The Gist
SEO disruption. Google’s October 2023 Core Update saw considerable volatility and shook the SEO community.Spam review. Google’s spam update extends to multiple languages, targeting various deceptive techniques.Quality approach. Emphasis on useful content, with Google pushing back against AI-generated and unhelpful content.
Editor’s note: This article was updated on November 6, 2023 to include new data and information.
In just one month, Google introduced significant changes that could spell volatility for countless websites. From a core update that resonated with the SEO community to a dedicated spam crackdown that expanded its reach into new languages, the search giant continues its relentless pursuit of highly relevant search results.
As website owners and digital marketers strive to adapt, understanding these updates becomes crucial to maintaining visibility on search engine results pages (SERPs). Dive in as we analyze the latest algorithmic changes that could change the game for online content.
November 2023 Google Core Update
The November 2023 core update is a major algorithm change, marking the second such update in a two-month period and the fourth core algorithm update of the year. This update began rolling out on November 2 and it is expected to be fully implemented after a period of two weeks.
This core update targets improvements to a different core ranking system than the one set in the October 2023 core updates. While it’s usually rare for two major updates to occur in such a short period of time, Google generally suggests that site owners who focus on creating useful, reliable, and user-centered content probably won’t need to make significant changes in response.
Along with this update, Google also released a Revised Q&A on Google Search updates, which provides more guidance on the difference between a ranking system and an update, why Google releases updates, what steps site owners should take in the midst of updates, and more. Those who still need help or want to follow volatility reports after an update can visit Google Search Central Help Community forum.
Google Core Update October 2023
The October 2023 Core Update has begun, the third core update of the year release on October 5 and ended on October 19.
Barry Schwartz of Search Engine Roundtable commented on the significant volatility caused by this core update. “I can’t say enough how much of an impact this update had on the SEO community and probably wider,” He wrote.
Core updates are broad changes to Google’s algorithms and search systems that can significantly affect the ranking of web pages, but there is nothing within these updates that targets specific pages or sites.
The general purpose of core updates, according to Google, is to ensure that they fulfill their mission of presenting useful and reliable results for searchers. They compared it to creating a list of the 100 best movies in 2021. A few years later, you update the list and you might add movies that didn’t exist three years ago, or reevaluate some movies and realize- you who deserve a different place. .
Related article: What’s new in search? Main SEO strategies
Google Spam Update October 2023
On top of the October 2023 core update was Google’s new spam update, which started on October 4th and ended on October 20th. google tweet on the subject said that updating its spam detectors “will improve our coverage in many languages and types of spam.”
This update applies worldwide and improves coverage in Turkish, Vietnamese, Indonesian, Hindi, Chinese, and other languages. common type of spam that Google’s goals include:
See allCover up: Present different content to users and search engines, with the intention of manipulating SERPs and deceiving users.Doors: Sites or pages created to rank for specific and similar search queries. They drive users to intermediate pages that are not as useful as the final destination. Scraped content: Content taken from other more reputable sites that does not provide any additional value to users. Auto-generated spam content: Programmatically generated content without adding anything original or providing enough value. Hidden text and links: Content placed on a page designed to manipulate search engines that cannot be easily seen by human users. Keyword Stuffing: Stuffing a web page with keywords in an attempt to manipulate the SERPs.
Google said that businesses that noticed the impact of this update should review their spam policies to ensure they are in compliance.
Google Useful Content Update September 2023
Google’s September 2023 Useful Content Update, which was released on September 28, wasn’t a core update, but it still targeted content designed to rank well in search engines, specifically AI-generated content or low-quality, unhelpful content.
This update promotes useful content, but will soon demote non-useful content as well. It is global, it addresses all languages and, according to Barry SchwartzGoogle said that this update will be felt more for online educational materials, entertainment, shopping and technology-related content.
Danny Sullivan, Google’s public link for search, added a to tweet“In addition to making it easier to find authentic prospects, we’re also improving the way we rank results in Search overall, with more focus on content with expertise and unique experience.”
Any content on sites that are determined to have large amounts of unhelpful content is generally less likely to perform well in search. according to Google. “For this reason, removing unhelpful content could help rank other content.”
Their guidelines for creating useful, people-centered content include questions to self-assess your site, such as:
Does the content provide original information, reporting, research or analysis? Does the page title provide a descriptive and useful summary of the content? Would you expect to see this content referenced in a print magazine or book? Is the content mass-produced and outsourced to a large number of creators?
Related article: The paradox of AI and content marketing: empowering and threatening the future
Google Core Update August 2024
Google’s second major update just rolled out on September 7, with the overall goal of improving search results. The August 2024 Core Update targeted all content types in all regions in all languages. This update doesn’t penalize content, according to Google, but instead rewards great pages.
Some pages that saw decreased performance may see a full recovery once the rollout is complete. However, recovery is not guaranteed. And if you make improvements to your content, its performance may not recover until the next core update is released.
Google recommends that poorly performing sites or pages focus on creating high-quality content. Content creators who want better results in the SERPs would do well to follow the EAT roadmap:
Experience: Does the content demonstrate that it was produced with some degree of expertise? Expertise: Does the content creator have the necessary knowledge or skills for the topic? Authority: Is the website or content creator a known source of the topic? Confidence: Is there independent and reliable evidence that the website or content creator is considered trustworthy?
Navigating the evolving SEO landscape
Google updates its search algorithms constantly. And it’s important for marketers, content creators, and SEO professionals alike to keep up with these changes to ensure and maintain their SERP rankings.
Note that it can be difficult to determine how and why performance fluctuates. Those constant changes Google makes to its search algorithms? They don’t tell the public about all of them, including the smaller major updates. Still, despite these challenges, one thing remains clear: a commitment to producing high-quality, user-centered content is always the best compass for success in search engine optimization.
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