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Google made waves on the web in September 2023, then again in March 2024, and now, shortly after, in June... when can we ever catch a break? As part of our mission to "improve the web one beep at a time", we publish weekly videos called the "Better Web With Beep" series. In each video, we review a different website or group of websites and offer them tips on improving their sites' design, functionality and, at times, give them advice on SEO best practices. One of these videos featured a website owner asking for help after his blog was hit by the March 2024 Google Core Update. Essentially, he noticed a big drop in impressions and site visitors during the last week of March. He was particularly devastated since he claimed he wrote all the content himself - without any use of AI (artificial intelligence, for those not familiar). As I empathized with his predicament, I offered to lend him a hand through a short video you can watch below.
I am currently the CMO (Chief Marketing Officer) of Beep, but I do continue to operate a website portfolio on the side, albeit much less actively, from my marketing agency days. When Google unleashed its 2024 Helpful Content Update, it almost felt like a personal attack on my website portfolio.
To be completely transparent, the update wreaked havoc on my sites, sending them spiraling down the search rankings. The aftermath was grim: a stark 49% drop in profit left me shell-shocked. With a heavy heart, I even decided to let go of one entire site last month after doing some research (which I'll reveal further below). Yes, I'll say it again, It's like Google declared war on organic search traffic, but one thing I noticed in particular is that the impact was worse for content-based websites.
Mind you, this wasn't a random event; it was a calculated move by Google to reshape the digital landscape. But what was meant to be "helpful" left many content creators, including myself, suddenly finding ourselves underneath a glass ceiling with the coveted top search results teasing us from above.
Instead we saw platforms like Quora and Reddit now stealing the show, and further pushing content sites into oblivion.
But here's the thing: this wasn't the first time I'd experienced such an "SEO apocalypse". I've lived through Google's past algorithm updates, like Panda in 2011, Penguin in 2012, and Medic in 2018, and each time, I thought my portfolio was done for.
Google's search algorithm is an incomprehensible black box that no one truly understands.
Yet, somehow, we always bounced back, thanks to adaptability and determination.
So, with the same spirit of resilience, I found myself re-embarking on the mission to unravel the mysteries of yet another update. I wasn't going down without a fight. And neither should you.
Here's what this article will cover:
A (very) Brief Timeline on SEO
It's fascinating to reminisce how SEO has evolved over time. Each update becomes a new chapter, creating waves that reshape the digital landscape and challenge industry-standard best practices.
The Penguin update in 2012 was like a mysterious storm that struck without warning. It left many websites in ruins. Back then, the focus was on building as many backlinks as possible, and the notion of quality content seemed secondary. But the aftermath of Penguin taught us the value of authenticity and relevance.
Fast forward to the Medic update in 2018, and it felt like another twist in this SEO tale. Websites offering valuable, expert advice were suddenly rewarded, while those relying on shallow content suffered. It was a pivotal moment that shifted the SEO landscape towards emphasizing quality and E-A-T (Expertise, Authoritativeness, and Trustworthiness).
And now, the latest chapter unfolds with the Helpful Content Update in 2023 (and including the latest March and June 2024 Core Updates). The common thread across these updates? The relentless pursuit of a better user experience and the diminishing tolerance for mediocre, one-dimensional websites that attempt to "game" the system - whether AI-generated or not.
And now, they added an extra "E" to the "E-A-T" model mentioned above; standing for "Experience". Though not a very strong factor, it does have its influence. With this, Google will favor pages with content that demonstrates the author/creator has first-hand experience in what they actually are talking/writing about (and not just regurgitating information from a secondary source).
The Harsh Reality: "Content isn't King"
As mentioned earlier, here's what I discovered after some research: Google's update dealt a devastating blow specifically to content websites. These are sites that rely on ad revenue and affiliate marketing to monetize their content. And unfortunately, many of the site owners I spoke to admit they are struggling to stay afloat.
It's like Google has a new playbook, and only certain types of websites are invited to the party. If you're not a big brand like Reddit or Forbes, your chances of getting organic search traffic are slim. It's essentially the marketing law of 'double jeopardy' but unfolding in the realm of search.
