Google Core Algo Update’s Update — Jordan Koene // Searchmetrics

Jordan Koene, SEO Strategist at Searchmetrics, explores the latest core update. Google Core Algorithm Update was completed on November 30th, 2021. Though the SEO community was wary, most industries remained unaffected or found that their ranking position increased. Today, Jordan discusses changes since the Google Core Algorithm Update.
About the speaker

Jordan Koene

Searchmetrics

- Searchmetrics

Jordan is SEO Strategist at Searchmetrics

Show Notes

  • 02:25
    Updates on Googles latest Core Algorithm Update
    eCommerce and travel players didnt see much change as Google mainly focused on spam reduction and SERP changes.
  • 04:11
    SERP changes and the update
    Most of the changes to the SERP have been structural. While ranking positions remain mostly unchanged, theres been an increase in traffic for brands already ranking.
  • 06:47
    Reasons behind Google SERP updates
    Google adjustments have been focused on brand representation in the SERP throughout 2021. These changes include more knowledge graphs and sitelinks in terms of branded queries.
  • 08:28
    Players impacted by the algorithm roll out
    News and media players saw a decrease in rankings while informational sites increased their positions.
  • 09:27
    The SERP shift of informational websites
    Sites like Wikipedia and Urban Dictionary are now being considered informational. Since the update, Forbes, AP News, and other news outlets have faced the most visibility issues.
  • 09:37
    Why the update affected Forbes and similar websites
    Forbes and similar websites lost traction due to content quality and their lack of structured content.
  • 11:36
    Biggest takeaway from the update
    Positive gains will come from investing the time to ensure brand representation. Make sure this is addressed on the SERP in terms of sitelinks, knowledge graphs, and other SERP features.

Quotes

  • "We didn't see anything particularly devastating for eCommerce and travel players. We saw broader changes to the SERP and brand specific types of changes in news and media." -Jordan Koene, SEO Strategist, Searchmetrics

  • "The later half of the update was structural. We saw knowledge graphs become more prevalent for certain branded queries. We saw more sitelinks pop up for branded search terms." -Jordan Koene, SEO Strategist, Searchmetrics

  • "Rank position didn't necessarily change. What you saw is a shift in terms of the way real estate was being used on the SERP." -Jordan Koene, SEO Strategist, Searchmetrics

  • "There were probably 3-4 changes around everything from how they dealt with sitelinks to the expansion of knowledge graphs, to the introduction of co-branded properties, like Twitter." -Jordan Koene, SEO Strategist, Searchmetrics

  • "News and media saw some slippage in terms of their ability to maintain visibility and rankings." -Jordan Koene, SEO Strategist, Searchmetrics

  • "We saw a massive change to directory, informative type websites like Wikipedia, IMDB, and a couple of the big dictionary- type websites." -Jordan Koene, SEO Strategist, Searchmetrics

  • "On the news and media side, the players that probably saw the biggest hurt are websites like Forbes and AP news." -Jordan Koene, SEO Strategist, Searchmetrics

  • "Urban Dictionarys gain is predominantly a derivative of the change in the SERP. I wouldn't be surprised if much of their gain didn't result in traffic, but a visual representation on the SERP." -Jordan Koene, SEO Strategist, Searchmetrics

  • "Spend a lot of time digging into how your sitelinks show up, the navigational elements driving those site links, and how you can better sculpt those to drive a higher click through rate." -Jordan Koene, SEO Strategist, Searchmetrics

About the speaker

Jordan Koene

Searchmetrics

- Searchmetrics

Jordan is SEO Strategist at Searchmetrics

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