It’s official, Google’s November core algorithm update is over today on Tuesday, November 30, 2021, the day after the popular Cyber Monday shopping day. Sites that experienced an up or downward shift in rankings should not expect additional changes to their status until the next algorithm update.
“The November 2021 Core Update is now rolling out live. As is typical with these updates, it will typically take about one to two weeks to fully roll out.”
It’s possible that changes in traffic around the time of the algorithm might not be related to the update. Coincidences do happen but it’s a slim hope.
The changes seen today can be said to be permanent and until the next update there should only be the daily up and down in rankings that are characteristic of a constantly updated search index.
Unlike in the past where the search index remained fixed for a month at a time, today’s search engine is more dynamic and responsive to links and content.
What doesn’t change is the underlying processes themselves.
What Was The November Update?
Search Community Shares Insights
Many search marketers agreed that the November core algorithm update did not have the disruptive impact of a major update.
Kenichi Suzuki, a respected Japanese search marketer offered his observations of the impact to the Google search results in Japan.
“The November 2021 Core Update seems to have made much less impact on rankings, compared with other core updates.
The ranking changes are not that different than daily fluctuations.
That said, we’ve seen Google look at who (author/company) publishes the content more carefully.”
Jason Barnard (@jasonmbarnard)
Jason Barnard noticed wild fluctuations in Google’s Knowledge Graph on November 16th, the day before the update:
This is super interesting (in my wee world)
I think something BIG just happened in Google-Knowledge-Graph-World… hard to spot exactly what.
The last #knowledgegraph update was 4 times less volatile than any other previous
I’ve been not sleeping wondering about why. pic.twitter.com/KWtFQdPhJ6
— 𝄢 Jason Barnard 𝄢 (@jasonmbarnard) November 16, 2021
Is that related to the update that would be released on the following day?
Nobody knows for certain but it’s an interesting sideshow accompanying the main event.
Jason offered his thoughts on what happened in the Knowledge Graph:
“Here we had Google announce a core update on the 17th of November and the knowledge graph went crazy beginning the day before.
There was also a “deepening” of the Knowledge Graph that same day (ie queries returned 6% more results on average…).
That number had not changed for at least 2 years. So that 6% is big news.”
Ammon Johns (@Ammon_Johns)
I asked widely respected search marketer, Ammon Johns, about the update.
“There’s no single unifying theme (yet), no suddenly recurring problem or symptom surfacing in the various SEO groups.
Only the ongoing mass of issues many smaller site owners had in the weeks running up to the update where crawling was reduced, and sites with lower crawl priorities found they couldn’t get their new content indexed.”
Ammon is referencing the growing concern in the worldwide search marketing community about how Google seems to be indexing less content.
That’s something that began peaking in October 2021 and continues to be a source of anxiety for many publishers.
Steven Kang (@SEOSignalsLab)
Steven Kang is the administrator of the wildly popular SEO Signals Lab Facebook community. His community has thousands of members and countless discussions every day. If anyone has the pulse of the search community on social media, it’s Steven Kang.
Here is what Steve observed about the core update:
“I’m seeing mixed results. Some went up and some down. I’m not seeing the seismic difference…”
Jim Boykin (@jimboykin) – Founder of Internet Marketing Ninjas
Jim Boykin has been in SEO for over twenty years and one thing I have observed about Jim is that he’s open minded to changes and is quick to adapt, which to me makes his opinions matter all the more.
These are Jim’s observations on Google’s November update:
“We had 12 clients that had really nice ranking/traffic improvements, and about 25 clients that didn’t see much either way, and we had 7 clients that saw a bit of a drop. About 5 of the 7 that dropped fell 1-3 ranking positions lower. Two of those seven had bigger drops.
Overall, this is just another algo update… there will always be winners and losers each time… I just try to keep making the sites better and stress doing that to those who were negatively effected.”
Bill Hartzer (@bhartzer)
Bill Hartzer, another search marketer with over twenty years of experience concurred with the observation that this update had a small impact.
