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What to do if you are adversely affected by a major algorithm update


“Not all Google updates are the same,” said Glenn Gabe, SEO consultant at G-Squared Interactive, in the next presentation. SMX Advanced.. “Google pushes thousands of changes a year, some small and some large.”

Every time a new Google algorithm update is announced, SEO often spends a lot of money, time, and resources to optimize your site. This may be good, but it not only helps improve these properties, but it can also distract marketers from high-priority tasks if updates are exaggerated.

For example, many sites are focused on improving CoreWebVitals, even though the page experience signals are lightweight (like tiebreakers). Gabe gave an example of a site that didn’t show any movement when the CWV scores were “bad” and “good”.

Source: Glenn Gabe
Source: Glenn Gabe

To properly address these updates and determine how they affect you, Gabe has provided SEO with some tips to help you get to the heart of the problem.

Don’t jump to the conclusion

A significant drop in ranking / visibility after Google’s update will undoubtedly drive a lot of SEO into action. But to avoid wasting valuable time and resources, Gabe recommended that you keep track of all the facts before jumping to a conclusion.

“Avoid kneeling reactions when the ranking goes down,” he said. “You may need to [make changes], Or may not be necessary. The drop during a major algorithm update may be due to relevance adjustments, intent changes, or overall site quality issues. “

“These are all so different that you shouldn’t just charge first,” he added.

Gabe suggests that marketers create delta reports to analyze these changes. This type of report details the top landing page and query changes so that you can identify what was removed during a major algorithm update. It also reveals the root cause of the drop and helps the team decide the next step.

Source: Glenn Gabe

“It’s quick, easy, and punchy,” he said. “It can reveal a lot of information.”

Determine if there is a problem with the quality of your site

Changes in visibility after Google updates may be due to site quality issues rather than algorithmic or new competitor changes.

“If we decide this is the case, there is good news and bad news,” Gabe said. “We can address these issues and eventually see a recovery, but it takes a lot of work in the long run. It usually doesn’t recover immediately. It’s usually months of hard work. “

Gabe said that when addressing these quality issues, site owners need to analyze the site through a lens of a wide range of core algorithm updates to improve content quality and user experience. This means identifying potential technical SEO issues that can also affect the quality of your site.

“As Google’s John Mueller explanationWhen it comes to quality, it’s not just about content, “Gabe said. “It’s not just the text on the page, so don’t just focus on what people are reading.”

Pay attention to EAT

“EAT, or expertise, authority, and trust are very important,” says Gabe. “Google’s algorithm is human [site] The author has expertise on the topic. You need to look at the content objectively. “

EAT is not a score or scale, so it’s not always easy to determine how well your site embodies that principle.yet Google documentation Emphasizes its importance — especially for future-looking sites for algorithm updates. Therefore, SEO needs to make sure that it complies with that standard.

When it comes to improving EAT after the ranking goes down, many SEOs focus on improving content quality and thoroughness. This is very important. However, as Gabe pointed out, authority is also heavily influenced by links and references from authoritative sites.

“If you can do the right thing about your content and build trust with your audience, links and references from well-known sites can be useful from an EAT perspective,” he said. “If you don’t have much authority, it’s not easy to solve this problem, but you can take the time to work on it.”

“It’s very important to identify, plan and implement changes to improve the site as a whole,” he added.

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About the author

Corey Patterson is the editor of MarTech and SearchEngine Land. With a background in SEO, content marketing and journalism, he covers SEO and PPC industry news to help marketers improve their campaigns.



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