Maybe lately you have noticed changes in the rankings of your website on Google and still do not know why. I do not know if you remember, that he does very little (on September 27, 2018 ) Google turned 20 years old . Well, to celebrate he gave us a “little update” that affected the organic positioning of some websites. Let’s see what conclusions we can draw and how to act before this “update”.
What we know…
It is very common for Google to launch updates of its search ranking algorithms, with the aim that users find the most relevant results and continue to be fans of this search engine, giving it all their confidence. As usual as the fact that they do not give us many clues about what changes when these algorithms begin to apply and affect the search results.
Although it is true that most of these updates usually go unnoticed , since they affect a smaller percentage of sites and on a very small scale. But this time it has not been this way, the websites that have noticed it, have noticed it but well.
The official version
Danny Sullivan , the person in charge of explaining the changes that Google implements in his search engine, confirmed it in his day through Twitter:
“We have not had a major update, but we had a smaller one this week”
If we go to the Twitter account he uses as a communication channel, SearchLiason , they tell us almost always. That we do not have to do anything with this update, which is a minor update , that we go crazy and that what we have to do is create quality content for our users .
What the community says …
In the Google webmaster help forum , there are not many cases of webmasters reporting traffic drops. But we have seen some comments on Twitter from webmasters (compiled by Barry Schwartz in the article where he warned of this update).
For some, this update has been positive, and has served to recover from the famous update of August 1 , the so-called Medical Update .
This update begins to give even more relevance to what is known as EAT: Expertise, Authoritativeness and Trustworthiness . That is, Experience, Authority and Trust.
Incised: Yes, I know I’m “frying” you with content in English, but in the world of digital marketing you have to feed yourself from English sources
It is known as “medical update” because it affected especially sites in the health sector, where it is especially important that the information is accurate . What Google calls ” Your Money or Your Life ” pages. Here I leave a curious case loss of traffic allegedly for this update.
But these latest updates, not only affect sites in the health sector, but also many other websites in various sectors . Especially in online stores , where the user deposits his confidence to the extent that he makes economic transactions.
What to do, how to recover?
The first thing I do whenever these types of updates happen, that cause us all a little tension (you’re never 100% sure that one of these updates will affect you sooner or later), is to review the pillars of SEO :
- OnSite optimization
- Generation of quality content
If your project works well these fronts (and you are not doing Black Hat practices) you should be calm. But if your site has already been affected, I recommend you follow the following steps:
1. Analyze lost keywords using SEO tools
The best thing to do is to check with a SEMrush SEO diagnostic tool , which keywords have come out of the first 20 positions and therefore have lost you traffic.
In SEMrush you can see a table with the keywords that have left the Top 100 and the URLs corresponding to each of these keywords. Which will give you many clues to start pulling the thread.
2. Use the New Search Console. What pages have stopped indexing?
If you’re losing keywords in rankings, you’re probably losing impressions in searches. And if you lose impressions, it is very possible that there are pages that are not indexing for whatever reason .
How to know what is the reason that they are not indexed? Use the New Search Console , maybe this tutorial that I wrote in the blog of my friend Dean Romero, helps you.
In the coverage reports of the index , you will find a graph where you can compare the evolution of impressions with the evolution of pages excluded from the Google index .
In addition, you will see a table with the types of problems Google has encountered and examples of each of those problems encountered. You can even inspect each example URL , to have a perfect diagnosis of the problem of these pages.
What types of problems will you typically encounter?
- Pages with duplicate or very similar content . Beware of SEO” cannibalization> problems. It is very important to avoid duplicate content, as well as to study the search intent .
- Pages that should be indexing but not doing so because they have a noindex or canonical meta tag that you did not count on.
- Mobile usability problems , SEO” mobile> . Remember that the Google First Indexing is already fully deployed in Spain.
3. Do not forget the links
It is essential to get”>external quality”>links that are natural (or at least seem so) and Google does not consider them spam or against their quality policies. Always keep in mind this answer about the schemes of artificial links .
We do not know how Google measures “Authority, Experience and Trust” but it is clear that having links in various sites in the sector helps , because it is the basis of its algorithm. So give him cane!
4. Last and not least. Take a deep breath
The first thing is to avoid panic . It’s not about you starting to change things just because. Analyze the possible problems as we have seen and make the minimum possible changes to limit the error as much as possible.
And do not forget to study your competition. It is possible that in the latest update Google has rewarded your competition due to a higher quality of content (or as it seems to Google, by some indicator of user interaction that begins to bear more weight). What leads to a loss of positions in the rankings and the direct consequence is a decrease in the organic traffic of your website .
So simply try to improve and give the changes a margin of time. In the end the most important thing is that you try to be better than your competition .