Google’s Diversity Update: Here’s What We Know
On June 6th, Google announced the release of their brand-new diversity update. The update was released with the intention to reduce the number of search results for the same website that would appear, offering an improved level of diversity across the SERPs. While this isn’t said to be directly affecting the indexing process, it does ensure that no more than two URLs can appear for a single website within one search query.
We’ve delved deeper into what the diversity update is, and the results it’s produced over the past few weeks. For more information on the update or how we can help you, give us a call on 0800 088 6000.
What Do We Know About The Diversity Update?
It’s been a common complaint from marketers that too many results from the same website tend to appear in the SERPs. In particular markets and industries, there may be cases where a particular domain ranks highly 4-5 times for a particular search query and while this is usually determined by relevancy, it’s something that the search engine have decided to tackle with this new update. Google said that:
“A new change now launching in Google Search is designed to provide more site diversity in our results… This site diversity change means that you usually won’t see more than two listings from the same site in our top results”
While this is an ongoing change in the SERPs, Google has still reserved the right to offer more than two results for the same domain in some cases where it may be relevant or appropriate (e.g. branded enquiries). For subdomains, Google has claimed that it will treat them as part of the main root domain as opposed to a separate website. For this reason, any subdomains will count towards part of the two results, though will also be subject to exceptions.
It’s also important to note that the update will only affect the core results, not any additional features that Google shows (e.g. Top Stories, Video Snippets, Image Carousels).
Is It Related To The Core Update?
As part of the initial announcement, Google announced the Diversity update was a separate entity from the June 2019 Core Update released just a few days prior. Google claim that:
However, there was criticism about how close together these two updates were, with marketers offering feedback that the Diversity update should’ve been released later to ensure webmasters could distinguish between the effects of both. For some sites, they were seeing the results of both updates at the same time, to the point where knowing which update had caused the issues was difficult.
Why We Should Care
As marketers and SEOs, any change to Google’s algorithm or indexing processes can completely change how we operate and form our strategies. This update saw a rise from 90.23% diversity to 90.72%, which means that there are still plenty of results that don’t quite have the diversity Google is aiming for. For this reason, it’s still important to pay attention to what our audiences are looking for.
Those who are aiming to dominate the SERPs with their domains will need to rethink their strategies, adapting their reputation management online to improve the effectiveness of the results that do appear. While Google hasn’t released any strict advice on how to do this, the practices remain relatively standard. Following SEO best practices and enhancing your focus on certain pages appears to be the best solution currently, however time and careful analysis of your position online will help you to adapt accordingly.
Is Google Updating Its Algorithm… Again?
Webmasters and SEOs saw even more fluctuations throughout the month of July and it looks as though this is set to continue throughout August with a number of people stating that they have noticed significant changes to their rankings. While Google has not pre-announced any core algorithm updates, one could be brewing under the radar. While we are still waiting on confirmation from Google, regularly checking the performance of your site is an effective way to stay on top of Google’s updates and, more importantly, ahead of your competitors.
If you’d like any additional information, our team of experts are on hand to produce tailored strategies for your sites. Simply get in touch on 0800 088 6000 to find out more.