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As important as creating is updating the content of a site, especially when you think about the search engines and the positioning in it for each content.
Despite this, when we browse around, it is not difficult to find outdated content that, as a result, tends to suffer a sharp and progressive drop in ranking on the results pages.
But it’s not just a matter of content that has “aged”. These are updates to the algorithms of search engines, mainly Google and Bing, which serve to show “problems” related to such content.
So, in today’s post, we’re going to talk about search engine updates and how they influence SEO and your content.
What are search engine updates?
Understanding what an update on search engines is about (Google, Bing, Yahoo!, DuckDuckGo, etc.), involves understanding that they are all based on a finite set of rules and precise instructions, which are applied to input data , to produce an output, also called an algorithm.
The input data are the different types of content existing on the Web. The output are the results pages of search engines, for each search made and which are known as SERPs (Search Engine Results Page).
When a change or instruction is performed in an existing one, or a new one is added, or perhaps an old one is removed, or even when the weight that one of these rules affects the result presented to the user, it is said that there has been an update.
It is estimated that Google works with something around a set of 200 ranking factors, which are considered to determine how relevant each content is and, therefore, perform the positioning of links in each SERP.
Those who still have no experience in SEO may be surprised or even find it exaggerated, but Google – and to a lesser extent Bing as well – carries out daily updates to the algorithm responsible for its main service – searches.
But from time to time there are major updates that are of particular interest to Digital Marketing professionals, given the impact they tend to have on organic search results. These are called Core Updates.
It is core update, because it involves updating the core or “heart” (core) of the algorithm and not just a simple “appendix” or addition.
These are the cases of BERT updates and MUM (Multitask Unified Model or Multitasking Unified Model), which at the time of its launch, was intended to be the future of Google searches. They represent so much in terms of changes that they are usually given a name.
But there are other updates at the core update level with less repercussions, but no less important, such as the one in which the user experience on the page became extremely important, or the usefulness and originality of the content, gained even greater weight. in ranking.
We can even imagine what SEO work should be like in the age of artificial intelligence, since the integration of AI with searches is a one-way street and should produce updates in the algorithms and consequently with a great impact on the contents.
How does updates on Google affect content updates?
First, it must be said that not only Google updates, but also the new Bing, after all ChatGPT has put Microsoft’s search engine on the radar.
Although the world leader still occupies the first position with a large advantage, the warning signal was lit in the Googleplex.
In 2021, we already had good reasons to worry about SEO for Microsoft Bing. Now there are even more reasons.
It turns out that with each core update, sites that appeared well positioned for certain searches can literally plummet in terms of positioning and in some cases even disappear from the results.
Among the latest updates, one that produced such a result was the one released in August 2022 and which aimed to value content made with a focus on people, to the detriment of those that were much more focused on algorithms.
In fact, this had already been a topic that we here at HostMídia had already addressed, in February of the same year, in the post “For whom do you create content? Robots or people?” After all, a good part of the content today is more an exercise in putting together all possible SEO techniques to “attract” the robot – or the algorithm – than content thought of the human being that will consume it.
In short, as paradoxical as it may seem, updates to search engine algorithms should guide content updates, either producing a better experience on the page, or giving a more original approach, or with a concern to satisfy the needs of readers and that are aspects that these major updates intend to identify in the respective contents.
Seen in another way, a content update based on search engine updates is a second chance to do well and be seen by them as a site that delivers truly useful content and not a practical proof of SEO use.
Updates from search engines and “distortions” in SEO
At this point, our initial statement that as important as creating the website is just as important.
More than that, it must have been clear that for some time the obsession with SEO has created some distortions in the minds of those who produce content. At some point, the concern with positioning well took the place of creating good content.
SEO should be seen much more as a set of best practices and in a way this is what the algorithm updates have been looking for.
There are some differences that are subtle but essential and that go well beyond an Internet site.
Think of two restaurateurs. One of them is concerned more than anything else with making dishes that are delicious in terms of taste, presentation and satisfaction, and all the associated service provision for a unique gastronomic experience. The other is thinking about everything that is needed to sell more dishes, make more profit, earn more.
Although the second, at some point, may even deduce that flavor matters to reach his goal, the pleasure produced by the food in the diner is not his main objective.
Automatically and as a consequence of the main value of the first, in addition to the pleasure at the table, it will probably also sell more dishes, which was the main objective of the second.
With a website it shouldn’t be any different.
If your content isn’t enough so that the visitor doesn’t just stay on your site and instead has to return to the search engine, you’ve failed.
The website update is your chance to work better on other points that were not observed originally:
- Typing and spelling errors, as well as Portuguese errors;
- Improve the approach and focus of the theme, making it more pleasant and understandable for people;
- Updating means providing latest data, research, information;
- Add new information, especially when dealing with dynamic themes and, therefore, that evolve continuously and/or that represent evergreen content;
- Customize the content, or if you prefer, guide it according to the needs and desires of the person for whom it is intended;
- Use the feedback that your visitors give you, either in the comments on the website or blog itself, or on social networks;
- Focus on effective communication with your audience, adopting understandable language. Even the importance of language is evident in the development of generative AIs, such as ChatGPT and Bard;
- Know when to create content for laypeople and when content should be technical.
So, search engine updates, it’s a lot more about what you do with your site’s visitor-focused content and a lot less about rules and algorithms!
Conclusion
Understanding what’s behind the algorithm updates helps you create and update website content much more efficiently.
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