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Untangling Core Update Drama: How to Deal with Google's Core Updates

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Data, site patterns, and tips aimed at understanding Google's core updates (so that you don't get clobbered by them!).

Published in: Technology
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Untangling Core Update Drama: How to Deal with Google's Core Updates

  1. 1. @MordyOberstein Rank Volatility Theater Untangling the Drama That Is the Core Updates
  2. 2. Knock Knock… Who’s there? #SEOchat Mordy! @MordyOberstein
  3. 3. @MordyOberstein
  4. 4. How Big Are These Behemoths? @MordyOberstein
  5. 5. Pretty Freaking Big Thou Seest @MordyOberstein
  6. 6. Can You Be A Little Bit More Specific? @MordyOberstein
  7. 7. @MordyOberstein
  8. 8. Core Updates Are Top Heavy @MordyOberstein
  9. 9. Volatility Increase Top 3 Results Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein
  10. 10. 30% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  11. 11. 30% 21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  12. 12. 31%30% 21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  13. 13. 31%30% 26%21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  14. 14. 38%31%30% 26%21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  15. 15. 38%31%30% 26%21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 6% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  16. 16. 38%31%30% 26%21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 14%6% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  17. 17. 38%31%30% 26%21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 14% 23%6% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  18. 18. 38%31%30% 26%21% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 14% 23% 17%6% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 3 Results
  19. 19. Too Much Mathemication? 93% @MordyOberstein
  20. 20. Don’t Discount What You Can’t Confirm @MordyOberstein
  21. 21. Volatility Increase Top 10 Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein
  22. 22. 90% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  23. 23. 90% 66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  24. 24. 62%90% 66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  25. 25. 62%90% 73%66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  26. 26. 88%62%90% 73%66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  27. 27. 88%62%90% 73%66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 30% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  28. 28. 88%62%90% 73%66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 51%30% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  29. 29. 88%62%90% 73%66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 51% 72%30% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  30. 30. 88%62%90% 73%66% Medic Feb 2019 Mar 2019 Apr 2019 Jun 2019 Jul 2019 Sep 2019 Dec 2019 Jan 2020 51% 72% 55%30% Unconfirmed UpdatesCore Updates @MordyOberstein Volatility Increase Top 10
  31. 31. Too Much Mathemication (again)? 60% @MordyOberstein
  32. 32. IT’s Fun to Analyze the Y-M-Y-L…. Y-M-Y-L! 20% Medic 22% Mar 2019 28% Jun 2019 17% Sep 2019 12% Jan 2020 TRAVEL RETAIL FINANCE HEALTH 23% Medic 27% Mar 2019 16% Jun 2019 17% Sep 2019 24% Jan 2020 44% Medic 23% Mar 2019 36% Jun 2019 47% Sep 2019 58% Jan 2020 32% Medic 10% Mar 2019 36% Jun 2019 21% Sep 2019 46% Jan 2020 Rank Volatility Increases Top 3 Results @MordyOberstein
  33. 33. I Know…. Too Much Mathemication! 66% @MordyOberstein
  34. 34. Share these #SMXInsights on your social channels! @MordyOberstein • The core updates are unique in their impact at the top of the SERP. • YMYL does get hit harder (as a rule). • Just because an update is not confirmed does not mean it is not potent!
  35. 35. @MordyOberstein
  36. 36. A Needle in the Haystack… but on Steroids @MordyOberstein
  37. 37. The Core Updates Flaunt It! @MordyOberstein
  38. 38. What Does Thou Seest Within the Core Updates, Fair Mordy? @MordyOberstein
  39. 39. Thou Seest @MordyOberstein
  40. 40. Thou Seest @MordyOberstein
  41. 41. Thou Seest @MordyOberstein
  42. 42. Thou Seest @MordyOberstein
  43. 43. I Know What You’re Thinking @MordyOberstein
  44. 44. Thou Seest @MordyOberstein
  45. 45. Thou Seest @MordyOberstein
  46. 46. @MordyOberstein
  47. 47. Thou Seest @MordyOberstein
  48. 48. Thou @MordyOberstein
  49. 49. Thou Seest @MordyOberstein
  50. 50. Thou Seest @MordyOberstein
  51. 51. Thou Seest @MordyOberstein
  52. 52. @MordyOberstein And the Common Denominator Was….
  53. 53. Identity Or Conflict of … Or Lack Thereof @MordyOberstein
  54. 54. I Call This… Site Profiling @MordyOberstein
  55. 55. Is there a well constructed identity? Core Intent Profile Isthere a conflictin identity? @MordyOberstein
  56. 56. Identity = Authority @MordyOberstein
  57. 57. Please Sir, Can I Have Some More? @MordyOberstein
  58. 58. The Sept. 2019 Core Update… Living on Borrowed Time @MordyOberstein
  59. 59. Thou I Don’t Like The Sound of That! @MordyOberstein
  60. 60. ThouI REALLY Don’t Like the Sound of That! @MordyOberstein
  61. 61. Thou Now Hear This… Thou @MordyOberstein
  62. 62. Google Understands Tone (sort of)!!! @MordyOberstein
  63. 63. Picking Up on All Frequencies @MordyOberstein
  64. 64. Share these #SMXInsights on your social channels! @MordyOberstein • Strong identity is synonymous with authority! • Google is profiling sites to ensure there is no conflict in identity! • Google is getting mighty good at doing so!
  65. 65. @MordyOberstein
  66. 66. @MordyOberstein The Best Defense Is a Good Offense
  67. 67. Strong Identity? How to Build a Stong Site Profile @MordyOberstein
  68. 68. pick an area, a topic, … Do @MordyOberstein
  69. 69. tackle it comprehensively, from different angles… Do @MordyOberstein
  70. 70. write about it “often”. Do @MordyOberstein
  71. 71. Don’t bloat… @MordyOberstein
  72. 72. be tempted by high search volume candy Don’t @MordyOberstein
  73. 73. focus too much on the periphery, if at all Don’t @MordyOberstein
  74. 74. Give something to Google to grab onto @MordyOberstein
  75. 75. Multiple Identities… Google Swings… Google Misses @MordyOberstein
  76. 76. Meet Alan Page @MordyOberstein
  77. 77. NFL Hall of Fame @MordyOberstein
  78. 78. Justice on the Minnesota Supreme Court @MordyOberstein
  79. 79. Thou Here’s his SERP @MordyOberstein
  80. 80. 25% @MordyOberstein
  81. 81. K.I.S.S. @MordyOberstein
  82. 82. Share these #SMXInsights on your social channels! • Build strong site identity by having a strong content focus. • Stay away from tactics that will dilute your site’s identity. • Stay away from giving your site multiple profiles. @MordyOberstein
  83. 83. @MordyOberstein Thank you SEE YOU AT THE NEXT SMX!

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