[July 2021 latest version] June SEO trends and news summary

There was also a core algorithm update in June, and I think there were many people who were fluttering depending on the genre they handled.

Immediately, I will summarize the June SEO news!

Implementation of core algorithm update

Announcement from the official

Later today, we will release an extensive core update, as we do several times a year. This is called the June 2021 Core Update. Guidance on such updates is as follows: https://webmasters.googleblog.com/2019/08/core-updates.html… This is followed by the July 2021 core update. Learn more about it ...

https://developers.google.com/search/blog/2019/08/core-updates

The first core update has arrived this year!

As usual, there is no specific explanation from Google, but looking at the situation, it seems that the genres of YMYL, IT, and romance have changed.

Quoted from Amsive Digital's article in the United States

Suddenly I will leave the article that came out on Twitter.

It was a very detailed and interesting article. Amsive Digital concludes

There seems to be a major trend, especially affecting product review sites. This is Google's at Google I / O in 2021Announcement of shopping graphIt may or may not be somehow tied to.

https://www.amsivedigital.com/insights/seo/winners-and-losers-of-googles-june-2021-core-update/

I see 🤔
It seems that there is also the influence of the product review update announced by Google in April.

"Highly appreciate product reviews written based on more detailed and in-depth research"

In particular, the impact on review sites was targeted at affiliate sites, but I think that "how useful information can be provided to users" remains the same.
Currently, it is said that it has not been applied to Japanese yet, but it seems that this element is also involved in this core update.

The operator of the review site should check the content and wording again.

Click here for more information on product review updates

https%3A%2F%2Fdevelopers.google
favicons? domain = developers.google What creators should know about Google's product reviews update | Google Search Central Blog | Google Developers

Search console supports regular expression "doesn't match regular expression"

The search console started supporting regular expression filters in April. It's a "regular expression" that's hard to get along with, but it's convenient to use.

For example, let's say you have a company called "SEO & Web Market".

In some cases, it is also abbreviated as "SEO and Web Market" or "S & W".

In such a case, you can check all at once by applying a custom filter as shown below.

Example of search command using regular expression
SEO&Webマーケ | SEOandWebマーケ | S&W

If you explain in detail, the article will end with this story, so if you want to learn more detailed expressions, please see here.

https%3A%2F%2Fdevelopers.google
favicons? domain = developers.google Search Console Regular Expression Filter Updates and Tips | Google Search Central Blog | Google Developers

This time, it seems that there was feedback that "I want to use the regular expression for exclusion", and it seems that it was implemented immediately.
The way to narrow down the data has become wider than ever.

It's an interesting world to pursue, so let's try it from a simple expression so that you can use it so that you can reach the itch.

Changed definitions of CLS and LCP?

After many postponements from the announcement, the "display speed" has finally entered the implementation season, but it's hard to settle down.

However, please be assured that this definition change will move in a positive direction overall.

Let's look at it concretely.

CLS definition change?

First of all, regarding "CLS", Jeffrey Jose mentioned it in the page experience.

Simply put, "previously all layout shifts were included during the session, but with the new definition, only the point that caused the largest layout shift affects the final CLS score."

This is a very easy-to-understand summary of Kenichi Suzuki's blog.

https%3A%2F%2Fwww.suzukikenichi
favicons? domain = www.suzukikenichi Google changed the definition of CLS. Page Experience Signals Evaluated with New CLS – Overseas SEO Information Blog
The definition of CLS (Cumulative Layout Shift), one of the three elements of core web vitals, changes. For the page experience, the CLS score obtained with the new definition is used for evaluation.

At the beginning and on Mr. Suzuki's blog, the important thing is that this change will improve "CLS" on all sites.

LCP definition change?

