Google keeps rolling out core updates almost every day. They make the search process more intelligent and intuitive. This Algorithm helps to make the whole search experience fast, smooth and seamless.
However, broad core updates are release only a couple or so times every year. These updates change the entire way the search algorithm operates and senses websites. They are always globally implemented. This means that they have an equal effect on all websites, regions, and languages unanimously. Broad core update is usually associated with a rise in SERP fluctuations. This, in turn, results in high volatility in visibility and traffic of websites.
What Does the Update Do?
Google started implementing the broad core update from around noon on Monday, January 13, 2020. This continued for the next two days. Analytics tools picked up major shifts in the visibility and rankings of most websites. But the niches that took the biggest hit were the YMYL ones. YMYL refers to Your Money or Your Life. These are the websites dealing with some of the most crucial subjects of our life. Inaccurate or deceitful presentation of information on these subjects could adversely affect the physical and mental health, security and financial stability of the user. These include politics, news, health, finance, commerce, travel and the like.
With the advent of the latest update, the search algorithm will stress more on the E-A-T quality of websites while sorting through them. E-A-T refers to a set of guidelines provided by Google to improve the reliability of the information provided by websites. E-A-T refers to Expertise, Authority, and Trustworthiness. All three are measures of how accurate and reliable the data on a website is. Needless to say, information authenticity and verifiability are crucial traits of the Content of YMYL websites.
What is the basis of the Update?
A more E-A-T intensive search algorithm indicates that using the age-old robust SEO techniques will no longer ensure the visibility of your website. As clichéd as it sounds, the content will matter more now. You must have expertise on the topic. You will not only have to provide sound and authenticable information, but you will also have to cite the sources. Greater and better the sources, higher your E-A-T grade. Authority is established when more people cite your website and you get good reviews. Accurate contact information, physical address, guaranteed security and privacy, and clear-cut terms and conditions are some of the factors to ensure trustworthiness.
What Happens Now?
The crux of the matter is that after the update, only those websites will reach the public first that cares about the public. Your website should provide only reliable, authentic information. Its trustworthiness should also be confirmed by other authorities on the same subject. Not only that, but it should also be completely transparent and take responsibility for slip-ups. Unless your content updates to this respect, your search rankings will slip.
Google itself comes to your rescue in the wave of despair many are facing. Google has its own exhaustive guide to help websites when it comes to improving and reaffirming its E-A-T standards. As long as you follow those guidelines, you should not need to worry.