Understanding the evolution of the Ranking in Google by analyzing the traffic losses of Aranzullait
Posted: Mon Jan 27, 2025 5:33 am
As you probably already know, Google has been trying to improve its algorithms for a few years now in order to return search results that are increasingly relevant to the user's search intent.
The Quality Updates that have been coming one after the other since at least 2017 and that now, between official and unofficial rollouts, appear on the Serp at a more or less monthly rate, have done nothing but make the search why choose our service results on Google increasingly dynamic, so much so that they resemble an almost constant fluctuation.
The most recent of these updates is Bert , which follows two other infrastructure algorithms that aimed to better understand user queries, Hummingbird and RankBrain. Bert in fact aims to disambiguate a query, but goes beyond that: it tries to recalculate the ranking of search results by better understanding the query by analyzing the relationships between the words in the query .
This allows Google to better understand what the user is looking for, giving more prominence to the content that satisfies the user's information needs and, to do this, the algorithm decreases the value historically attributed to the page through SEO optimization and links.
To better understand, if for years on-site SEO and domain trust (a consequence of links) were the cornerstones of Google ranking, things are changing.
Today you can have the most authoritative domain in the world with the best SEO optimized page, but if there is a page whose content is better able to satisfy a specific user query, Google may decide to give it more weight in the ranking .
There is a lot of talk about Voice Search as something that will change SEO, but I would give more priority to the analysis of the current Serp that are based on what the user still types from smartphones or desktops and that is already changing the way of doing SEO. Some say that SEO will die. Although I am not a fatalist and I do not believe this statement to be true, I can certainly believe that it will change the way of doing SEO . Simply because it is already changing.
To better understand the path that Google has been tracing, at least for a couple of years, I will give the example of a publishing giant that, somewhat surprisingly (and I will shortly explain why), has lost a good part of its organic traffic and positioning on the search engine.
Analyzing an editorial site to understand the changes in the formulation of the Serp is more useful than a showcase or eCommerce site because editorial sites have a larger volume and grow almost constantly over time and, precisely because of the number of pages that they are able to absorb and position for Google, they are able to draw on a number of informative and transactional queries that are significantly greater than more static sites.
The Quality Updates that have been coming one after the other since at least 2017 and that now, between official and unofficial rollouts, appear on the Serp at a more or less monthly rate, have done nothing but make the search why choose our service results on Google increasingly dynamic, so much so that they resemble an almost constant fluctuation.
The most recent of these updates is Bert , which follows two other infrastructure algorithms that aimed to better understand user queries, Hummingbird and RankBrain. Bert in fact aims to disambiguate a query, but goes beyond that: it tries to recalculate the ranking of search results by better understanding the query by analyzing the relationships between the words in the query .
This allows Google to better understand what the user is looking for, giving more prominence to the content that satisfies the user's information needs and, to do this, the algorithm decreases the value historically attributed to the page through SEO optimization and links.
To better understand, if for years on-site SEO and domain trust (a consequence of links) were the cornerstones of Google ranking, things are changing.
Today you can have the most authoritative domain in the world with the best SEO optimized page, but if there is a page whose content is better able to satisfy a specific user query, Google may decide to give it more weight in the ranking .
There is a lot of talk about Voice Search as something that will change SEO, but I would give more priority to the analysis of the current Serp that are based on what the user still types from smartphones or desktops and that is already changing the way of doing SEO. Some say that SEO will die. Although I am not a fatalist and I do not believe this statement to be true, I can certainly believe that it will change the way of doing SEO . Simply because it is already changing.
To better understand the path that Google has been tracing, at least for a couple of years, I will give the example of a publishing giant that, somewhat surprisingly (and I will shortly explain why), has lost a good part of its organic traffic and positioning on the search engine.
Analyzing an editorial site to understand the changes in the formulation of the Serp is more useful than a showcase or eCommerce site because editorial sites have a larger volume and grow almost constantly over time and, precisely because of the number of pages that they are able to absorb and position for Google, they are able to draw on a number of informative and transactional queries that are significantly greater than more static sites.