Google is known for its long history of algorithm updates with its latest, and second most significant core update, made in May 2020. Every time Google updates its algorithm, the user search experience is more refined and honed towards relevance and individual preferences sourced by the plethora of databases available in the digital space. For businesses and marketers alike, this means reshaping their website content to parallel with the hierarchical ranking system that Google has established and is one reason why 'Google Algorithm update' has become a trending keyword on the internet this year. These Algorithm changes means that the data retrieved by bots and trackers prioritise paid search over organic content, which is why a major flaw of the algorithm is the significant reduction of organic traffic that can negatively impact the process of generating potential leads into confirmed sales.
It is said that around 10% of the global search will experience its impact. Compared to the last few Google algorithm updates, this one is expected to cause a high fluctuation. This means that some websites that are now ranking on top of the search engine results will feel the pressure.
A few well-maintained sites will improve their rankings, but it is the 10% of websites ranked on the first page or the featured snippets that will feel the impact of this update the most. The top positions are usually dominated by big brands in the industry. After the update, these big brand sites may go down the ranking scale, and the information aggregating sites with detailed content may climb up the ladder.
Instead of tracking the services pages for keywords related to the specifics of websites, Google will choose to focus on sites having chunks of detailed content.
Google is always tracking the audience. If a user clicks on a site and finds the information irrelevant, he or she will certainly go back to the search page & find the correct site they have been looking for. Google is gathering data from the audience over time, amalgamating the results of these analytics and including the newest of factors, such as a leaning towards webpages with video or star ratings from the audience.
Blogs should feature tight, accessible writing that intends to solve specific problems. That is why there is usually a gap of two or three months when Google launches the Broad core update. Worth noting the algorithm updates are usually launched across several data centres, giving websites time to manage the process.
Featured snippets are getting user's inputs. They have a feedback section for all the features in the search results shown. They collect feedback from the audience and the clever bods at Google use it whenever they can do a broad core algorithm update.
Feature snippet position is something that no site owner can claim, yet might find their website is ranking on the featured snippet without even targeting. What is more, it may well rank there for the whole year. No one can predict it because that is something Google decides through many factors, all of which they do not reveal, not many of which have been around for long enough for digital agencies to understand the specific targeting method required.
As the above states, there are only a few methods by which you can optimise your content to better rank for featured snippets, at least that are known for a fact to work. Most well-optimised sites are focusing on these through natural good search optimisation techniques. The position of the featured snippet is one of the main things that is volatile when a core algorithm update is launched.
Usually, when an algorithm update is launched there is a little 'SEO world' chaos, but after two or three days there is generally little need to worry, as long as you have a strong optimisation strategy, authentic link-building techniques/outreach, and a good website structure, eventually, you will be lead back to the rankings deserved. Check out the spammy links and websites that outrank you. Analyse the page & content styling. Don't intend to go after the single keywords, but the keywords that solve the intent. Maybe you should rethink your strategy, look at the search results & figure out what Google prefers to display more. Be the brand that does SEO right, not the brand that goes for the quick win guaranteed not to last the next few coreupdates.
An aspiring digital marketer, Sandy's skillset in social media and content marketing is reflected through her articulate and creative writing.