Another Google algorithm update?
Those of us who work in search marketing are no strangers to the inevitable Google algorithm update. Google maintains it makes updates almost daily. Some days even see multiple updates. Because of this, it is not often that Google confirms an individual update. Starting around April 16th, several blogs were starting to raise questions as to whether a bigger algorithm update was in the works. Multiple sources were noting significant rank changes on many sites. By the end of the week, Barry Schwartz tweeted at Google asking for a confirmation of what several sources were seeing. Danny Sullivan replied back to Barry Schwartz confirming the Algorithm update. He referenced a tweet from the Google Search Liaison Twitter account confirming the change started on Monday, April 16th.
Update: Changes started on April 16 and appear to be continuing now for over a week. See more observations on the ongoing changes here.
What has changed
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Google is confirming that this is a “broad core” algorithm update that happens “routinely several times per year.” Initial speculation about the nature of this update focused on changes affecting low quality pages. However, it was later clarified that this update revolved more around content relevance than quality. Google maintains that most of its algorithm updates relate to content relevance. This latest change appears to be another case of a content relevance update. Some sites are reporting major shifts in rankings. Others are noting hardly any change at all.
How to respond?
After any confirmed Google algorithm update, it is a good idea to assess the impact. If you are happy with your current SERP rankings and haven’t seen much shift over the past week, keep doing what you’re doing with your content. This is a sign that you are creating quality content that is relevant to your audience. If you have noticed a shift or are not happy with your current rankings, some adjustments may need to be made.
A drop in rankings is not an indication of the quality of your content, or the lack thereof. Instead, it is likely a sign that the content you are producing needs to be more relevant to the audience searching for it. Google insists that a drop in rankings does not signal that your site is performing “less well.” Instead, changes are now rewarding sites that were previously under-rewarded. Let’s take a look at a few strategies to improve the relevance of content on a site.
Understand your audience
This may sound overly intuitive. However, if your site is experiencing a drop in rankings, it’s possible your site is missing your target audience. As digital marketing professionals, we understand nothing is static. It’s possible your buyer or consumer personas have changed over time. A drop in rankings may signal that it is a good time to revisit your buyer or consumer personas. You’ll want to ensure these are based on market research about your existing customers. Some examples of information your personas should consider include backgrounds, interests, demographics, and challenges.
Provide answers to questions relevant to
Once you’ve revisited your customer personas, one of the easiest ways to create content Google sees as relevant to your audience is to answer questions your audience has. Your customer personas should give you a big head start with this. Some examples of possible topics include product or service offerings, topical news events, or how-to guides. Speaking with your business development, account management, or customer service teams can also help identify questions your audience may have. Creating content that answers questions for your audience will ensure your content is relevant.
A picture is worth a thousand words
Words are great. However, it’s a good idea to accompany words with visuals when creating content. Including visuals such as screenshots, infographics, slides hares and video will provide a more engaging experience for your audience. If you haven’t already done so, it may be a good time to work different mediums into your content development processes.
Be trendy
Staying on top of industry trends is an essential part of creating relevant content. Doing so will keep your content interesting and fresh and your audience will become more engaged. For example, if you are a clothes retailer, creating content about seasonal fashion trends will ensure your content is relevant to your audience and fresh. It would also be a great place to work in some visuals! Maybe you are a B2B service provider. Reflecting on recent industry developments and what your company is doing to respond will help you produce relevant content.
Be a conversation starter
Another sure-fire way to develop relevant content is to start conversations with your audience. You can start conversations in a number of different channels. Opening up comment sections, soliciting your audience for questions, or highlighting frequently asked questions are some examples.
Another Universal Search update? Featured snippets get a facelift
Looks like Google is at it again. This time taking aim at Featured Snippets. adding “refinement bubbles” that allow users to narrow in on their search.
Let’s start by looking at how we got here and where we’re going.
In 2014, Google launched a search results feature called Quick Answers. This is the precursor to what we’re now seeing as Google Featured Snippets. Quick Answers gave users a high level answer to a search query that did not require the user contrasts and record campaign donations leaving the SERP. Queries such as “current time in London” or “100 Euros to USD” resulted in an answer at the top of the page. The answer displayed a link to the source, ahead of all other search results. Most users immediately saw the result they wanted. For those wanting more, it was simple enough to scroll down the SERP and investigate further.
In 2016, Quick Answers was rebranded to Google Featured Snippets. Along with the new brand they also rolled out new features. First was site owners ability to withdraw their website from the functionality. Google also clarified that snippet results were determined programmatically and site owners had no ability to opt in pages to be considered for Featured Snippets results. With Quick Answers, queries that resulted in a step-by-step answer appeared to be most likely to receive a Quick Answer box. With the new Featured Snippets, many more types of queries resulted in addition to the snippets. Although the scope broadened, site owners were still not able to opt in or pay to appear in Featured Snippets.
Recently, more updates were announced for Google Featured Snippets and are rolling out across SERPs. Let’s take a look at what is changing.
What’s new for Google Featured Snippets in SERPs?
Google Featured Snippets started new features being texted in September of 2017. At the end of January, Google began rolling out new changes more broadly. Now, when you search for “best coffee maker,” for example, you will notice there is still a featured snippet, but also refinement word bubbles at the bottom. These words represent more search detail options or variations on your search. The example below shows “cheap,” “small,” “automatic,” “thermal,” “personal,” and “portable” appear to further refine your search.
Google Featured Snippets impact on marketing and SEO
What you notice when clicking onto an option is that the snippet changes dynamically to match the variation you click.
Clicking the “personal” option reveals the following featured snippet:
Google featured snippets update
While clicking onto the “automatic option reveals this snippet:
Google featured snippets 2018 update
You’ll also notice that featured snippets are present on mobile searches. The featured snippet update actually rolled out on mobile first, finding its way to desktop searches just recently. Get updates on what other changes are coming with the Mobile First Indexing.
Google Featured Snippet on mobile devices
What does the Featured Snippet update mean to marketers and SEOs?
While we are still figuring out what the cn numbers refinement bubbles and other featured snippet updates mean for B2B and B2C marketers, especially those in e-commerce, what we are certain of is that Google is keeping more content within the SERP. This means fewer consumers are navigating directly to our content and this is likely to continue.
If the consumers of our content no longer need to visit our page to get the answers they seek, how much harder is it to determine attribution? What happens when we don’t know the keywords that users are searching that pertain to our brand nor the information they’re consuming that’s in a snippet that we may provide?
Also on that same trac
If Google continues to absorb content directly into the SERP, how much space will be left for organic search results, what portion will go to paid, and how will participation in universal search elements be determined? What information can we garner from the setup and suggestions that Google is providing? (We’re already working on that at Demand Sphere!)
I see this as an opportunity personally for marketers to take on the challenges that the changing SERP landscape holds. We are seeing that mobile first and voice search shake up how we understand our consumers and their behavior. This is no different. They always wanted answers and suggestions, Google is simply finding a way to provide them within the construct of their playing field.
At Demand Sphere
we’re already looking at ways to integrate these new elements into the platform that we provide SEOs and content marketers. We have a lot on the horizon with mobile, local, voice, and universal search. We already track universal search elements within the dashboard for our users – showing you if universal search elements like featured snippet, knowledge panel, video, shopping, etc. appear on the SERPs for your keywords.
If you need a hand navigating the waters or want to check out the plat