Graph, Changing SEO Factors

Take-Aways from Google’s December 2020 Core Update

Every once in a while Google releases a big algorithm update. The main goal of these updates are to provide Google users the best, most relevant content for their search queries. These updates effect your Search Engine Optimization (SEO) Strategy, and likely your results on the Search Engine Results (SERP) page.

In this most recent update, we saw the following categories “win” and “lose”

Winners: By “Winners” I mean industries that have improved SERP rankings after the update

  • Business & Industrial
  • Internet & Telecom
  • Beauty & Fitness

Losers: By “Losers” I mean industries whose website rankings on the SERP page were hurt by the update

  • Online Communities
  • Shopping
  • News

So what made these “winners” and “losers”, and how can you make sure your website meets the requirements for a high SERP ranking?

Create high-quality content

High-quality content is any collateral (ideally written in a copy-writing style) speaking directly to your prospect audiences’ needs. This content could address common customer pain points, answer a question, or teach the customer something relevant to them.

As a B2B marketer, I often create content that is aimed at helping my customers sell to their customers. Content that helps your customers’ save time, money, or complete a task more easily can be considered quality content.

  1. First you will need to create your Buyer Persona
  2. Then create a Content Strategy so you’re consistently creating and posting quality content

Structure your content in an easy to absorb manner

A growing area of importance in SEO is the Customer Experience (CX). You want your site to be easy to navigate so your audience can easily find solutions to their problems. You also want to make sure you’re targeting certain keywords on every page of your website, this should be easy to do if your site is well organized.

Google’s algorithm is getting smarter and suggesting more content that’s not just relevant to the search query, but easy to navigate as well. By organizing content by subjects and therefore keywords, you’re making it easier for Google to establish your site’s authority on certain subjects.

I suggest searching your keywords and seeing how the top results on the SERP are structuring their website/ content, and then structure your website in a similar way.

It is also important to utilize heading tags (H1-H3 especially). Utilizing heading tags should further help you organize your site.

Make sure you’re not committing any major SEO mistakes

There are a few SEO mistakes that are fairly easy to fix and can have a significant impact on your ranking on relevant SERPs.

A few of these include:

  • Making sure your website doesn’t contain duplicate content
  • Redirecting broken links on your website
  • Backlinking to content
  • Addressing Site Performance/Speed
  • Under-Optimizing Meta Tags

Here are a few resources on the Basics of SEO

SEO is a complicated topic because there is a wide range of subjects and activities that could fall under the category of SEO. I do not recommend that small businesses spend a significant amount of time learning all the ins and outs of SEO, but I do think its important to cover the basics.

By following the 3 rules above, you will put yourself into what I call the “SEO clear”. This means you won’t be penalized for poor SEO factors, but you probably also won’t be competing for the top spot on your relevant SERPs.

If you’re interested in diving deeper into SEO, check out some of my favorite free website SEO audit tools:

2 thoughts on “Take-Aways from Google’s December 2020 Core Update”

  1. Pingback: Marketing Strategies You Should Know – renee holden marketing

  2. Pingback: Understanding the Voice of the Customer (VOC) – renee holden marketing

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