After waiting for almost 7 months, I finally got it. In the middle of the holiday shopping season, Google released a well-named December 2020 core algorithm update on December 3, 2020.
Late today, we are releasing a wide range of core algorithm updates to do several times a year. This is called the December 2020 core update. Guidance on such updates is as explained earlier. See this blog post for more information: https: //t.co/e5ZQUAlt0G
— Google SearchLiaison (@searchliaison) December 3, 2020
The insights needed to understand how these changes will affect the business in the coming days and weeks, as usual speculation about how to counter the full impact and adverse effects is rampant. We have summarized the steps for analysis and action.
Winners and losers of the December 2020 Google Algorithm Update
The December core algorithm update is Google’s third major update in 2020, following previous rollouts in January and May. According to Mozs MozCast’s temperature score, this was the third biggest hit in the last few years named SERP (Search Engine Results Page) Updates.
Path Interactive’s Lily Ray assessed the impact of the industry as a whole and identified the top five categories with the highest percentage of SEO visibility as a result of the December update.
Art & Entertainment Transfer & Moving Financial Science & Education Accounting & Taxes
Conversely, the industries with the highest reductions in organic visibility were natural and alternative medicine, addiction, senior care, dating, and sports.
Understanding SERP: Content quality and search intent are important
All of this SERP analysis leads to quite surprising conclusions. SERPs have dropped significantly since the December core algorithm update on a very reputable site run by people who are credible, credible and have a lot of experience.
This is especially interesting given Google’s focus on expertise, reliability, and reliability (EAT).
Rank Ranger has released a qualitative analysis of actual pages affected by Google’s latest algorithm update. This report confirms much of what we already know that content quality is important, but it also provides context for what has changed with this latest algorithm update. In short, Google is beginning to focus on how the content displayed on SERPs matches the intent of the search.
For example, the CDC.gov website at CDC was one of the major losses of SERP. According to SEMrush data, the skin cancer screening page was previously ranked number one for skin cancer detection. This is a term that generates an estimated 320 months of search and 425 months of organic sessions at the top URL.
However, after the December update, the American Osteopathic Association’s skin cancer detection page surpassed the CDC page rankings and ranked number one. This page was ranked with a total of 27 keywords in November, but has been updated to a total of 117 keywords.
why? The CDC seems to meet all EAT standards. However, as the Rank Rangers report explains, the main problem with CDC pages is that their content didn’t really match the search intent of the query. Instead of providing information about what skin cancer looks like or how to identify it, the CDC page describes a variety of tests and methodologies, like the new top-ranked page. Its content is expert, authoritative, and credible, but it doesn’t really contain the information people are looking for.
Our content marketing and SEO experts have seen totally similar themes. As SERP visibility changed on many sites and pages, it became increasingly clear that the loss or decrease in keyword rankings was associated with keywords that weren’t really relevant to your search objectives.
This raises the question: should the content be ranked number one in the query in the first place?
When consulting with small businesses and new websites in the past, there was a bleak outlook for companies that have the ability to compete with the larger brands that dominated Google’s first page on very competitive terms.
But recently I’ve seen Google working to fix these issues. Just because you’re a big brand or a big site doesn’t mean you deserve a one-page ranking. After Google’s SERP diversity was updated in June 2019, similar adjustments were made after taking steps to prevent a single web domain from monopolizing page 1 search results.
This is hard to swallow, especially for brands that were resting on page 1 laurels, or brands that regained content and SEO efforts after reaching the top of SERPs, especially if SERP visibility declined after the update. It may be.
Adopting core algorithm updates: content still occupies the highest position
It’s no wonder that mature brands and traditional physical stores, whose websites were built many years ago and haven’t been updated, struggle to face digital native D2C brands and mobile-first sites directly. This gap could be widened by Google’s very clear and public announcement about the importance of the page experience as part of the impending Core Web Vitals rollout in May.
Google’s advice is to maintain high quality content, as well as updates to core algorithms. This advice says a lot (without actually telling you a lot), but these recent updates help to get a clearer picture of what search engines mean by quality. “
If your site is adversely affected by the December 2020 core algorithm update, it’s time to defend. That advice goes against the generally proactive content marketing and SEO strategies recommended for Wpromote clients, but it’s needed to fix the broken ones and reestablish permissions before you start thinking ahead. It’s a step.
Content inventory analysis helps assess the status of existing evergreen content and prioritize content optimization for which some help is available. A simple version of this analysis can be achieved by cross-referencing the organic traffic of the page with that keyword.
Use this information to distinguish between content that ranks related keywords within a short distance from page 1 but does not generate an organic session, and applies micro-level qualitative analysis for gradual improvement. You can do it.
Steps to Incorporate Search Intentions into Your Content Strategy Review the types of content that are ranked on one page for a particular query to identify what is included and what is not. For example, if you find that the results on page 1 are all “how-to” articles and are positioned as 101 educational works, consider rearranging the content accordingly. Take a first look at how top-ranked content will appear on your site. Does the top page contain missing subtopics in the post, or does it contain more supplemental images (including keyword-rich alternative text) than on the page? If so, incorporate more of these into your content. Let’s take a look at the more technical aspects of top-ranked sites. What is the URL structure associated with the top posts? How does the page speed of top content compare to your page speed? What are internal and external linking strategies?
You can take a similar approach for search purposes, similar to how you incorporate Google’s EAT standard into your content. Examine the analysis to identify the topics that generate the most organic keywords and traffic. Find out which content keeps your site visitors the longest and what contributes the most conversions.
Once you have that information, you can start applying these insights to future content and evolve your strategy accordingly.
Find out how your brand needs to pivot in 2021. Check out our free New Year marketing guide using insights from Google and effectively deploy your brand to win in the face of changing behaviors and expectations.
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