We all know that Google constantly changes how their search algorithm works and some of these changes are minor and essentially go unnoticed, other changes do have a direct impact on how a website performs in searches and are therefore worthy of note.
During 2020 Google have continued to evolve their search algorithm and some of the changes they have made are looked at in more detail below
Entities – Specifics on a page relating to a search.
This in essence is nothing new, but Google are now focussing more on it. What it means is if you create a page make it specific, make it focussed on a topic, don’t have pages that are catch all’s describing what all your products and services are all in one place.
A well-focussed page is therefore far more likely to be ranked highly than one that talks about lots of different things. I.e. if you have three specific services create an individual page for each, not just one page covering all three
Topicality – Overall relevance of the website
This means a website overall is more likely to perform well in searches if the pages which make up the website are linked, i.e. they are all themed. A good example would be a plumbing and heating company who have their website broken down into different pages for:
Central heating installations
All the pages are different but they relate to the same overall topic
Content and Quality
This again is nothing brand new but is now more important hence it is worthy of mention. What Google are saying can be summed up as:
Does the content provide original information, reporting, research or analysis?
Does the content provide a substantial, complete or comprehensive description of the topic?
Does the content provide insightful analysis or interesting information that is beyond obvious?
If the content draws on other sources, does it avoid simply copying or rewriting those sources and instead provide substantial additional value and originality
To look at this from a practical point of view you can search for what you feel one of your pages provides and find out who ranks above you. Then look at the information they provide and see how you can improve your page to provide better and more complete information that they have
Links to authoritative sources
Tied in with the above on your web pages can you create links to websites which are considered authoritative by Google to “rubber stamp” what you are saying.
A simple and easy one would be if you have an About page with information about your key employees would be to create a link to each of their LinkedIn profiles. This would authenticate who they are and what skills and knowledge they have.
Laser Optical who manufacture laser safety glasses have a link on their safety glasses page to a news article on the Loughborough University website. The Loughborough Uni site is an academic site (.ac.uk) is considered very reputable and trustworthy in Google’s eyes.
Then follow the link “laser strikes on a passenger planes.”