5 Ways to Future-Proof Your Website Against Google Core Updates


Ah, core updates … a mix of thrill, uncertainty and confusion. But we don’t need to fear core updates — if we take the right approach to our websites.

In this article, I’ll give five quick tips on how to future-proof your website so it’s ready when those pesky core updates hit.

What Do Google Core Updates Do?

What happens during a Google core update? Imagine you and your competitors have all done the “right” SEO things to your sites — essentially leveling the playing field in the search results.

Core updates come in and can shift the balance, so some sites win and some sites lose.

This can happen by reweighting certain factors in the algorithm, emphasizing specific variables or prioritizing different types of content (like informational over navigational).

Your competitors may have sites that the algorithm now favors, making them the “least imperfect” in this new landscape.

“Least imperfect” means that no one website will ever get their site optimized perfectly to match the Google algorithm, but some will get more things right than others.

In a core algorithm update, your competition that came out on top didn’t necessarily work harder — they just had the right mix of things.

So, how do you become the “least imperfect” and reclaim your rankings?

Focus on proactive strategies to strengthen your site. That means doubling down on quality, relevance and usability — the areas that will help you stand out in every algorithm iteration.

Now, let’s look at the five areas you should put your SEO efforts into.

5 Ways to Future Proof Your Website Against Google Core Updates

1. Know Why You’re Creating the Content

Reality check: Why are you creating the content for your SEO program?

If you said “to rank for a keyword,” you’re not alone. While this is a goal in SEO, we can’t let it become the master.

A means to an end (ranking for a keyword) should not overshadow the ultimate purpose (serving your audience).

Google’s guide on creating helpful, reliable, people-first content suggests we think of our “why:

“Why” is perhaps the most important question to answer about your content. Why is it being created in the first place?

The “why” should be that you’re creating content primarily to help people, content that is useful to visitors if they come to your site directly. If you’re doing this, you’re aligning with E-E-A-T generally and what our core ranking systems seek to reward.

If the “why” is that you’re primarily making content to attract search engine visits, that’s not aligned with what our systems seek to reward.

It’s possible you’ve focused too much on churning out tons of content without taking the time to understand what your audience finds helpful.

So take a deep breath and think about this existential question. You might be surprised at how it could shift your content strategy for the better.

2. Dive into the SQRG and E-E-A-T

Pour a cup of coffee, get comfortable and explore some of SEO’s most-loved acronyms, including the “SQRG” (Search Quality Rater Guidelines) and E-E-A-T (experience, expertise, authoritativeness and trust).

These resources are a wealth of knowledge when it comes to creating quality content that Google wants to reward.

Since quality content is at the heart of many of these Google core updates, we want to better understand what it is that Google values.

Danny Sullivan over at Google gave folks a gentle reminder about this back in 2018:

In a nutshell, the SQRG is useful for anyone doing SEO because it gives us a glimpse into the inner workings of how Google Search defines quality.

The SQRG was created for a Google program where hired staff use the guide to evaluate the search results for certain queries and then report back what they have found.

This, in turn, acts as a feedback loop for Google engineers to make further tweaks to the Search algorithm. It helps Google understand if the changes it’s making to its Search algorithms are producing quality results.

So, you can imagine the potential nuggets of useful information that can be found in the guide.

To expand on this, E-E-A-T is a concept presented in the SQRG that discusses the principles of quality in more detail.

If you’re not quite ready to dive into the hundreds of pages in the SQRG, here is your cheat sheet o n E-E-A-T:

  • Trust is at the center of E-E-A-T. A page must be accurate, honest, safe and reliable.
  • Experience is about the need to have first-hand knowledge of a topic, which is obtained through direct interaction or involvement.
  • Expertise is the necessary knowledge or skill needed to write about a topic.
  • Authoritativeness builds on expertise and is about being a go-to source on a topic.

For more on this, I highly recommend you read through Google’s SQRG and explore our in-depth guide on E-E-A-T.

3. Handle AI Content with Care

In a reality where everybody and their brother can use AI to create content, it’s a bit of a Wild West situation.

So, we must be responsible for what we put out there. Google is already fighting AI content in the search results with new spam guidelines targeted to AI-generated content at scale.

Although its stance on AI-generated content is a bit more complex. Google doesn’t care how you create the content, but it does expect the content to uphold quality principles.

In other words, you need to keep the bar high for any AI-generated content, asking the “why” and reviewing the content for E-E-A-T.

Google has gone so far as to suggest that disclosing how you used AI in your content could be a good idea, though I think most companies are still a bit shy about coming clean.