This is also changed at the same time

https%3A%2F%2Fchromium.googlesource.com%2Fchromium%2Fsrc%2F%2B%2Frefs%2Fheads%2Fmain%2Fdocs%2Fspeed%2Fmetrics changelog%2F2020 11 lcp 2
favicons? domain = chromium.googlesource Chrome Speed --Largest Contentful Paint Definition Change in M88

As for the content, when the page element that was the target of LCP moves or disappears, the process to search for other elements was performed, but with this change, it is first defined as LCP. If the element is moved and disappears, it will not look for other elements, and an LCP element larger than the original element will be selected as a candidate for the LCP element only if it is found.

It sounds difficult if it is just sentences, but basically it is said to have a positive effect on many users.

The topic of core web vitals has a lot to do with coding elements and internal stories, so there are many difficult elements if you are not familiar with it, but as an SEO person, let's add knowledge alone.

It's difficult, so it would be nice if you could get used to it little by little without throwing it all.

Implementation of Search Console Insights

Google has launched Search Console Insights, which is more convenient for checking the performance of the search console.

Search Console Insight
A good tool for search consoles and analytics?

Search Console Insights is a new experience for content creators and publishers. It helps your audience understand how they find content on their site and what they are interested in. This new experience is based on data from both the Google Search Console and Google Analytics.

From google

The content of the report is the past 28 days

  • "Site overview / pv and average pv time"
  • "Newly added pages and contents"
  • "Contents with a lot of access"
  • "Access route to the site / natural search or direct, etc."
  • "Many search queries via Google"
  • "Reference links from other sites"
  • "Access route from social media / Twitter, Facebook, etc."

You can check a total of 7 types.

If you are not good at detailed analysis with search console or analytics, let's make effective use of it.

Search Console Insight
Queries and clicks are also displayed like this

Even experts can get the information they want to see at a glance, so expectations are high for operators who measure the site every day as a time-saving tool.

Click here for Search Console Insight

https%3A%2F%2Fsearch.google
favicons? domain = search.google Search Console Insights

Anti-spam update

Google has carried out a spam update for two weeks.

Notice that "If there is nothing, it will end in one day." It ended in one day on the notice.

It seems that the algorithm for taking measures against spamming websites such as phishing scams and website pages infected with malware has been updated.

It is carried out both in Japan and overseas, and it is also applicable to image search. Regarding this as well, there was no announcement of particularly detailed information.

https%3A%2F%2Fnote
favicons? domain = note Why Google Prioritizes Plagiarism Over Original Content-Weekly SEO (June 28, 2021) | SEO Nerds | note
This is SEO Otaku (@seootaku). SEO Otaku has 5,000 followers on Twitter. happy. We will continue to disseminate information about SEO in various ways, so those who follow us will continue to ...

Perhaps it seems that there is a stronger tendency toward spam that has a negative impact on users than spam that is being promoted.

From many SEO articles

At least as long as you have a healthy site operation, I don't think it will be adversely affected.

However, malicious attackers can use that trick, so be careful every day while using TLS and safe browsing.

Does Google Value Plagiarism Over Original Content?

Personally, I feel that it is the most noisy topic for June SEO information.

John Mueller talks about why plagiarism is valued and what Google ranks for.

A person asked John this question.

It's a complete copy of my content, and the content is rated higher than the original. Is there really such a person? What kind of measures should be taken in such a case?

See https://www.searchenginejournal.com/why-google-ranks-plagiarism-over-original-content/411196/#close

John's answer will be long, so I will briefly explain it in a short answer.

In the first place, if the quality of the original site is lower than that of the copied site, the copied site or article may be given preferential treatment. This is because it is considered that "the higher the quality of the site = the higher the reliability".

If you do encounter such a situation, you should first focus on improving the quality of your entire site.

John's answer starts from about 11 minutes.

It wasn't a beautiful thing, and it was very difficult, but in this area, you should make steady efforts on a daily basis.

To improve the quality of your site

  • Use the original image
  • Information is also fresh and original
  • Update at regular frequency
  • Accumulate steady efforts

I think it comes down to this.

The above SEJ article also mentions that low-quality internal and external links are also factors that reduce the quality of the site.

