Google is continuously updating its algorithm and how it indexes websites for top rankings and listings to deliver the best possible user experience for Google searches. The latest update took place on March 24.
Google’s blog states: “We are enhancing Search, so you see more useful information and fewer results that feel made for search engines.”
This significant change incorporates an ongoing realignment of the algorithm to include greater recognition of AI-generated and spam content. Your focus must now be on addressing the needs of your audience, not Google!
Consequently, this update may reduce the visibility of “unhelpful” content by as much as 40 percent. As a result, many websites are already experiencing major fluctuations in search engine positions and reduced website visitors.
In October 2023, Google recommended:
- A full review of existing website content, including:
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- Internal and external links
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- Clear demonstration of Experience and Expertise with E-E-A-T (Experience, Expertise, Authority, and Trust) Guidelines.
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- On-site user experience
The March 2024 update is a further major algorithm update to include:
- A complete website technical and SEO (Search Engine Optimisation) Audit is necessary.
- Content that will be classified as helpful.
What does that mean?
A short definition is: Helpful content will satisfy the browser users’ experience and provide value from the search results. This content must be original and not curated from other sources.
Google has listed quality content guidelines that include:
- Write content specifically created for your users in straightforward language and not designed for search engine manipulation.
- Deliver content information that viewers may be looking for. An example of unhelpful content will be misleading or deceptive content titles. Page titles and the page content must be a precise match.
- Create content that demonstrates your level of topic knowledge and expertise.
- Wherever possible, include links and references to high-quality content from other websites and blogs.
- Create a content calendar to plan and publish new content regularly. This will become even more paramount with the latest algorithm update.
- New content must adhere to quality content guidelines. Quantity is not quality.
- Incorporate relevant and optimized images and video content.
- Consider the length of content. Longer posts tend to attract greater search engine authority and include greater depth of information (and keyword topic relevance). Always include relevant and valuable images.
Content produced at scale and designed to impact search rankings will be identified, resulting in potential spam listings and reduced search visibility.
What next?
Inside Hospitality Solutions strongly recommends that you conduct a full website and content review as soon as possible, including:
- Page-by-page content audit
- Duplicate content indexing and content categories
- Page-by-page internal and external link audit
- Keyword targeting using brand / semantic keyword relevance and competitor benchmarking.
- Page titles and meta description review
- Page header and sub-header (H1, H2, H3) status
- Domain name status including HTTP / HTTPs configuration plus www and non-www indexing.
- Broken link review and 404 error status
- Page Load Speed
- Mobile-first indexing
- Image naming
- Video Optimization
- Call-to-action clarity
- E-E-A-T compliance
- Google Business Profile listing
- Google Analytics (GA4)/Google Search Console audit
- Social media integration
IHS can help. Our digital marketing team can conduct a full audit review and provide a detailed action report. We can even support any remedial action identified as required.
For more information, contact the team today to discuss your response to this Google update.
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