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New changes to the Google algorithm – what do they mean for website visibility?
January brought us new changes in the Google algorithm, which affected sites in the YMYL (“Your Money or Your Life”) category the most. These are i.a. medical, financial, or legal services. Modifications referred to by Google as “January 2020 Core Update” have introduced a lot of confusion in the search results. The update showed, among other things, that many pages should take more care of the quality of the content on the page. What are the consequences of Google’s changes? And how should you respond to them?
January 2020 Core Update – what has changed?
Let’s start with the fact that the updates in the Google algorithm are nothing new. However, over the past few years, the number and frequency of changes have increased significantly. Currently, it is estimated that Google makes an average of 8 changes a day 1 since 2010. The most drastic ones took place in 2011 and became known as the Penguin. The update targeted sites with artificially generated content and a small amount of content that did not provide users with valuable knowledge. At that time, changes in Google caused a real revolution in search results. How is it now? The modifications are much smaller than a few years ago, but many companies have recorded significant changes in position. It is worth noting that this was not related to the actions taken on the website or off-site, but the actions of Google robots caused them.
How does it look in numbers?
- Almost 70% of websites registered a change in visibility.
- About 51% of sites saw a positive change
- Almost 1/5 of the pages recorded a change in visibility exceeding 10%
- 0.76% of websites saw changes of more than 50% 2
Medical industry – the biggest winners.
At first, the changes made by Google were a big unknown. It was difficult to say who would be affected the most and to what extent. Today we know that the rankings of websites that gained the most are those from the medical industry – clinics, clinics, pharmacies, medical forums. These are websites that users reach for in search of specialist knowledge and reliable information. The life, health, income, and happiness of users may depend on the quality of the content on these websites. So these are websites that, as a rule, should be run by experts. Domains that have benefited from changes are distinguished by a large amount of reliable, scientific knowledge. This clearly shows that SEO and content marketing synergy is the most effective in protecting websites against the negative effects of updating.
Among the sites with the highest drops, there are also many medical sites. This is due to the constant and multiple changes in the algorithm – since the update was announced, the robots have been working very intensively, constantly changing the initial settings. It can also be assumed that on pages that experience declines – the substantive value of the content is worse than on pages that gained after the update.
Fall in position – appropriate reaction.
So what to do when algorithm turbulence has caused a sudden drop in invisibility? First of all – do not panic. For most sites, position changes are within 10%, and you can see that Google has implemented an update without a specific plan. The changes are random, and subsequent corrections may cause spikes in invisibility. The best reaction to a decline and protect the website from future updates is to focus on valuable content. Even though Google’s actions are unpredictable – companies that do not care about the substantive value of the content can certainly lose the most. According to Google’s recommendation, the website should follow the E-A-T principle (expertise, authority, and trust). It should contain the following content:
- Responding to the needs of users
- Accurate, reliable and up to date
- Containing expert knowledge
- Exhausting the range of knowledge to the maximum
There is no doubt that there will be more changes to the algorithm. Google’s actions can be unpredictable, and unexpected position changes can happen despite deliberate SEO activities. We do not influence Google, but we do influence the content of the website. The closer they are to the EAT principle, the greater the chance that the updates will not bring losses, and on the contrary – they may even result in an improvement of the position. Properly conducted SEO policy in conjunction with content marketing is the best protection against the negative effects of changes in Google.
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