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Google Core Algorithm Update – September 2019

For the third time in 2019, Google has published a global update to its core algorithm.

What does that mean?

The core algorithm is the formula used to determine where pages rank on Google. Google actually tweak and experiment with this formula all the time. In fact, in 2017, Google ran 31,584 search based experiments. This resulted in 2453 changes to their algorithm. That’s around 7 per day! But these big updates are something else that can result in major ranking upheaval.

Google don’t tend to specifically say what their changes target but the trend so far this year involves improving the E-A-T and content of websites.

What is E-A-T?

E-A-T in SEO stands for Expertise, Authoritativeness and Trustworthiness. It’s closely related to what Google calls “Your Money or Your Life” (YMYL) pages. YMYL pages are those that have topics on medical advice, legal advice, financial advice, that sort of thing. Anything that could positively or negatively affect a user’s happiness, health, and wealth.

Boost for video?

SEOs are still digesting the impact of September’s update. But one interesting observation is that Google seems to have increased the relevance it assigns to video content for many informational keywords.

What do Google recommend you do?

Google’s recommendations for webmasters and SEOs whose websites have been affected by a Google Update are as follows:

“We suggest focusing on ensuring you’re offering the best content you can.”

Content & Quality: Does the website offer original, high-quality content that isn’t just copied from somewhere? Are the page title and description appealing and do they reflect the content? If you were a webmaster, would you share the content with friends?
Expertise: Is the content trustworthy? Does the page contain errors? Would you, as a webmaster arriving at the page via Google search, trust the website you find?
Presentation & Production: Does the content seem to be well researched and well produced – or does it seem to be mass-produced fodder? Are there too many ads? Does the page load appropriately on all devices?
Competitive comparison: Does the website offer added value when compared with its competitors? Does the content fulfil the user’s expectations?

SEO is ongoing maintenance, not a short-term sales tool

In addition to Google changing its magic formula, your business also changes. Your products change, the industry changes. Your customers change, your competitors change. SEO is an effort to stay as relevant and authoritative as possible, throughout these changes. Increased traffic is a by-product of improved rankings which is a by-product of the whole relevance and authority formula. SEO is the practice of ongoing maintenance that improves user experience, relevance and authority.

Remember, Google uses over 200 ranking factors in its calculations. Which ones should they focus on first?

Did you notice a disturbance?

Have you noticed a dip in traffic? Have your rankings slipped? Talk to us!

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