Google's algorithm updates can often feel like a powerful wave that reshapes the SEO landscape overnight. For content creators, staying afloat amidst these changes is crucial for online visibility and success. In a recent webinar, SEO Specialist Robert Karow discusses what publishers can do in response to algorithm updates.
Robert's role at Ezoic involves leading the SEO consulting services for Level 4 and VIP sites, which means he's at the forefront of implementing cutting-edge SEO tactics for high-profile publishers. During the webinar, he shared valuable insights on how the March updates have specifically affected these websites and what measures they're taking to maintain their search engine rankings.
The latest March algorithm updates from Google included two significant changes, the core update and the spam update.
The core update, which began on March 5th, aimed to integrate Google's helpful content ranking system more deeply into the algorithm. This update is distinct from the spam update, also initiated on March 5th, which has already concluded.
Websites affected by the spam update would have received manual actions, making it clear that changes were necessary. Google introduced new policies to combat spam, targeting issues such as scaled content abuse, expired domain abuse, and site authority abuse. Specifically, scaled content refers to low-value content optimized primarily for search engines, while expired domain abuse involves leveraging expired domains to boost rankings. Site authority abuse involves using the authority of a main site to rank irrelevant content.
These updates highlight Google's ongoing efforts to prioritize helpful and relevant content in search results, encouraging website owners to focus on providing value to users rather than gaming the system.
Robert highlighted several common mistakes made by website owners in response to algorithm updates. One prevalent error is misattributing the cause of a ranking loss without conducting thorough research into the actual reasons behind the decline.
For instance, if a site experiences a drop in rankings coinciding with an update known as the "spam update," there might be a tendency to assume that scaled content abuse is the issue, even without receiving a manual action from Google. Robert emphasized that algorithm updates often have broader implications, impacting various ranking factors beyond the specific focus mentioned by Google.
It's crucial not to jump to conclusions based solely on the name of the update but rather to carefully analyze the changes and their potential effects.
Another common mistake discussed is making too many changes to a website during the middle of an algorithm update rollout. Robert cautioned against implementing hasty modifications based on assumptions about the update's implications for site content.
Even if positive changes are made, the gradual rollout of the update can make it challenging to accurately attribute ranking changes to specific adjustments. Patience is emphasized as essential during algorithm updates, as rushing to make changes without fully understanding the broader context of Google's adjustments can lead to ineffective or even detrimental modifications to the site.
Robert breaks down what he's learned analyzing sites through several algorithm updates over the past 8 years as an SEO. Here's the key takeaways:
A key insight gleaned from the discussion is the necessity for website owners to adapt their content strategies to align with Google's evolving preferences. Robert noted that user-generated content is being weighted more significantly in search results, indicating a shift in content preferences by Google.
Website owners experiencing traffic losses post-update are advised to assess whether their content aligns with the current search landscape and consider incorporating user-generated content or other formats favored by Google to improve visibility.
Robert also delved into the role of AI in content creation and dispelled myths surrounding its effectiveness in producing helpful content. While acknowledging the potential of AI tools in generating quality content, Robert emphasized the importance of utilizing unique prompts and information to ensure content originality and relevance. They cautioned against relying solely on generic prompts, highlighting the need for prompt engineering and creativity to create valuable content using AI tools effectively.
Lastly, Robert talks about Writio, an AI content creation tool developed by experts to facilitate the creation of helpful and unique content. The tool emphasizes the importance of unique prompts and information to generate high-quality content that meets user needs. Website owners considering AI for content creation are encouraged to leverage tools like Writio, which prioritize content originality and relevance through unique prompts and information sourcing.
For those looking to navigate the new SEO landscape, Robert provided a roadmap:
By embracing the insights shared by Robert, publishers can develop an SEO practice that is not only effective but also resilient in the face of Google's ever-changing algorithms. Remember, SEO is not a one-time effort but a continuous journey.
If you're an Ezoic publisher, you can watch a recording of Robert's webinar here and register for future events here.
Written By: Sarah Clow
Sarah is an experienced publishing industry leader responsible for organizing independent, publisher-only events; including some of the largest ever held at Google. Sarah is Ezoic's Director of Marketing.
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