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Google Core Update September 2022

         

ne0h

3:45 pm on Sep 12, 2022 (gmt 0)

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System: The following 11 messages were cut out of thread at: https://www.webmasterworld.com/google/5071217.htm [webmasterworld.com] by engine - 10:24 am on Sep 13, 2022 (utc +1)


Another sudden update started rolling out for September core update.

[developers.google.com...]

Seriously...one after another...

westcoast

8:50 pm on Sep 26, 2022 (gmt 0)

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"Is it possible that age, a.k.a. being an established site, used to be a ranking signal but has been deprecated or dialed back?"

Perhaps that's a factor, but the huge downward pressure on older sites in Google vs our standing in every other search engine indicates something is wrong. Note that this excludes those massive brands, which it's important to note are immune because of their sheer size.

Personally, my gut feeling is that 25 years of link detritus is probably the root issue. New sites have amazing good:spam backlink ratios, and you can imagine an algorithm taking a look at that backlink profile as a whole and going "well this looks pretty good". On older sites that ratio drops fast, and after 20 years you end up with what looks like the remnants of a very long, very wild party.

I'm not sure about your site, but our site has a TON of legitimate backlinks (many thousands), but those are mixed in with tens of thousands of spam backlinks from thousands of domains. Scrapers / malware sites love taking snippets of our content and then adding backlinks to us to try to make themselves look legit. We have battled this for two decades now, and while Google has gotten good at stopping this stuff over even the past couple of years, it still misses some of it.

The bigger problem I think is backlinking that morons do over the years that looks suspicious but occurs on non-spam sites. So, someone in 2005 posts a bunch of links on a forum to one of our pages, and then a configuration issue or non-canonical URL variants end up with that link appearing on a thousand different forum pages. Now take wildy varying examples in scope and size like this 500 times over a 20 year period. All of this in aggregate looks unnatural, and I suspect there is a decent chance Google could demote our site because of it. It's not so much a single case of "unintentional unnatural linking", but when you get a large number of independent instances over a 25 year period, I could totally see Google reading something into it that it shouldn't be. Or something.

You know how GSC lists the top 1000 backlinking sites to your website? Well our list, as displayed by Google Search Console, is at least 50% spam / malware sites. A great deal many others are parked or 404 domains (probably from spam attacks years ago). If you were to judge the authority of our site based on what GSC's backlinks display, your only conclusion would be that our site is trash. Total trash. Google says they devalue spam, but then they fill GSC backlinks profile ("Here's what we're judging your site on!") with it. Doesn't fill one with much confidence that they are ignoring those sites and links, does it?

Services like Semrush's backlink profile tool have a coronary every time they look at our backlink profile. In the "highly toxic" category, it shows 6000 toxic domains with tens of thousands of backlinks. And I know that this is just a tiny portion of the total out there.

Now, I want to say that I'm sure the good folks at Google do what they can to devalue spam links. I get it, it's a really hard problem, and I have read every word everyone at Google has said on the issue over the years. They're confident, and that's great. But, I really think they have a hole in their backlink algorithms when it comes to our older sites. The crap:good noise level is just so high, one has to wonder if they are seeing the quality forest through the 20-years of backlink polluted trees.

Perhaps it's something else... maybe there's a bug in 301 handling, so that old sites with large numbers of 301s are getting weirdly pagerank dilluted or something, or some statistic table isn't getting updated with the current state of things and instead is aggregating stale data from 15 years ago. Or perhaps there is effectively a time-penalty for sites with large numbers of webpages written 15 years ago -- perhaps an algorithm sees 80,000 pages written between 2000 and 2010 and says "site is stale", even if those pages are evergreen (like ours are) and constantly updated for accuracy as time moves on (as ours are).

