How to do post Google Update SEO Analysis

By | September 7, 2019


(upbeat music) ♪ Crawling Mondays ♪ – Welcome to the April Fool’s
edition of Crawling Mondays. And even if it is April Fool’s today’s topic is actually pretty serious. It’s no joke at all. It’s about what to do
when you have been hit by the Google Search
Ranking Algorithm Update. The topic comes because a little bit more than two
weeks ago we saw the last one. Initially, it was going to
be called Florida 2 Update that happened on March 12th. It was a core algorithm update that Google actually confirmed. There are a few updates
happening through the year. I see all the time questions that arise around them like what to do. Realistically right? Especially after Google has confirmed that they happened. And after you see that you go to your organic source traffic. You go to and check out your rankings. And you see that there’s
an actual drop in them. Right, so you can directly validate that something has happened in your rankings and
this is likely something that has to do with the algorithm update. That you haven’t changed anything on your website configuration that may have also had a role or a negative
influence in these rankings and traffic changes. Actually, for that I already
created this website. I don’t know if you have ever seen it. It’s called Why My Web Traffic Dropped. Asking a few questions
and a few validations before that to identify
if a drop of traffic is because of an algorithm update, a fast search behavior change, a tracking problem, a real drop because of
a creditability issue or a content indexing issue or whatever. You can take a look at
this website please, in order to really verify if you have been actually hit by a Google
Search Algorithm update or not. And after you have checked
that this is likely the reason, I would like to share today, which steps you can follow to identify specifically
which are those specific pages and for which queries you have dropped and what you can actually do at that time in order to
try to improve your website. And the next time there’s an update and Google accesses
again your website pages, you can see a future increase instead of a further decrease. Let’s take a look. So once that Google
Algorithm Update happens, first thing, it’s very
likely that you hear some comments over Twitter. That you actually have seen a little bit of type of specific rankings if you have been checking
your rank tracking data. You want to verify, you want to validate. Actually, one of the
sources that I always check is Search Engine Roundtable because Barry does an amazing job documenting any update’s information. Then, realistically,
we will tend also to go and check with tools
like, for example, Semrush or we might go to Ahrefs or Sistrix. Which they track the overall rankings and we will likely easily see the trend of rankings and traffic organic traffic that they track for your website. Sometimes this might be
more or less accurate. And so that is why I
come here to tell you. Which is it’s okay to verify the source, but it’s important to
not stay here, all right. Especially if it is a website that we own and we are likely
tracking our own rankings. We have access to the
Google Search Console if we have our own rank trackers. We want to see. This is the first question
to ask and to answer. We are seeing any effects. This can be positive in
this case I can see here that Remoters site, the website that I own that is what that was slightly positive from the March 12 update, right. And traffic as well as
overall rankings though. And it’s true that many
of the sources provided overall rankings and data. If they are ranking for
whatever term again. That might not necessarily
be as important for me. And in this particular
case I always want to see the top 3 rankings because
these are actually the ones that will tend to bring me
traffic at the end of the day. And they’re much more meaningful for me. So it’s okay to check it. Okay to start double checking
and validating if there was actually any position change
that is worthy to note. And if it is a trend that
you see not only for yourself but also for your competitors. And then we actually verify and validate that it’s our own traffic data. That is why we have for
example Google Analytics, and we go to the organic report here and I use this extension
it’s called Context. That it will show me how
log me here in the timeline. The Google Algorithm Updates
and also the holidays to see if it is actually not
a trend or that has changed because of any other reason. Actually so far in some
here I can see the before and after a little bit. And also I compare with a year before. Also to see how a little bit
of impact versus another year. And I can see in this
particular case for example, that the gap versus the previous year, growth gap in this particular case, hasn’t changed much, right? Overall in organic source tracking. But of course it can. The overall traffic for you
depending on your business model might be more or less meaningful. Maybe you really want
and what you really want is to really rank for certain queries for certain rankings right? So after checking Google Analytics and verifying that there
has again been actually an increase or decrease
in organic source traffic is coming to Google Search
Console and seeing is for those top pages and queries. You can see the same if
there has been actually an improvement or a decrease in rankings. No link clicks impressions
but actual rankings for them. As we can see here. And for which pages and for
which queries there has been an increase or decrease right? And this is important because it would be a little bit difficult to do it so here with a Google Search Console
interface for example here, we can compare actually
and I am comparing here, this week here that is after the update, with this other week that
is before the update. And we can see here the average changes and the average positions
of these pages here. Besides the clicks, the changes
in clicks or impressions. What I am much more interested about is the changes in average positions. But of course after the
average positions of the pages I want to take a look at
which specific queries these pages actually lost their rankings or decrease in rankings if
they happen to be affected. And for this I have to
say that unfortunately the Google Search Console
interface is not necessarily the best to do this. There’s this comparison
and what I tend to do here with this data, is to download the data here and you can hit download it here as a CSV or as a Google Sheet. And to compare it here. So even if you will see
I am tracking my own key words with my own rank tracking tool. I always like to double
check to see the overall official data that
