According to a new Zyppy SEO correlation study, websites that used first-person pronouns, first-hand experience, and a cookie consent banner were more likely to see positive visibility gains during Google updates.
Meanwhile, fixed footer ads and fixed video ads were two features that were likely to negatively impact websites.
Why we care Credibility and expertise are becoming increasingly important elements of SEO in my opinion. As Cyrus Shepherd’s analysis brilliantly put it, “everything in SEO connects to everything else.” This doesn’t mean you’ll always win for every keyword you want, but it will greatly increase the odds in your favor.
Google Update Winners. Five website features had a “strong” correlation among winners during Google’s algorithm updates:
Use of first-person pronouns (eg “I”, “me”, “we”). This was based on analysis of the first 1,000 words of the text. Proven first-hand experience. This was done through text description or unique images or video content. Display of a cookie consent banner. Contact information appeared in the footer. The contact information appeared somewhere on the page, but not in the footer.
losers of google updates. Twelve website features had a “very strong” or “strong” correlation among Google update winners during the same time period:
Have fixed footer ads that scrolled with the user. Have video ads pinned (autoplay). Use of stock images. This one seems to fall into the “correlation is not causation” category. The total number of image and video ads that appear (one loser had 38 ads). Use of push notifications. Presence of a “large navigation menu at the top of the website, usually expandable, containing a large number of links”. A logo was missing or hidden. A search function appeared in the footer. No contact information was listed on the page. Use of a mega menu anywhere on the page. Presence of affiliate links. It had a link to a privacy page.
What do all these have in common? The call comes back to experience and, ultimately, to credibility. They all relate to the content creators who demonstrate their own expertise or the website that provides a great user experience.
Google wants to reward sites that excel in both areas. And yes, we all know Google isn’t perfect and probably never will be. Search is still a “problem not solved,” as Marissa Mayer once said.
About the data. This is a small sample size (50 websites), based on Ahrefs estimates, during a particularly volatile period for Google (August to December 2023). Also, correlation is not causation.
Characteristics, not factors. Also, to be clear, this report does not name any of these websites with direct “ranking factors” or “ranking signals.” While the results are interesting, they are not definitive proof that these individual website features can be credited or blamed for any gain or loss in Google Search visibility.
the report You can read it here: Winning and Losing Big Google Updates: Case Study of 50 Sites
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