Ad Tech & Ad Ops Programmatic

Google’s Broad Core Algorithm Updates

January 7, 2021 4 min read
Google's Core Algorithm Updates

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Google’s Broad Core Algorithm Updates

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Everything You Need to Know!

Living in the age of information, and with the rising worldwide accessibility of the internet, the content and knowledge available online are also increasing day by day. It has become effortless to search and get any information you like online but simultaneously, it has made it challenging for search engines to provide the most relevant and updated information to the users searching it to offer a  wonderful experience.

Google (the most widely used search engine) also in its effort of ranking the best content on the top of the search result for its users, uses an algorithm. It is called the core algorithm, which considers various factors while deciding the rank. It is not possible to make a perfect algorithm as it is a continuously evolving process so this needs continuous updating. Any updates to this algorithm are referred to as “core updates” and it helps google present the most pertinent and recent content to users. Each update includes feedback from content raters.

The frequency of these updates varies from daily to several months. Usually, small changes are not noticeable, but google usually declares Broad core updates much before for webmasters’ convenience.

Google's Core Algorithm Updates
Source: e2msolutions.com

Understanding Implications

The core updates have implications for webmasters as their sites are affected directly by it. Some site owners may experience drops in their sites, while others may experience a performance improvement. Updates may create panic among Site owners and they may start thinking that there is an issue with their site, but it may depend on how google’s automated search algorithm is interpreting the content of the site. Hence, this is the main reason that the broad updates are declared much before so that the webmasters can understand and fix the right things, bugs, or issues.

The implications can be understood by taking an example. Let’s suppose a site is trending on the top of a search result of the query “top five tech trends of the year” for 2019. For the year 2020, the same product may not be relevant anymore as it might have gone some updations. Google’s automated algorithm understands this and shows the most recent, relevant content only at the top, and the previous site may no longer be trending and with that, experience a drop. 

Recovery- Revisiting Content

Google’s main objective is to provide a fantastic user experience by delivering the most pertinent information at the top of the search results according to the search’s intent and the context of the query. So it has designed its algorithm to make it possible.

So one way to steadily perform well in search results is to understand how google wants its algorithm to work, how it rates the content, what are the different parameters for it, “search quality raters guidelines,” and also the relevance and quality of the content of the site according to the to it.

Google's Core Algorithm Updates
Source: adpushup.com

Guideline To Assess Content – EAT Principle

It is essential to continuously assess and update the online content to keep it relevant and according to the EAT principle. Ask yourself specific questions about your content, and by answering them, you may get some idea about your area of improvement. These questions are based on the E-A-T  framework

“E-A-T stands for Expertise, Authoritativeness, Trustworthiness”. It is a concept used by raters to assess the content of a site. Understanding it clearly and replicating it on your content can help you improve your relevance and, consequently help in getting a good online page ranking.

Checking the relevance of your content by its originality, the level of expertise it projects, etc. How information has been displayed also matters, how comprehensively the topic has been explained, how insightful your analysis is, and How trustworthy your content is, your content headline relevant, The quality of the gist of your sources verifiable or not, or just a mere restatement of fact, etc. becomes detrimental factors for good content.

These factors help in understanding whether the offered content is good to “EAT Content” according to the user’s intent or not. You can always improve it and get rewarded by the google algorithm.

It would be best to keep into your notice the correctness of facts, figures, and spellings so that it appears to be written by an expert. Also, comparing the value of your content adds to the users with that of competitors.

Google's Core Algorithm Updates
Search Engine stat source: adpushup.com

Recovery Time

The content impacted by a core update may or may not recover until the next update. Mere updating the content is not the guarantee for a better rank. Google’s algorithm likes to present the most deserving content first.

In conclusion, to keep trending in the online search result, the key is to make content relevant and updated and also try to create holistic and binding content around topics in a Pillar-Cluster format. This way, Google will sense more topical relevancy on your content, and you may have a higher chance of ranking on the top.

Nitish is a Marketing enthusiast. He is an ardent reader and loves to explore new places.