Results And Communication During And After A Core Update — Craig Harkins // CoStar
- Part 1Organization and management during a core update — Craig Harkins // CoStar
- Part 2 Results And Communication During And After A Core Update — Craig Harkins // CoStar
Show Notes
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02:56Communicating core update results to partners and managersEarly communication is key, leveraging official Google documentation for reference. Reporting progress through dashboards, keyword groups, and expected trends helps partners understand the impact and prepare for subsequent updates.
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08:51Communicating the impact of core updates when nothing happensWhen faced with scenarios of no change, improvement, or decline after a core update, crafting a meaningful narrative is essential. Explaining that efforts maintained pace with industry trends, or detailing industry-specific impact, can provide context even if no significant change occurs.
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12:28What to do when Google rewards you after a core updateWhen positive results come out of a core update for your website, acknowledge your engineering partners' efforts. Communicate the success across the organization, share credit, and leverage the win to get future buy-in for prioritization of SEO work.
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14:22Leveraging core update wins to strengthen cross departmental partnershipsSharing these wins can ease interdepartmental politics by acknowledging and sharing credit with teams that contributed to positive outcomes. This approach makes future requests more likely to be approved and gives the teams something they can brag about as well.
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15:00How to manage and communicate the negative impact of a core updateWhen your site is negatively affected by a core update, notify leadership immediately. Provide an evaluation of the initial findings, and assess whether the impact aligns with previously identified risks.
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21:01Unlocking potential opportunities from core updatesCore updates provide a chance to implement previously postponed ideas. Those strategies your teams contemplated but couldn't execute due to timing constraints can now be reconsidered as a compelling opportunity.
Quotes
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"In measuring the results of a core update, what are the things coming out of it that you can control? And what are the things that are the new playing field everyone has to deal with?" - Craig Harkins
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"If you've been performing a lot of activities, and a core update comes, and nothing happens, you actually need a story around that. Because, if nothing happened, then why are we investing all this time and effort in it?" - Craig Harkins
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"Celebrate successes after a core update, involving engineering partners, sharing credit, and leveraging the momentum for future prioritization opportunities." - Craig Harkins
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"Leverage core update successes to bridge cross-departmental divides by sharing credit and building partnerships that foster cooperation." - Craig Harkins
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"Timely communication is key when facing a negative impact from a core update. Don't delay; inform leadership promptly to maintain trust and tackle issues head-on." - Craig Harkins
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"Core updates offer the perfect timing to revisit ideas previously on hold and make a compelling case for bold moves." - Craig Harkins
- Part 1Organization and management during a core update — Craig Harkins // CoStar
- Part 2 Results And Communication During And After A Core Update — Craig Harkins // CoStar
Up Next:
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Part 1Organization and management during a core update — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about management in a core update. During a core update, effective organization and management are essential to ensure a smooth transition and positive outcomes for your website. As search behavior and intent are always changing, staying on top of these elements is crucial to avoid negative outcomes after a core update. Today, Craig discusses organization and management during a core update.
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Part 2Results And Communication During And After A Core Update — Craig Harkins // CoStar
Craig Harkins, Director of SEO and Content at CoStar, talks about management in a core update. Google's core updates can yield three outcomes: stability, enhancements, or declines in website performance. Even when there's no change, a compelling narrative is essential to justify ongoing investments of time and effort in SEO. Today, Craig discusses results and communication during and after a core update.
