Google's May 2020 Core Update Brings Substantial Volatility Spikes in SERPs

On May 4^th, Google started its first day of a several week rollout initiative for its new core algorithm update. There have now been two core updates since 2020, the first one being in January. Both updates have been substantial with significant moves in website search engine placement ranks (SERPs) in nearly all industry verticals.

While January's update only produced an average of 8 volatility points, a few days after the May 4^th rollout, SERPs saw volatility rates from 9 to 9.4 points. Thus, the May 4^th core update seems to be significantly more substantial and more influencing of SERPs and their positions. Broad core algorithm updates are designed to bring about noticeable changes within all search results across all countries and languages. We can only really know the full impact of the updates influence several weeks after the process has begun.

The coronavirus added another layer of intense SERP fluctuation as search volume was dramatically affected in nearly all industries due to the nationwide stay-at-home orders and mandated non-essential business shutdowns. We expected to see user queries related to travel, tourism, live events, restaurants, etc., to be significantly down. Not surprisingly, many of the category's volatility did just that.

Unfortunately, this update's highest impact has occurred across several industries that were already affected by the pandemic. The most influenced categories are Travel, Real Estate, Health, Pets & Animals, and People & Society – this is for both desktop and mobile searches. The top verticals with the best SERP performance are News, Business & Industrial, Online Communities, Arts & Entertainment, and Health. The biggest winner of these is the news industry. As everyone has been shut-in for quarantine and fixated on the latest pandemic updates, it's no surprise that news outlets have come out on top.

On the other end of the SERP coin, websites that services and orchestrate travel and events have dropped to the bottom of the search volume barrel. When you're locked in your home with limited options for essential services, your last thought is that vacation or trip you want to take. 

What can you do if your site has been negatively affected?

May 18^th marked the last day of completion for the update and the following weeks will allow us to assess the full extent of the changes that have taken place. It's important to review your Google Analytics (website traffic), to see if there have been any significant changes to your site traffic in May.

Keep in mind that negative ranking does not always indicate that something is wrong with your website. However, in case it does, Google offers a list of questions to consider if the core update has adversely impacted your site. Visit  https://searchengineland.com/google-advice-on-improving-your-sites-ranking-for-future-core-ranking-update-320184 for more information. If you have seen a noticeable drop in traffic in the month of May, it is beneficial to read this article prior to making any website changes.

If you need assistance in improving your website and increasing your digital footprint and marketing, we are here to help! Our team of staff is locally employed, in-house, with a dedication to detail. Call Creative Programs and Systems; open Monday – Friday 9 am to 5 pm (810) 224-5252.

Affordable Ways to Market in the Digital Landscape

There are many digital marketing activities that can expand your brand's presence and increase your visibility online. The most recognizable way to increase your brand's search authority (non-digitally) is television, radio, billboards, and direct mail. However, these channels tend to be unaffordable for most small businesses. Below is a list of alternative marketing avenues that can create brand awareness at affordable prices.

1. Remarketing – Is when display or text ads are shown to a user after they have visited a website. Remarketing ads are usually called "the walking billboard" and can be a great way to maximize your brand exposure without spending a fortune. 

2.      Social Media – Facebook is the 2nd most popular website in the world, with billions of logins every day; it just makes sense to get in front of this audience. The cost-per-click (CPCs) are significantly less expensive than Google search ads and can be highly effective in growing your brand, website traffic, and followers. 

3.      Webinars – Are a great way to feature your expertise to your prospects and can be very informative. They also allow you to connect with your audience in a way that cannot be done with any other vehicle. Webinars can later be used for social posts or advertising campaigns. 

4.      Email Marketing – Email is still a very powerful medium in today's digital marketing world and is an excellent way to communicate with your customers. The good thing is that it is still relativity cheap to send out thousands of emails and strengthens customer loyalty.

As mentioned, there are many other types of traditional marketing strategies that a small business owner can partake in to expand their brand recognition. Still, they are typically cost-prohibitive and hard to track in terms of ROI. The digital marketing channels mentioned above are an excellent way to grow not only your digital footprint but also your customer base at affordable prices. 

If you are interested in learning how we can help you expand your online presence, or if you have questions regarding Digital Marking, give the professionals at CPS a call. Our team of staff is employed locally, in-house, with a dedication to detail.

Creative Programs and Systems, open Monday – Friday from 9 am to 5 pm (810)224-5252.