What do webmasters need to know about Google's core updates?

Continuing from last month's core update, the update has started again today.

This time, an article posted on Google Search Central

"What webmasters need to know about Google's core updates"

I will read the contents described in, based on SNS and official quotations.

I mentioned it in the past, but I will explain it as an updated version of the information.

Many people will review the content once again at this timing, and I feel that I need to constantly update. I think you can get something by going back to the beginning and tracing Google's signals.

First of all, the official announcement regarding the update.

July 2nd This year, the second core update will be carried out.

"Continuing from the last time, we will start updating this month. The period is planned to be 1 to 2 weeks."

For the time being, Google tweeted as "process details" during the last update.

Changes have been made to improve the quality of the experience and results.

Click here for details.


Google's passion is that search engines need to be updated daily as gadgets are updated daily.

The core update was mentioned in the previous "June SEO Summary" article, so please refer to it as well.

Regarding the June update, the "review site" had a big impact.

I was wondering if this was finally a product review update in Japan as well.

After this, I will start the content of the Central article.

Core updates and content reassessment

Quoted from Google below

When a core update is made, performance may suffer even if the site is okay.

This did not violate the guidelines, nor did it take any action against the violation.

In fact, core update changes are made to improve Google's way of assessing the entire content, so they aren't targeted to any particular page or site.

To give an example of understanding core updates,

Suppose you created content called the Top 100 Movie Rankings for 2015.

But now, a few years later, the list needs to be revisited. It's possible that some great movies that weren't on the list before could be ranked high.

If a previously high-ranked movie ranks down as a result of the list update, the situation isn't that the movie is bad, it's just a new movie that's even more highly rated. ..


This is a very easy-to-understand analogy.

In particular, freshness is important for information in any industry, and it changes day by day according to trends and needs.

And then continue.

As I mentioned in the movie example, even if the ranking drops due to the update, there is no guarantee that there are "points to fix". Still, you still feel that you need to do something.

Focus on providing the best possible content. This is because Google's algorithm determines the ranking based on the quality of the content.


When better content comes out, it's important to see how good and how good it is compared to your site.

In that sense, you should always check not only the sites you are operating and in charge of, but also the competitors and higher-ranking sites before and after, and respond quickly to content updates and ranking changes.

By the way, Google is presenting the following advice, saying, "It will be updated from time to time, so use it for self-evaluation of the content."

Content and quality questions

  • Does the content provide its own information, reports, research and analysis?
  • Does the content provide sufficient comprehensive or complete explanations for a particular topic?
  • Does the content contain insightful analysis and interesting information as well as the obvious?
  • If the content comes from other sources, does it provide enough added value and originality, not just copying or rewriting?
  • Are the headings and titles useful to explain the content?
  • Headlines and titles may exaggerate the content or cause a great deal of discomfort or shock to the reader.
  • Is it something you want to bookmark, share with friends, or recommend?
  • Is the content worth publishing or quoting in magazines, encyclopedias, books, etc.?

The above is the "Questions about Content and Quality" as of July 2nd.

In general, the content is to dig deeper into the "consciousness" that is a prerequisite for doing SEO.

In the previous article, "Does Google rate copy content over original content?" I touched on the topic. ▼ See the SEJ article below

"If the copied site is of high quality in the first place, I might evaluate it," John said.

Of course, when quoting information, you need to respect morals and the source of the citation, but I don't think the citation or copy is "evil." The higher the rank, the more similar information will be, and the more likely it will be similar content ...

In terms of building better information for that category or topic, "If the content comes from another source, it is not just a copy or rewrite, but an added value and originality. Are you? I feel that this is a very important point to be aware of.

The most important thing for users is "how critical they will be to the information they are looking for and the problems they want to solve."

Conversely, you should provide good information that will be copied to everyone.

I want to greedily collect information every day to create better content.

Expertise questions

  • Content is credible, including clear sources, proof of relevant expertise, and background information about the author or the site that publishes the content (such as a link to the author's page or a site overview page). Do you provide information to show that it is high?
  • When you survey the site that produces the content, do you get the impression that the site is trusted or widely recognized as an authority on the topic?
  • Is the content written by professionals and enthusiasts who are clearly well-informed about the topic?
  • Is there any obvious misinformation in the content?
  • Can you trust this content with confidence for money and life related issues?

This area is the so-called "EAT" part or the part related to the "YMYL" area.

Last update last year

In the core update that took place at the end of last year, there were many hypotheses that the part related to EAT might have led to the evaluation again.

Personally, "Is the content written by professionals and enthusiasts who are clearly well-informed about the topic? 』I feel that the item is very important,

I would like people who are familiar with the road to write it, as well as those who like it.

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Rather than having a sushi restaurant write an article about French, I find it definitely more interesting to write an article for a gourmet who loves French or a chef who loves French and studies every day.

Of course, depending on the handling information, it may be better to simply describe only useful information.

However, the perspectives and ways of speaking that are unique to those who like them sometimes attract people.

