, free from spelling errors, and well-presented – with no clutter from ads that may distract and interfere with the user experience?
- Does your website offer added value when compared with competitors? Does it seek to fulfil users’ needs and expectations?
Google is constantly experimenting, taking in feedback, and making continuous changes – so why not do the same and start doing your own tests with your content to see what works, and what doesn’t.
If you wish to learn more, start early by signing up for a Digital Marketing Course. This way, you will always be ready and prepared for any inevitable updates that Google has to throw at you!