On May 4th Google began to roll out its latest Core Algorithm Update. Now remember, Google updates its algorithm frequently, but a core algorithm update means that we could see major changes in site rankings.
What Do You Need To Do?
Similar to previous Google Algorithm Updates, focus on updating content!! In addition to adding to the content you have, go back into previous blog articles and write a few paragraphs, delete irrelevant information, and adjust keyword density.
Why Update Your Old Content?
The length of time it exists has already been established, meaning it is not seen as a fresh page, so by updating it and making it more relevant, you are showcasing to Google that your site is being monitored and updated accordingly.
In Google’s Last Algorithm Update, a big focus was put on E.A.T. (Expertise, Authority & Trustworthiness). The acronym still holds water in this current algorithm update, favoring content that showcases the combination of the three.
Another metric you should pay attention to is the Click-Through Rate (CTR) of your keywords, and the volume of traffic through Search Console. You should also monitor competitor articles and blogs to ensure you are putting out better content than they are. A tool we love to recommend to our clients is the neilpatel.com backlink section to view competitor content and information. You can view the word count, traffic volume and keywords, and from there you can update your content to be longer and more relevant!
Are you stuck on ways to update your old content? Some things to think about are...
1. If content is no longer relevant to the reader, delete the page & redirect it to a relevant URL or update to make it relevant.
2. Is an infographic appropriate for the topic of the blog? Infographics, Picture Instructions or Videos should add value to the content, not just be fluff - so if you think it works, add it! 3. Do you have broken links? Check Search Console - Broken Links create a BAD user experience, and Google is all about delivering the best user experience so you will want to redirect these. 4. Check out the search terms your article ranks for. Do they make sense? If not, go in & update your keyword density for search terms that are relevant to the article. 5. Keep it simple and get to the point!!! No one wants to read fluff, and complex words may make you sound smarter, but the average person won’t understand. 6. Avoid using dates or time frames when unnecessary. Google sees them as outdated! 7. Do any blogs talk about the same exact topic? If so, merge them to create a longer, more informational blog and redirect the old link. Fix Your Thin Content! In previous Google Algorithm Updates, we have been warned about thin content! Pages with low word counts could see traffic decline by at least 10%. A good rule of thumb is applicable pages should have at least 300-400. The optimal word count has been reported to be between 700 to 800, but remember, if you are going to write that much content, it HAS to be valuable. Of course, there will be pages that cannot meet this standard, such as the contact us, category or shopping pages. Don’t try to add fluff to it to meet a word count because you will end up hurting your ranking! You want your content to be relevant!! Put yourself in the readers shoes, at what point do you get lost or uninterested? When analyzing your pages think about the following: 1. Do you NEED to add more words? How is the user experience on this page? Consumers are looking to have a question answered in a matter of seconds, so if they have to work for their answer, they are going to bounce off your page. 2. Compare your page to the competition. Go ahead, type in your search term and check out those Page 1 sites. What do they have that you do not? Do they have a ton of words on the page, or is it bare and filled with images? This will give you a better idea of how to re-work your page. 3. Do you need the page? Google is all about delivering VALUE. If your page is a placeholder for irrelevant information, or if you could combine or move the information, you should consider doing so.
Check Your Already Implemented SEO Tactics: Last, but not least, comb through your pages to ensure you don’t have duplicate SEO titles or meta-descriptions. Each page is unique, and the Titles and Descriptions should be, as well. Don’t forget about your meta-tags! While it is easy to keep them the same on every page, duplicate meta tags could now hurt your ranking. If you find that you have duplicate tags and descriptions, the best way to organize this is to break down each page on a spreadsheet! Rather than going back and forth on your site, on a spreadsheet you are able to easily view the different titles, descriptions and tags and alter them accordingly. When complete, implement into your site and monitor for ranking movement!
Remember, whenever Google makes an Algorithm Update, its ultimate goal is to continuously enhance the users’ experience by suggesting sites that will provide the most value and relevant information. Your rankings will not change drastically overnight, but don’t get discouraged! Search Engine Optimization is an ongoing task that requires creativity, algorithm knowledge and the ability to create ongoing relevant content! Go through and give each page the TLC it needs to shine bright on the first page of Google!
Need more information about the latest Google Core Algorithm Update? Let's Chat! You can ask questions or set up a time to discuss using our Live Chat.