Launched in December 2020, this was the third and final core algorithm update of the year. As with previous core updates, it was a broad change to Google’s ranking algorithm, designed to improve the overall quality and relevance of search results.
Fallouts and Highlights from the Update
The December 2020 Core Update caused significant ranking fluctuations across various industries, with some websites experiencing dramatic changes in their search visibility. This update was particularly impactful, with many SEO professionals describing it as one of the most volatile updates in recent years.
One of the most notable impacts was in the health and wellness sector. Several large health information websites reported substantial traffic changes, with some experiencing gains while others saw significant losses. For instance, a popular medical news website reportedly gained over 30% in organic visibility following the update.
The update also had a significant impact on the e-commerce sector, which was particularly notable given the holiday shopping season. Some online retailers saw dramatic increases in visibility, while others experienced substantial drops, potentially affecting their crucial holiday sales.
Google’s Danny Sullivan confirmed the update on Twitter, reiterating the company’s standard advice that there’s no specific “fix” for sites negatively impacted by core updates. He emphasised that webmasters should focus on providing high-quality content.
The SEO community’s reaction was mixed, with many expressing concern about the timing of such a significant update during the holiday season and amidst an ongoing global pandemic. This led to discussions about the potential economic impact of major algorithm changes during critical business periods.
Strategy Evolution
The December 2020 Core Update necessitated several shifts in SEO strategy:
- Increased focus on creating comprehensive, authoritative content
- Greater emphasis on demonstrating E-A-T (Expertise, Authoritativeness, Trustworthiness)
- More attention to user experience factors, including Core Web Vitals
- Development of strategies to improve content freshness and relevance
- Renewed importance of technical SEO, including site architecture and internal linking
This update underscored the importance of a holistic approach to SEO. It encouraged SEO professionals to consider all aspects of their websites, from content quality and relevance to technical performance and user experience.
For many websites, this meant conducting comprehensive content audits and quality assessments. There was a greater focus on creating in-depth, authoritative content that thoroughly addressed user queries and demonstrated clear expertise.
The update also led to an increased emphasis on technical SEO factors. Many sites began to pay more attention to Core Web Vitals and other user experience metrics, recognising that these elements were becoming increasingly important in Google’s assessment of overall site quality.
Overall, the December 2020 Core Update pushed the SEO industry towards more sophisticated, quality-focused practices. It highlighted the need for SEO strategies that balanced content quality, user experience, and technical performance, while also being adaptable to the evolving needs of users and the changing landscape of search.
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