Google will give me with the Google Search Console. So here I will download
the ones for the pages and I also will do the
same for the queries. We can do the same here for
queries and I can see here and I will be able to compare
the clicks, the impressions, and the click to rate, and
the average positions here. So of course I want to take
a look at for which queries and of course here I have eliminated here in this particular case. And the pages here. But you can imagine that here you can see the specific URLs and
the specific queries. And we can see in the position comparisons which have decreased the most. Which were ranking much higher before, and now they are not ranking
at all, for example here. And we can do a combination
of those that have decreased the most in rankings, and also decreased the most in clicks. So I will also combine
this data with the one of which are those for which queries
in this particular case that have also the combine. Not only decreasing in positions but also decreasing in clicks. And I will go and take
a look, further look, now that I will analyze
this with additional rank tracking data. Ideally you will be doing so like this. Not only for your own website, but also your website
versus the competitors. And this is a game changer. This is all because it
doesn’t only tell you if you have actually improved overall, or decreased, but also it gives you context and tells you if your
competitors have actually improved in a positive
way while you decreased. You actually left your
spots to them to improve. This again gives you an additional look, and I am using SEO monitor
here to track a little bit more than almost 250 keywords for Remoters. For those keywords that are
actually meaningful for me. And I can see that after
the update and here again I am given the update information. I also like this and this
particular website here Flexjobs. Seems that it’s improving
after the update, right. And there wasn’t necessarily
as much of a change for much here in for Remoters. But there was a slight
decrease in this last day. So what I will do and
this is for actually then at least it comes with much more meaning. For this particular queries and keywords that you actually track because they are very, very important for you business wise and traffic wise, and conversion wise is which of these have
actually decreased in rankings. Or which of this have
actually improved right? Because it’s very likely that
you haven’t not necessarily been only negatively effected. There might be a few pages of your website for a few queries that you
have positively affected. You actually want to start
identifying patterns here, right. And you will also like
to check the rankings on desktop and mobile. And the first thing to
do here, is to yeah, take a look at which of the
keywords that you are tracking. And have the rankings here
from March 1st until now. Which did negatively change, right. After especially knowing the
update information, right. So I can see in this particular
case that I was tracking my rankings for n26 alternatives. Because I knew that I was
bringing a little bit of traffic with it already. But realistically I
might not necessarily be the best provided best
page to rank for it. But I will click on it
because I can see that there was a negative impact on
this particular query. And I will do the same
with a lot of this queries. Starting with the ones that
have been the most important negative impact after the update. And take a look at how the evolution in the rankings has been for this particular page. But I want, and this is the next question. Which page you were ranking in for this particular query. Take a look at if this is
actually the best page to address and to rank for this query. And ask ourselves and
be honest about like, was this page actually ever
like the best possible page to rank for this particular query? Yes or not right? And this particular case I would cover mobile banking options and I will say yes. This is relevant,
definitely a relevant page. Although it doesn’t only
talk about n26 alternative than maybe others and I may
be able to even generate or create a piece of content, a guide that is much more better targeted to advertise these types of queries and fulfill better the
questions that might arise when someone actually
searches for this term. This is relatively irrelevant. However I need to put this in context and ask is this actually more relevant that these other players are
ranking me for this query? And I can actually check
which are those pages that who actually
benefited from the update. What type of pages they are? Do they have more or less content than me? What type of content it is? Are these category pages? Are these product pages? Are these blog posts? Are these comparison pages? What is the nature of this content? Right, how are they
advertising this query? So it’s not only oh they
have more content than me. Or they have less content. Or I know that Google will like less access content quality. Yes, but it’s also about
fulfilling that intent of the user. And also identifying that these are the most
intuitive pages to show. And we know that it doesn’t
always necessarily have to do with content, but also with links, and the link popularity of this page. So it’s important that
we after we identify this is the question. What type are being positively
or negatively affected? Yes or no? For which areas? For which queries? For these ones, right? Or these queries and pages
are tracking directly with a rank tracking tool like this one that will allow me to go
in a much more regular way. And understand how it has decreased, which page for which query? And which other websites have increased while I have decreased. To specifically see patterns, start identifying patterns. So in this particular case I can see that the first player that
actually increased in rankings was a comparison website this looks like. So craft.co n6 comparison. And I come here, I open the page. And I see that yes,
it’s a comparison page. Like as in all this data, all this factory sheets of
n26 versus its competitors. So yes, I have to accept that
yeah it has more content, better comparison, more data
points than the one that I am having with my blog post. Here I want to see the one
that also increased much more in this last update. So I will go and I will
analyze those that have whether increase or retain or
less their rankings, right. And are ranking better than me. So besides our rank trackers
and manually checking those pages that have improved
in the rankings above us, or that they have kept
their rankings like us. While we have dropped for
these particular pages. Is that we check the content corrector receipts and link corrector receipts
and tangle configuration and the content format even
of these particular pages to identify which are the
