Google has recently updated its search ranking algorithm to improve user experience by delivering more relevant and useful search results. Read on to learn how this could change your SERP ranking and visibility.
2019 Google Core Updates
Users in September were made aware of the Google Core Update, which is recently becoming a trend.
Previously, Google updated its core algorithm without warning but has gotten in the habit with the past two updates of warning users in advance, though they still haven’t shared the company secrets of the exact details of what has been changed.
Google had released similar updates in March and June, which included changes like vetting small news sources and prioritizing well-known and reputable sites, increasing mobile speed, and improving results based on EAT ratings (Expertise, Authoritativeness, Trust).
Content, Content, Content
This September update represents a further shift towards content. Moving on from keyword-centric results, Google recognizes that how we search the web has changed.
People often type whole questions into the search instead of focusing on keywords.
By basing results on content, especially long-form blogs, Google is giving users a more accurate search result while also emphasizing the value of the reliable content shared online.
What Can Your Business Do?
When Google changes its algorithm, you risk losing your current ranking. As the algorithm changes, how Google reads and evaluates your website changes. The best solution is to learn what Google is changing so you can tailor your site to rank well.
Utilize the SEMrush sensor
Use SEMrush to stay on top of SERP volatility caused by Google updates. This handy tool gives you insights so you can adjust your site and SEO to prioritize the specific features with the highest visibility.
Keep your content fresh
Ensure your company is regularly posting new content, especially content focused on key topics for which you want to improve your EAT ratings and SERP rankings.
Improve your site’s EAT rating
- Ensuring all blogs have an author byline to establish authenticity
- Removing any old or duplicate content (the new Google update is better at identifying paraphrased content)
- Focusing on the quality of back-links rather than quantity
- Confirming that your website is secured with HTTPS rather than HTTP
In the Future...
When Google changes its algorithm, it’s usually because user behavior has changed.
Before Google even releases an update, stay on top of user behavior to get ahead of the trend.
Follow industry changes and implement social listening to find out about what trends might be rising in your social spheres. Even if the algorithm hasn’t caught up yet, you will be more likely to delight your viewers by providing the right type of content in the right format.