You may have noticed that since December of last year, Google has been rolling out a number of major changes across its platforms, products, and services. Core updates, platform updates, AI-writing tools, and overhauls like the upcoming mandatory switch to Google Analytics GA4 has marketers and business owners scrambling to keep up.
Here's a breakdown of the recent changes to Google Search and other platforms in Q1-2023 to get you ready for what's next in SEO.
In January, Google updated their Content Quality Rating System, E-A-T (Expertise, Authoritativeness, and Trustworthiness), to add another “E” to the mix: Experience. Keep in mind, content quality scores are not the same thing as organic rankings, but quality scores do have an impact on organic rankings. Use E-E-A-T when proofreading your content to look for opportunities for improvement:
Read the documentation: Get to know E-E-A-T on Google Search Central
February brought some surprising developments for SEOs and site managers. Most notably, Google published their position and suggestions regarding AI-generated content. Shockingly, Google does not prohibit or discourage software-assisted writing:
Appropriate use of AI or automation is not against our guidelines. This means that it is not used to generate content primarily to manipulate search rankings, which is against our spam policies. Google’s focus is on the quality of content, rather than how content is produced. Google’s automated ranking systems are designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings.
If you're a site manager or SEO specialist and you want to learn more about Google's guidelines for quality content, we strongly suggest that you read Google’s guide to people-first content.
Google’s latest core update has SEOs reeling from massive changes to search results and ranking factors, consistent with the December & January updates to the E-E-A-T quality rankers, and the February announcement regarding AI-generated content.
At the time of this writing, Google has not yet released an official announcement about the March update, but there have been some obvious changes to the SERP layout, including the broad inclusion of Google Shopping sidebars, embedded product images in the SERP, and mid-page Google Shopping results. Some users have also reported changes to the way schema-driven Rich Results appear in the SERP.
If you're feeling the effects of the latest core update, you're not alone. The broad March 2023 core update touched down fast and hit hard, with the reported effects being felt in nearly every vertical and market worldwide. Even our own website, BlueSwitch.com, was hit hard by the update, with declined positions on over 70 keywords. But don't despair, at the time of this writing, we're already seeing those keywords come back up in the rankings.
If your rankings have declined since March 1st, try to be patient! Don't make any drastic changes to your website or Google Business Profile until the update is confirmed to be complete. At the time of this writing, we've noticed many rankings that declined in early March returning to their previous positions. Remember, SEO is all about making tiny adjustments, observing the results, and readjusting as needed. Right now, it's best to leave everything as-is until the SERP settles down a bit.
Feeling impatient? You can monitor core updates yourself on the Google Status Dashboard.
The watchword for SEO in 2023 is volatility. With dramatic core updates to Google’s search algorithm, changes to Google’s content-quality guidelines, and improved access to AI-writing tools and AI-generated content, there’s a perfect SEO storm brewing.
Thanks to AI-writing tools, now anyone can produce high quality content quickly, and cheaply. This improved access to AI means we can expect to see an increase in the amount of content and quality of content being published by SMBs and smaller brands.
AI writing tools will have a tremendous impact on eCommerce product descriptions. Shopify has already added an AI Autowrite feature to its product edit screen, so even if you’re not using AI-writing tools on your website, it’s a good bet that your competitors are. Keep a close eye on your competitors’ product descriptions and blog posts, and be ready to increase productivity to match the pace being set by competitors.
As the content writing process becomes faster, easier, and cheaper, we will see a lot of new, previously unknown competitors entering search results, along with increased volatility among existing competitors both large and small. Google seems to be revising its rankings criteria, and creating new associations between semantically related keywords. As we see new competitors entering search results, we can also expect to see an uptick in discovery as new competitors are exposed to new audiences and new customers.
AI-writing has leveled the playing field, and now it’s anybody’s ballgame. Expect even more unpredictability as we experience the full cumulative effect of Google’s March core update, and how that update interacts with all this new AI-driven content.
Unpredictability is scary, but fortunately there’s still a lot we can do to ensure success for our SEO campaigns.