One other interesting data point: I'm not sure if you know this, but if Google sees a directory has a lot of low quality content, it will take a grudge on that directory and hold onto that grudge *even if the content improves significantly*. We had a part of our site that contained very thin content, and although it was fine and useful for our actual users, we could see Google was getting mad at us, so we improved that content. Google refused to revisit any content there that it had marked as crawled not indexed & discovered not crawled. For *over a year*, even after it had reindexed the vastly improved content, it held a grudge on that /directory/. It hated that directory. Extremely high excluded/crawled but not indexed in it, far above anywhere else on the site. And even as it sucked in the new content and saw that the content was now good, it still hated that /directory/. I even ran an experiment... I took some pages from /directory/ that Google was refusing to even LOOK AT (discovered not crawled) and moved them to a fresh /directory2/. Google indexed them ALL overnight! Same content, different location. So, Google's algorithms hold statistical grudges, and they're not particularly good or fast at updating their statistics for things like "low quality content lies in /directory/". It's possible that stuff like this can hurt older sites too -- sins of thin content or duplicate content from years ago.... are incidents and transgressions from 10 years ago that were long ago fixed haunting us? Is it simply an issue of the older your website is the more minor grudges Google holds, and over time those minor grudges/algorithmic demotions create big issues?

There are just so many ways that legacy data can interact in unexpected ways with new algorithms. Shrug. Sigh.

SteveWrz

10:35 pm on Sep 26, 2022 (gmt 0)

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Google has announced that all updates are now complete.

While my sites are all still down, today's numbers look more like -5-10% down from the norm instead of the -25% I was seeing earlier.

Shepherd

10:54 pm on Sep 26, 2022 (gmt 0)

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...used to be a ranking signal but has been deprecated or dialed back?


Sure seems that way. Sitewide, penalty like but more like something that was good is no longer.

Maybe one of the kids at the plex forgot to turn the "respect your elders" switch back on.

javelin

12:26 am on Sep 27, 2022 (gmt 0)

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I'm also wondering if subject expertise or authority has been de-emphasized a bit in the latest update(s).


I get tired of hearing the buzzwords from the "gurus" out there on topics like "authority". The G of yesteryears is long gone. Authority today will be different tomorrow and again different the day after that.

There was once upon a time a series of constant metrics that could be used to gauge such a thing. Now it seems content itself is completely irrelevant for there is no way in *&^% many searches should consistently return big box or blue check only results. The problem is so blatant in everyones face BUT the coolaid keeps being drunk by the majority of the public and SEO's.

People need to realize that content is now filtered and some of the "quality checks" they run include PC usage of the words themselves. In other words the context is less important and the format of the delivery is more important which displaces the actual accuracy of content.

The whole thing is sideways in more areas than we can possibly realize. Truly it is a mess in more ways than just the use of AI. It is the composite of all these agendas which create the algo that is more than unpredictable, it also becomes impossible to please a moving target that reaches beyond context and into other areas where it should not exist.

Sgt_Kickaxe

7:24 am on Sep 27, 2022 (gmt 0)



removed, this suggestion would confuse in this thread. I'll post it on it's own thread later.

mzb44

9:14 am on Sep 27, 2022 (gmt 0)

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Perhaps because Google's ML isn't dealing with legacy data correctly they are unintendedly burying older established businesses


Something I am seeing over our entire vertical is major generic brands ranking above us


I believe the second quote is the reason.

I mean, it's not that your site is old and has noisy data, it's simply that recent G algo updates intentionally focused on pushing those big brand sites.

Meaning, given that you now have the big brand sites as competitors, it probably won't make any difference even if you clean up all that legacy noise.

Many are noticing the same trend for about 2-3 years now. Once a big brand moves into your niche (usually a newspaper or TV network website), they instantly get boosted. Their absolutely hyper massive link profiles simply outweighs anything else.

Once you see several big newspapers writing (spamming) content in your niche, run. The next core update will butcher you.

engine

9:15 am on Sep 27, 2022 (gmt 0)

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As was mentioned, and just to confirm, Google said the September 12th Core Update rollout was complete as of September 26, 2022. [developers.google.com...]

Shepherd

12:19 pm on Sep 27, 2022 (gmt 0)

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Seeing our site tumbling over the same visibility chart cliff as a very friendly to google cable news network's website does add some amusement to the situation...

