Skip to main content
UploadLanguage (EN)Support
BusinessMobileSocial MediaMarketingTechnologyArt & PhotosCareerDesignEducationPresentations & Public SpeakingGovernment & NonprofitHealthcareInternetLawLeadership & ManagementAutomotiveEngineeringSoftwareRecruiting & HRRetailSalesServicesScienceSmall Business & EntrepreneurshipFoodEnvironmentEconomy & FinanceData & AnalyticsInvestor RelationsSportsSpiritualNews & PoliticsTravelSelf ImprovementReal EstateEntertainment & HumorHealth & MedicineDevices & HardwareLifestyle
Tom Capper, profile picture
Uploaded byTom Capper
PPTX, PDF326 views

SEODay Feb 2023 - Core Updates & Google's Direction in 2023

This document discusses Google's core updates and how they impact search rankings. It notes that core updates are broad algorithmic changes by Google that can significantly impact search visibility and traffic for some sites. These updates happen periodically, sometimes every few months, and sites may see traffic fluctuations as their content is re-evaluated. The document suggests that most sites (around 90%) see impacts from core updates, so site owners need to be aware of how their optimizations between updates may not show results until the next core update refresh occurs.

Marketing◦
Download to read offline
@THCapper @THCapper Search Science, Moz
@THCapper
@THCapper Panda 4
@THCapper Pre-Mobile-first?
@THCapper Medic
@THCapper Covid
@THCapper
@THCapper Panda 4.0 95°
@THCapper Panda 4.0 95° “Typical”
@THCapper @THCapper Tom Shockley CC BY 2.0
@THCapper @THCapper Agenda Google’s motives Types of update What actually is a core update? How will Google use updates in 2023?
@THCapper @THCapper Threats
@THCapper Google was not always so dominant
@THCapper @THCapper
@THCapper @THCapper Amazon
@THCapper @THCapper Amazon AI chatbot
@THCapper @THCapper Amazon AI chatbot YMYL
@THCapper @THCapper Navigational web search Amazon AI chatbot YMYL
@THCapper https://arstechnica.com/gadgets/2022/11/amazon-alexa-is-a-colossal-failure-on-pace-to-lose-10-billion-this-year/
@THCapper https://arstechnica.com/gadgets/2022/10/report-google-doubles-down-on-pixel-hardware-cuts-google-assistant-support/
@THCapper @THCapper Loss leaders
@THCapper @THCapper Loss leaders?
@THCapper https://www.ft.com/content/2d48d982-80b2-49f3-8a83-f5afef98e8eb
@THCapper https://www.businessinsider.com/google-management-issues-code-red-over-chatgpt-report-2022-12
@THCapper https://twitter.com/itstimconnors/status/1599544717943123969
@THCapper @THCapper Sometimes quite good
@THCapper Google’s prescient AI content crackdown? • HCU explicitly targeted AI content • Google’s guidelines have long forbidden AI content
@THCapper Google’s prescient AI content crackdown? • HCU explicitly targeted AI content • Google’s guidelines have long forbidden AI content
@THCapper Google’s prescient AI content crackdown? • HCU explicitly targeted AI content • Google’s guidelines have long forbidden AI content
@THCapper (There are surely many reasonable use cases?)
@THCapper Twin threats
@THCapper @THCapper Navigational web search Amazon AI chatbot YMYL
@THCapper @THCapper Going straight to the money terms
@THCapper
@THCapper https://moz.com/blog/apple-search- engine-whiteboard-friday
@THCapper @THCapper Agenda Google’s motives Types of update What actually is a core update? How will Google use updates in 2023?
@THCapper @THCapper Types of update
@THCapper Specific E.g. CWV, Mobilegeddon Google is trying to change our behaviour. “X is now a ranking factor.” Often slow / non-event rollout.
@THCapper https://moz.com/blog/cwv-what-next
@THCapper https://moz.com/blog/state-of-web- and-core-web-vitals-part-one
@THCapper https://moz.com/blog/state-of-web- and-core-web-vitals-part-one
@THCapper https://moz.com/blog/state-of-web- and-core-web-vitals-part-one
@THCapper https://moz.com/blog/state-of-web- and-core-web-vitals-part-one
@THCapper Specific E.g. CWV, Mobilegeddon Google is trying to change our behaviour. “X is now a ranking factor.” Often slow / non-event rollout.
@THCapper Vague E.g. Core updates Google is telling us to expect flux. “Just make good content.” “EAT” Specific E.g. CWV, Mobilegeddon Google is trying to change our behaviour. “X is now a ranking factor.” Often slow / non-event rollout.
@THCapper Vague E.g. Core updates Google is telling us to expect flux. “Just make good content.” “EAT” Specific E.g. CWV, Mobilegeddon Google is trying to change our behaviour. “X is now a ranking factor.” Often slow / non-event rollout. Manipulate you Competitive advantage Vs
@THCapper @THCapper What is a HCU?
