This week, I had the distinct opportunity to interview Danny Sullivan, Google’s Search Liaison, focusing on the current state of Google Search quality, its future trajectory, and essential insights for content creators and search marketers. Our discussion primarily centered on Google’s latest core updates, notably the September 2023 helpful content update and the August 2024 core update. We explored the impact these updates have had on site owners over the past 11 months and Google’s ongoing efforts to address the resulting challenges.
Sullivan began by clarifying the overarching purpose behind Google’s core updates, likening them to the periodic software updates on mobile phones. “Your phone gets updated from time to time, and typically you don’t notice it,” he explained. However, he emphasized that core updates are more substantial, akin to major software overhauls. These updates are designed to enhance the overall functionality and performance of Google’s search algorithms, ensuring that users receive the most relevant and high-quality search results.
A pressing question from the SEO community revolved around the significant changes between the March 2024 core update and the August 2024 core update. The March update was initially described as one of the largest, yet many sites affected by the September 2023 helpful content update saw no recovery. By August, some sites experienced minimal improvements, prompting questions about the specific changes. Sullivan described a process involving “regular incremental changes” and elaborated, “You do a core update, you look at different ranking systems, you try to understand how to make them better, you test them, you experiment with them, and ultimately you send them out to human raters who go through and say yes, we think that’s improved the search results overall and we push those updates out.”
One notable area Sullivan highlighted was Google’s ongoing efforts to support smaller, independent sites. “We have made some changes that we think are helping there,” he said, adding that future updates will continue to focus on this area. Sullivan acknowledged that some smaller sites produce exceptional content and expressed Google’s intent to reward such efforts. “We want them to do well in search as well,” he emphasized. This commitment to smaller publishers underscores Google’s broader strategy of rewarding high-quality content regardless of the source’s size.
Looking forward, Sullivan assured that Google would persist in refining its systems to reward high-quality content, especially from small independent publishers. He urged content creators not to lose hope if they haven’t seen immediate rewards. “No one who is creating really good content, who doesn’t feel that they were well rewarded in this last update should think that’s it,” he said. “Our goal is if you’re doing good content, we wanted you to be successful.” This message is particularly pertinent as it underscores the importance of perseverance and continuous quality improvement in the competitive landscape of content creation.
When asked whether sites will recover to their former rankings, Sullivan was cautious yet optimistic. He acknowledged that while some sites have seen improvements, a full recovery to pre-September levels isn’t guaranteed for everyone. “Our ranking systems are different, and among other things, our ranking systems are also rewarding other kinds of content too, including forum content and social content,” he noted. Sullivan emphasized the importance of continuing to create valuable content for audiences, suggesting that Google’s ranking systems would eventually reward such efforts. This nuanced perspective highlights the dynamic nature of search ranking algorithms and the need for adaptive content strategies.
Sullivan also touched on the distinction between ranking well and receiving traffic. He pointed out that ranking positions could significantly affect traffic levels. “If you move from first to second, that can be a notable traffic impact,” he explained. He encouraged content creators to see high rankings as validation of their efforts, even if traffic doesn’t immediately follow. This insight provides a critical reminder that search rankings and traffic are interconnected yet distinct metrics, each requiring careful attention and strategy.
Transitioning to the topic of the helpful content update, Sullivan clarified that the helpful content system is now integrated into the core update system. This change has caused some confusion, with site owners attributing issues to the September 2023 update. Sullivan acknowledged these concerns but reiterated that the shift aims to create a more cohesive ranking system that assesses helpfulness across various aspects. This integration reflects Google’s holistic approach to evaluating content quality and user experience.
Sullivan dispelled the notion that Google makes mid-update adjustments. “Before we roll anything out, it’s evaluated, it’s tested, there’s experiments and then it’s rater reviewed,” he explained. Any observed volatility is part of the natural rollout process rather than real-time adjustments. This transparency helps demystify the update process and reinforces the importance of rigorous testing and evaluation before implementation.
Sullivan shared insights from the feedback form launched after the March 2024 update, which received 12,000 submissions. He personally reviewed this feedback, which has been instrumental in informing Google’s ongoing efforts to refine its ranking systems. He assured that no site received preferential treatment based on feedback form submissions, reinforcing Google’s commitment to improving search quality for all. This engagement with user feedback underscores Google’s dedication to continuous improvement and responsiveness to user needs.
Sullivan also discussed the importance of content marketing, highlighting a case where a local plumber’s generic content wasn’t converting well. He suggested that more personalized and locally relevant content would be more beneficial and likely to be rewarded by Google’s ranking systems. This example illustrates the importance of tailored content strategies that resonate with specific audiences and local contexts.
On the topic of ads and user experience, Sullivan reiterated that having ads doesn’t inherently harm rankings. He encouraged site owners to focus on providing a satisfying user experience, which Google’s ranking systems aim to reward. This perspective emphasizes the balance between monetization and user satisfaction in maintaining high search rankings.
Sullivan explained Google’s rationale for surfacing social and forum content, acknowledging that while this content can be helpful, there are instances where original sources should be prioritized. He attributed some of these discrepancies to how specific searches are conducted. This nuanced view highlights the complexity of search algorithms and the importance of context in determining search result relevance.
Lastly, Sullivan discussed Google’s efforts to surface “hidden gems” in search results, expressing a desire to see more authentic, human-voice content rewarded by future updates. This focus on authenticity and originality underscores Google’s commitment to enriching the search experience with diverse and genuine content.
The interview provided a comprehensive look at Google’s ongoing efforts to refine its search algorithms and reward high-quality content. Sullivan’s insights offer valuable guidance for content creators navigating the ever-evolving landscape of Google Search, emphasizing the importance of quality, perseverance, and adaptability in achieving success.