But here's the catch: Google's crackdowns aren't arbitrary. There's a method to their madness. They're increasingly favoring sites that offer diverse content and monetization methods (which I'll get into in the following section).
And, as shown above, the numbers don't lie. A quick look at some traffic graphs will show you the before-and-after effects of the update. It's like a digital tsunami wiped out many content sites.
Suffice to say, the update's impact was so significant that it pushed me to reevaluate my entire approach to SEO. It was time to devise a strategy to navigate this new landscape.
Two Opportunities Amidst the Chaos
Amidst the shattered hopes of website owners globally, a glimmer of hope remained. I realized that while Google was shutting some doors, it was also opening others. New opportunities were emerging, and SEO still held the key to unlocking them.
Here's what I found:
E-commerce SEO: Keywords related to e-commerce and shopping have become golden tickets. Google is favoring e-commerce sites in search results, and with the ever-growing popularity of online shopping, now's the time to capitalize on this trend.
Local SEO: Local businesses and lead generation keywords have remained relatively untouched by the update. Targeting these keywords opens up a whole new world of opportunities for connecting with local audiences.
Evidence for E-Commerce SEO can be found in the image posted on Twitter by user, Lily Ray.
"Review sites are in red, ecommerce sites are in green. [...] Ecommerce sites have taken the top positions." — Lily Ray
And it's not just for commercial keywords; even review keywords are dominating.
But wait, there's more! International SEO has also become a crucial aspect of web performance. Keep reading to discover how going global can unlock new avenues for your website.
Four Pillars to a Higher Search Ranking
I analyzed countless websites, striving to identify the commonalities between the winners and losers.
Among the myriad of factors examined, four stood out as high-likelihood ranking factors. These were the separating factors between the websites that thrived and those that dipped in the rankings.
They were:
Brand diversity: Winners had diverse sources of traffic, indicating a strong brand presence across platforms. Social media engagement, paid ads, and a solid brand image seemed to give them an edge.
Monetization diversity: Websites that diversified their income streams beyond display ads performed better. Having additional revenue sources like apps, courses, or e-stores made them more resilient. The key is creating value and delivering it directly to your audience.
Traffic diversity: Sites that maintained a healthy mix of traffic across various pages were winners. A handful of high-performing pages weren't enough; it was the overall site traffic that mattered.
Low zero-traffic pages: Following the same theme with the previous point, the winners also had fewer pages with zero traffic. This suggested that it's not enough to have numerous pages; they needed to be engaging and relevant to attract organic search traffic.
These findings gave me a direction to focus my efforts. So I put these theories to the test by selecting eight of my own affected websites and applied different combinations of these ranking factors to them.
The experiment was straightforward yet extensive. I pruned content on some sites, boosted brand awareness for others, and even explored diversifying monetization options. I went all in, knowing that the results could be the key to unlocking any websites' potential.
Like my grandmother's cake baking in the oven, the wait for the results was agonizing... but I remained hopeful. My hypothesis (and hope) was that at least one of these websites would recover, providing me with crucial insights. And luckily, my efforts were rewarded. Several of our websites began to regain their footing.
It was a mixture of relief and excitement. I had my answers! My data-driven approach had paid off, and now I knew the exact changes needed to get back on track. The four ranking factors were indeed the game-changers.
My call to you? Try incorporating these ranking factors on your roadmap. Adapt, diversify, and watch your website climb the rankings once again.
Is it possible to recover from a hit?
The short answer is yes.
But to be more elaborate, it may take time. Even Google themselves say on their documentation that "one might not recover—assuming improvements have been made—until the next broad core update is released" and "improvements made by site owners aren't a guarantee of recovery, nor do pages have any static or guaranteed position in our search results"
"one might not recover—assuming improvements have been made—until the next broad core update is released"
There is also mention of minor, unannounced updates that "can cause content to recover if improvements warrant" according to Google.
So if you notice you've been hit by a sudden noticeable drop in impressions and site visitors, and confirm that either you rank lower in search results or got unindexed entirely. Then try the suggested strategies above and hope that the next broad core update comes sooner rather than later.
