Last night, Google announced their November 2021 Broad Core Update. Google updates their algorithm on a daily basis, but it is rare for an update to be so noticeable that it requires an announcement and advice post. It is also incredibly rare for an update right before the holiday season.
What Does the Update Mean?
The update will influence how the Google algorithm works, which can have a serious effect on the rankings of webpages. Google has made it extremely clear that these changes in rankings are not to do with punishing certain websites and do not mean that you have violated community guidelines.
The whole point of the update is to improve the way that Google’s search engine works. Although this can have long term benefits, it can affect how your website ranks for the time being (both positively and negatively).
An SEO Nightmare!
There is nothing worse as an SEO manager than when your rankings start changing and you’re doing everything by the book. Generally the answer is that Google has changed their algorithm. This is made so much more frustrating after you have just released your Black Friday and Cyber Monday content, with your Christmas memes and sales ready to go!
What makes this update even more confusing is that in 2020 Google released a statement that they would specifically try to limit updates during the last holiday season.
That sounds a bit too “optimistic” — it’s not a made decision, we’re just trying to be thoughtful on how we make it.
— 🧀 John 🧀 (@JohnMu) November 16, 2020
But, that’s the ironic beauty of working in SEO, it’s always changing and we have to change with it – that’s why an SEO agency is always a good idea.
How Can I Improve My Search Rankings?
Key takeaway from the November update: Do not panic!!!
As Google keeps reminding us: “There’s nothing wrong with pages that may perform less well in a core update.”
However, it can still be extremely frustrating to see your rankings dropping directly before the holiday sales. But the key way to overcome this is to focus on creating quality content.
Google has laid out a clear list of questions to ensure that your content is ticking all the boxes to reach the right people. This includes:
- Content and quality questions – is your content insightful and useful to your audience?
- Expertise questions – is your content trustworthy and factual?
- Presentation and production questions – is your content compatible on all devices and looks professional?
- Comparative questions – does your content provide value in comparison to your competitors?
Don’t Forget to E-A-T!
I know that eating all the Quality Street is not something we all struggle with this time of year. But making sure your website is E-A-T is just as important!
E-A-T stands for Expertise, Authoritativeness and Trustworthiness.
These are the holy grail for ensuring you’re creating quality content that search engines love (and so will your audience).
If you want more advice, you can read more about E-A-T here!
What Can We Learn From This Update?
Website optimization is so important to ensure that your content is reaching the right people.
Don’t start to panic if your search engine rankings start to drop. But by creating quality content, you can make sure that Google is finding your website and showing it to your audience.