Should Website Owners Be Worried?
While Google has not officially (or clearly) come forward with what webmasters should expect to see from the June 2019 Core update, they have indicated that it may reward pages that were previously underperforming if the site inspires trust and engagement with the end-user. Google has been reluctant to name any specific updates because as a “Core” update, many factors have been adjusted in order to provide search engine users with the most relevant and useful results. This demonstrates Google’s commitment to an ever-evolving “user first” algorithm that rewards sites whose content is trustworthy, authentic, engaging, and easy to navigate.
What is the Diversity Update?
The Diversity Update seeks to give users search results from more varied domains. This potentially impacts sites who were dominating the top several spots with a single domain or subdomains - mostly companies with active online reputation management programs. Sites relying on multiple results to push down competitors will need to switch up their efforts to rely on social sites and other domain names.
How can brands avoid potential backlash from these updates?
Google makes its algorithm updates with the end-user in mind, continuing to reward sites that provide users with valuable and engaging content. Brands should keep this in mind when they add any content or features to their sites.
With these regular updates, Google continues to drive more organic search traffic to higher quality sites that focus on the user experience and deliver the answers that users are looking for. Google measures quality and engagement in many ways, but some of the leading indicators we have are time on site and bounce rate. For example, according to Searchmetrics, after the March 2019 update, sites that had an average time on site of 2:29 minutes gained increased visibility, while sites that had an average time on site of 1:58 minutes lost the most traffic.
Since Google hasn’t been transparent about what, exactly, has changed in their algorithm, webmasters need to be diligent about monitoring their organic website traffic in order to identify any gains or losses and optimize according to the data.
Google’s spokesperson reiterated the importance of creating “user first” content, recommending that webmasters try to see their site from the user’s perspective. Asking yourself questions like “Would I trust the information on this site?” and “Is this content of genuine interest to the readers of this site?” is a good start to ensuring your content is top-notch for your readers.
Often site owners are too intimately involved with their content, so it’s critical to have another set of eyes look at your site -- and your competitors’ sites -- to assess what changes might inspire more trust and engagement.
If your brand is seeing reduced traffic from organic sources, it’s a good time for an SEO and content audit to really assess what’s working with the new algorithm updates. Contact Prove today to get started.