Articles by popular bloggers and writers are not only useful, but also the expressions and cuts that are unique to that person.

Explore every day to create compelling content.

Questions about content presentation and production

  • Is there a typo or style issue in the content?
  • Is the content properly produced? Doesn't it give the impression that it was produced in a hurry?
  • Is the content mass-produced by outsourcing to a large number of creators, or is it spread over a large network of multiple sites, reducing the presence of individual pages or sites?
  • Does your content have so many ads that it interferes with or distracts you from the main content?
  • Does the content display properly on mobile devices?

This item is very important, isn't it about "Mobile First" or "Semantic HTML"?

It is often said that heading tags are used properly and list tags are used. It is to take over the structure of HTML and create it carefully (semantic).

This is intended to help the crawler understand the structure of the site smoothly when visiting the site.

Designing a site that is kind not only to users but also to crawlers is also very important for SEO.

▼ Regarding misspelling, there was such a topic the other day.

"If the text is full of grammatical and technical errors, the page quality may appear to be poor."Mr. John

I'm a little rude in the tweet (sorry ...), but even on the competing sites that are actually displayed at the top, some typographical errors can be seen, so if the range is within the range where there is no discomfort in the text, it will have a big impact. I feel that there is no such thing.

However, I want to be careful as long as I aim for better content.

Questions about comparison

  • Does the content provide substantial value when compared to other pages of search results?
  • Does the content seem to provide what your site visitors really want? Or does it seem like it was created just for high-ranking search engines?

It's similar to what I just talked about, but I often hear this kind of story.

I'm conscious of SEO, but the sentences are unnatural, and the connection before and after is messed up ...

It's important to be able to incorporate SEO awareness into natural sentences that are easy to read.

About quality evaluation guidelines and EAT

At Google, there is an evaluation guideline called the Search Quality Evaluation Guide.


All in English, there are 175 pages in pdf. Please read it patiently.

That's pretty terrible, so I'll summarize it briefly.

Google has the role of a quality evaluator who verifies that the algorithm provides the right search results and provides insights to Google. The guidelines around it are above to ensure a consistent approach at all times. That is.

The following is a quote.

It's important to understand that search quality evaluators have no control over the search order of a page. Quality evaluator data is not used directly in the ranking algorithm. Quality evaluator data is like a feedback card (customer survey) in a restaurant. We use this feedback to verify that Google's system is working.

Understanding how quality evaluators evaluate the quality of your content may help improve your content. And improving your content may also improve your position in Google Search.


If you pursue a lot, the story will not end, so I will not dig deep, but

I think it is important to have an intuitive impression or impression that we usually use something and find it convenient or inconvenient.

The same is true on the Web, which means that it is not good for you to objectively look at your site or content and find it inconvenient or difficult to understand.

Information about EAT

This is also quoted from Google

Quality evaluators are specially trained to determine if content meets what Google calls EAT. This standard means "Expertise," "Authoritativeness," and "Trustworthiness." By reviewing the guidelines, you may be able to evaluate your content from an EAT perspective and find improvements to consider.


This index is always talked about, and I think it is a point to be aware of.

Earlier, I talked about specialty, but when you think about it, it's natural.

In the modern world, there is a lot of information on the market. There is a lot of useful information and malicious false information in it, and we have to choose the right information by ourselves.

In such cases, this factor is a very important criterion that determines whether the user can obtain the correct information.

If you would like to know more about EAT, please refer to this article.


Author: Marie Haynes (He is authoritative enough to be linked on Google's official forum page)

Position recovery and other advice

"How long does it take for the site to recover if the content is improved after the core update?"

I'm very worried.

In Google's view, in a big way, it's likely to be reflected in the next core update.

However, even if it is not large enough to announce, small updates are made every day, so even if you do nothing, the ranking may be slightly different.

Quoted from the official below

Even if the site owner makes improvements, there is no guarantee that the position will be restored. In addition, the position of the page is not fixed in the search results, and the position is not guaranteed. To ensure that your page always ranks high on Google's system, you need the right content.

It's also important to be aware that search engines like Google understand content differently than humans do. Google can collect contentLooking for a signal.. And we see how those signals correlate with the way humans assess relevance. Links between pages are one of the well-known signals. There are many other signals, but they are not published to protect the reliability of search results.


I feel that all the things I have talked about so far are summarized in these words.

The basic HTML structure, whether the text is unnatural, whether the person on the road provides reliable information in an easy-to-understand manner, etc., should be carefully proceeded while feeling the user's search intention. It's the best shortcut.

That's all there is to what webmasters need to know about Google's core updates.

For the person in charge / operator who is usually involved in SEO, I feel that nothing is brand new, but it was something that returned to my original intentions.


Recently, I've been reading more articles from big overseas SEO companies and media. What I feel big is that there are many companies that are extremely faithful to Google's official information and mainly carry out measures and hypothesis testing.

Of course, when we make a new announcement, we listen to the official announcement, but when it comes to our daily work, we often give priority to rules of thumb.

When I was worried, I realized again that it is important to read Google forums and official pages.

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"