Making Sense of Google MUM

Transcript

1. ↓ ↓ ↓ * Making Sense of MUM Crystal Carter Head of SEO Communications at Wix.com
2. @crystalontheweb
3. What is a Google Algorithm Update? When Google adds or refines the criteria and directives that it uses to order the information on the web so that they can best help their users to find what they need. To do this, Google periodically adjusts which types of information it deems to be most important, which can sometimes have a big effect which results are shown on the web. Making Sense of MUM @crystalontheweb
4. What is a Google Algorithm Update? How Search Works @crystalontheweb Making Sense of MUM
5. Making Sense of MUM Google’s goal is to organize information in the best way possible. @crystalontheweb
6. Types of Algorithm Updates Core Updates Annual Total Updates including Targeted Updates @crystalontheweb
7. Why Does Google Make Algorithm Updates? Because our information landscape is constantly growing and evolving. So as well as What information users are looking for, Google’s algorithms take into account : • Where • When • How • Who Making Sense of MUM @crystalontheweb
8. Why Does Google Make Algorithm Updates? Making Sense of MUM @crystalontheweb
9. Why Does Google Make Algorithm Updates? Making Sense of MUM @crystalontheweb
10. Why Does Google Make Algorithm Updates? To move closer to making information that they supply & direct people to… Highly Accessible … From the Best Sources… Which are the Most Useful. Making Sense of MUM @crystalontheweb
11. Mobile First – Finished 2020 Page Experience Updates -2021 Page Speed Update – 2018 Intrusive Interstitials - 2017 Core Updates Highly Accessible Best Sources Most Useful Spam Updates – 2021 Product Reviews – 2021 Site Diversity – 2019 Original Reporting - 2019 Google Local/Possum – 2016 Core Updates Passage Ranking - 2021 BERT Update -2019 Medic Update -2018 Penguin 4.0 – 2016 Core Updates Why Does Google Make Algorithm Updates? Making Sense of MUM @crystalontheweb
12. Making Sense of MUM Google’s goal is to organize information in the best way possible. @crystalontheweb @crystalontheweb
14. @crystalontheweb
15. @crystalontheweb
16. @crystalontheweb
17. Making Sense of MUM What can we expect from MUM? @crystalontheweb
18. Making Sense of MUM Expect Regular large scale MUM updates (Somewhat) Less Priority on Visible Text More SERP Diversity & Rich Results Pros Less Correction Time Great for Image Heavy Verticals Great for User Experience Cons Difficult to Assess Data Potentially Favours Bigger Businesses Difficult to Assess Pos. 1 Top Tip Maintain a healthy site, with good quality content. Look for Opportunities to create mixed media content & Invest in Image Optimisation Optimise for Structured Data Markup & Ideally Templatize it. What Can We Expect - Short Term? @crystalontheweb
19. Making Sense of MUM Expect High Volatility in Health/ Medical Verticals Some Reduction in Prominence of English Content More Device/ Tool Driven Updates ie. Google Lens Pros Incentive to Build Partnerships Great for Smaller Markets Opportunities to Specialise SEO approach Cons May Become More Reliant on Paid Advertising Increased Competition Content Risk of Overstretching Top Tip Cross Channel and Quality Content Approach Invest in Multilingual Content Optimise for New Tools Like Google Lens What Can We Expect - Long Term? @crystalontheweb
20. ↓ ↓ ↓ * Thank You! Continue the conversation on Twitter at @CrystalontheWeb