Here’s an excerpt from a Google help file that discusses this:

Many types of content may have a “How” component to them. That can include automated, AI-generated, and AI-assisted content. Sharing details about the processes involved can help readers and visitors better understand any unique and useful role automation may have served.

If automation is used to substantially generate content, here are some questions to ask yourself:

  • Is the use of automation, including AI-generation, self-evident to visitors through disclosures or in other ways?
  • Are you providing background about how automation or AI-generation was used to create content?
  • Are you explaining why automation or AI was seen as useful to produce content?

Overall, AI or automation disclosures are useful for content where someone might think “How was this created?” Consider adding these when it would be reasonably expected.

I’ve written at length about how to create quality content and integrate AI content into your SEO processes, and here are a few articles you might like:

4. Invest in Technical SEO for User Experience

A site that runs well creates an environment that is better for SEO.

Technical SEO is about addressing elements of a website you don’t see — the things that give users and search engines a good experience.

Google recently has doubled down on its user experience advice, making “page experience” a focal principle.

Google’s page experience brings together different factors that impact a website’s user experience. Getting these factors right can give you a leg up on your competition in the search results.

There’s much that goes into making a site run well. That’s why we have technical SEO.

This includes strategies like site structure, optimizing for core web vitals, mobile-friendliness, HTTPS, optimizing a website for crawlers and more.

Be sure to check out 5 Technical SEO Best Practices You Can’t Ignore.

5. Get a Website Audit

How will you know if your site can withstand a Google algorithm update? Get a technical SEO audit.

A technical SEO looks at all of the things that are hurting website performance and preventing it from ranking.

There are different kinds of audits — some are good for uncovering surface-level problems. However, the best audits take time and effort, and are completed by technical SEO experts.

As I’ve written about before here on the blog, the three typical audits include:

  • The software-driven SEO audit: A software tool uncovers superficial SEO issues (many of which may be useful). However, the tool produces a generic report. This is appropriate when you don’t have an auditing budget, or you want to check some basics yourself before starting with an agency.
  • The blended SEO audit: An SEO vendor uses software for an audit and gives additional SEO insights but without many solutions. They may identify problems that data analytics alone can’t uncover. But, without in-depth solutions, this only points to possible trouble areas.
  • The in-depth technical SEO audit: An SEO vendor or expert performs an in-depth technical audit that requires the expertise of a seasoned SEO who specializes in technical website analysis and SEO business strategy. This is a manual review supported by tools, and it takes many hours (for instance, our audits here at Bruce Clay Inc. take more than 100 hours).

If you’re interested in learning more about audits, here is an article I wrote about it: SEO Audits and Tools: The Good, The Better and The Best.

Final Thoughts

Core updates are unpredictable. Google won’t allow us to control their algorithm, but we can take steps with our sites that ensure they’re ready for any future updates.

Remember: your goal is to beat the competition, not the algorithm.

Follow the five steps outlined in this article, and you’ll be able to better weather any core updates that come your way.

Don’t let the next core update catch you off guard! Our SEO experts can analyze your site, identify risks and create a strategy to future-proof your rankings.

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FAQ: How do I determine whether my website has been positively or negatively impacted by Google core updates?

Knowing how Google core updates impact your site — both positively and negatively — is key to staying visible online. These updates represent major alterations to their search algorithms that aim to make search results more relevant and high-quality, potentially altering visibility and traffic flows in either direction. So let’s dive in now.

Before doing anything else, it is crucial that you first monitor your search rankings and traffic using tools such as Google Search Console and Google Analytics. A sudden decrease in rankings or traffic could signal potential trouble; conversely, if rankings or traffic appear to have increased after updates – that could be good news – simply compare changes with dates to see any potential conflicts between updates vs changes versus updates vs updates!

Content quality matters as well. Google likes high-quality, relevant, and trustworthy information – if your material lacks depth or is thin or outdated it could get hit hard by updates such as these. Review all material to ensure it meets their standards, refreshing or removing low-quality pieces as appropriate.

User experience matters too, with core updates often favoring websites that deliver an outstanding user experience. Consider testing how quickly your site loads, whether or not it’s mobile-friendly, and usability overall – tools such as PageSpeed Insights can help identify areas for improvement that could cause people to leave and drag down rankings; negative experiences could even have people altogether leaving your site entirely, significantly decreasing rankings over time if that happens!

Engagement metrics such as time on page, click-through rates, and return visits provide an accurate measure of user interaction with your content. A high engagement score demonstrates to Google that its search algorithms find your material relevant; otherwise, it indicates areas for improvement.

