Google has rolled out its first core update for 2022. The Growth Rocket team looks at how this update shook up search rankings and how you can recover.
Every year, Google releases core updates or enhancements on how it ranks websites. The online search powerhouse rolls out these updates on several occasions annually. Once they’re released, Google core algorithm updates can affect site rankings. Some websites may rise, while others may drop — and the latest update is no exception. Let’s dig deep into the new Google core update and its impact on top and underperforming websites.
Google announced the release of its recent core update last May 25, 2022.
Today, we’re releasing a broad core update, as we do several times per year. This update is called the May 2022 core update. Learn more: https://t.co/7kFklwdkAb — Google Search Central (@googlesearchc) May 25, 2022
Today, we’re releasing a broad core update, as we do several times per year. This update is called the May 2022 core update. Learn more: https://t.co/7kFklwdkAb
— Google Search Central (@googlesearchc) May 25, 2022
This update followed the company’s last algorithm update in November 2021.
Google’s May update is a broad core update like the previous algorithm modification. This change applies to all websites ranking on the search engine and helps improve Google’s overall systems.
Moreover, core updates take around a week or two to fully roll out. This time, Google finished updating its algorithm in two weeks.
The May 2022 core update rollout is now complete. — Google Search Central (@googlesearchc) June 9, 2022
The May 2022 core update rollout is now complete.
— Google Search Central (@googlesearchc) June 9, 2022
While the May 2022 core update wasn’t too substantial (like the Page Experience update), it shook up search rankings fast. Here’s how Google’s most recent algorithm update affected everyone on the search engine.
Within 24 hours of the May update rolling out, Semrush’s Sensor tool detected extreme fluctuations in website rankings. But unlike the November 2021 core update, websites felt the impact of the May update for only one day.
Peak rank volatility on Google hit 9.4 points on desktop and mobile, a somewhat higher number than the November 2021 update.
Screenshot from Semrush
However, a closer look reveals that Google’s November 2021 update considerably impacted search rankings. It showed in the changes to the baseline level of volatility for the November 2021 and May 2022 updates.
As the November update rolled out, rank fluctuations on desktop went from 5.6 to 9.3 points. Meanwhile, the May update’s baseline level of volatility shot up to 9.4 from 6.4 points pre-update. Semrush also noted a shift in search rankings before the latest Google core algorithm update, making it a less powerful update.
Furthermore, Semrush saw the May core update hitting the same verticals (or niches) across devices. The SEO data provider observed remarkable rank changes in the following verticals:
The volatility felt in the Real Estate vertical is worth noting, with an over five-point increase across devices. Semrush recorded an average of 5.4 points for the niche on desktop and 5.3 points on mobile.
Google’s May update also impacted snippets, including FAQ and featured snippets. Let’s dive deeper into these adjustments.
FAQ snippets are the snippets below search results with brief and direct answers to user questions.
As the May core update rolled out, RankRanger noted that Google showed these snippets more often for 27% of queries. Before, around 22% of queries appeared with FAQ snippets.
Screenshot from Search Engine Roundtable
However, note that RankRanger’s recent data compiled together FAQs and how-to snippets on Google, which only makes it seem like a significant increase in queries.
With their observations, SEO experts Glenn Gabe and Brodie Clark confirmed the jump in FAQ snippets on SERPs (search engine results pages).
Yep, this seems to be the case. Seeing FAQ jump when the 5/18-ish update rolled out -> Google Showing More Search Results With FAQ Rich Results E.g. FAQ snippets surged for this site right when the update started (see below): https://t.co/12V81EBI4s via @rustybrick pic.twitter.com/gzWGouwuN0 — Glenn Gabe (@glenngabe) May 25, 2022
Yep, this seems to be the case. Seeing FAQ jump when the 5/18-ish update rolled out -> Google Showing More Search Results With FAQ Rich Results
E.g. FAQ snippets surged for this site right when the update started (see below): https://t.co/12V81EBI4s via @rustybrick pic.twitter.com/gzWGouwuN0
— Glenn Gabe (@glenngabe) May 25, 2022
For those wanting more details on the FAQ Schema changes on May 20th, here’s a good example for the search term “SEO” on Google. Both pages had the markup prior to the update, yet FAQ rich results weren’t appearing. After the update, both pages were yielding rich results. pic.twitter.com/MjKPyVeclM — Brodie Clark (@brodieseo) May 25, 2022
For those wanting more details on the FAQ Schema changes on May 20th, here’s a good example for the search term “SEO” on Google.
Both pages had the markup prior to the update, yet FAQ rich results weren’t appearing. After the update, both pages were yielding rich results. pic.twitter.com/MjKPyVeclM
— Brodie Clark (@brodieseo) May 25, 2022
These results show that FAQ snippets are vital to widening a website’s reach. Specifically:
Thus, marking up FAQs with relevant structured data and creating content for FAQ terms are crucial to better rankings.
The latest Google core algorithm update also shook up featured snippets. Lily Ray and Gabe shed light on the update’s impact on these snippets via Twitter.
Several of our health-focused & ecomm sites are seeing 30-80% increases since the update. In some cases, the health site’s articles are now ranking above government sites, which usually tend to keep the #1 spot for those keywords. Also, massive fluctuations w/ featured snippets pic.twitter.com/5tTmQ74lvH — Lily Ray 😏 (@lilyraynyc) May 30, 2022
Several of our health-focused & ecomm sites are seeing 30-80% increases since the update.
In some cases, the health site’s articles are now ranking above government sites, which usually tend to keep the #1 spot for those keywords.
