The September 2022 Core Update

Launched in September 2022, 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 September 2022 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 on sites in the health, finance, and e-commerce sectors. 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 health and wellness blog reportedly gained over 35% in organic visibility following the update, while a well-established financial news website saw a drop of around 20%.

The update also had a significant impact on e-commerce sites, particularly those with a large number of product pages. Some online retailers saw improvements in their 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 noting the increased volatility in search results following the update. This led to discussions about the growing complexity of Google’s algorithm and the challenges of maintaining consistent rankings in an ever-changing search landscape.

 

Strategy Evolution

The September 2022 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 content depth and comprehensiveness
3. More attention to user experience factors, including Core Web Vitals and mobile-friendliness
4. Development of strategies to improve internal linking and site structure
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 site architecture and internal linking. Many sites began to pay more attention to how their content was organised and interconnected, recognising that this could impact how Google understood and valued their content.

Overall, the September 2022 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.