The search engines keep evolving to provide a better search experience to users. Updates like the Google Helpful Content Update create a need for acting dynamically to continue re”ceiving quality traffic.

MOZ contributor To clipper has published an article suggesting a different way of thinking about core updates.

He says, “This post is not about those updates, though, it is about the other flavor. The other flavor of updates is the opposite: they are announced when they are already happening or have happened, they come with incredibly vague and repetitive guidance, and can often have cataclysmic impact for affected sites.

Coreschach tests

Since March 2018, Google has taken to calling these sudden, vague cataclysms “Core Updates”, and the type really gained notoriety with the advent of “Medic” (an industry nickname, not an official Google label), in August 2018. The advice from Google and the industry alike has evolved gradually over time in response to changing Quality Rater guidelines, varying from the exceptionally banal (“make good content”) to the specific but clutching at straws (“have a great about-us page”). To be clear, none of this is bad advice, but compared to the likes of the Page Experience update, or even the likes of Panda and Penguin, it demonstrates an extremely woolly industry picture of what these updates actually promote or penalize. To a degree, I suspect Core Updates and the accompanying era of “EAT” (Expertise, Authoritativeness, and Trust) have become a bit of a Rorschach test. How does Google measure these things, after all? Links? Knowledge graphs? Subjective page quality? All the above? Whatever you want to see?”

A Different Way of Thinking About Core Updates


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