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Is "core update" short for rearranging SERP layout?

         

Sgt_Kickaxe

6:25 pm on Oct 10, 2022 (gmt 0)



While hearing the words "core update" generaly invoke a belief that pages are being re-evaluated and ranked based on 200+ ranking factors could the reality of what's happening be far simpler than that?

For your consideration - can a core update just be tweaking the thresholds that allow special features to appear in search? ie: not so much a re-ranking of content but a re-weighting of what triggers a special feature... a SERP layout change.

What got me wondering if we're looking at core updates all wrong, for some queries, was revisiting an old query which had broght me lots of traffic for over a decade. I google'd it.

It was still the #1 organic result but is on page 3 now!? (Desktop, not personalized, 1920x1080) **

- 60% of page one is currently a single ad with 3 sitelink-esque headings below it, all the same ad.
- 40% of page one is the image carousel

- 60% of page two is currently the people also ask section
- 40% of page two is currently the video carousel stretched vertically

- 20% of page three is the bottom part of the video carousel
- Organic serps begin here.

Prior to this new layout the first organic result was in the bottom 20% of page one, 2 results fit above the fold.

RESULT: No change in ranking, 55% traffic loss on desktop, 48% on mobile which also changed SERP layout.

No amount of quality auditing will fix this, the page still ranks #1 for this query. The core update didn't change the ranking of the page, it changed the layout of the SERP.

** EDIT FOR CLARIFICATION: By page one, page two etc I mean what appears on a full screen, not what appears after clicking a page 2 link. Page 1 = everything above the fold and page 2 begins where page 1 ends after a full scroll.

Perhaps metric reporting companies should start considering how far a user needs to scroll to reach the first organic result? Otherwise a site may appear to still be ranked in the same location but its traffic and value will be reduced if a lot of scrolling is required.

Nutterum

12:45 pm on Oct 20, 2022 (gmt 0)

10+ Year Member Top Contributors Of The Month



Can confirm . Ad clicks from one of the big properties I monitor jumped by 8% . Organic dropped by 11% for all keywords that have ads in pos. 1 and organic on pos. 1 . Google is siphoning every last click back to their ecosystem. Its..bad.

robzilla

3:23 pm on Oct 20, 2022 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



Core updates are "significant, broad changes to [Google's] search algorithms and systems." [developers.google.com...]

While a "rearranging" of the SERPs can certainly be a part (or result) of that, most of the changes are more likely to affect how content is assessed. But I think that increasingly those two parts are more difficult to separate, everything being relative to the query.

Organic serps begin here.

Strictly speaking, images, videos and "people also ask" are also part of the organic SERPs.

The core update didn't change the ranking of the page, it changed the layout of the SERP.

Doesn't have to have been a result of any "core update".

Some of my most important positions are below image results; they never used to be until a few years ago, when Google started catching on to what sort of content people were looking to find. So I understand why they're there and it tells me something about what I need to do to keep competing and provide a better experience. I don't believe the image results are set in stone there at the top, I think I can regain the top position once I do a better job of meeting query intent for as many users as possible. Analyzing the search results has helped me plan for the future.

It's important to realize that "rearranging" is not done arbitrarily, for each query Google's trying to learn what sort of content the user is going to be most content with. Some queries are simple in that regard (i.e. clearly people want video, or information, or maps, etc), others more complex (and you'll see a wide variety of results). If you can catch on to what Google is learning, you might have a chance to compete. That's not to say they're perfect at it, of course; but that's the direction they're heading in (as they have been telling us for many years).

You might find, for example, that for "widgets" there are images, videos or what-have-you at the top, whereas for "silly widgets" there are not. Then for "broken widgets" there's a "people also ask" section. See what can you learn from all that, and try to understand why things are "rearranged" when they are.

Sgt_Kickaxe

2:45 am on Oct 21, 2022 (gmt 0)



- Before core update = rank #1 with decent traffic for a specific query, web traffic only
- After core update = rank #1 with 50% less traffic for the same query, web traffic only

Edit: Think about it, what would happen if web pages did not get re-ranked but did slide way down in visibility? The site metrics reporting companies would not notice much change, because the order of web results will not have changed much, and they'd call it a MILD update... with many seeing 50% less web traffic from the same positions !?!

robzilla

7:23 pm on Oct 21, 2022 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member Top Contributors Of The Month



The better ones keep track not only of the blue links but also of SERP features like Shopping, Video, etc. so you can see trends there. The ones that don't... well, perhaps you shouldn't take their data too seriously. That's up to you.

If I'm at the top of the blue links but there are SERP features above that, frankly I don't really consider myself #1.