Google confirmed the long awaited update to their core search ranking algorithm on March 5. As a result, the appearance and ranking of some, but not all, websites in search results will be impacted. Google has said that the change comes from a desire to improve search results, and is a routine algorithm update. The search giant has also shared that there is nothing wrong with pages that may see performance drops, and that there is “no fix” for these pages to regain their rankings other than to focus on “building great content”.
What We Know
Core Algorithm updates are general maintenance to improve functionality, unlike specific updates that are designed to solve a specific issue. Google does not usually publish updates to their core algorithm because these updates typically happen daily, or even twice a day. So, why is this update different? With these updates, we know that Google is focused on delivering the best and most relevant answers to a searchers query. It’s important to note that there are no issues with sites negatively impacted by this update. Google states that there are no “fixes” that will help a site regain rankings from this update and that they are solely focused on content, rather than “quality.”
Brands need to understand the difference between algorithm updates. Some updates focus on low or poor quality website pages, while other updates focus on delivering the best answers in search results. Therefore, Resolution’s focus is to guide and recommend that brands pay attention to site content, understand quick answers, and take note of universal results. These areas on Google’s Search Engine Results Pages (SERP) are all populated by a website’s well optimized and curated site content to reach the right audience.
Google is constantly updating their content requirements and algorithm to provide the most relevant search results for every searcher’s query. They aim to ensure that they have the highest quality content to deliver. If your SEO strategy is designed around the end user experience vs. “hacking” the algorithm, these updates will almost always work in your favor. The SERPs have a lot of real estate that is populated with content directly from websites with well optimized and curated content, which requires brands to prioritize Content Optimization and Content Orchestration in their search engine optimization strategy. With detailed measurement and reporting, an SEO team can proactively optimize content to fit within Google requirements and be prepared for their major algorithmic updates as they are released.