Google keeps improving from time to time. The tech giant is regularly updating their system and algorithm. The algorithm update is aimed to improve the performance of the search engine and to address concerns such as search ranking, mobile optimisation, penalisation of various websites, and content optimisation. In 2018, Google updated its several algorithms that have also affected SEO. Thusly, if you are relying on SEO to optimise your website, you should be aware and acknowledge yourself of continuous update of Google algorithm.
Jeff Coyle, co-founder and chief product officer of MarketMuse, conducted research on the changing Google algorithm and its impact on websites content. In his study, Coyle shared these 4 insights.
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Insight #1 Sites that changed domains
Usually, sites that split their current sites into multiple sites are heavily hit by the latest algorithm update. Typically, you have good contents that generate a lot of viewers, but it started to drop due to a situation that breaks the old site into multiple sites.
Insight #2 Long form lists
“There is something connected to long-form lists existing in a result set with other long-form lists, but, we haven’t drawn conclusions,” said Coyle. Long form list is a typical page with a topic like ‘100 More Reasons to Leave Jakarta’. For some sites, their content might be categorised as good by Google even when they have a poor user experience. It happens probably due to links and authority signals that were saving them from dropping.
Insight #3 Lower quality content
Lower quality content with good ratings which has not been updated can lower your web performance. Sites or networks that live with lower expected publishing patterns was impacted dramatically, commented Coyle.
Insight #4 Sites with an active publishing schedule
Popular sites tend to have an active schedule. Because of this schedule, the sites are performing better than others and are sending signals to users. Thus, publishing quality content on a regular basis is a good strategy to help your site stay relevant to users and Google.
How to recover
As mentioned earlier, recovering from the newest update of the Google algorithm is by updating your knowledge regarding Google algorithm and by improving your content and/or SEO strategy. You should also change your content strategy by making your SEO Google-proof. Identifying low- and high-quality content on your website is needed to ensure that your rankings would recover and grow. Moreover, older posts should also be updated as they can serve to recapture traffic and to become an evergreen source of content, which means to pull users back to you.
Coyle, in this regard, also advised content marketer strategists to make interesting and useful content by creating content that will likely influence your websites. Content that is sound and worthy of consideration is key to any content strategy.
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