In May 2020, Google rolled out one of its most impactful broad core algorithm updates and it created waves across industries. The effects of this update are still being studied, and marketers, SEO specialists, and website owners alike are dissecting what changed and how it’s affecting website rankings. While core updates are a regular occurrence, the scale of this one has been particularly noticeable, with some industries seeing dramatic shifts.

As with all core updates, Google didn’t specifically target individual websites or sectors; instead, the impact was far-reaching, touching everything from healthcare and finance and travel to local services. So, what exactly shifted with this update? Greater Emphasis on E-A-T The focus on expertise, authoritativeness, and trustworthiness (E-A-T) has once again taken center stage. Websites that fail to provide high-quality, relevant, and authoritative content are seeing noticeable drops in their rankings. Google is clearly prioritizing content that demonstrates a high level of expertise, authority, and trust. E-A-T signals now play a crucial role in determining how well content ranks, especially in sectors like health and finance where trust is paramount. For businesses and website owners, this update reinforces the idea that content quality should always come first. Thin or shallow content that lacks depth or doesn’t meet user intent will likely see a drop in search rankings. To improve your ranking, the key is to demonstrate expertise whether it’s through well-researched articles, expert authorship, or by linking to credible sources. Content Quality Over Quantity One of the most significant takeaways from this update is that more content isn’t always better. Google’s algorithms are increasingly prioritizing high-quality, in-depth, and relevant content, even if it means producing less frequent content. Websites that have long-form blog posts, detailed product descriptions, and comprehensive guides are more likely to succeed with this update. On the other hand, websites that focus on keyword-stuffed, superficial content or rely on tactics like spinning articles for SEO purposes are seeing a decline in rankings. This shift shows that Google values content that genuinely adds value to the user over content that is simply created to rank higher. Page Experience Signals Matter More Though Google’s Page Experience update was officially scheduled for 2021, many SEO experts believe that this core update laid the groundwork for it. Page experience signals, including factors like page speed, mobile-friendliness, and overall usability, are becoming more significant in ranking factors. Websites that deliver a smooth, fast, and user-friendly experience tend to rank higher. For businesses and webmasters, this means it’s no longer enough to simply have great content. User experience (UX) is just as important as the content itself. Websites that load quickly, are mobile-responsive, and have easy-to-navigate interfaces are likely to see a boost in rankings. Brand and Authority Signals Are Crucial Brand identity and authority have become even more crucial. Websites that have a strong, recognizable brand identity and consistent backlinks from reputable sources are seeing improved rankings. Google is looking for signals of trust, such as established domain authority and brand recognition. In addition to traditional ranking factors like content quality and keywords, the credibility of your website and your brand’s reputation are becoming more critical. This means investing in building brand authority, acquiring high-quality backlinks, and maintaining a positive reputation on social media and other platforms. What Should You Do Now? If your website has been affected by this update, there’s no need to panic, but it’s important to take action. Focus on improving the depth and quality of your content, updating old blog posts and articles with fresh, relevant information, and ensuring that your website is user-friendly and mobile-optimized. Remember that core updates aren’t penalties; they’re recalibrations of Google’s algorithm to reward sites that offer the most value to users. So, act now and begin demonstrating your site’s authority, relevance, and expertise. SEO Is Dynamic, Stay Relevant, Stay Focused Summer 2020 served as a reminder that SEO is constantly evolving. With frequent core updates, it’s important to stay agile and adapt to the changing landscape. To stay visible, you must focus on creating quality content that serves your users’ needs and that demonstrates your expertise and authority.