Backlinks play an equally vital role, and any sudden drop or increase in low-quality links could drastically damage your rankings. Tools like SEMrush and Ahrefs can provide invaluable assistance for tracking backlink health.

Researching your competitors is important, and it can certainly be eye-opening. Watch how their updates compare with yours; if they made more ground while you did not, that likely indicates they adapted their content and SEO strategies better than you.

Discussion forums and communities for SEO professionals can offer invaluable insight. Sharing experiences may bring to light patterns or issues you hadn’t noticed; ultimately, this collective wisdom can contribute towards improving SEO strategies.

Hire SEO specialists if you’re facing difficulty reaching a certain milestone; their experts can conduct extensive analyses of your site’s performance and recommend tailored strategies that can get things back on track quickly. In addition, their expertise can also assist in understanding Google’s ever-evolving algorithm changes.

Recognizing the effect of Google’s core updates on your website involves considering various elements: performance metrics, content quality, user experience, engagement levels, backlinks, and competitor behavior. By piecing together this puzzle you will have a clearer view and can take steps to optimize it for future success.

Step-by-Step Procedure

  1. Log into Google Search Console: Once logged into the console, access data such as impressions, clicks, and average positions for more accurate analysis.
  2. Analyze Traffic Patterns: Evaluate changes in traffic prior and post Core Update implementation.
  3. Analyze Rankings: To quickly and efficiently monitor ranking changes for key terms, keyword tracking tools provide invaluable visibility into these fluctuations.
  4. Conduct a Content Audit: Evaluate the quality of your content against Google’s benchmarks for measuring quality content.
  5. Assess User Experience Metrics: Assess metrics like speed, mobile friendliness, and usability as indicators of customer experience.
  6. Evaluate Engagement Metrics: To understand engagement metrics, analyze page time on page, bounce rates, and click-through rates.
  7. Monitor Backlink Profile: Utilizing tools such as SEMrush to monitor any changes or losses on your backlink profile is vital in maintaining optimal health, and identifying any possible losses or dangers.
  8. Conduct Competitor Analysis: Evaluate how well your rivals are faring and what strategies they employ.
  9. Join SEO Communities: By joining forums, members can exchange knowledge and receive input from other members.
  10. Seek Assistance From An SEO Professional: Hire an expert consultant for assistance by conducting a full audit and evaluation.
  11. Implement Changes: Once your findings are in, use them to make any necessary modifications to content and SEO strategies as a result of them.
  12. Track Progress: Assess any modifications made to your website performance to ascertain their effect and any possible repercussions they might have had.
  13. Remain Aware: Keep informed on SEO trends and any upcoming Google updates in order to stay one step ahead.
  14. Refine Strategies: As needed, adjust your approach based on ongoing analyses and emerging best practices.
  15. Target Web Vitals: Focus on increasing loading speeds, interactivity, and visual stability to meet this objective.
  16. Increase Content Authority: When providing information, be sure it comes from reliable sources with expert opinions backing it up.
  17. Diversify Backlinks: For increased authority, diversifying backlinks is key to creating a healthy backlink profile and should be done through diversifying them.
  18. Produce Content that Satisfies User Intent: Create content that precisely fulfills user search intentions.
  19. Implement Data-Driven Insights: Make informed decisions with content and strategy by employing analytics for smart decision-making.
  20. Establish a Feedback Loop: Gather user input regularly in order to continuously enhance performance.
  21. Uphold SEO Hygiene: Upgrade plugins and resolve technical errors regularly to maintain SEO hygiene.
  22. Adjust Advertising Strategies: Coordinate ads with SEO efforts for consistent messaging.
  23. Utilize Social Media: Take advantage of social platforms to drive traffic and engage your target audience.
  24. Examine Long-Term Impact: Monitor changes over time in order to ascertain their long-term ramifications.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.

Comments (3)
Still on the hunt for actionable tips and insights? Each of these recent SEO posts is better than the last!

3 Replies to “5 Ways to Future-Proof Your Website Against Google Core Updates”

I think this is the biggest feat of many web designers and SEO practitioners. You think you’re doing all the right things but the wrong update can change everything in a hurry. Having an article like this to future-proof your SEO efforts is quite helpful actually thank you!

Great article! To add, focusing on high-quality, user-centric content and ensuring your site offers a seamless user experience are crucial steps to safeguard against Google Core Updates. Thanks for sharing!

ultraflysolutions

good information. post more information like this in detail.

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