How Google’s New Updates Are Affecting Your SEO Results

A decade ago, Google announced that they update their search engine algorithm between 350 and 400 times each year. Ten years later and that number factors into the thousands.

Google’s new updates can affect your ranking on SERPs, or search engine results pages.

Dropping from the first page will impact your visitor count and ultimately, your bottom line. That’s why you need to keep up to date with all of Google’s ranking algorithm edits. This article highlights three of the latest Google Search updates.

Learn how SEO works and why it should shape your digital marketing strategy. Achieve higher SEO rankings by improving your Page Experience and web vitals score.

Read on to discover more about Google Search and how you should react to updates.

Understanding the Intricacies of SEO in the Age of Google’s New Updates

Search Engine Optimization (SEO) is the lifeblood of online visibility. It aims to boost both the quality and quantity of traffic your website receives from search engines. Google, the behemoth of search, commands a staggering 91.86% of the global search engine market. This makes understanding Google’s new updates crucial for any business aiming for online success.

Why First-Page Rankings Matter

Being on the first page of Google’s search results is akin to having a prime retail location. Businesses that secure these coveted spots see a surge in traffic and, consequently, in metrics like contact form submissions. On the flip side, a sudden drop in rankings can spell disaster for sales and lead generation.

The Ever-Changing Landscape of Google’s Guidelines

SEO isn’t a set-it-and-forget-it game; it’s more like trying to hit a moving target. While foundational elements like quality content remain constant, Google’s new updates often require SEO practices to evolve. Adhering to Google’s ever-changing guidelines is not just recommended; it’s essential for sustained online visibility.

Decoding Google’s Ranking Algorithm Amidst New Updates

Google’s ranking algorithm is a complex beast, designed to sift through countless web pages and determine which ones deserve the spotlight for a particular keyword or phrase.

Google’s Objectives: Quality Over Quantity

The primary goal of Google’s algorithm is to deliver the most relevant and high-quality results to users, effectively minimizing spammy or irrelevant content. Google continually refines its algorithm to ensure that only the most deserving sites rank high.

Types of Google Algorithm Updates

Google rolls out different kinds of algorithm updates, each with its unique impact:

• Core Updates: These are major overhauls affecting websites across the board.
• Targeted Updates: These focus on specific sectors or types of websites.
• Specific Updates: These are designed to address particular issues, such as spam.

For instance, in July 2021 alone, Google introduced five significant changes, including a major core update.

Key Changes to Watch For

In this article, we’ll delve into three pivotal Google updates that have shaken the SEO landscape: the Passage Update, Page Experience, and the July Core Update. We’ll break down how each of these Google’s new updates could potentially impact your website’s ranking.

Unpacking Google’s Passage Update: A Paradigm Shift in Content Relevance

Launched in February 2021, Google’s Passage Update continues to be a game-changer in the SEO world. This update is particularly impactful for pages featuring long-form content or extensive passages.

The Evolution of Content Contextualization

Before the Passage Update, Google would pigeonhole an entire article into a single category, regardless of the variety of topics it covered. However, Google’s new updates have revolutionized this approach.

Now, Google can identify specific paragraphs within an article and match them to multiple search queries. This means that if a user searches for a phrase related to a section in your article, Google will direct them straight to that part of the page.

Snippets vs. Passages: What’s the Difference?

This update operates similarly to web page snippets, where Google pulls specific content from a page to display in the search results. Unlike snippets, which often rely on markup schemas, the Passage Update focuses solely on the text’s structure. If your content is well-organized, Google’s new updates will favor your page in the Search Engine Results Pages (SERPs).

Navigating the Page Experience Update: User Engagement as a Ranking Factor

Initiated in June 2021 and concluded in August, the Page Experience Update aims to gauge user interaction with a webpage through various signals.

The Pillars of Page Experience

• Core Web Vitals: These are metrics that assess a page’s loading speed, responsiveness, and visual stability.
• Security: Websites with broken SSL certificates will be penalized.
• Mobile Usability: The update also scrutinizes mobile device compatibility.
• Ad Experience: Ads should be relevant and non-intrusive.
• HTTPS: SSL is now a necessity, not a choice.

Decoding Core Web Vitals

The cornerstone of the Page Experience Update is Core Web Vitals, which focus on three key areas:

• Largest Contentful Paint (LCP): This measures a page’s loading performance. Faster is better.
• First Input Delay (FID): This gauges the time it takes for a page to become interactive. Aim for under 100ms.
• Cumulative Layout Shift (CLS): This calculates how long it takes for a page’s content to stabilize, including shifting images and text.

You can assess these metrics using various SEO tools for small businesses available on our website.