Capitalize on the Reduced Competition
Amidst the chaos of algorithm updates, a silver lining emerges: opportunities for savvy SEOs willing to adapt. While some flounder in the aftermath of Google's updates, the savvy few see a golden age of SEO, ripe with potential.
Why? Because the post-update landscape presents a unique window, a time of reduced competition.
Many content creators, battered by the update, are hesitant to dive back into SEO. This creates a temporary vacuum, where the few inquisitive and resilient enough to prosper.
Conclusion: Embrace the Change
In this ever-evolving world of SEO, I've explored the aftermath of the helpful content update and the exciting opportunities it presents.
The Power of Data-Driven Experimentation
In an ever-changing landscape, website owners must embrace experimentation to uncover winning strategies. Data becomes our compass. As such, A/B testing, also known as split testing, is a powerful tool in our arsenal.
By creating variations of web pages, we can scientifically evaluate which elements drive the most engagement and conversions. From headlines and images to CTAs and layouts, every element is fair game.
This approach aligns with the scientific method, allowing us to form hypotheses, conduct experiments, and draw data-backed conclusions. And the beauty of it is that the insights gained are tailored to our specific audience, offering customized solutions that work.
For instance, consider a website that targets Gen Z users. Assuming that quirky, meme-filled content would resonate with this demographic, the website owner might create two versions of the page:
Version A could feature a more traditional approach
Version B goes all out with Gen Z-inspired aesthetics and slang.
Analytics would then reveal which strategy resonates more, guiding the website's direction.
Therefore, as we navigate the uncertain post-update terrain, embracing experimentation allows us to uncover novel opportunities that others might overlook.
Diversifying Strategies
Amidst the SEO maze, diversification emerges as a powerful strategy to weather updates and maintain relevance. Instead of relying on a single tactic, we must foster a portfolio of strengths.
Consider the investment world and its emphasis on diversification. By spreading your investments across various assets, you reduce the impact of any single loss while capturing the gains of multiple streams. SEO mirrors this wisdom.
Diversification means having multiple traffic sources, content formats, and revenue streams. It's exploring the interplay of SEO, content marketing, and PR. It's recognizing the potential of diverse media, from podcasts to videos, and leveraging them to reach new audiences.
This approach ensures that your website is less vulnerable to the fluctuations of any one strategy or update. By casting a wider net, you increase the chances of success, even as the goalposts shift.
For instance, a website focused solely on blog posts could diversify by introducing interactive infographics, how-to videos, and a robust podcast series. Each new content format opens doors to new engagement avenues, helping you reach a broader audience and increase your online footprint.
Storytelling should not be forgotten
In this data-driven field, it's easy to forget the power of storytelling. Yet, the most successful SEO strategies captivate with compelling narratives that resonate with audiences.
Storytelling transcends keywords and rankings; it's the essence of your brand's connection with customers. When you wrap your services or products in a narrative that inspires, you create a lasting impact. Sure, great SEO gets people to your site, but in the end, it is your ability to tell a story (whether graphically or textually) that determines your website's overall profitability.
Consider Apple, a master of the art. Their product launches aren't about spewing specs and features; they paint a picture of a future enhanced by their devices. Their storytelling weaves a narrative that sells the experience, creating a cult-like following.
We can learn from this approach. Instead of focusing solely on rankings, craft a brand story that captivates and engages. Make your audience feel like they're part of a journey, an exciting path filled with possibilities.
Storytelling also humanizes your brand, fostering a deeper connection with your audience. They're more likely to trust and support a brand that shares its story authentically.
In a crowded digital landscape, your story becomes your unique selling proposition. It's something that is hard for competitors to copy.
As I conclude this article, I hope there were a few actionable takeaways you'd want to implement immediately. In my overall opinion, these updates are a good thing - Google is just making way for a more "human" and genuine search environment. And in line with my startup, Beep's, mission to help improve the web, this is a step in the right direction for all.
So embrace the changes, experiment fearlessly, diversify your strategies, and don't be shy of displaying the "human side" of your brand through stories.
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