Google is in the process of rolling out a pretty significant update to its core algorithm, and it’s one that we’re watching closely. While Google does these updates fairly frequently, this one marks a noticeable shift in how websites will be found and ranked in the Search Engine Results Pages (SERPs). The changes might seem technical, but they’re all about improving the quality of search results—which is a win for everyone.

In our eyes, the timing looks pretty suss. This update comes on the back of a U.S. federal court ruling that found Google guilty of violating antitrust laws, effectively labelling them a monopoly in the search market. (But we all knew that, right?)  Google’s hold on around 90% of the search market is facing scrutiny, as it should. The behemoth of search is also having to pump up the P.R around the way it ranks web content: especially with growing competition from platforms like Bing, Meta, Reddit, and AI-driven searches via GPT.

So What Does This Mean for Your SEO Strategy?

Despite the backdrop of legal challenges, the updates to Google’s algorithm are designed to enhance the search experience for users. Once these core updates are fully rolled out, it’ll be crucial for us to monitor our clients’ website rankings closely. Using Google Search Console, we can track any significant drops in position and correlate these changes with the timing of the update. If a major drop is detected, Google Search Central provides a handy self-assessment tool to evaluate your site’s overall health.

Shifting Focus to ‘People-First’ Content

Google is pushing for a ‘People-First’ approach to content creation. Remember the days when simply cramming keywords or padding word counts could boost your ranking?  Now, the focus is on delivering content that genuinely satisfies the reader—something that provides real value. Something you’d wanna bookmark.

But don’t worry, SEO isn’t dead. Google still acknowledges that SEO can be a useful tool when aligned with this ‘People-First’ approach… and advising creators to avoid writing content in a ‘Search-Engine First’ style (which sounds counter-intuitive). So, while we might tweak our strategies, SEO remains an integral part of creating content that resonates with both users and search engines.

The E-E-A-T Principle: What You Need to Know

Google’s new algorithm is also placing more emphasis on what they call the E-E-A-T principle:

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Experience:

Content that shows first-hand experience or deep knowledge of the subject.

Expertise:

Authoritative content that comes from a place of expertise.

Authoritativeness:

Content that’s recognised as authoritative by other reputable sources.

Trustworthiness:

Content that is reliable and trustworthy, reflecting high editorial standards.

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This means that to rank well, your content needs to tick these boxes. It’s all about creating quality material that not only answers queries but does so in a way that’s trustworthy, authoritative, and engaging.

Embrace the Change

The principles of Search (& SEO) seem to change almost annually and Google’s latest algorithm update, although unnoticed by most users, will affect the way a lot of sites are ranked.
By focusing on ‘People-First’ content and adhering to the E-E-A-T principles, we’ll be helping our clients’ websites continue to perform well in search rankings. We cheerily embrace change!
The way we look at things, it’s an opportunity to refine our approach, and make sure we stay ahead of the curve. Or as our token Frenchy Matthieu says: “Adoptez le changement … and please water my plants while I’m back in Paris”

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