Google’s algorithm updates remain constant. While Google tweaks its algorithms daily to improve the search experience, there are occasional, more comprehensive updates that have significant impacts. One such update that caught the attention of SEO experts and website owners was the June 2019 Core Update, followed by the Google Site Diversity Update. These updates were announced before rollout, offering insights into the changes ahead. This post breaks down the effects of both updates and shares actionable insights on how businesses can stay ahead in SEO.
The June 2019 Core Update was unlike most other updates, as Google pre-announced it. Typically, webmasters and SEO professionals notice these updates by tracking drops or increases in rankings. However, Google’s proactive communication meant that businesses could prepare themselves for potential shifts in their website rankings.
Impact on News Websites: One of the more visible impacts of the June 2019 Core Update was on news sites. The British news outlet Daily Mail experienced a significant 50% drop in traffic. Cryptocurrency-focused site CCN even declared its shutdown after seeing a staggering 71% drop in mobile traffic and a nearly 90% decrease in daily revenue.
Increased Video Carousel Visibility: Another necessary change was the increase in video carousels appearing in desktop search results. Video content began to take up more space on SERPs, meaning that video results began to rank higher than traditional text-based content in some cases.
If your site experienced a drop in rankings after the June 2019 Core Update, it could indicate issues related to user experience or content relevance. Google’s RankBrain suggests optimizing your site to meet user intent and needs can improve rankings. Focus on producing high-quality, relevant content and ensure your website is user-friendly, as these factors likely contributed to fluctuations in rankings after the update.
Alongside the Core Update, Google introduced the Site Diversity Update. Google aimed to provide more diversity in search results, explicitly limiting the number of times a single website appears on the first page of search results. This was a part of Google’s ongoing effort to improve user experience by diversifying the information shown to users.
Google’s Site Diversity Update directly impacted how sites with multiple pages or subdomains are displayed on the search results page (SERP). Before the update, some websites would appear multiple times on the same SERP for similar queries. With this update, Google reduced the number of times the same domain appears, ensuring a wider range of sources for each query.
Limit of Two Listings per Domain: The update limits any given domain to appear a maximum of two times on the first page of search results. If a single site has multiple pages ranking for the same keyword, only two will be shown in the top results.
Subdomains Treated as Primary Domains: Google clarified that subdomains would be treated similarly to the main domain. For instance, if your site has a subdomain like blog.example.com, it may not appear in search results if the main domain, example.com, already represents it.
In some cases, for branded searches, Google may display more than two listings from the same domain. This is because branded queries typically lead to users searching specifically for a brand, and Google aims to show as much relevant information as possible.
While the changes brought on by the Site Diversity Update may seem minimal at first glance, they can significantly impact websites with a large number of indexed pages. Here’s what businesses should keep in mind:
Expand Your Content Reach: To avoid being limited to two SERP listings, ensure your content is spread across multiple platforms. This could include mentions on Wikipedia, social media platforms, or external blogs. By diversifying your online presence, you’ll avoid falling into the trap of Google’s Site Diversity algorithm.
Focus on High-Quality, Relevant Content: Each page on your site must deliver high value to users. If one page of your site provides little value or a poor user experience, Google may rank other pages from competing domains higher.
Leverage Various Formats: Along with traditional blog content, integrate videos, podcasts, and infographics to diversify how your content is presented across the web. This will increase your chances of ranking on multiple platforms and decrease the likelihood of being excluded from SERPs due to the Site Diversity Update.
Monitor Changes to Your Rankings: With the Site Diversity Update in effect, it’s important to keep a close eye on your website’s keyword rankings. You might notice fluctuations, especially if you have multiple pages targeting similar keywords. Make adjustments as needed by consolidating content, refining keywords, and optimizing for specific search intents.
Google’s updates continue to shape the SEO landscape, so businesses must adapt accordingly. Here’s how you can future-proof your SEO strategy:
User Experience is Key: Google prioritizes user experience in its ranking algorithms. From fast loading times to mobile optimization, making your website easy to navigate will help ensure it ranks higher.
E-E-A-T Matters: Expertise, Authoritativeness, and Trustworthiness (E-A-T) play a significant role in Google’s rankings, especially in competitive industries. Establishing your website as a credible source of information will increase your chances of ranking higher.
Optimize for Featured Snippets and Rich Results: With the rise of video and other rich media, optimizing for featured snippets and rich results can make your content more visible and enhance click-through rates.
Keep an Eye on New Updates: Google’s algorithms are constantly evolving. Stay updated on new changes, experiment with different strategies, and continue testing and improving your SEO approach to adapt to any latest changes.
The Google Core & Site Diversity Update presents challenges and opportunities for businesses in the SEO landscape. While the core update focuses on improving user experience and content quality, the diversity update encourages a broader range of sources in search results. By adapting your SEO strategies and creating high-quality, user-friendly content, you’ll improve your chances of ranking in the top search results, even in the face of frequent algorithm updates. Keep these tips in mind, and stay proactive to ensure your website remains visible and relevant in the ever-changing world of SEO.