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Google Updates with John Mueller and Billie Geena

billiegeena
September 14, 2023

Google Updates with John Mueller and Billie Geena

Join John and Billie for this session on Google updates, past and future.

They'll be talking about some of the recent changes in search and provide tips for how sites can take advantage of them.

You might even get to hear some off-the-record thoughts on how to prepare for the future!

billiegeena

September 14, 2023
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Transcript

  1. #BrightonSEO
    GOOGLE UPDATES
    GOOGLE UPDATES
    IS SEO DEAD? Has AI Taken MY Job? Help, I think I’m a robot.
    How far has Google come? Past, Present and Future.

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  2. @johnmu
    Working on Search since 2008.
    Has been involved with over 7 Google
    updates.
    Leads the Google Search Relations team,
    which connects website owners with
    Google Search teams, and creates all the
    Search documentation for SEOs / site-
    owners.
    About John
    About John

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  3. @BillieGeena
    Ten years working on digital projects
    Five years of Technical SEO
    Eight weeks of running my agency
    Navigated many updates
    Survived many client update meltdowns
    Founder of Uptake Agency
    About Billie Geena
    About Billie Geena

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  4. Who’s Going to the SE
    Who’s Going to the SE
    Ranking Karaoke party
    Ranking Karaoke party
    tonight??
    tonight??

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  5. Raise your hand if...
    Who’s in the audience?
    Who’s in the audience?
    @Johnmu // @billiegeena #BrightonSEO

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  6. TECHNICAL SEOS?
    TECHNICAL SEOS?
    @Johnmu // @billiegeena #BrightonSEO

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  7. We know you are different dw.
    DIGITAL PRS/LINKBUILDERS?
    DIGITAL PRS/LINKBUILDERS?
    @Johnmu // @billiegeena #BrightonSEO

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  8. CONTENT?
    CONTENT?
    @Johnmu // @billiegeena #BrightonSEO

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  9. LOCAL SEO’S?
    LOCAL SEO’S?
    @Johnmu // @billiegeena #BrightonSEO

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  10. STRATEGISTS?
    STRATEGISTS?
    @Johnmu // @billiegeena #BrightonSEO

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  11. Who does Google
    Who does Google
    love the most?
    love the most?
    Wonder no more!

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  12. Just at different times and for
    different reasons
    We’re all
    We’re all
    Google’s
    Google’s
    favourite child.
    favourite child.
    @Johnmu // @billiegeena #BrightonSEO

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  13. Without a holistic view,
    importance on the pillars wouldn’t
    be split evenly. We’d be running
    around like headless chickens.
    But without
    But without
    strategy, we’d
    strategy, we’d
    all struggle.
    all struggle.
    @Johnmu // @billiegeena #BrightonSEO

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  14. CURRENT STATE OF
    CURRENT STATE OF
    AFFAIRS
    AFFAIRS
    What’s happening right now

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  15. Content Technical Webspam
    Let’s look at some of the things that had the biggest impact on us
    So many things happen all the time
    So many things happen all the time
    @Johnmu // @billiegeena #BrightonSEO

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  16. Reduce risk of effects
    Reduce risk of effects
    from Google updates
    from Google updates

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  17. Updates about content:
    - Reduce short-cuts
    - Focus on quality over quantity
    @Johnmu // @billiegeena #BrightonSEO

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  18. Technical SEO updates:
    - Implement modern best practices
    and know what's coming.
    - Use a common and flexible CMS or
    delegate to a hosting platform.
    @Johnmu // @billiegeena #BrightonSEO

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  19. Updates about webspam:
    - Well, you know.
    @Johnmu // @billiegeena #BrightonSEO

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  20. What if you don't want to?
    Life goes on :-)
    Updates come, updates go.
    @Johnmu // @billiegeena #BrightonSEO

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  21. What if you don't want to?
    Life goes on :-)
    Updates come, updates go.
    Don't mess with clients' websites.
    @Johnmu // @billiegeena #BrightonSEO