patterns that they share that we don’t have. So for example in the
case of n26 alternatives. I am using here and I
love this little tool, the keyword tools are the
best because they have this ranking analysis feature. Actually show here the words on page average here. Which are the keywords that
they are already included in the content. They give a preview here of the title. And they have this
content performance metric that you can also use as a reference. But of course you want
definitely check out. So I am seeing here that
for this particular query it’s not only the length
of the content of course, because I can see that
yes, they have 1200 words, 367, 2700, 2700, more than 1000 again. So I can see the top positions they have and trivial wording of content. We want to assess, we
want to identify which are the patterns that are
shared, that are not. So besides the volume of the content and the length of this content we are going to see and check how this content is formatted. Again we could see that
this was a comparison page. That it was formatted in a certain way. How many of these are transactional pages? How many of these are informational ones? How many of these are
structured as guides? Or structured as comparisons? From the ones that have
increased or decreased? Because this gives us a hint a little bit of the types of tweaks or
what Google is incentivizing to advertise these types of
queries based on the data of what they have identified
is much more positively perceived by the user. Because we should never
forget that this is the final outcome. Google wants to provide the best possible result to the user. The one that will
actually address the query and fulfill their search. So in this particular case I
want to take a look at here. Remoters we can see. Yes I have less content than them. I will likely check again
the format of the content. And not only the content and
how the content is created. If theirs is directive. How directive is my content? How insightful is my content versus the one that is featured here, and the one that has improved in rankings much more importantly. And of course I want to do the same from a link popularity perspective. I want to understand what
is the gap of my page that was negatively affected by the update versus those that were
positively affected. That are ranking me that are now in the best possible positions, but from a link popularity perspective, not only from a content perspective. Checking out the tool and
using the tools is Serpchecker. To better understand from
this particular query in this country and for this serps, because I can switch
between mobile and desktop. I want to understand how many
links is this page attracting versus mine and not only how my links. Trustworthiness or our derisiveness that these links have verus mine. Not only is it link volume because these can be low quality links. Coming from only very
few numbers of domains but also how diverse they are, how relevant they are, from which websites they are coming, and this our directive websites or not. And I can initially
start here taking a look of for example here,
the link metrics again. Domain authority, page
authority, citation flow, trust flow, but I want
to take a look much more in particular if they have
many external links coming to them, how many refer
domains are linking to them. And then of course from a
link popularity perspective I can take this link
explorer for this particular, very particular queries that
I have lost rankings for. And better understand
which is the link profile. This particular pages gaining in rankings, and ranking me, and comparing
page by page right here. So I can see here this is the top one, these are the pages ranking in the top 3 results, and then me from a link
intersect perspective. We can use this particular
(mumbles) to compare the links that are going
to one of these players much more than others. Which are the ones that
are shared between them to identify also patterns
of these are the types of links that these
websites are attracting that I still don’t have. And I could try to attract in order to improve my link popularity in
a rather positive way. So you can see that I have been explaining and specifying in a
much more regular basis. And show you specific tools of this Tweets that I actually shared a few
days ago regarding this matter. Questions to ask for sites
losing from Google updates. From which query/page combo and Geo/Device the rankings dropped? Was this page relevant
to answer the query for which it dropped in rankings? Which other pages dropped along yours? What patterns did they share? Which other pages gained the spots from where you dropped? What patterns they shared? What is different from you? Did they drop rankings
from the query completely or they were all the
internal page that now ranked for the query? How you can fill the pattern gap? Answering these questions
regarding our rankings, regarding our pages, regarding the queries
that they are targeting, identifying the gaps
versus those competitors that actually increased in rankings, identifying the patterns
that we actually also share with those that have lost rankings and we don’t want to
share necessarily right? And also asking in an
honest way that if we were actually the best
possible page to rank for that particular query. If not, maybe it is an opportunity for us to prioritize also to create more content, and to improve even this existing content, but in another way right. To create more pieces of content and more different types of content also. Because maybe we are
not addressing the query in the best possible
way and Google of course is doing their job by prioritizing by
improving their rankings of those pages are actually
targeting the best possible way. And we might not be necessarily the case. So hopefully with these questions and showing you how to address them how to use
tools to address them, and validate them you have
a much better input now to do an audit, to do an
analysis to better understand the potential reasons of your rankings there are after an update. And hopefully also when
you increase your rankings you also identify which are those patterns that are benefiting you
to identify even further opportunities to further
improve your rankings in the future. Thank you very much for
the opportunity again. And thank you for joining me
in another Crawling Mondays. See you next week. (upbeat music) ♪ Crawling Mondays ♪

2 thoughts on “How to do post Google Update SEO Analysis

  1. Usman Khurshid Post author

    Aleyda can you please point me to the exact URL of CONTEXT extension?

    Reply
  2. Context Post author

    Thanks for sharing Context in this great video Aleyda! 😉

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *