The document discusses Google's core updates and their impact on search results. It notes that core updates have a unique impact at the top of the SERP and can significantly increase rank volatility. Core updates more heavily impact websites in sensitive "YMYL" categories like health, finance, and travel. Even unconfirmed core updates can be potent. Building a strong site identity through focused, comprehensive coverage of topics helps websites withstand core updates by giving Google a clear understanding of the site's authority and expertise.
9. Volatility Increase Top 3 Results
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
21. Volatility Increase Top 10
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
32. IT’s Fun to Analyze the
Y-M-Y-L…. Y-M-Y-L!
20%
Medic
22%
Mar 2019
28%
Jun 2019
17%
Sep 2019
12%
Jan 2020
TRAVEL RETAIL
FINANCE HEALTH
23%
Medic
27%
Mar 2019
16%
Jun 2019
17%
Sep 2019
24%
Jan 2020
44%
Medic
23%
Mar 2019
36%
Jun 2019
47%
Sep 2019
58%
Jan 2020
32%
Medic
10%
Mar 2019
36%
Jun 2019
21%
Sep 2019
46%
Jan 2020
Rank
Volatility
Increases
Top 3
Results
@MordyOberstein
34. Share these #SMXInsights on your social channels!
@MordyOberstein
• The core updates are unique in their impact at the top of the SERP.
• YMYL does get hit harder (as a rule).
• Just because an update is not confirmed does not mean it is not potent!
64. Share these #SMXInsights on your social channels!
@MordyOberstein
• Strong identity is synonymous with authority!
• Google is profiling sites to ensure there is no conflict in identity!
• Google is getting mighty good at doing so!
82. Share these #SMXInsights on your social channels!
• Build strong site identity by having a strong content focus.
• Stay away from tactics that will dilute your site’s identity.
• Stay away from giving your site multiple profiles.
@MordyOberstein