Google has recently announced two core updates being introduced over June & July 2021. The tech giant conducts periodic updates every few months, with the last algorithm updates occurring in December 2020, and May 2020. The reason for the release of two core updates only two months apart is that, simply put, the second batch of planned improvements were not ready to be released in June, essentially making this a staggered release of one, large core update.
With any update, it can mean either big drops or big climbs for content on the popular search engine’s result pages. Google experts, SEO specialists, webmasters and businesses relying on search engine traffic are therefore waiting with bated breath to assess the impacts of this coming July conclusion to the core update. In this article, we explain and help you to prepare for this coming core update.
What Happened in June’s Core Update?
June 2021’s core update began on the 2nd, and since then analysts from across the world have been trying to pin down its repercussions. Apart from some volatility in search engine result pages between June 4th– 5th, things have remained calm. Industries seeing these infrequent disruptions in ranking and traffic included News & Sports, Health, Automotive, and Travel, especially those with sites receiving monthly traffic below 500,000. Data is still being gathered with interpretations in their infancy, and the true effect of this update cannot be definitively stated until the July completion.
Later today, we are releasing a broad core update, as we do several times per year. It is called the June 2021 Core Update. Our guidance about such updates is here:https://t.co/e5ZQUA3RC6
This will be followed by the July 2021 Core update. Here’s more information about that…
— Google SearchLiaison (@searchliaison) June 2, 2021
What to Expect from the Full Rollout of June/July Core Update
Anyone with a crystal ball, please stand up! Google are notoriously tight-lipped with what we can expect from their algorithm updates, so we can only speculate around what to expect from the history of updates. They have stated that most individual business owners will likely not experience much disruption, with the effects only noticeable to keen SEOs managing a wealth of campaigns in different industries. It is also important to note that, as this is effectively a two-part rollout, any changes that have occurred in June may be reversed at the completion of the July portion.
As this is a global update, effecting a range of countries home to countless languages, only time will tell how we need to conduct our search engine optimisation to reach the top spots of future results pages.
Why Does Google Release Content Updates?
Google is a global powerhouse, so it’s hard to think of them having to remain competitive. But as they receive billions of daily queries in a slew of languages, they must continue to update and adapt their product (search engine) to better meet the needs of users. New websites, blog articles and online platforms launch every day, changing the digital landscape, and Google must ensure adequate support is delivered to businesses and content creators, to best service queries.
Naturally, as they are trying to improve their ‘search’ capabilities, they cannot outline the changes they are making, else have the world look for loopholes to manipulate rankings. The sheer scale of work required is astronomical, resulting in these event-like updates that has the world on the edge of our seats.
At the conclusion of the core update rollout, if you find your website has dropped in ranking, you will of course begin asking for ways to fix whatever it is being penalised, in hopes of recapturing your SEO investment. Google has pre-emptively released a statement suggesting there might not actually be anything to ‘fix’; the drop is simply a by-product of the update.
This will provide little comfort to business owners losing traffic. We suggest speaking with your SEO team to continue to release fresh content that aligns with Google’s common objectives for businesses – EAT (expertise, authoritativeness, and trustworthiness). Some questions to ask of your content to assess EAT are:
- Is my content providing original perspectives or information surrounding a specific topic?
- Is my content making a sizeable and valuable contribution to the topic?
- Is my content structured with headings, internal linking, and engaging pieces to aid in consumption from visitors?
- Does my content appear to be written by a professional with a vested interest in the topic?
- Would readers feel more inclined to trust my brand after finishing reading the content?
- Can mobile users access and digest my content with same ease as desktop users?
Hopefully this information provides you with more understanding and preparedness for the coming weeks and months as we assess the fallout from Google’s June/July core update!