Google, it changes. The new core update arrives, with a process that will unfold over the first half of July. For operators in the sector, from the largest to the smallest sites, this is a new ‘metamorphosis’ that will require adjustments and set ever higher standards. At the center is always the user, the fulcrum of the research-based system. What changes in Seo optics with the new step and with the new algorithmic update? “The declared goal of Google is to constantly improve the results shown to its users, intercepting their search intent as best as possible. It is therefore physiological that it periodically intervenes with updates to achieve its purpose. The updates have actually been more than one and it had never happened that they were so frequent in such a short time “, explains Gianluca Capiraso, Keyformat Seo Manager. “There was a first Core Update in June, followed by a second in July. In the interlude also the so-called spam update and the launch of the page experience update which, of all, should be the most important. Some sectors they seem to be more interested in this latest update, such as streaming sites, music and video games. But, since these are very recent updates, it is still too early to establish precisely who has lost traffic and who, instead, has earned it . Regarding the “page experience update”, anxiously awaited by insiders, it was Google itself who stated that to see the results of this update it will take at least a couple of months “, he observes. The most relevant news” may be summarized as follows: quality, credibility and performance. Those sites that publish original, interesting and qualified content on a given topic, are unlikely to be punished. Especially if they are able to offer a positive browsing experience to the user. Indeed, this kind of sites are destined to see their traffic grow, at the expense of those little credible realities that Google instead intends to punish. We are talking about those portals that are not very credible, with limited authority, perhaps vertical on a specific topic, which publish content of little or doubtful value. Over the years, perhaps, they have rode the wave of SEO, producing highly optimized content for search engines, capable of conveying thousands or millions of users to that particular site. “Now, we need to partially modify the strategy.” To the editorial subjects that they are asking Keyformat for advice, let’s say that we have to deal with the ‘opinion’ of Google’s quality raters who could penalize this type of site because of their lack of authority / reliability. A bit like it happened a few years ago at the time of the ‘medical update’. Quality, authority, therefore, but also performances. At least in intention, Google wants to make sure that the user’s browsing experience is the best possible. With users now largely predominantly from mobile devices, it is essential that by mid-2021 the sites are fast, performing, easily usable, regardless of the type of smartphone used “, highlights Capiraso.” For this reason, for about a year now he speaks with insistence of “core web vitals”, of the new parameters announced in May 2020 which are in effect positioning factors. In other words, the user experience on the pages and the interaction he has with the various elements on the page become fundamental aspects for the Google algorithm to evaluate whether a site deserves visibility or not “, he explains again. attention to SEO remains an essential element. “The shocks recorded in the Serp in recent weeks have affected many sites and, obviously, also those of information. For the most authoritative newspapers, the variations are likely to have been minimal, relying on factors such as authority, recognisability and historicity of the brand / domain. For other realities, however, which may not be among the most important publishing groups, the changes in terms of positioning (and, therefore, visibility) may have been more substantial. Obviously, there is no rule that applies to everyone or the entire sector. The situations should be evaluated from case to case: according to the first data, it would seem that Google has rewarded sites such as Rainews and punished others such as National Geographic “, says Capiraso. Users and views are the goal of all sites, big and small. “For years, Google has invited publishers and publishers to focus on content quality. Anyone who works in the sector at certain levels has known for a decade now that some practices must be absolutely avoided, such as copying content, reporting very brief news (perhaps from others), literally translating from other languages or publishing misleading texts (fake news, clickbait, etc.). Rules that are still very valid today, however, may no longer be sufficient to ensure the right visibility among the search engine results “, highlights Capiraso.” With a world in constant evolution, from the point of view of technology, of the use of content, of the devices used, etc., even Google changes and adapts to new trends. The quality of the content will continue to be fundamental, but it will have to be accompanied by good performances of the site / pages on which it is published, “he says emphasizing the importance of technical efficiency.” We could also produce the best content in the world for that particular topic. but, if in terms of speed and usability the site on which it is published is deemed insufficient, the visibility and the number of readers could be very limited compared to its real potential “.
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