“I feel as if it’s been a low impact update.”
Was The Update Partly An Infrastructure Update?
This update is generally agreed by many in the search industry to have been a relatively mild one. That in itself is very interesting because it could suggest a shift in the underlying algorithm architecture where it still does the same thing, relatively, but it does it more efficiently and faster.
The core algorithm update was preceded by a spam update which presumably cleared the table of negative influences to the search index, to make the search index more pure and less spam.
FLAN Machine Learning Research Paper
It’s especially interesting because Google AI has published research on new machine learning models that do not specialize at doing many things really well, which is a change from previous models that did one thing really well and required an army of multiple models to do all these different things.
One such model is called FLAN that was introduced as a research paper in October. What FLAN does is focuses the natural language training on solving different kinds tasks and then generalizing the method so that it can apply to a wide variety of tasks.
Google Introduced Pathways, A New AI Architecture
The November core algorithm update began on November 17, 2021 and finished nearly two weeks later on November 30th.
If Google were to introduce a new more efficient way to accomplish the same thing it was already doing, then that might require clearing the board of spam with a spam update and then introducing the new algorithm architecture slowly across the entire system.
Perhaps not coincidentally, around the same time as the FLAN research was published Google officially announced a new AI Architecture called Pathways that seems to do many of things that FLAN claims to improve on.
The Google Pathways announcement states:
“Too often, machine learning systems overspecialize at individual tasks, when they could excel at many.
That’s why we’re building Pathways—a new AI architecture that will handle many tasks at once, learn new tasks quickly and reflect a better understanding of the world.
….Today’s AI models are typically trained to do only one thing.
Pathways will enable us to train a single model to do thousands or millions of things.”
One thing to note is that the Pathways article, published in October 2021, refers to things they are going to build, not to things that they have already introduced.
So it’s entirely possible that Pathways was not introduced in the mid-November 2021 core algorithm update.
Ammon Johns Is Reminded of Hummingbird Update
Ammon Johns remarked that the November 2021 core algorithm update felt like an infrastructure update.
Ammon shared his thoughts:
“I’m reminded a bit of the Hummingbird Update, where it had actually been live for a couple of months or something like that before the news broke, and nobody had noticed.”
I agree with Ammon. In general terms, the November 2021 update had a relatively gentle impact on the search results.
And that is what makes it feel like an infrastructure related update that makes Google’s algorithms more efficient.
Google November 2021 Core Update Takeaways
I think most people would agree that Google’s core update was somewhat odd.
- Kenichi Suzuki, the search marketer in Japan, feels that Google was focusing a little more on authorship signals.
- Jason Barnard noticed extreme volatility in the Knowledge Graph, sharing that Google was returning 6% more knowledge graph-based results. Jason says a 6% increase is huge and a scale he’s never seen before.
- Ammon Johns feels, like I do, that the quiet nature of this update might indicate that Google made more infrastructure-related changes.
- Social media has been relatively quiet this update, suggesting that whatever impact it had was not widely felt in the way that a major update would feel.
- Lastly, Google published an article and a research paper that both signal improvements to Google’s algorithms that can dramatically speed up current question answering tasks and in the future greatly increase Google’s ability to answer more complex questions.
Roger Montti is a search marketer with 20 years experience.
I offer site audits and link building strategies.
How to Write For Google
Are you writing your SEO content based on the latest best practice tips?
I originally wrote this SEO copywriting checklist in 2012—my, how things have changed. Today, Google stresses quality content even more than before, conversational copy is critical, and there are revised SEO writing “rules.”
I’ve updated the list to reflect these changes and to provide additional information.
As a side note, I would argue that there’s no such thing as “writing for Google.” Yes, there are certain things you should do to make the Google gods happy. However, your most important goal should be writing clear, compelling, standout copy that tells a story.
I’m keeping the old headline in the hopes that I can convert some of the “write for Google” people to do things the right way.
Items to review before you start your SEO writing project
– Do you have enough information about your target reader?
