Whilst the year has just started Google lay in wait quietly to spring a surprise on us. While you were enjoying your summer vacation on the beach, the Google-bots army updated the algorithm.
In the article, we will review the main algorithm changes and see how you can recover your search visibility if you have been affected by this update.
Nothing, to be honest. Google is still on its crusade against low-quality websites. While the last update in March 2018 focused on “mobile first”, the new algorithm seems to focus on “Quality Of Content”.
Because there wasn’t any official communication by Google concerning this update, I use the word seems since the search community is still evaluating how this update affects web visibility.
However, the most affected sites are news sites, health, law & government, beauty & fitness, and vehicles.
But what is high-quality and low-quality content? How can we identify the quality of our content? In order to understand and evaluate whether your content is of high quality, we recommend to review the Expertise, Authoritativeness, Trustworthiness “E-A-T guidelines”.
5 keys to recover your search visibility – Less is more!
- Avoid long and boring paragraphs; structure your content in an easy way to read.
- Make sure your main keyword is included in the title, description, and H1.
- Include semantic keywords and LSI keywords.
- Remember that if the content isn’t really useful for the user it is not going to help your search visibility.
Fix your ‘Zombie’ pages:
- Zombie pages (e.g. pages with old content, and poor performance) have a negative effect on your search visibility
- Classify “Zombie” pages based on the performance (bounce rate, avg. time on page, page views, exit pages, etc)
- Fix the pages that are useful for your users with new content or structure; erase everything else. Update the sitemap and submit to Google.
- Keep improving your mobile user’s experience.
- Include useful functional analysis of your website.
- Think of your website as an app and try to cover all user needs for different levels of user readiness.
- The faster the better.
Fix your technical SEO:
- Fix your crawl errors especially the metadata ones.
In conclusion there’s nothing really new. Google has always focused on delivering high-quality results, so implementing content quality as a ranking factor was just a matter of time.
So, embrace the new SEO philosophy (Quality over quantity) and stay away from all those old and Jurassic SEO strategies (Quantity over quality, tons of useless content, blackhat SEO, infinity keyword repetitions, infinity internal links, infinity pages, etc…)