Well, if you open the lid, it's not a story that you have to do unknown difficult things (although it takes time, of course ...), so let's work hard to provide better information user-first.

Announced MUM (Multitask Unified Model), a new technology for language understanding

In May, Google announced a new technology for language understanding called MUM (Multitask Unified Model) at Google I / O 2021 held online. (By the way, it is pronounced "Mam".)

https://blog.google/products/search/introducing-mum/

The purpose was to improve the accuracy of information about the new coronavirus vaccine, and it was applied to the search.

Below is a statement by Pandu Nayak of Google Fellow and VP of Search, who is involved in MUM research and development.

Last year we started the project in response to a pandemic. It provides useful information that users are looking for regarding vaccines, such as "what is a COVID vaccine," "where can I get it," "how to get it," and "what is the inoculation rate?"

There was a "trigger problem" that was important when launching this service. What kind of word refers to the COVID vaccine?

Not surprisingly, people refer to COVID vaccines in a variety of ways. Depending on the language and region, the words to search for are different. So first we needed to know everything about how people call COVID.

MUM was able to easily solve that problem. You can see what information actually refers to the COVID vaccine and use it as a starting point for your COVID vaccine experience.

This is very nice. There are various names on the slide, but the one I especially like is "mRNA-1273". It's a name that doesn't seem like a vaccine, you don't know what it means, but when people refer to a vaccine, it contains more or less technical terms.

However, by using MUM, it can be extracted that this is also the name of the COVID vaccine.

Reference: Impress Watch https://www.watch.impress.co.jp/docs/topic/1335134.html

It is a little difficult to break down the detailed mechanism and principle, but I will give an example of the citation source.

Some people have climbed Mount Adams. He then decided to challenge Mt. Fuji in the fall.

As the next necessary information for that person,

  • Elevation of Mt. Fuji
  • Average autumn temperature (in Japan)
  • Types of mountaineering courses
  • Appropriate clothing

There is no end to it, but such information is necessary.

Obtaining this information in a "single search" is very difficult and requires several searches.

However, if you tell a mountaineering specialist that you want to climb Mt. Fuji in the fall, you will probably be able to answer the above questions and information in one go.

The challenge for Google's search engine is that it hasn't reached that area yet. Google says that when a complex search is done, an average of eight queries will appear. This MUM is capable of responding to such complex needs.

9b0e9621898735821daa74e76c8f8333 1
Image of MUM

To give the previous example again,I have climbed Mt. Adams and would like to climb Mt. Fuji next fall. What should I prepare differently than before?"Suppose you type in the search window.

MUM grasps the search intent that "the searcher has climbed Mt. Adams and is about to climb Mt. Fuji next fall" from a query composed in natural language.

Then, "What is Mt. Adams, what is Mt. Fuji?", "What kind of action does mountain climbing mean?", "What kind of equipment is suitable for climbing Mt. Fuji in autumn?" It is possible to process and understand complex elements at the same time.

In that case, it will be possible to provide "inquiry answers and specialized information that users want to know" with a single search.

What's even more amazing is that MUM can understand not only text but also images. For example, taking the mountain climbing mentioned earlier as an example, if you show a picture and ask "Is it okay to climb a mountain with these shoes?", It will return an appropriate answer.

I would like to expect further evolution of technology.

summary

Regarding the core algorithm update, it seems that the second one will be done in July, but I think that you do not need to worry about anything if you are operating properly on a regular basis.

There is no definite correct answer, but I feel that it is important to scrutinize information from many media and turn PDCA.

I hope this article will be of some help to you.
If you have any questions after reading the article, feel free to Twitter (@kaznak_com) Etc., please ask.

see you.

Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"
Kazuhiro Nakamura
Kazuhiro Nakamura
Representative of Cocorograph Inc. 13 years of SEO history, more than 970 sites with countermeasures. We provide SUO, an upward compatible service of SEO that optimizes not only search engines but also search users. SEO / SUO's original report tool, Sachiko Report Developer. Book "The latest common sense of SEO taught by professionals in the field"