Google, it changes. The new core update arrives, with a process that will unfold over the first half of July. For operators in the sector, from the largest to the smallest sites, this is a new ‘metamorphosis’ that will require adjustments and set ever higher standards. At the center is always the user, the heart of the research-based system.
What changes in Seo optics with the new step and with the new algorithmic update? “Google’s stated goal is to constantly improve the results shown to its users, intercepting their search intent as best as possible. It is therefore physiological that it periodically intervenes with updates to achieve its purpose. The updates have actually been more than one and it had never happened that they were so frequent in such a short time, “he explains Gianluca Capiraso, Keyformat Seo Manager. “There was a first Core Update in June, followed by a second in July. In the interlude also the so-called spam update and the launch of the page experience update which, of all, should be the most important. Some sectors they seem to be more interested in this latest update, such as streaming sites, music and video games. But, since these are still very recent updates, it is still early to establish precisely who has lost traffic and who, instead, has earned it . Regarding the “page experience update”, eagerly awaited by the experts, it was Google itself to say that to see the results of this update it will take at least a couple of months “, he observes.
The most relevant news “can be summarized as follows: quality, credibility and performance. Those sites that publish original, interesting and qualified content on a certain topic will hardly be punished. Especially if they are able to offer a positive browsing experience to the user. Indeed, this kind of sites are destined to see their traffic grow, precisely to the detriment of those little credible realities that Google instead intends to punish. Let’s talk about those little credible portals, with a limited authority, perhaps vertical on a given topic, which publish content of little or doubtful value. Over the years, perhaps, they have rode the wave of SEO, producing highly optimized content for search engines, capable of conveying thousands or millions of users to that particular site “.
Now, we need to partially change the strategy. “To the editorial subjects who are asking Keyformat for advice, we say that we have to deal with the ‘opinion’ of Google’s quality raters who could penalize this type of site precisely because of their lack of authority / reliability. year ago at the time of the ‘medical update’. Quality, authority, therefore, but also performances. At least in intentions, Google wants to ensure that the user’s browsing experience is the best possible. largely mainly from mobile devices, it is essential that by mid-2021 the sites are fast, performing, easily usable, regardless of the type of smartphone used “, highlights Capiraso. “For this reason, for about a year we have been talking with insistence about” core web vitals “, the new parameters announced in May 2020 which are in effect positioning factors. In other words, the user experience in the pages and the The interaction it has with the various elements on the page become fundamental aspects for the Google algorithm to evaluate whether a site deserves visibility or not “, he explains again.
Attention to SEO remains an essential element. “The shocks recorded in the Serp in recent weeks have affected many sites and, obviously, also those of information. For the most authoritative newspapers it is likely that the variations have been minimal, relying on factors such as authority, recognition and historicity of the brand / domain. For other realities, however, which may not be among the most important publishing groups, the changes in terms of positioning (and, therefore, visibility) may have been more substantial. Obviously there is no rule that applies to everyone or for the entire sector. The situations should be evaluated from case to case: according to the first data, it would seem that Google has rewarded sites like Rainews and punished others like National Geographic, “says Capiraso.
Users and views are the goal of all sites, large and small. “For years, Google has invited publishers and publishers to focus on the quality of the content. Anyone who works in the sector at certain levels has known for a decade now that some practices must be absolutely avoided, such as copying content, reporting very brief news (maybe of others) , literally translate from other languages or publish misleading texts (fake news, clickbait, etc.). Rules that are still very valid today, however, may no longer be sufficient to ensure the right visibility among the search engine results “, highlights Capiraso.
“With a world in constant evolution, from the point of view of technology, the use of content, the devices used, etc., Google is also changing and adapting to new trends. The quality of the content will continue to be fundamental, but it must be accompanied from good performances of the site / pages on which it is published “, he says, underlining the importance of technical efficiency. “We could also produce the best content in the world for that particular topic but, if in terms of speed and usability the site on which it is published is deemed insufficient, the visibility and the number of readers could be very limited compared to the real potential”.