Updates to search engine algorithms have become commonplace in today’s fast-paced digital landscape, and it is imperative to understand how to leverage these changes in ways that allow you to remain competitive.
On August 22, Google rolled out its second major 2023 update. So, what has changed and what implications might this update have for you?
THE AUGUST 2023 CORE UPDATE EXPLAINED
With every update to its algorithm, Google aims to improve its user experience and deliver ultra-relevant search results for every query. Google is renowned for choosing to keep the specifics of each update secret, but we do know that several core elements have been impacted by this new update.
A. PAGE EXPERIENCE
We already know that user experience is one of Google’s top priorities, and this update has targeted a variety of experience-related elements, including page loading speeds, visual stability, mobile-friendliness, and safe browsing. This means that websites which are built to deliver an optimal user experience are likely to see their ranking positions increase.
B. USER INTENT
Google wants to understand the specific intent behind every search query in order to deliver the most relevant results to its users. So, with this update, Google has taken steps to align queries with high quality content that fully meets the needs and expectations of searchers.
C. QUALITY CONTENT
It has always been important to create and share high quality content, however, this update has re-emphasised the importance of both relevance and expertise. In short, this means that websites sharing highly detailed and accurate content that is clearly supported by external sources with authority will secure higher ranking positions in results pages.
D. UNDERSTANDING SEARCH ALGORITHM CHANGES
As Google isn’t upfront with regard to the details of its algorithm updates, it is almost impossible to truly understand every single detail. However, this doesn’t prevent significant learning through analysis and observation.
E. TRAFFIC PATTERNS
After every update to the search algorithm, it is important to spend some time analysing your traffic to make clear before and after comparisons. Things to look out for here include changes to organic traffic, ranking positions, and user behaviour.
F. USER EXPERIENCE
There are many user experience metrics you can monitor, including time spent on page and bounce rates. If you notice significant changes when you compare your new data to your pre-algorithm change data, this could help you to identify specific areas for improvement that will positively boost your online visibility and conversions.
Updates to search algorithms can influence your target keywords, so it is important to determine whether every piece of content on your site is still hitting those relevance targets and ranking well for specific search queries.
HOW ALGORITHM CHANGES CAN AFFECT SITE PERFORMANCE
Even minor changes to the search algorithm can have significant implications for your website. Notably, algorithm changes can bring about an increased level of competition as there are always numerous websites in contention for the top ranking positions.
Remember, if you are unable to implement changes that meet the new expectation standards of search engines, you may be overtaken in search rankings by your competitors who have responded more effectively.
RECOVERING RANKINGS WITH TEAMS SPECIALISING IN DIGITAL MARKETING IN LONDON
Whether you want to take on the challenge yourself or partner with specialists in digital marketing in Toronto, there are steps that can be taken to recover lost rankings, including optimising your user experience, conducting in-depth website audits, refreshing your content strategy, and building authoritative backlinks.