Newsletter 24 August 2023

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Read time: 8 minutesHey, Shane hereGoogle is at it again with the August Core updates. Not only has the visibility of How To and FAQ-rich results gone down, but there are plenty of smaller adjustments being made.The question all digital marketing experts are asking now is, “Should we be worried; and is SEO dead?”The answer to both is a resounding no!In this week’s newsletter, I’ll dive into the latest Search Off the Record podcast, which features Google’s Senior Search Analyst, as he discusses what these new updates entail.What you’ll find in this week’s newsletter:

• What Google’s August Core updates mean for SEO

• The sponsored tool of the week

• Latest blog updates

What Do Google’s August Core Updates Mean for SEO?

Early Wednesday morning, Google Search Central posted that they had successfully released the newest core update over on X (formerly Twitter).

A day prior to announcing the newest updates, John Muller joined Google’s Search Off the Record podcast. In the episode, they answered the questions on all website owner’s minds, “What should I do after Google releases a core update?”

This discussion leads to some extremely insightful tips about how you should approach not only SEO but content creation in the long run.Here are some key takeaways that I found most interesting in regard to SEO and content creation in general.

A Holistic Approach to Search Rankings

Every couple of months a new core update rolls out, which in turn has the SEO community up in arms and hitting the panic button. Some go as far as to try an overhaul all their content as fast as possible according to whatever new updates took place.According to John Mueller, this approach is a nonsensical approach, and if your site is ranking well, it should be safe for the most part. That is, of course, if your content is unique and helpful.That already became apparent last year, when Google introduced the Helpful Content update, which aimed at improving search results for users. Since then, the following few core updates, including the May 2023 update, have focused on refining what helpful content actually looks like.

Core Updates: The Real Question

So then what does helpful content look like?Google provides all the answers in-depth, in their Help Page on creating helpful content.On the page, you’ll find Google’s large self-assessment list that should steer any website owner in the right direction.According to John Mueller, this self-assessment is important, and if you’ve lost search rankings, this could be one of the reasons why.To summarize what John Mueller mentions is helpful content, as well as some key points from the helpful content page, Google is looking for:

• Unique content or content offering a unique perspective than what users can already find online. That includes insights and data where relevant.

• The main heading or page title should provide a descriptive, helpful summary of the content.

• The content should be well produced, and provide substantial value when compared to other pages in search results.

• Someone who researches the site producing the content should come away feeling like the content can be trusted and was written by a trusted source.

• The content should be written by an expert or enthusiast who demonstrably knows the topic well.

• Content should be free of easily-verified factual errors.

These are only some examples from the helpful content page and only a drop in the bucket in regards to a site’s search engine ranking factors.Now you might be thinking, well none of that sounds like SEO. Where’s keyword research, link-building, and metadata? Does none of it matter anymore?

Is SEO Dead?

The simple answer is no. During the podcast, John Mueller addresses the importance of ticking off all the basic SEO boxes for technical, on-page, and off-page SEO.He specifically mentions technical SEO and Google’s very own SEO guide. Mueller states that users who aren’t sure where to begin should make sure to follow the SEO guide when setting up their website first.There are some valid reasons why SEO will never die. One such reason is the crawl budget. The better optimized a website is, the faster Google’s bot can crawl and index the page, thus saving them time and resources.For a deep dive into crawl budget, check out this great article from Search Engine Journal. And audit your website for technical SEO factors now with Semrush free with my 14-day trial link.

Introducing Topic Authority

Another interesting piece of information John offers is about a new system Google is working on. He calls it the Topic Authority system.He alludes to the system as a way to gauge a website’s authority on a topic over a longer period of time. He mentions a commitment to quality, and that quality content isn’t produced overnight, but over an extended period of time.

Page Experience: Beyond Metrics

He also reiterates something that Google has been proclaiming all throughout 2023, that they’ve moved on from isolated metrics and have started focusing on a cohesive user experience.For instance, a website might have excellent core web vitals but frustrate users with pop-ups. Imagine a high-end restaurant with impeccable food but uncomfortable seating – it's about the whole experience.

Beyond Word Count

John also states that content length is a myth. John Mueller confirmed, “Not one place do we say anywhere your character count needs to be this sort of thing.” It's about relevance and engagement. An engaging 800-word piece trumps a fluffed 2000-word article.In a nutshell, SEO is alive, evolving, and more user-focused than ever.Adaptation is your superpower. So, keep crafting valuable content, delighting your audience, and thriving in the dynamic realm of digital marketing.