Can you imagine the monumental and impossible task it would be to sift through the plethora of information available on the Internet on one’s own? We take for granted the ease of finding useful information online. Thanks to Google, whose mission is to “organize the world’s information and make it universally accessible and useful”, we can find just about anything at our finger’s touch.
To optimize search and the corresponding results, Google continuously upgrades their algorithm -- the most recent core update came out in early May. Following the update, businesses may see differences in their rankings based on how relevant their content is relative to user queries. “Changes in search rankings are generally a reflection of content relevancy”, says Matt Southern, from searchenginejournal.com.
Important factors that affect the Google Search Engine Results Pages (SERP):
- Availability of new, fresh, relevant content
- Authority on a subject
- Keyword relevancy and frequency
- Content accuracy
- Page speed
- Security certificate (HTTPS)
Although Google makes modifications daily to improve user experience and search results, we don’t even notice most of the changes. But when Google implements a major update that can affect one’s ranking, they pre-announce the rollout. Interpreting the effects of these updates can be daunting. But what is most obvious is whether your site has experienced a change in key metrics, such as overall traffic or bounce rate. If so, a quick analysis of these changes is imperative to determine what’s changed and what needs to be fixed. With Google Analytics (GA) code or Google Tag Manager (GTM) installed on your site, you can easily assess changes in your site’s traffic patterns, visitor demographics, device access, behavior and much more.
Google tells us that ‘there is nothing inherently wrong with pages that perform less well after a core update’. Core updates are simply intended to improve content assessment and reward pages that deliver better information than others. For more information on what verticals were affected, see this article, on Searchmetrics.com: Why Google’s May 2020 Core update is an E-A-T Update.
Take a look at our checklist to see if your content is fueling your ranking and hitting your key metrics. For more information on search engine optimization, content development, copyediting, or content marketing, please reach out for a free consultation by emailing firstname.lastname@example.org. Happy searching!