RedBar

12:52 pm on Sep 27, 2022 (gmt 0)

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For me Monday was going along normally then about UK time 18.00 traffic slowed dramatically until 02.00 and then resumed until now. It did puzzle me as to why I have seen this a few times now and I have come up with a possible answer, well, it suits my way of thinking!

18.00 UK time is 13.00 East Coast
02.00 UK time is 10.00 Japan

I normally constantly have regular traffic from Japan and all through Eurasia, Middle East to Europe throughout the day however it does all depend on whether companies are buying for their own stocks or for project works.

Is the USA market so depressed / in recession that, quite simply, no one is searching in the volumes they used to for my not-so-low-cost products?

Is it as simple as that? My last 30 days traffic levels indicate a 20% reduction in US traffic meanwhile my overall metrics had been returning to pre-May levels.

JesterMagic

1:34 pm on Sep 27, 2022 (gmt 0)

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@westcoast 20 year old site here. Aug update hit us slightly, but this update has been a major hit as well (though we have been on a slow slide this past year). Down another 20% it seems....

Same problem as you, major brands with poor outdated content ranking higher than us (happening probably for 2 years now).

Also have a site that took over our niche a year ago is now ranking number 1 on a domain from the medical field that has a decent number of backlinks that they switched/bought and built a new site on (not related to the medical field topic)

ne0h

2:28 pm on Sep 27, 2022 (gmt 0)

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Somehow, my two main sites have been surprisingly stable from July to September. It probably survived the updates.
[imgur.com...]

But, after analysing, I found there might be some penalty/or something which stopped traffic from Discover and G News.

And despite the search traffic being stable, as you see above, CTR is down, and Adsense income is down. Probably due to the recession.

Does anyone have this?

Bright Ahead

2:33 pm on Sep 27, 2022 (gmt 0)



Anybody noticing drop in traffic. Mine got decreased by 10-15% in the last 4 hours. SEMRush index is above 5.

Markedd

2:34 pm on Sep 27, 2022 (gmt 0)

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I noticed that the so-called September update is done, but I saw today traffic from raterhub. I guess a new update has started. Whatever.

MayankParmar

2:42 pm on Sep 27, 2022 (gmt 0)

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By far the worst update... at this point I wonder what needs to be done to do better on Google? Honest, unbiased and original reporting (generating natural backlinks) is not enough?

RedBar

4:01 pm on Sep 27, 2022 (gmt 0)

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FWIW I don't feel that whatever it is has anything to do with age. My oldest site is 30 years old in 2023, all other sites are 25+ years with my youngest, solely UK focussed, at 18 years old.

All sites are kept up-to-date and original running html 5 responsive for 8+ years.

Certainly I see very similar templated thin info and poor image sites ranking too high for their "quality" and can but hope that users quickly skim past their obvious "cloneness". I have been seeing this for several years now with G seemingly unwilling to offer alternative results ... I say unwilling, maybe they are simply unable.

longjohnbronze

5:14 pm on Sep 27, 2022 (gmt 0)

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"Anybody noticing drop in traffic. Mine got decreased by 10-15% in the last 4 hours. SEMRush index is above 5."

Similar here; the switch was flicked almost exactly at noon GMT.

Bright Ahead

5:47 pm on Sep 27, 2022 (gmt 0)



But SERPs did not change for us. The actions taken by the customers on the site also did not decrease. Only GA is reporting lower numbers. Maybe a bug.

Sgt_Kickaxe

3:44 am on Sep 28, 2022 (gmt 0)



Of pages losing traffic, is a company brand name(not yours) mentioned in the page titles?

rogrmartn

7:38 am on Sep 28, 2022 (gmt 0)

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Hi
I am new to this forum

I am working on 3 websites and on SERPS keywords ranking, search volume stable and user engagement time increase

But website Traffic Drop

And i didn't find the solution

RareBit

3:07 pm on Sep 28, 2022 (gmt 0)

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We have moved up from 3rd back to 1st on 1 of our main keywords, a position we haven't been in since the end of Feb (we dropped around the same time as the desktop page experience update) We only have 2 good URLs according GSC but have improved overall site speed, we just don't seem to be able to get the group LCP down to pass the page experience validation.. Fingers crossed it sticks as organic traffic is up around 15%!

morpheus83

9:21 am on Sep 29, 2022 (gmt 0)

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This update has been brutal, but so was the June update and this one hit just as things were getting better. Now that our site has been hit with two back to back updates I am assuming it would be a regular affair.

christianz

10:38 am on Sep 29, 2022 (gmt 0)

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The rollout or the effects of rollout continue, without any signs of slowing down. Drop every day since September 20st.

