The November 2021 Core Update

Launched in November 2021, this was a broad core algorithm update aimed at improving the overall quality of search results. As with previous core updates, it was designed to reassess how Google evaluates content and ranks websites across all niches.

 

Fallouts and Highlights from the Update

The November 2021 Core Update caused significant ranking fluctuations across various industries, with some websites experiencing dramatic changes in their search visibility.

One of the most notable impacts was in the health and finance sectors, which are often categorised as Your Money or Your Life (YMYL) topics. Several large health information websites and financial advice platforms reported substantial traffic changes, with some experiencing gains while others saw significant losses.

For instance, a popular personal finance blog reportedly gained over 40% in organic visibility following the update, while a well-known health news website saw a drop of around 25%.

The update also had a significant impact on e-commerce sites, which was particularly noteworthy given its proximity to the holiday shopping season. Some online retailers saw dramatic increases in visibility for product-related queries, while others experienced substantial drops.

Google’s Search Liaison, 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 just before the crucial holiday shopping period. This led to discussions about the potential economic impact of major algorithm changes during critical business periods.

 

Strategy Evolution

The November 2021 Core Update necessitated several shifts in SEO strategy:

1. Increased focus on demonstrating E-A-T (Expertise, Authoritativeness, Trustworthiness), particularly for YMYL topics
2. Greater emphasis on comprehensive, in-depth content that thoroughly addresses user queries
3. More attention to user experience factors, including Core Web Vitals
4. Development of strategies to improve content freshness and relevance
5. Renewed importance of aligning content with user intent and search context

 

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 authoritative, well-researched content that demonstrated clear expertise and provided genuine value to users.

The update also led to an increased emphasis on understanding and catering to user intent. Many sites began to pay more attention to the context of searches and the specific needs of their target audience, recognising that relevance was becoming increasingly important in Google’s assessment of content quality.

Overall, the November 2021 Core Update pushed the SEO industry towards more sophisticated, user-centric 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.