Your copy will pack a powerful one-two punch if your content is laser-focused on your target reader. Ask your client or supervisor for a customer/reader persona document outlining your target readers’ specific characteristics. If the client doesn’t have a customer persona document, be prepared to spend an hour or more asking detailed questions.
Here’s more information on customer personas.
– Writing a sales page? Did you interview the client?
It’s essential to interview new clients and to learn more about their company, USP, and competition. Don’t forget to ask about industry buzzwords that should appear in the content.
Not sure what questions to ask to get the copywriting ball rolling? Here’s a list of 56 questions you can start with today.
– Writing a blog post? Get topic ideas from smart sources
When you’re blogging, it’s tempting to write about whatever strikes your fancy. The challenge is, what interests you may not interest your readers. If you want to make sure you’re writing must-read content, sites like Quora, LinkedIn, Google Trends, and BuzzSumo can help spark some ideas.
– Did you use Google for competitive intelligence ideas?
Check out the sites positioning in the top-10 and look for common characteristics. How long are competing articles? Do the articles link out to authoritative sources? Are there videos or infographics? Do the articles include quotes from industry experts? Your job is to write an essay that’s better than what’s already appearing in the top-10 — so let the competition be your guide.
– Did you conduct keyphrase research?
Yes, keyphrase research (and content optimization) is still a crucial SEO step. If you don’t give Google some keyphrase “cues,” your page probably won’t position the way you want.
Use a keyphrase research tool and find possible keyphrases for your page or post. As a hint: if you are tightly focusing on a topic, long-tail keyphrases are your best bet. Here’s more information about why long-tail keyphrases are so important.
If you are researching B2B keyphrases, know that the “traditional” keyphrase research steps may not apply. Here’s more information about what to do if B2B keyphrase research doesn’t work.
– What is your per-page keyphrase focus?
Writers are no longer forced to include the exact-match keyphrase over and over again. (Hurray!) Today, we can focus on a keyphrase theme that matches the search intent and weave in multiple related keyphrases.
– Did you expand your keyphrase research to include synonyms and close variants?
Don’t be afraid to include keyphrase synonyms and close variants on your page. Doing so opens up your positioning opportunities, makes your copy better, and is much easier to write!
Are you wondering if you should include your keyphrases as you write the copy — or edit them in later? It’s up to you! Here are the pros and cons of both processes.
— Do your keyphrases match the search intent?
Remember that Google is “the decider” when it comes to search intent. If you’re writing a sales page — and your desired keyphrase pulls up informational blog posts in Google – your sales page probably won’t position.
— Writing a blog post? Does your Title/headline work for SEO, social, and your readers?
Yes, you want your headline to be compelling, but you also want it to be keyphrase rich. Always include your main page keyphrase (or a close variant) in your Title and work in other keyphrases if they “fit.”
– Did you include keyphrase-rich subheadlines?
Subheadlines are an excellent way to visually break up your text, making it easy for readers to quick-scan your benefits and information. Additionally, just like with the H1 headline, adding a keyphrase to your subheadlines can (slightly) help reinforce keyphrase relevancy.
As a hint, sometimes, you can write a question-oriented subheadline and slip the keyphrase in more easily. Here’s more information about why answering questions is a powerful SEO content play.
– Is your Title “clickable” and compelling?
Remember, the search engine results page is your first opportunity for conversion. Focusing too much on what you think Google “wants” may take away your Title’s conversion power.
Consider how you can create an enticing Title that “gets the click” over the other search result listings. You have about 59 characters (with spaces) to work with, so writing tight is essential.
– Does the meta description fit the intent of the page?
Yes, writers should create a meta description for every page. Why? Because they tell the reader what the landing page is about and help increase SERP conversions. Try experimenting with different calls-to-actions at the end, such as “learn more” or “apply now.” You never know what will entice your readers to click!
– Is your content written in a conversational style?
With voice search gaining prominence, copy that’s written in a conversational style is even more critical.
Read your copy out loud and hear how it sounds. Does it flow? Or does it sound too formal? If you’re writing for a regulated industry, such as finance, legal, or healthcare, you may not be able to push the conversational envelope too much. Otherwise, write like you talk.
