On June 2nd, Google released a core update. And another one will come in July.
In the first few days, most of us marketers and SEOs saw little to no change in our rankings or search traffic.
But on Sunday, June 6th, many of them noticed changes.
Some of my friends saw decreases and others saw increases.
Remember, if someone falls behind in the leaderboard, someone else will take their place. So if there are losers, there are winners.
But the nice thing is that I have an advertising agency. And because we have hundreds of customers from all industries around the globe, I can identify trends very quickly.
And I noticed something in this update that was a bit unique …
My traffic has decreased
I had core updates that helped and hurt me. That’s why I believe that as a marketer you have to take an omnichannel approach.
In my agency, for example, we generate customers through:
- Word of mouth / customer recommendations
- Partnership program
- Outbound sales
- Social media marketing
- Speeches at conferences
- By hiring good people who have connections and can potentially bring customers
The list goes on and on, but these are just a few of the ways we attract customers. So I don’t like to rely entirely on 1 channel as it is too risky.
For example, here is our TV commercial that we will be running shortly (the ad has yet to be edited and is not finished yet).
But my traffic is down about 9%. It could drop even further in the next few days or weeks, but here I am.
But when I was diving into my numbers and looking at my customers who did well during this update, I noticed a trend.
Google doesn’t want fluff
Most of my traffic drop, of course, came to my blog pages.
But with my blog posts, I usually start them with storytelling.
For example, here is my post on SEO.
Currently I’m wrestling on page 1.
But check out my title tag …
SEO Made Easy: A Step-by-Step Guide for 2021
And here were the first few paragraphs of the post …
Guess how many blog posts people publish each day.
Well, WordPress users alone publish over 2 million posts every day. That’s 24 blog posts per second.
That means that users published around 216 blog posts while reading these five sentences.
And that only counts for WordPress users. If we were to count all blog posts, this number would certainly be higher.
That makes it difficult to stand out. But you have to if you are to make your blog successful.
While I often spend 4-5 hours writing my blog posts, the ten minutes I spend optimizing each post are by far the most important.
No wonder millions of people googling the term “SEO” month.
My posts that used storytelling didn’t do that well. When I write I usually create hooks to try to attract people.
But my clients, and even my sites that used this approach, didn’t fare as well when compared to the sites that didn’t use hooks.
And the websites that ranked above me in many cases (not all) wrote just ordinary content, didn’t use storytelling or infographics, or did a lot of unique things.
When someone searches for SEO from Google based on the top 10 results, they want to learn what SEO is and how to do it.
In other words, they want their response right away, and they want you, the marketer / writer, to get straight to the point.
So I started modifying a lot of my content, which takes a lot of work.
The new title of the article is now “What is SEO? (Learn SEO in 5 minutes) “
I will now start the post that goes directly into what SEO is by giving my definition of it.
Will that increase my traffic? Time will tell and I’ll probably have to run multiple tests on all of my title tags and content to get it right.
But the best way to rank well in the long run is to put yourself in the viewfinder shows and give them what they want.
It’s not about optimizing the time on site or the bounce rate. It’s about optimizing to give the user what they want as soon as possible.
Are there any other things to consider?
Yes, there are other things that Google has of course changed in this algorithm update.
As they say, core updates are great.
Even the trend we found is probably not encoded into their algorithm as we all think. I doubt Google tweaked their code to break websites with “fluff”.
Instead, I believe they are looking at user signals and trying to optimize for what the user wants.
As with the other changes, we’re still diving through the data and analyzing it to see if we can find more patterns. It’s still early, but we’ll likely find more and of course I’ll keep you updated as I do.
Go through your content, especially the introductory paragraphs in your blog posts, and test to remove any lint.
Get to the point and give people what they want.
It’s a great way to improve the user experience.
Yes, it can decrease your word count or time on the site, but it doesn’t matter. Focus on getting users what they want asap.
How did you fare in the last update?
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