Is low-performing content draining the life from your website? Nathan Dale of Impression explains how to identify it and bring it back to life, in light of Google’s most recent algorithm updates.
In August and September 2022, Google rolled out two major updates to its core search algorithms. First, there was the Helpful Content Update, which was completed on September 9, followed by the routine September Core Update.
It can be a spine-chilling moment when Google introduces an update outside of the routine, causing ghoulish screams amongst digital marketers (OK, maybe not quite that bad) who are concerned about what might happen to the performance of their websites.
But really, these updates aren’t so scary at all. Google’s update is intended to reward the good content you’ve been producing.
Trick, or treat?
There were two important lines from the Helpful Content Update documentation: ‘The update generates a site-wide signal. For this reason, removing unhelpful content could help the rankings of your other content.’
It has long been the view of SEO professionals that the overall quality of a website was considered by Google when it ranks individual pieces of content. You could write a great article with detailed information, examples, a how-to guide and a video thrown in for good measure. However, if the rest of your site’s content is low-res, it’s likely your article won’t perform well in search engine result pages (SERPs).
Is there zombie content lurking on your site?
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