Here’s how to explain why conversational content is so important.
–Is your copy laser-focused on your audience?
A big mistake some writers make is creating copy that appeals to “everyone” rather than their specific target reader. Writing sales and blog pages that are laser-focused on your audience will boost your conversions and keep readers checking out your copy longer. Here’s how one company does it.
Plus, you don’t receive special “Google points” for writing long content. Even short copy can position if it fully answers the searcher’s query. Your readers don’t want to wade through 1,500 words to find something that can be explained in 300 words.
Items to review after you’ve written the page
– Did you use too many keyphrases?
Remember, there is no such thing as keyword density. If your content sounds keyphrase-heavy and stilted, reduce the keyphrase usage and focus more on your readers’ experience. Your page doesn’t receive bonus points for exact-matching your keyphrase multiple times. If your page sounds keyphrase stuffed when you read it out loud, dial back your keyphrase usage.
– Did you edit your content?
Resist the urge to upload your content as soon as you write it. Put it away and come back to it after a few hours (or even the next day.) Discover why editing your Web writing is so very important. Also, don’t think that adding typos will help your page position. They won’t.
– Is the content interesting to read?
Yes, it’s OK if your copy has a little personality. Here’s more information about working with your page’s tone and feel and how to avoid the “yawn response.” Plus, know that even FAQ pages can help with conversions — and yes, even position.
– Are your sentences and paragraphs easy to read?
Vary your sentence structure so you have a combination of longer and shorter sentences. If you find your sentences creeping over 30 or so words, edit them down and make them punchier. Your writing will have more impact if you do.
Plus, long paragraphs without much white space are hard to read off a computer monitor – and even harder to read on a smartphone. Split up your long paragraphs into shorter ones. Please.
– Are you forcing your reader onto a “dead end” page?
“Dead-end” pages (pages that don’t link out to related pages) can stop your readers dead in their tracks and hurt your conversion goals.
Want to avoid this? Read more about “dead-end” Web pages.
– Does the content provide the reader with valuable information?
Google warns against sites with “thin,” low-quality content that’s poorly written. In fact, according to Google, spelling errors are a bigger boo-boo than broken HTML. Make sure your final draft is typo-free, written well, and thoroughly answers the searcher’s query.
Want to know what Google considers quality content — directly from Google? Here are Google’s Quality Raters guidelines for more information.
– Did you use bullet points where appropriate?
If you find yourself writing a list-like sentence, use bullet points instead. Your readers will thank you, and the items will be much easier to read.
Plus, you can write your bullet points in a way that makes your benefit statements pop, front and center. Here’s how Nike does it.
– Is the primary CTA (call-to-action) clear–and is it easy to take action?
What action do you want your readers to take? Do you want them to contact you? Buy something? Sign up for your newsletter? Make sure you’re telling your reader what you want them to do, and make taking action easy. If you force people to answer multiple questions just to fill out a “contact us” form, you run the risk of people bailing out.
Here’s a list of seven CTA techniques that work.
– Do you have a secondary CTA (such as a newsletter signup or downloading a white paper?)
Do you want readers to sign up for your newsletter or learn about related products? Don’t bury your “sign up for our newsletter” button in the footer text. Instead, test different CTA locations (for instance, try including a newsletter signup link at the bottom of every blog post) and see where you get the most conversions.
– Does the page include too many choices?
It’s important to keep your reader focused on your primary and secondary CTAs. If your page lists too many choices (for example, a large, scrolling page of products), consider eliminating all “unnecessary” options that don’t support your primary call-to-action. Too many choices may force your readers into not taking any action at all.
– Did you include benefit statements?
People make purchase decisions based on what’s in it for them (yes, even your B2B buyers.) Highly specific benefit statements will help your page convert like crazy. Don’t forget to include a benefit statement in your Title (whenever possible) like “free shipping” or “sale.” Seeing this on the search results page will catch your readers’ eyes, tempting them to click the link and check out your site.
