Are you ready for the next Google Algorithm Update? (August 2022)

We’re currently staring down the barrel of the next Google algorithm update(s) and it looks to be a fairly significant one. For those who have been prioritising content to appease the Google bots historical requirements i.e. ‘SEO-first content’, this could result in a shake up to their visibility in the SERPs. With the most recent […]

With the most recent algorithm, Google is trying to prioritise unoriginal content that doesn’t really bring anything new to the table – even if it’s doing everything right from a technical point of view.

The aim of the content update is to minimise the frequency that a user will see the same results over and over, alongside being disappointed by not actually finding the information they need on page one, purely because the site or page is optimised.

Google says the update will yield a larger volume of results that contain “something you haven’t seen before” which ultimately means that the SERPs won’t (in theory) be able to become as dominated by the big hitters who have endless budgets and can afford to hire a huge team to roll out ‘SEO’ focused content. It’s quality over quantity now, folks!

Helpful content

For content creators and brands who have been creating unique and useful content for a while, they’re likely to either see no effect or see an uplift in visibility, as this is the good stuff that Google wants people to see.

Those who are aggregating content in from multiple sources and not really offering anything new, it looks like they could be hit with some drops in rankings. Google offers the following advice on assessing a page’s value:

“Does your content clearly demonstrate first-hand expertise and a depth of knowledge (for example, expertise that comes from having actually used a product or service, or visiting a place)?

So that’s not to say you can’t create your own content, on the contrary, who knows more about your product/service/place/thing than you! So why not formulate descriptive and valuable content that will inspire users or prospective customers to engage with the product.

User reviews

Google really wants to increase the human element of SEO, i.e. how do people really feel about a product, service or company. What real humans have to say is having a much more significant impact on the value of the content, but it can be tricky to get people to give feedback or review in a meaningful way. Additionally, we all know that a user is more likely to leave a review when they’re unhappy, so it’s important to try and find new avenues to capture this feedback without harassing your customers.

How can I meet the requirements of the latest Google algorithm update?

Google is actively trying to encourage content creators to stop trying to meet a set list of requirements and actually ensure their site has good content (alongside a good UX!).

Creating unique content that has a point of view, useful information and something new that competitors or similar sites aren’t doing. If you’re going to pump time and money into creating landing pages, pillar pages or skyscraper content, make sure you’ve got a really good balance of existing research teamed with original content.

This could be results from a survey, a collation of reviews or a thought leadership element which only someone in your business can offer.

What about reviews?

With reviews, it may not be so much about spamming your visitors with emails or pop ups asking for a review, but actually find smarter ways to help structure reviews. Instead of just an open text box, can you segment your feedback into more specific feedback. If a user is reviewing a piece of clothing, you could ensure that the feedback form for the review has separate fields to feedback on size, fit, quality, style etc and then open text for any other comments.

Didn’t I hear something about clickbait?

Here’s one for the media, Google’s public liaison for search, Danny Sullivan, commented in a blog post:

“We know people don’t find content helpful if it seems like it was designed to attract clicks rather than inform readers. Many of us have experienced the frustration of visiting a web page that seems like it has what we’re looking for, but doesn’t live up to our expectations.”

This could mean that news sites which aggregate in reviews from other sites and use clickbait titles to land some views could soon see their visibility drop off the radar. This is because they don’t add value. He also added that searches which relate to online education, the arts, entertainment, shopping and technology are more likely to see ‘promising improvements’ following the update. Which is good news for anyone that’s

Sullivan added that, in testing, searches related to online education, the arts, entertainment, shopping, and technology showed particularly promising improvements after the update, proving their offering valuable content to users.

Key takeaways

Didn’t fancy reading the whole post? We got you…

Stop writing for the bots and start creating content that will make a real human go ‘oh, that’s useful!’
Offer a unique perspective – what value can you add to the conversation?
Encourage user reviews – give them guidance on what you need by customising form fields so you capture all the details
No more clickbait – title your content appropriately, whats the point in clicks if they just bounce?