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  22. What if you don't want to?
    Life goes on :-)
    Updates come, updates go.
    Don't mess with clients' websites.
    Often, updates reflect updated
    expectations by users & ecosystem
    changes.
    @Johnmu // @billiegeena #BrightonSEO

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  23. PEOPLE WANT A GREAT EXPERIENCE ON THE
    WEB.
    DON'T BE AN EXAMPLE IN THE NEXT "THE
    WEB SUCKS" ARTICLE.
    @Johnmu // @billiegeena #BrightonSEO

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  24. Always be hustling?
    Nah.
    @Johnmu // @billiegeena #BrightonSEO

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  25. Let's zoom out
    Let's zoom out
    before
    before
    zooming in
    zooming in
    @Johnmu // @billiegeena #BrightonSEO

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  26. Algorithms are not one
    Algorithms are not one
    simple thing, it's a balancing
    simple thing, it's a balancing
    act of lots of algorithms
    act of lots of algorithms
    with their own ratings.
    with their own ratings.

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  27. CWV is one example, because you site has high performance scores
    does not mean it will rank even if the content is thin.
    Lots of algorithms,
    Lots of algorithms,
    lots of factors
    lots of factors

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  28. RECENT GOOGLE
    RECENT GOOGLE
    UPDATES
    UPDATES

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  29. CORE WEB VITALS -
    CORE WEB VITALS -
    Page experience
    Page experience
    guidance
    guidance
    @Johnmu // @billiegeena #BrightonSEO

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  30. Is important for success in
    ranking generally
    Involves focusing on more than one
    or two page experience aspects
    Google updated the page experience
    guidance to emphasize that good page
    experience:
    @Johnmu // @billiegeena #BrightonSEO

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  31. INP to replace FID
    First Input Delay (FID) will be
    replaced with Interaction to Next
    Paint (INP)
    Search Console reports on it already
    and you can test your pages now.
    Coming in March 2024.
    @Johnmu // @billiegeena #BrightonSEO

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  32. Consider Core Web Vitals for page experience
    CWV aligns with page experience
    Does not guarantee success in Search (nothing does)
    @Johnmu // @billiegeena #BrightonSEO

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  33. Making us ask what does helpful
    mean since 2022.
    Helpful
    Helpful
    content
    content
    @Johnmu // @billiegeena #BrightonSEO

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  34. Helpful means different things to
    different industries.
    Some examples are listed in the
    Search Quality Rater Guidelines.
    This isn’t a secret sauce to ranking
    thought. It’s just examples and
    ideas.
    @Johnmu // @billiegeena #BrightonSEO

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  35. She’s just finished rolling out,
    we don’t know much yet
    August Update
    August Update
    @Johnmu // @billiegeena #BrightonSEO

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  36. Raise your hand if you
    Raise your hand if you
    was on holiday when
    was on holiday when
    the update was
    the update was
    announced?
    announced?

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  37. LET’S
    GET
    SERIOUS
    @Johnmu // @billiegeena #BrightonSEO

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  38. Ok, Google play arms
    Ok, Google play arms
    of an angel by Sarah
    of an angel by Sarah
    McLachlan
    McLachlan
    @Johnmu // @billiegeena #BrightonSEO

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  39. UA
    @Johnmu // @billiegeena #BrightonSEO

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  40. UA
    @Johnmu // @billiegeena #BrightonSEO

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  41. FAQ
    SCHEMA
    @Johnmu // @billiegeena #BrightonSEO

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  42. FAQ
    SCHEMA
    HOW TO
    SCHEMA
    @Johnmu // @billiegeena #BrightonSEO

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  43. ENERGY
    LEVELS
    @Johnmu // @billiegeena #BrightonSEO

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  44. HOPE
    @Johnmu // @billiegeena #BrightonSEO

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  45. JOY
    @Johnmu // @billiegeena #BrightonSEO

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  46. MOBILE
    USABILITY
    REPORT
    @Johnmu // @billiegeena #BrightonSEO

