SEO Trends Post-Google Algorithm Updates: Zyppy Study Revealed
By: Zulekha Nishad | Updated On: June 21, 2024
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Recent updates from Google have caused big changes in how websites do SEO, especially those that rely on traditional optimization methods. Zyppy did a thorough study on 50 websites and utilized metrics from Ahrefs, which shows significant shifts in SEO dynamics post-major updates in 2023.
Detailed Findings: Key SEO Practices and Their Correlation with Traffic Changes
The latest Google leak and updates appear to prioritize content that genuinely serves users’ needs over content optimized purely for search engine rankings. This marks a departure from traditional SEO strategies, focusing heavily on technical optimizations and keyword manipulation.
The Zyppy team assessed 50 informational websites, analyzing traffic, content, and monetization. Correlation coefficients measured the relationship between SEO features and traffic changes, with statistical significance determined via t-tests. The findings highlight the need for a balanced, user-first approach in SEO practices.
A t-test was performed for each feature’s correlation coefficient to determine the statistical relevance of the observed correlations. The null hypothesis stated that the true correlation coefficient was zero (no correlation). P-values were computed to examine the probability of observing the correlation coefficients under the null hypothesis. A p-value threshold of 0.05 was used to determine statistical significance.
After recent updates, the study identified several SEO practices that correlate negatively with site performance. Here’s a detailed look at the most important findings:
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Anchor Text Variety: A Mixed Blessing
Losing sites were far more likely to have a wider variety of anchor texts per page than winning sites. This suggests that extensive use of varied anchor texts, previously seen as beneficial, might now be counterproductive. For instance, if a website’s contact page is linked using different anchor texts like “Contact,” “Reach Out,” and “Get In Touch,” it could be seen as an attempt to manipulate search rankings.Interestingly, the number of raw links (both internal and external) was not significantly correlated with traffic changes. This underscores that it’s not the quantity of links but the variety of anchor texts that might be problematic. This finding makes sense given how extensively Google uses anchors within its ranking system, as evidenced in antitrust trials and recent Google leaks.
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Frequent Updates: A Potential Pitfall
Sites with less frequent updates fared better. The average age of URLs on winning sites was 774 days (a little over two years), while losing sites had an average age of 273. This indicates that Google’s algorithms might view constantly updating pages without substantial content changes negatively.Google’s guidance includes a note about changing the date of pages to make them seem fresh without substantial content changes. The data supports this, showing that pages frequently updated with minor changes may be penalized. Additionally, 35% of URLs from winning sites had no date on the page, compared to only 4% of URLs from losing sites.
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Clickbait Titles: No Longer a Winning Strategy
Sites with catchy, “clickbait” titles with numbers and adjectives experienced declines. For example, titles like “10 Breathtakingly Beautiful Spanish Destinations To Visit in 2024” are crafted to attract clicks but may now be penalized.Google’s guidelines advise against exaggerated or shocking titles and favor straightforward, descriptive ones. This aligns with the study’s findings, which showed that titles primarily designed to attract clicks correlated with lower rankings.
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Schema Markup: Overuse Can Hurt Rankings
Overuse of structured data markup was more common in losing sites. Winning sites used minimal markup, challenging the conventional wisdom that extensive structured data is beneficial. Structured data should be used to enhance search visibility without overdoing it.
For example, a winning site might use simple schema markup like “Article” or “WebPage,” while a losing site might include extensive and varied schema types. This over-optimization might be viewed as an attempt to manipulate search engine results.
SEO Features Without Significant Correlation
Several other features were analyzed but did not show a significant correlation with traffic changes, including:
- Reliance on Google Traffic: No significant impact based on the proportion of traffic from Google.
- Author Information: No clear correlation between author details and site performance.
- Table of Contents: Use of table of contents did not significantly affect traffic.
- Word Count: Article length showed no strong correlation with traffic changes.
- Google Business Profiles: No significant impact from having a Google Business Profile.
Practical Advice
Google’s focus on user-first content suggests a shift from traditional SEO tactics. Websites that are overly optimized for search engines may now be penalized, even if previously successful. This trend likely reflects Google’s attempt to promote genuinely helpful content over strategically optimized pages. As Google continues refining its algorithms, SEOs must adapt by prioritizing user experience and content quality over aggressive optimization tactics.
The study suggests several actionable insights for webmasters and SEO professionals:
- Reevaluate Anchor Text Usage: Avoid excessive variation in anchor texts. Use consistent, relevant anchor texts that enhance the user experience rather than attempting to game the system.
- Update Content Authentically: Ensure content updates are substantial and genuine. Avoid frequent superficial updates that make content appear fresh without real changes. Focus on significant updates that add value to the user.
- Craft Descriptive Titles: Focus on creating straightforward, descriptive titles that accurately reflect the content, avoiding exaggerated or clickbait-style titles. Descriptive titles can improve user trust and click-through rates.
- Moderate Structured Data Usage: Implement structured data thoughtfully. Over-marking content can be counterproductive. Use only necessary structured data to enhance search visibility without overdoing it. Balance the use of schema with natural content presentation.
Key Takeaways
- Google’s recent updates prioritize content that genuinely benefits users over content optimized primarily for search engines. Ensuring your content provides real value to readers is more important than ever.
- Sites with less variation in anchor texts tended to perform better. Simplifying and standardizing anchor text strategies could help avoid penalties from over-optimization.
- Frequent minor updates to the content can be detrimental. Instead, focus on making substantial, meaningful updates that enhance the overall value of the content.
- Under the new updates, straightforward and descriptive titles perform better. Clickbait-style titles with exaggerated claims or excessive use of numbers and adjectives are now less effective.
- While structured data is beneficial, overusing it can be counterproductive. To avoid potential penalties, a balanced approach to schema markup is recommended.
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