Google updates are something to keep an eye on, especially for any business looking to stay on top of digital marketing trends. This blog explores what Google updates are, their most recent changes, and how they impact business marketing. By understanding these updates, businesses can optimise their online presence and maintain a competitive edge.
What are Google Updates?
Google updates can make a lot of marketers very sad and frustrated! Google updates are periodic changes made to the search engine’s algorithms, which are designed to improve the quality and relevance of search results for users. These updates can affect how websites are ranked on the search engine results page (SERP) and directly impact a business’s online visibility.
Google is continually refining its algorithms to provide better search results, prevent spam, and penalise websites that use underhand SEO techniques. These updates can range from minor tweaks to significant overhauls that fundamentally change how search results are ranked and displayed.
Most Recent Google Updates (as of March 2023)
Product Review Update (February 2023)
The product reviews system is designed to provide better rewards for high-quality product reviews. This is defined as content that provides users with “insightful analysis and original research and is written by experts or enthusiasts who know the topic well”. The February 2023 Product Reviews Update was launched alongside a number of clarifications also being made to the existing Product Reviews update guidance.
Page Experience Update (March 2022)
The Page Experience Update was last completed in March 2022. Google confirms the page experience update has finished rolling out to desktop search results. As part of the update, a new search console report was released. This report will help owners of websites understand how their desktop pages perform in relation to the page experience.
Passage Ranking (February 2021)
Google introduced passage ranking to help users better understand individual sections of a web page. This update helps Google identify and rank specific passages within a page that are particularly relevant to a user’s search query, even if the overall page isn’t as relevant.
Why Google Updates Impact Business Marketing
Google updates directly impact the online visibility of businesses in several ways:
Search Rankings
Google’s updates can change how businesses rank on search engine results pages. A high search ranking is crucial for driving organic traffic to a website, and any fluctuations can affect a company’s online presence and lead generation.
SEO Strategies
With each update, businesses may need to modify their SEO strategies to stay in line with the latest best practices. Adapting to Google’s changes is essential for maintaining or improving search rankings.
Content Creation
Google’s emphasis on high-quality, informative content means that businesses need to focus on creating valuable content for their target audience. This content should be well-researched, engaging, and relevant to ensure better search rankings and visibility.
User Experience
Google updates often prioritise user experience, which in turn should encourage businesses to optimise their websites for speed, mobile-friendliness, and usability. A positive user experience not only improves search rankings but also increases the likelihood of conversions and customer retention.
The Long Story Short
Staying informed about Google updates is important for businesses looking to maintain a strong online presence. By understanding the most recent updates and their implications, companies can optimise their marketing strategies to improve search rankings, drive organic traffic, and ultimately grow their business. As Google continues to evolve, businesses must adapt and prioritise high-quality content and user experience to stay competitive. We do understand that the majority of small businesses do not have the time and skills internally to look after all the different aspects of their marketing, and we are happy to help bridge that gap.