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  47. John... Do you plan on
    John... Do you plan on
    taking anything else
    taking anything else
    we love away?
    we love away?
    @Johnmu // @billiegeena #BrightonSEO

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  48. Finding value for
    Finding value for
    users & site owners
    users & site owners
    For example rich results: how can they be useful for
    For example rich results: how can they be useful for
    users & site-owners without overwhelming them?
    users & site-owners without overwhelming them?
    Could Google more selectively show them?
    Could Google more selectively show them?
    @Johnmu // @billiegeena #BrightonSEO

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  49. @Johnmu // @billiegeena #BrightonSEO

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  50. Google’s
    F U T U R E
    @Johnmu // @billiegeena #BrightonSEO

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  51. SGE
    @Johnmu // @billiegeena #BrightonSEO

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  52. WHY SGE?
    Our focus on the quality of content, rather than how content is produced, is a
    helpful guide that has helped us deliver reliable, high-quality results to users
    for years. Also, we would recommend thinking about who, how, and why about
    your content.
    @Johnmu // @billiegeena #BrightonSEO

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  53. Question
    time
    Answering your questions
    @Johnmu // @billiegeena #BrightonSEO

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  54. How have the increase in AI
    content and increasing
    prioritisation of generative
    search impacted the Helpful
    Content Updates from 2022?
    - Alice Rowan
    @Johnmu // @billiegeena #BrightonSEO

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  55. Why does content that doesn't meet
    the Helpful Content Guidelines rank
    over content that does meet it?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  56. Is digital pr link-spam?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  57. Can't google pause updates over the
    holidays?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  58. How is this update going to impact
    rankings?
    - Sanjay Nagpal, India Today Group
    @Johnmu // @billiegeena #BrightonSEO

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  59. It’s not fair
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  60. What’s planned for the
    future with SGE? When will
    it roll out in my country?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  61. After SGE was rolled out, for
    many of our keywords, we are
    seeing keyword-stuffed pages
    dominating the top positions on
    the SERP. Why?
    - Richa Veere, STI
    @Johnmu // @billiegeena #BrightonSEO

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  62. Should I work on / launch a site
    before or during updates?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  63. Which data does an update use? How
    far back does it go?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  64. I had a technical issue right before
    the core update. Am I screwed?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  65. Are you doing more updates
    nowadays?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  66. The algorithm is learning by itself and
    is rolling out 'unconfirmed' updates.
    'Official' updates are G understanding
    what it has done, packaging it up and
    announcing to the masses
    -Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  67. Will SGE put me out of work?
    - Anonymous
    @Johnmu // @billiegeena #BrightonSEO

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  68. CLIENT
    QUESTIONS
    @Johnmu // @billiegeena #BrightonSEO

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  69. PLEASE EXPLAIN
    @Johnmu // @billiegeena #BrightonSEO

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  70. NOTHINGS HAPPENING
    @Johnmu // @billiegeena #BrightonSEO

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  71. WHY DIDN'T IT WORK THIS TIME?

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  72. WILL THIS BE ENOUGH?

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  73. BUT WHAT ABOUT THE OTHERS?

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  74. WHAT DID YOU DOOOOO
    @Johnmu // @billiegeena #BrightonSEO

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  75. OK, THEN LET'S ESCALATE
    @Johnmu // @billiegeena #BrightonSEO

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  76. Stay updated
    The search status dashboard is the place
    to be. Subscribe with the RSS feed (check
    "RSS to email")
    Search Central Blog (also RSS feed) + our
    socials
    Follow Barry Schwartz, of course

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  77. Final Take
    aways
    don't panic
    monitor technical trends before they're
    "updates"
    prepare: flexible infrastructure
    be objective about content quality:
    schedule for review and delete or fix
    stay informed
    make update-memes for bonus points

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  78. Billie Geena
    We’ve been
    John Mueller &
    Ask us stuff
    @Johnmu
    @BillieGeena
    #BrightonSEO

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