Google is constantly updating and evolving their algorithms to provide more refined, high-quality search results to users looking to solve a problem or challenge. In August 2018, Google rolled out a “broad core algorithm update” known as the “Medic update” online.
Since the update was released, many businesses have reported significant changes in their website’s search engine rankings – and not all for the better. Read the rest of the blog to learn more about what the Google Medic Update is and how it works, who is affected, and how you can improve and protect your B2B site in the face of it.
Google’s Medic update is a push for the search engine giant to help improve identification of authority and expertise online. This is done through the algorithm’s core ranking factors to ensure that quality, authoritative, and expert content ranks in search results.
EAT to determine the quality of the content on the page, which in turn affects the rating:
- Specialize: Expertise of the content creator
- Authority: Authority of content creators and websites
- Trust: Reliability of content creators and websites
The above definitions are referenced from Guidelines for search quality raters of Google, where they can be found in section 3.2. The text also notes that medical advice is a primary concern when it comes to the EAT. Google states, “medical advice must be written or produced by persons or organizations with appropriate medical expertise and certification.”
Medical Advice is listed as the first content type that Google evaluates using the EAT criteria. This is clearly related to the far-reaching – and reduced – benefits seen on YMYL websites: getting incorrect or inaccurate medical advice online can have serious consequences.
As noted, the healthcare and medical industries aren’t the only ones hit by Medics – Googlers also manually check other content against the criteria listed in the Quality Rating Guidelines. its search volume to determine site-wide and site-wide content quality.
Other YMYL content is evaluated according to Google’s EAT guidelines; taken from its Search Quality Raters Guidelines.
While Google has never officially announced the types of sites affected by Medic – or what it classifies as YMYL – by consulting Google’s documentation on the subject, we can clearly assess Google’s original “visit list”, if you will.
Google’s focus is now on INTENT
While Google typically provides only limited information about its planned updates – the search engine giant is known for making major changes to its algorithm without much wording. Warning to frustrated SEOs and website owners – obviously Its overarching goal is to be consistent user search intent.
What does that mean? In short, Google will reward sites that respond more specifically to search queries and the content they publish. It’s important to note that this is not a new development – Google’s priority has always been to provide the most relevant and well-written content to users based on what they are looking for when entering a query. search.
In fact, aggregating news websites and blogs are now most likely to be penalized and seen as less authoritative sources. Blogs appear to be focused on technical areas like finance and health but having limited sources, references and qualifications to back up its claims will also reduce visibility in the blogs. Search engine results pages (SERPs).
Instead, Google will prioritize expertise and laser-focused content strategies, such as promoting publications specifically focused on law rather than a general business website claiming to be the authority. authority over law, marketing, and five other loosely connected disciplines, serving only to dilute its purpose.
This is believed to explain why medical e-commerce sites were among those affected by the Medic update.. Google considers medical information, expertise, and advice relevant to a particular search intent. People who are looking for medical advice are looking for authoritative information from a trusted source – not a site that lacks any reliable signals and for the sole purpose of selling.
What can you do right now to make a difference?
For website owners, SEO professionals, and content marketers, the concern when producing content is what will provide value to the reader. Investing in professional authors, authoritative technical resources, and primary research is unquestionable if you want your website to perform well into the future.
Although Google claims that the algorithm update is a “widespread, global update,” it seems to have had a huge impact on the health and medical, financial, legal and “Your life” (sites that may affect someone’s current or future health, such as websites about safety, finance, physical health, etc.) of them.
This is why the update is written as a “Medic” update due to the number of sites in that niche that have reported large shifts in their rankings.
If you think you may have been affected by this update, we recommend that you review your rankings and compare them to where they were before August 1, and document the changes.
If you notice a significant drop, don’t panic. There are a few things you can do that will help you better hold your rankings.
Google has provided a user guide to evaluate their search quality. There’s a lot to be involved in but we recommend focusing on section 4.0 which discusses ‘High Quality Pages’. Google’s metric for these pages is called ‘Expertise – Authority – Reliability’ – or ‘EA-T’ for short.
Those who are negatively affected may be for a reason that “trust” is an issue. Here are a few examples of how you can deal with these problems:
- If a site is selling a product that could compromise safety– Please check and make sure that there are no questions about their safety
- Negative reputation– Improve your site’s credibility by including clear and helpful contact information and customer service pages that are easy to navigate to
- Lack of positive reputation compared to competitors and/or lots of negative reviews– Let’s try to improve this through getting more positive feedback and reviews from customers (reviews don’t have to be on Google, as it will also be reviewed third- our websites) parties like TrustPilot and Feefo, to name a few)
- Lack of authority in the industry– Increase authority by winning backlinks from other high-quality, authority sites in your niche
Other things you can do to improve your website’s NPAT is to ensure a high standard through:
- Maintain the quality of your contentand be sure of the expertise of the content author. Your content should also be regularly reviewed and updated
- Maintain and update the websitemeans proving to Google that you have up-to-date information for your visitors
- Create author profiles or biographies of your content writersand link to any important URLs that might help Google understand their expertise – i.e. link to any white papers, published journals, their LinkedIn profiles, etc.
When you include all the points above into your content and website, you can ensure that you are giving yourself the best possible way to improve and maintain your search engine rankings when Face off with Google’s Medic Updates and make sure your content is being found by the right people, at the right time.
At the very least, you can be sure that the content you are providing your potential customers with is of high quality and provides excellent and authoritative information that will help them with their difficulties and challenges.
Building trust is just one of the ways you can help improve website conversions. Another thing to keep in mind is that the quality of your website design can be closely monitored against such algorithm updates now and in the future. As people tend to be visual, an amateurish looking website can turn people off, especially if it doesn’t reflect your brand very well –
For example, if you’re a professional services company, your content can be written by experts and backed up by research – but it only takes a few seconds for a visitor to land on your site. You and them decide on your brand.
Source link: What is Google Medic? Which sites are affected and how to fix the Medic update