Google has been updating its core algorithms regularly over the past few years. Unlike the Panda and Penguin updates from a decade ago, the core update doesn’t have a clear recovery strategy, or at least Google won’t reveal it.
No site is safe from Google updates. Ranking fluctuations are normal. Current Google search guidelines are vague and subjective, making it difficult to define “useful content” and “better usability” and not translate them into actionable strategies.
However, some sites are more affected than others. I’ve seen sites go from getting thousands of clicks to 10 clicks per day.
I’ve analyzed hundreds of sites and their history with Google Updates. Here are the things that make your site most vulnerable:
Dependency on several pages
If your site relies on ranking two or three pages for high search volume keywords, you may lose traffic.
It’s important to diversify your ranking profile using long-tail keywords. Long-tail queries will send fewer clicks, but losing rankings for a few queries won’t have a significant impact on your overall search visibility.
To achieve this:
- Don’t limit your strategy to keywords with high search volume. In my test, Popular SEO Platforms Only about a third of the ranking keywords are detected.
- Create content based on what your followers, readers, and customers are discussing, not keywords. Focusing on keywords in your editorial decisions weakens your ranking profile.
- Create long, descriptive titles, especially on product pages. This helps rank long-tail queries.
Old or weak backlink profile
According to Google’s leaked algorithm document, “Freshness” of links is a big factor. SEO practitioners have known for years that a site can’t maintain its ranking without acquiring new backlinks.
Sites affected by last year’s Useful Content update had weaker backlink profiles than sites that maintained or increased their rankings, even with similar themes and content quality.
Certainly content, site speed, Clicks and user experience is an important ranking factor. However, a strong backlink profile seems to be most important.
Little or no brand signal
I explained Last year, we explained how to check if Google recognizes your site as a brand. When analyzing sites that have experienced significant traffic loss, I always check the branding. In most cases, the affected site does not appear to be an entity.
Becoming a recognized brand is not easy. It takes a lot of time, but it’s essential for consistent search visibility. Here are some strategies for small businesses.
- Collaborate with other brands and nonprofits, especially if Google recognizes them as a brand. Engaging with an entity is the most powerful way to become an entity.
- Getting nominated for an industry award, speaking at a conference, or anything that involves other organizations can be helpful.
- Invest in viral marketing and social media advertising. both will increase Brand searchwhich is a big signal for Google.