Decoding Google’s July Core Update: A Focus on Content and Credibility

In July 2021, Google rolled out a significant core update, building upon the changes initiated in June. This update particularly targeted websites with thin content and those operating in the YMYL (Your Money or Your Life) sectors, such as law, finance, health, and reviews.

What Does the July Core Update Mean for YMYL Sites?

While Google remains tight-lipped about the specifics, the observable effects lie in the ranking shifts. Some websites have seen a decline in their positions, while others have climbed the SERPs. The common denominator? Google’s new updates are increasingly focusing on content quality and credibility, especially for YMYL topics.

Navigating the Aftermath: How to Adapt to Google’s New Updates

If you’ve noticed that your website has slipped from its once-coveted position on the first few pages of Google, don’t hit the panic button just yet.

Step 1: Consult Google Search Console

First and foremost, check your Google Search Console. You might find notifications alerting you to errors or issues on your site. Addressing these can often resolve your ranking woes.

Step 2: Evaluate the Competition

If you haven’t received any penalty notices, it’s time to scrutinize the websites that have overtaken you. Ask yourself:

• Do they offer superior content?
• Is their site architecture more user-friendly?

Step 3: Align with Google’s Guidelines

Lastly, make sure to review Google’s guidance on core updates. The key takeaway here is to always prioritize quality. Google’s new updates are designed to reward well-structured, valuable content.

The Evolving Landscape of Google’s Ranking Factors in 2023

In the ever-changing world of SEO, it’s crucial to stay updated with the latest trends and updates. One of the most significant shifts in 2023 is how Google perceives and categorizes ranking factors. The search giant is moving away from the traditional concept of “ranking factors” and is now focusing on “ranking systems and signals.” This change is more than just semantics; it reflects a broader shift in Google’s approach to ranking web pages.

The New E-E-A-T: Adding “Experience” to the Mix

Expertise, Authoritativeness, and Trustworthiness (E-A-T) have long been the pillars of Google’s ranking philosophy. However, Google has now added “Experience” to this equation, making it E-E-A-T. This new addition underscores the importance of user experience in determining a website’s ranking. Whether it’s the layout, speed, or the quality of content, every aspect that enhances user experience will now have a more significant impact on your site’s SEO.

Page Experience: A Collection of Signals, Not a System

Another noteworthy change is the downgrading of “page experience” from Google’s “ranking systems” documentation. While this might sound like a downgrade, it’s more of a reclassification. Page experience still matters; it’s just that Google now considers it a collection of ranking signals rather than a standalone ranking system. These signals include Core Web Vitals, mobile-friendliness, and HTTPS among others.

What Does This Mean for Your SEO Strategy?

1. Focus on Qualitative Signals: Instead of chasing quantitative metrics, aim for qualitative improvements that align with Google’s E-E-A-T criteria.
2. Prioritize User Experience: With the addition of “Experience” to E-E-A-T, it’s more important than ever to ensure your website offers a seamless and engaging user experience.
3. Don’t Neglect Technical SEO: Even though “page experience” has been reclassified, technical aspects like page speed and mobile-friendliness continue to be crucial.
4. Stay Updated: Google’s algorithms are continually evolving. Make it a point to stay updated with the latest changes to adapt your SEO strategy accordingly.

By understanding these new shifts and incorporating them into your SEO strategy, you’ll be better positioned to navigate the complexities of Google’s ever-evolving algorithms.

Navigating Google’s New Updates: Your Path to Success Starts Here

Navigating Google’s new updates can feel like steering a ship through a storm. But here’s the good news: you don’t have to go it alone. With the right expertise and strategy, you can not only whether these changes but also come out ahead of your competition.

Why Choose David Taylor Digital?

At David Taylor Digital, we don’t just react to Google’s new updates; we anticipate them. Our Customer Success program is designed to keep you ahead of the curve. With quarterly health checks, analytics reviews, and keyword ranking reports, your dedicated account manager will ensure that your site’s performance is not just maintained but continually optimized.

Our Services

We offer a comprehensive suite of SEO and SEM services that are tailored to meet the unique needs of your business. From staying abreast of the latest algorithm changes to implementing strategies that boost your inbound traffic, we’ve got you covered.

The Future is Now

The landscape of SEO is ever-changing, especially with Google’s new updates. But change isn’t something to fear; it’s an opportunity for growth. By partnering with us, you’ll be investing in a digital marketing strategy that adapts to the present and prepares for the future.

Take Action Today

Don’t let Google’s new updates catch you off guard. Contact us today for a personalized quote and discover how we can elevate your ranking in the SERPs. Let’s turn these updates into opportunities for your business to shine.