– Do you have vertical-specific testimonials?
It’s incredible how many great sales pages are testimonial-free. Testimonials are a must for any site, as they offer third-party proof that your product or service is superior. Plus, your testimonials can help you write better, more benefit-driven sales pages and fantastic comparison-review pages.
Here’s a way to make your testimonials more powerful.
And finally — the most important question:
– Does your content stand out and genuinely deserve a top position?
SEO writing is more than shoving keyphrases into the content. If you want to be rewarded by Google (and your readers), your content must stand out — not be a carbon copy of the current top-10 results. Take a hard look at your content and compare it against what’s currently positioning. Have you fully answered the searcher’s query? Did you weave in other value-added resources, such as expert quotes, links to external and internal resources (such as FAQ pages), videos, and graphics?
If so, congratulations! You’ve done your job.
Google Ads Serving Issue For Ads On Desktop Gmail
Google has a new serving issue with Google Ads that is impacting ad serving on the desktop version of Gmail. So if you are serving Google Ads on Gmail, your ads may not show to a “significant subset of users,” according to Google.
Google posted the incident over here and wrote “we’re aware of a problem with Google Ads affecting a significant subset of users. We will provide an update by Dec 24, 2021, 2:00 AM UTC detailing when we expect to resolve the problem. Please note that this resolution time is an estimate and may change. This issue is specific to ads serving on Gmail on Desktop browsers only.”
The issue again only impacts ads serving on Gmail on Desktop browsers only.
It started yesterday, December 23, 2021 at around 2pm ET and is still currently an issue. Google is working on resolving the issue but has yet to resolve it.
You can track the issue over here.
Forum discussion at Twitter.
Google Loses Top Domain Spot To TikTok
Google is no longer the world’s most popular domain after being dethroned by TikTok, according to rankings from web security company Cloudflare. The list of most popular domains is part of Cloudflare’s Year in Review report and represents domains that gained the most traffic from one year to another.
Google.com — which includes also includes Maps, Translate, and News among others — ended the previous year as the leader in Cloudflare’s rankings. At that time, TikTok was ranking in the 7th position. TikTok.com is now ending 2021 with a leap toward top spot ahead of Google, Facebook, Amazon, and other world leading domains.
Here’s the full list of the top 10 most popular domains as of late 2021:
Cloudflare describes TikTok’s journey toward becoming the most popular domain throughout the year 2021:“It was on February 17, 2021, that TikTok got the top spot for a day.
Back in March, TikTok got a few more days and also in May, but it was after August 10, 2021, that TikTok took the lead on most days. There were some days when Google was #1, but October and November were mostly TikTok’s days, including on Thanksgiving (November 25) and Black Friday (November 26).”
Also included in Cloudflare’s report are lists of the most popular social media domains, most popular e-commerce platforms, and most popular video streaming sites. To no surprise, Amazon ended the year as the most popular e-commerce domain, followed by Taobao, Ebay, and Walmart.
The list of most popular video streaming sites was dominated by giants such as Netflix, YouTube, and HBOMax. Interestingly, Twitch didn’t manage to crack the top 10.
Putting These Rankings In PerspectiveDoes this mean TikTok is now the biggest social media site? No, it still has a long way to go before reaching those heights. What this means is TikTok.com received more traffic than any other domain, according to Cloudflare. That doesn’t mean TikTok has more users than Google or competing social media sites. Insider Intelligence (formerly eMarketer) reports TikTok surpassed Snapchat and Twitter in global user numbers, but is well behind Facebook and Instagram.
In other words, TikTok is the third largest social media platform worldwide. The number of global TikTok users number grew 59.8% in 2020, and went up by an additional 40.8% in 2021.Further, Insider Intelligence estimates TikTok will see a 15.1% growth in global users in 2022.
Should that estimate hold true, TikTok will hold a 20% share of overall social media users by the end of next year.
If TikTok isn’t part of your social media marketing strategy for 2022, these numbers are a good case for making it a priority.
Source: Matt Southern
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