The most recent Google core update appears to be one of the most positive updates that Google has released, especially for smaller publishers, specializing in user-focused content! Google has stated that,
“This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.”

In the last 2 weeks, we have seen numerous publishers experience increases in traffic, demonstrating the positive impact for those who prioritize user experience over search engine algorithms. 

To recover from a Google penalty or a significant traffic decline following a core update requires strategic action and can be a lengthy process, often spanning over months. However, core updates present a unique opportunity for recovery as websites are reassessed against the new guidelines. There is a strong reason to believe that the publishers who have invested in creating high-quality, user-centric content will see their sites rise in search rankings during these times.  

It’s important to adopt a proactive approach to website optimization rather than passively waiting for updates to change the game. Publishers should have a plan and a strategy that is being reviewed and implemented to ensure their website’s continued success. By implementing these guidelines below, publishers can capitalize on traffic gains and maintain a competitive edge in the ever-evolving search engine landscape.

1. Know your Audience.

Understanding your audience is paramount in creating content that resonates with them and is an essential key step to delving into your audience development strategies. Direct users are the most stable of traffic sources that take pressure off the rise and fall of search engines. This aligns with Google’s EEAT standards enabling you to produce high-quality valuable content that is curated specifically for your audience.

2. Track your Metrics.

Be proactive in investing time in evaluating your Google Analytics (GA4) dashboard to understand what content is performing well and those that are not. Knowing what content is performing better and those that are falling short, you can make data-driven decisions that can make or break your content strategy. Embracing a flexible approach and adjusting your priority based on performance metrics is key to maximizing the website’s traffic.

3. Audit Existing Content

Avoid being hindered by outdated content that no longer meets current-day standards. Refreshing existing or evergreen content can be a relatively efficient way to keep your website content fresh and engaging.. If content is not able to be updated, placing a NoIndex tag can prevent it from being indexed by search engines, thus avoiding potential penalties

4. First-Party Data Strategy

Implementing a strategic approach to obtain your users’ First Party Data is critical to optimizing site revenue and owning your own audience. Gaining a way to target your audience can help with things like newsletters which can gain site traffic, surveys which helps you know your audience, and even integrating additional interactions on the site through voting systems. Furthermore, having FPD allows for optimized revenue through your ad partner (Freestar!) as CPM’s are higher when the ads are curated for the specific user. 

By following the above guidelines you can be in a place to be positively impacted when core updates are launched. While optimizing your site remains crucial, it should never come at the detriment of the user experience.  

More important than that, by following the above best practices you can improve your site and make the user experience better. You want to be a site that users are coming back to, are typing your site in their browser, have tagged and saved and used in their everyday lives. Google appears to be finally listening to the publishers and there are a lot of positive changes happening. Provide the best, user-first content that you can, and the traffic will follow!

Learn more on how Freestar can efficiently monetize your content while maintaining a positive user experience. 

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