In March 2019, a significant Google update sparked numerous theories regarding its purpose. This article examines these theories, offering insights into diagnosing and addressing a ranking drop.
Is the March Core Update About Trust?
Google doesn’t operate with a concept called trust. Instead, it uses the link graph, a representation of the internet’s interconnectedness, where legitimate sites link to other legitimate sites and spam sites connect to more spam. No site inherently has more "trust" as Google doesn’t measure such a quality.
Google Confirms There Is No Trust Factor
During a Google webmaster hangout, John Mueller mentioned that a site’s ranking might be due to Google "trusting" it. When this was interpreted as a confirmation of trust being a ranking factor, Mueller clarified:
"I don’t know that we’d call it trust or anything crazy like that."
The notion of trustworthiness is simply about distinguishing spam from non-spam sites. Sites closer to the seed set in a link distance ranking algorithm might seem more trustworthy, but this has always been the case.
Thus, the idea that the March 2019 Core Update focused on rewarding "trustworthy" sites is aligning with the myth of "Trust" as a ranking factor.
Did Google Introduce a Bias for Sites with “Better” Links?
Another theory suggests that Google adjusted its algorithm to favor authoritative brands and websites. However, Google doesn’t inherently trust or favor these sites because they are brands. Rankings align with user expectations; Google prioritizes pages users anticipate seeing, assuming they offer satisfactory answers.
For instance, for the search "how to make a paella," AllRecipes.com ranks first, not because it features the best traditional recipe but because users find satisfaction in a straightforward recipe with common ingredients.
Is Google’s March 2019 Update About Links?
Links serve two roles: they are a relevance factor and, traditionally, a ranking factor. It appears Google is shifting from viewing links primarily as a ranking factor to seeing them as a relevance indicator. A recent Google patent update suggests evaluating text surrounding anchor text to discern the relevance of a linked page, not necessarily as a ranking booster.
Proposing that Google adjusted the link ranking algorithm to benefit brands and authorities misunderstands links’ role. The idea that any search engine would favor brands is unfounded. The priority remains on users’ expectations within the search engine results pages (SERPs).
Is the Algorithm About Click Metrics?
User satisfaction is crucial, yet actual click rates do not promote or demote sites. Click rate data showing users’ return to Google indicates algorithm performance, not site quality. Google’s algorithm is attuned to user satisfaction, not click-through rates as a ranking factor.
Understanding & Diagnosing the March 2019 Ranking Drop
Users ultimately determine what ranks at the top of the SERPs. Google aims to display sites users want; thus, diagnosing ranking drops involves investigating alignment with user needs. Questions to consider include:
- How well does your site answer the search query?
- Does your content directly address the topic?
- Does your content veer off-topic?
- Does your site accurately fulfill user intent?
Google’s "How Search Works" page emphasizes three core values:
- Focus on the user
- Empower website owners
- Maximize access to free and open information
Google aims to prioritize user-focused content, not just the most "trustworthy" sites or those with the most links. Often, the right answer doesn’t require abundant links. Hence, diagnosing a drop in rankings post-update involves identifying where your content misaligns with user requirements.
(Note: These theories are aggregated from forums, articles, and social media. To prevent hard feelings, no specific sources are linked.)
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