Other than the usual, ever present theories about negative SEO, I haven't seen anyone even dare to try to explain what this update is about. There is no logic or rationale behind it.

Overall all of 2022 has been a bad year for Google. They have rolled out several unsuccessful updates that have made WWW a lot worse. Their punitive updates with "sitewide penalties" are incentivizing webmasters to spread their bets and create lots of disposable spam sites with AI and scraped content.

JesterMagic

12:12 pm on Sep 29, 2022 (gmt 0)

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>> are incentivizing webmasters to spread their bets and create lots of disposable spam sites with AI and scraped content.

Agree

Or I search for a question, and you got a list of long drawn out article that attempts to answer every single question under the sun in a generic way about the topic which makes the article extremely long. You combine this with loads of advertising, and it is impossible to quickly find the answer to your original question.

BigKat

1:59 pm on Sep 29, 2022 (gmt 0)

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Overall all of 2022 has been a bad year for Google.

Depends how you look at it. Thus far, 2022 is going well for Google (Alphabet). Granted, it's not as good as 2021 but in a recessionary environment double digit growth is good.

Alphabet gross profit for the quarter ending June 30, 2022 was $39.581B, a 11.02% increase year-over-year.
Alphabet gross profit for the twelve months ending June 30, 2022 was $157.827B, a 28.59% increase year-over-year.
Alphabet annual gross profit for 2021 was $146.698B, a 50.01% increase from 2020.

Google is raking in more money, though their expenses have risen as well. From what I've read, Google added roughly 30K employees YoY.

Obviously for Google to generate more revenue, it has to come from somewhere - the bulk of which comes from ads. For growth in ads to occur, organic search must be demoted which Google has and continues to do. The problem for us (my company included), is Google's ads no longer generate a profit. Combined with Google demoting organic search, Google's overall relevance/importance in our business planning has also been demoted. There's a finite amount of money in our economy, and Google choking off businesses to grab as much money as they can is not a good long term strategy for them.

aristotle

4:18 pm on Sep 29, 2022 (gmt 0)

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Alphabet gross profit for the quarter ending June 30, 2022 was $39.581B, a 11.02% increase year-over-year.
Alphabet gross profit for the twelve months ending June 30, 2022 was $157.827B, a 28.59% increase year-over-year.
Alphabet annual gross profit for 2021 was $146.698B, a 50.01% increase from 2020.


Looks like the increases are decreasing.

mosxu

7:58 pm on Sep 29, 2022 (gmt 0)

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Google is cost cutting ? Something is not right!

Quality of the traffic is still a problem. I thought soon they will match Facebook with 90% junk.

Atomic

9:12 pm on Sep 29, 2022 (gmt 0)

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I thought soon they will match Facebook with 90% junk.

My anecdotal experience is the opposite. I see sites disappearing from SERPs they had no business appearing in. The worst of these dropped quickly and continue to lose ranking. Some of the larger sites with tons of authority that built content to take advantage of what Google gave them are also slowly losing those rankings they never should have been allowed to enjoy. The SERPs are still far from perfect. But they're definitely better than they were last month.

mosxu

9:55 pm on Sep 29, 2022 (gmt 0)

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@Atomic

Yes organic traffic is skinny unfortunately, buyers may not get to even highly ranked sites!

But:

Facebook Announces Hiring Freeze, Warns Of "Team Restructuring"

anotoki

7:01 am on Sep 30, 2022 (gmt 0)

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huge drop, is it finally my turn

ChokenBako

7:43 am on Sep 30, 2022 (gmt 0)

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Traffic is still bleeding since around 20th. of September. Overall about 15% less. Hopefully it will stop soon.
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