Also, massive fluctuations w/ featured snippets pic.twitter.com/5tTmQ74lvH
— Lily Ray 😏 (@lilyraynyc) May 30, 2022
Here’s an example of a super-interesting situation. I’ve followed this one for a long time (and I know the site owner pretty well). The site is seeing a nice surge w/this update, but has had its share of battles in the past. Here is the surge + previous broad core update impact: pic.twitter.com/y32j6taUQ0 — Glenn Gabe (@glenngabe) May 29, 2022
Here’s an example of a super-interesting situation. I’ve followed this one for a long time (and I know the site owner pretty well). The site is seeing a nice surge w/this update, but has had its share of battles in the past. Here is the surge + previous broad core update impact: pic.twitter.com/y32j6taUQ0
— Glenn Gabe (@glenngabe) May 29, 2022
And as rankings surge or drop for sites impacted by a broad core update (based on site-level quality algorithms), you can also see a surge or drop in featured snippets. Here are 2 examples. One on the positive side & the other on the negative side. FS can drive a ton of traffic. pic.twitter.com/ltCIHYBJZt — Glenn Gabe (@glenngabe) May 29, 2022
And as rankings surge or drop for sites impacted by a broad core update (based on site-level quality algorithms), you can also see a surge or drop in featured snippets. Here are 2 examples. One on the positive side & the other on the negative side. FS can drive a ton of traffic. pic.twitter.com/ltCIHYBJZt
From Gabe’s Tweets above, we can see that webpages on featured snippets have performed better. These snippets help many companies and brands gain relatively high organic traffic, making those results crucial. For instance, broad core updates can cause drops in a low-quality website’s featured snippets.
If you suspect you’re losing featured snippets, consider tracking them with Ahrefs, Semrush, Google Search Console, or related tools. It’ll help you identify areas for improvement so you can recover from the May update.
Amidst all the volatility across niches, videos, specialized content, and search-intent matching shined in this core update. Here’s a look at how these areas won from German SEO professional Malte Landwehr.
In the video space, there are basically only winners. TikTok grew a staggering 99%. And Youtube – already one of the most dominant websites in Google`s organic rankings- grew another 23%!😲 In total, video websites gained 25% during this update. (3/8) pic.twitter.com/TtErApIqTM — Malte Landwehr (@MalteLandwehr) May 30, 2022
In the video space, there are basically only winners.
TikTok grew a staggering 99%. And Youtube – already one of the most dominant websites in Google`s organic rankings- grew another 23%!😲
In total, video websites gained 25% during this update. (3/8) pic.twitter.com/TtErApIqTM
— Malte Landwehr (@MalteLandwehr) May 30, 2022
News publishers – known for trying to rank for everything – lost on average 4% of their Google rankings, while E-Commerce and travel specialists grew by 5%. Google can recognize which websites actually have expertise, authoritativeness, and trustworthiness for certain topics. pic.twitter.com/MpjlWqXjEr — Malte Landwehr (@MalteLandwehr) May 30, 2022
News publishers – known for trying to rank for everything – lost on average 4% of their Google rankings, while E-Commerce and travel specialists grew by 5%.
Google can recognize which websites actually have expertise, authoritativeness, and trustworthiness for certain topics. pic.twitter.com/MpjlWqXjEr
The last big change is for Wikipedia-style websites, dictionaries, lyrics, and stock photo sites. While lyrics and stockphoto sites lost overall, the dictionary and wiki space was very volatile with both winners and losers. (6/8) pic.twitter.com/vEWucOeVRx — Malte Landwehr (@MalteLandwehr) May 30, 2022
The last big change is for Wikipedia-style websites, dictionaries, lyrics, and stock photo sites. While lyrics and stockphoto sites lost overall, the dictionary and wiki space was very volatile with both winners and losers. (6/8) pic.twitter.com/vEWucOeVRx
All of these sites are often used as “backfill” by Google. They contain pages for virtually any topic that seem relevant based on TF-IDF, Word2Vec, or similar approaches to retrieve relevant documents from an index. (7/8) pic.twitter.com/rN1c96ebuS — Malte Landwehr (@MalteLandwehr) May 30, 2022
All of these sites are often used as “backfill” by Google. They contain pages for virtually any topic that seem relevant based on TF-IDF, Word2Vec, or similar approaches to retrieve relevant documents from an index. (7/8) pic.twitter.com/rN1c96ebuS
But in the end, they rarely match the search intent. Seeing volatility in this space – and mainly losses – means that Google improved its ability to understand search intent and quality. (8/8) — Malte Landwehr (@MalteLandwehr) May 30, 2022
But in the end, they rarely match the search intent. Seeing volatility in this space – and mainly losses – means that Google improved its ability to understand search intent and quality. (8/8)
As always, Google advises site owners to follow its tips and recommendations regarding core updates. These guidelines stress providing high-quality content — original information, reporting, research, or analysis, a notable or thorough description of your topic, and unique or intriguing insights.
Moreover, Google’s advice on recovering from a core update covers E-A-T (Expertise, Authority, Trust). Ask yourself if your content shows the necessary expertise and authority and if it positions you as a trusted entity in your niche. As you create content, you should answer “yes” to these questions.
Google’s recent core update has seen winners and losers. That said, delivering high-quality content is key to better rankings post-update. Original and relevant content that emphasizes your expertise, authority, and credibility will help you regain lost ground and surpass your competitors.
Growth Rocket’s SEO experts are here to help if your search rankings need a boost. Contact us today to get started on your climb back up the search ladder.
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