The impact of Google’s Broad core update — Jordan Koene // Searchmetrics

About the speaker

Jordan Koene

Searchmetrics

- Searchmetrics

Show Notes

  • 00:53
    The broad core update
    Unlike core web vitals the impact of the core update is evident. The 2 biggest changes have to do with how thin content is treated and how assets are positioned in the search results.
  • 02:50
    Sites affected due to thin content
    A lot of eCommerce sites were negatively affected by the core update due to thin content. Plus, you will notice a lot less issues with internationalization.
  • 04:06
    The role that MUM plays
    MUM is cleaning up content as it relates to language relevance. So content in a specific language will be directed towards regions where that language is spoken.
  • 06:05
    The impact on user experience
    Youll notice that there are more site links being featured in SERP. Not only that, theres been a dramatic decrease in the number of video content you get in search results.
  • 07:22
    What Google is gaining from this
    With the MUM update, Google is now better able to understand syntax and language. Google is now becoming aware of more and more brands as well as how each page on the website can show up in SERP.
  • 09:05
    Making the most of MUM
    Have a clear structure on your website to ensure that the transactional elements are clear to Google.
  • 10:23
    Why there are now less videos in SERP
    MUM is now in the picture to better prioritize quality content in search results. So Google no longer needs to use videos to outrank thin content as was done in the past.
  • 11:44
    Core update winners and losers
    While SEOs try to figure out the way forward, Google is possibly the biggest core update loser. Both Google and their other properties like YouTube have dropped in SERP visibility.

Quotes

  • "We can absolutely tell what's going on with the broad core update. The swings and the shifts in positioning and rankings are far more volatile than you would expect." - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • "2 changes in this broad update are how Google treats spammy, thin, or useless content and how Google positions assets in the search results..." - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • "There's a content quality update. And Googles also playing around with the user experience, figuring out what to put on their pages, the Google search landing experience." - Benjamin Shapiro,. Host of VOS podcast

  • “So they really swept through Google's prioritization of a non-US site showing up in US Google or vice versa, a US site showing up in the UK or other countries.” - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • “Were seeing MUM in action during this core update...this is MUM cleaning up the syntax of a search query in relation to a non-English or multilingual piece of content.” - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • “2 SERP feature scenarios have radically shifted. Google's more deliberate about featuring more site links. And theres a massive decrease in video.” - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • “Sitelinks have now become a new featured element that is empowering searchers to get to where they want.” - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • “Google has kind of deprioritized the use of the video, a featured element, as well as the video carousel and other experiences in mobile with real blue links...” - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

  • “The biggest loser of this update is Google. Theyve taken not only YouTube down in terms of priority... They've also taken down themselves as a site.” - Jordan Koene, SEO Strategist & Advisor, Searchmetrics

About the speaker

Jordan Koene

Searchmetrics

- Searchmetrics

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