Google December 2020 Core Update Summary
Happy New Year! It's time to take advantage of all the hard work Google has been doing updating its algorithms to provide better search results. So, how is the Google December 2020 Core Update going to impact your results? Here are our impressions, but first. What's a core update?
"Several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as "core updates." They're designed to ensure that overall, we're delivering on our mission to present relevant and authoritative content to searchers. These core updates may also affect Google Discover."
Google organizes content from your website and uses algorithms to determine the searcher's query's true meaning. If Google understands the importance of the search, it's goal will be to show the most relevant search results.
If your website's traffic has declined following a Google core update, most likely, Google's algorithms have determined that there are other pages on the web that are more relevant and helpful than yours.
Suppose you are still building spammy backlinks and writing poor or thin content. It won't be easy to rank your website in 2021.
As a business owner, you have to care about reputation and brand. You are setting up all your social media accounts, having a modern and fast website, and excellent communication. These are factors that help elevate your brand trustworthiness with Google and website visitors from SEO.
Reviews and many other interactions that happen on and off your website are essential. Holistically, you're building a reputation and a brand. This is easy to understand and improve without being an SEO geek like me. What it comes down to is the content.
Google has been improving Natural Language Processing (NLP) to meet the needs of a search visitor. Artificial intelligence algorithms are doing a lot of the heavy lifting here. Focusing on your E-A-T is still very important in 2021.
We are starting to see in our analytics for ourselves and our clients that more relevant keywords are seeing improvements in rankings. This could be related to Google improving its efforts to analyze more text to decode what you are searching for online.
This is especially true with our medical niche clients. This relates a lot to the "Medic" update from many years back.
The emphasis is on the quality of the text and how deep it goes on a specific topic. Google seems to be balancing YMYL queries better and is leading to less Medic interference in ranking swings.
The pattern is consistent with every algorithm update. Some pages go up, and some pages go down. This is why understanding your internal content strategy is essential. The actual pages that are optimized and have improvements to content could be leading with results.
Getting stuck inside the technical SEO is not essential, but that's easier than ever to set up with WordPress or Shopify. Getting critical with your content is the key to beating your competitors on the search result page.
What should you focus on in 2021?
Look at your website and ask yourself, would I buy from this?
Also, YMYL sites and all other sites, too, need to make sure every claim made (and any important fact) is supported by strong references from authoritative, trustworthy sources.
Be clear about who you are, refund policies, monetization policies, cookie policies, etc.
Look at keywords that are increasing and declining. Compare them to your competitors and see if there are gaps in your strategy. We have an SEO Keyword Research Made Simple tutorial that helps you explore keyword gaps in your competitors' ranking.
If your content is not written by a subject matter expert or an author who understands content creation, research and is proficient at writing in the native language. Your site might be leaking results.
Finally, don't overdo it with ads, popups, and call-to-actions that can take away from the content's quality on the web page.
Remember it was Google who brought the traffic. Don’t scare a visitor and Google away with poor experiences!
What have your results been like? Drop a comment below.
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