In December 2022, Google will roll out its most significant search update since the 2019 Core Update. This update, referred to as the SpamBrain Update, is intended to combat spammy content in organic search results. It appears that this update may have a far-reaching impact on website rankings, so it’s important for marketers and CMOs to understand what this update means for their websites. According to Google – The helpful content system aims to better reward content where visitors feel they’ve had a satisfying experience, while content that doesn’t meet a visitor’s expectations won’t perform as well. The system generates a site-wide signal that we consider among many other signals for ranking web pages. Our systems automatically identify content that seems to have little value, low-added value or is otherwise not particularly helpful to those doing searches.
1. Impact on Site Rankings
The best way to prepare for an update like this one is by ensuring that your website adheres to quality guidelines at all times. Make sure that all of your content is structured correctly and is genuinely helpful for users and not written for search engines. . Additionally, monitor links closely and remove any inappropriate links immediately when they are discovered; using anti-spam software or services can also help detect potential issues early on before they become more serious problems.
2. Tips to Avoid Website Spam
Call-To-Actions are critical components in pushing your visitors further along the customer value journey and closer to conversion. Your homepage should feature a number of CTAs, and we recommend including one in your header and/or at the very top of your homepage so that they’re visible upon site entry. The mission of any website is to create engagement and drive conversions, and to do so, you need to offer a reason for visitors to take next steps. There are a vast number of CTA examples, but at its core, CTAs are elements of your site that demand an immediate response. This could be a “Learn More” button under a small services description that links to a more detailed page about that service. It could be a “Contact Us” prompt that encourages visitors to reach out or submit their details directly to learn more about how your business can help. Or a “Subscribe” button on your blog post content so readers can stay up to date on the content you’re producing.
Google’s December 2022 Search Update and its accompanying SpamBrain feature will significantly impact website rankings across the internet. The key takeaway here is that it’s important for marketers and CMOs alike to stay vigilant in monitoring their websites, ensuring that content is written for visitors and not search engines, and making changes where necessary to ensure their sites remain compliant with Google’s guidelines going forward. By following quality guidelines, monitoring links closely, and using anti-spam software or services when necessary, marketers should be able to minimize the chances of seeing a drop in rankings after an algorithm change like this one occurs.
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