“Not all Google updates are equal,” said Glenn Gabe, SEO consultant at G-Squared Interactive, in his presentation at SMX Advanced. “Google pushes thousands of changes per year, but some are small and some are large.”
Whenever a new Google algorithm update is announced, SEOs often spend a lot of money, time, and resources optimizing their sites. And while this can be a good thing, as it helps improve these properties, it can also distract marketers from higher priority tasks when the update is overhyped.
For example, many sites worked heavily on improving Core Web Vitals even though the page experience signal is lightweight (more of a tiebreaker). Gabe showed examples of sites that saw no movement at all when their CWV scores were “poor” and “good”.
To properly address these updates — and discern what impact they will have — Gabe offered SEOs a few tips that can help them get to the heart of the issue.
Don’t jump to conclusions
Any major drop in rankings/visibility following a Google update will undoubtedly spur many SEOs to action. But, to avoid wasting too much of your valuable time and resources, Gabe recommended getting all the facts in place before jumping to conclusions.
“Avoid the knee-jerk reaction when rankings drop,” he said. “You might need to [make changes], or you might not need to. A drop during a major algorithm update could be due to relevancy adjustments, intent shifts, or overall site quality problems.”
“All of these are very different, so don’t just...
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