@THCapper A splash of vagaries - like a Core update https://developers.google.com/search/blog/2022/08/helpful-content-update “How can you ensure you're creating content that will be successful with our new update? By following our long-standing advice and guidelines to create content for people, not for search engines.”
@THCapper A splash of specifics - like Page Experience https://developers.google.com/search/blog/2022/08/helpful-content-update • Are you using extensive automation to produce content on many topics? … • Does your content promise to answer a question that actually has no answer…” “
@THCapper Some food for the tinfoil hats “Does your content leave readers feeling like they need to search again to get better information from other sources?” https://developers.google.com/search/blog/2022/08/helpful-content-update https://moz.com/blog/click- based-seo-engagement- signals
@THCapper Some slight overcooking https://developers.google.com/search/blog/2022/08/helpful-content-update “Any content — not just unhelpful content — on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search.”
@THCapper Some slight overcooking https://developers.google.com/search/blog/2022/08/helpful-content-update “Any content — not just unhelpful content — on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search.” (What is a site? Google has historically denied any domain-level factors…)
@THCapper @THCapper So what kind of update is this?
@THCapper Some industry interpretations:
@THCapper
@THCapper
@THCapper
@THCapper Some industry interpretations: • No AI content, please • Delete all your thin / boilerplate pages This is a bit like how people react to pagespeed etc updates.
@THCapper Some industry interpretations: • No AI content, please • Delete all your thin / boilerplate pages This is a bit like how people react to pagespeed etc updates. The non-rollout, so far, aligns with that too.
@THCapper https://moz.com/blog/helpful-content-update
@THCapper https://moz.com/blog/helpful-content-update
@THCapper @THCapper Q: Is HCU a Core Update? A: No
@THCapper @THCapper Q: Can I safely ignore it? A: More on this later
@THCapper @THCapper Agenda Google’s motives Types of update What actually is a core update? How will Google use updates in 2023?
@THCapper @THCapper What is a core update?
@THCapper Just make good content KC Green
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com
@THCapper
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20 Jun ‘21
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20 Jun ‘21 Jul ‘21
@THCapper 0 -20 -40 -60 +20 +40 +60 +80 Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20 Jun ‘21 Jul ‘21 Nov ‘21 www.wsj.com visibility in Mozcast corpus @THCapper May ‘22
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.wsj.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20 Jun ‘21 Jul ‘21 Nov ‘21 May ‘22
@THCapper 0 -20 -40 -60 -80 +20 +40 +60 +80 +100 www.cnbc.com Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20 Jun ‘21 Jul ‘21 Nov ‘21 May ‘22
@THCapper -50 -100 -150 -200 0 +50 +100 Aug ‘18 Mar ‘19 Jun ‘19 Sep ‘19 Jan ‘20 May ‘20 Dec ‘20 Jun ‘21 Jul ‘21 Nov ‘21 www.reuters.com visibility in Mozcast corpus @THCapper
@THCapper @THCapper EAT
@THCapper 0 -500 -1000 +500 +1000 +1500 +2000 www.nhs.uk Jan ‘20 May ‘20 Dec ‘20 Jun ‘21 Jul ‘21 Nov ‘21 May ‘22
@THCapper @THCapper
@THCapper @THCapper Liam Quin CC BY 3.0
@THCapper @THCapper How can this be Aka the myth of winning every time
@THCapper @THCapper Deliberate confusion
@THCapper
@THCapper @THCapper Deliberate confusion X
@THCapper @THCapper Deliberate confusion X Google KPIs
@THCapper Google has its own KPIs
@THCapper Google has its own KPIs https://www.cnbc.com/2018/09/17/g oogle-tests-changes-to-its-search- algorithm-how-search-works.html
@THCapper Google has its own KPIs https://developers.google.com/search/blog/2019/08/core-updates
@THCapper Google has its own KPIs https://developers.google.com/search/blog/2019/08/core-updates
@THCapper @THCapper Deliberate confusion X Google KPIs
@THCapper @THCapper Deliberate confusion X Google KPIs Return of the refresh
@THCapper @THCapper The return of the refresh
@THCapper https://www.webpronews.com/matt-cutts-googles-updates-are-car-parts-data-refreshes-are-gas/ https://twitter.com/mattcutts/status/254335294063656960
@THCapper The return of the refresh https://developers.google.com/search/blog/2019/08/core-updates “Content that was impacted by one might not recover—assuming improvements have been made—until the next broad core update is released.”