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James McCallough

Digital Marketing Consultant at Cadmus Copy Ltd.

Cracking the Code: Understanding Google’s New Algorithm

Google’s new algorithm is the heart of its search engine, dictating which websites and pages are displayed in response to user queries. Google continuously works to improve its search algorithm to provide users with the most relevant and high-quality search results.
 
The search engine giant rolls out minor updates frequently, and occasionally releases major updates (known as core updates) which significantly impact search rankings. This means that any changes to this algorithm can have notable impacts on website traffic and search engine optimisation strategies.
 
Google has recently introduced a major update to its algorithm that aimed to improve the quality and relevance of search results. In this article, we will examine some of the key features of this algorithm and what they mean for website owners and small businesses.
Google's 2023 New Algorithm Explained in a % graph along with helpful tips. By Cadmus Copy in Elgin, Moray

1. Consistent Publication of Engaging Content

Decrease from 26% to 24% since the 2022 update. This is mainly due to the newest factor (Trustworthiness) absorbing some of this weight.

Google’s primary goal is to provide users with the most relevant, useful and up-to-date information in response to their search queries. Regularly publishing engaging content benefits you in many ways:
 
  • Regularly publishing new content signals to Google that a website is able to provide users with current and relevant information. As a result, Google shows a preference to websites that consistently publish fresh content in its search rankings.
 
  • Engaging content also attracts users and keeps them on the site longer, reducing bounce rates and increasing the likelihood of them sharing the content or taking a desired action. Google takes user experience into account when determining search rankings, so creating content that appeals to users can improve a site’s visibility in search results.
 
  • Publishing content frequently increases the chances of Google’s crawlers visiting and indexing the website more often. This helps the website stay up-to-date in Google’s index, making it more likely to appear in search results for relevant queries.
 
  • Consistently producing high-quality content can establish a website as an authority in its niche or industry. Over time, this can lead to more backlinks and increased trustworthiness, which Google values when determining search rankings (more on this below).

2. Keywords in Meta Title Tags

Decrease from 17% to 15% since the 2022 update. 

Google uses the meta title tag as one of the primary factors to determine the relevance of a webpage to a user’s search query. Including target keywords in the title tag helps search engines understand the content of the page and rank it higher for those specific keywords.

A well-crafted title tag with relevant keywords gives users a clear idea of what to expect from your page. This clarity can lead to better user engagement, lower bounce rates, and a higher likelihood of users sharing or linking to your content — all of which can positively impact your search rankings.

3. Backlinks

No % change from the 2022 update. 

Backlinks, also known as inbound or incoming links, are important for search engine optimisation, website authority and online visibility:

Indication of Authority and Trustworthiness 

Backlinks from reputable and relevant websites signal to search engines that your content is valuable, authoritative, and trustworthy. Search engines use this information to determine the credibility of a website and rank it accordingly in search engine results pages (SERPs).

Increased Referral Traffic 

Backlinks from other websites can drive targeted referral traffic to your site. When users click on a link to your website from another relevant site, they are likely to be interested in your content, which can lead to better user engagement and potentially higher conversion rates.

Wider Online Exposure

Backlinks not only improve search engine rankings but also help increase your website’s visibility across the internet. As more websites link to your content, your online presence and brand awareness grow, leading to greater opportunities for attracting new visitors and potential customers.

Competitive Advantage 

A strong backlink profile can give your website a competitive edge in your industry or niche. Websites with a higher number of quality backlinks tend to rank better in search results, making it more challenging for competitors to outrank you.

Backlinks from high-quality, reputable websites are far more valuable. Focus on building natural, organic backlinks rather than trying to manipulate rankings with artificial or paid backlinks, as this can result in penalties from Google.

Cadmus Copy Tweet

4. Niche Expertise

Increase from 13% to 14% since the 2022 update.

Websites that specialize in a particular niche or industry are often more authoritative and trustworthy on that subject. They tend to have more in-depth knowledge, experience and expertise than websites that cover a wide range of topics. As a result, Google is more likely to favor websites with niche expertise when ranking search results.
 

The ‘Pillar-Cluster’ (or ‘Hub’) content strategy is a great way to organise and structure content on a website to improve search engine visibility, user experience, and topical authority. This method involves creating comprehensive ‘pillar’ content around a broad topic and linking it to several related, in-depth ‘cluster’ articles that cover narrower subtopics.

Here’s how it works:

Pillar Content

The pillar content is a comprehensive, authoritative piece that covers a broad topic or theme. It serves as the central hub around which the related subtopics or cluster articles revolve. The pillar content should be designed to rank for a high-level keyword and provide an overview of the subject.

Hub Content diagram, illustrated by Cadmus Copy in Moray

Cluster Content

The cluster articles are in-depth, focused pieces that cover specific subtopics or aspects of the broader pillar topic. These articles target long-tail keywords related to the main topic and provide detailed information to answer user queries more precisely.

Cadmus Copy Content Topic Cluster Example

Internal Linking

The pillar and cluster content are connected through strategic internal linking. Each cluster article should link back to the pillar content, and the pillar content should have links to each of the related cluster articles. This internal linking structure helps search engines understand the relationship between the content pieces and strengthens the topical authority of the entire cluster.

5. User Engagement

Increase from 11% to 12% since the 2022 update.

The most significant alteration to Google’s algorithm in the past five years has been the heightened emphasis on User Engagement, which was incorporated into the ranking system in 2016.

User engagement is largely connected to the top factor: Consistent Publication of Engaging Content. By combining bounce rate, time on page and pages per session, engagement serves as a reliable indicator of content quality. However, it’s worth remembering that Google users have varying intentions, with some simply seeking a quick answer, in which case it’s best to use varying forms of content.
 
As the significance of this factor has grown consistently over the past years, you should prioritise crafting clear and direct answers to a searcher’s question. User engagement can be measured in a variety of ways, including:
 
Time Spent on the Platform
The longer users spend on a platform, the more engaged they are likely to be.
 
Pageviews and Sessions
The number of pages viewed and sessions initiated on a platform can indicate how interested users are in the content.
 
Interactions
The number of likes, shares, comments and other interactions can indicate how engaged users are with the content and other users.
 
Conversions
The number of users who take a desired action, such as making a purchase or filling out a form, can indicate how engaged they are with the platform.
 
To improve user engagement, it’s important to create high-quality, relevant content that meets the needs and interests of your target audience. Providing interactive features, such as quizzes, polls, and games, can also help increase engagement. Additionally, providing personalised experiences, such as recommendations and customised content, can help keep users on your site and coming back to your brand regularly.
 

6. Trustworthiness

NEW feature (5%)

Google’s algorithm now includes trustworthiness as a fresh component, accounting for 5% of its total analysis. This development follows Google’s patent filing for AI technology that assesses the veracity of content, as well as the launch of the “Your Money, Your Life” update that rigorously examines pages providing financial and health advice. To optimise for this trustworthiness aspect, Google recommends using academic sources when appropriate.
 
There are several other factors that can contribute to a website’s trustworthiness in Google’s analysis, including:
 
Domain Age
Websites that have been around for a longer period of time tend to be seen as more trustworthy.
 
User Experience
Websites that provide a positive user experience, such as fast loading times, mobile responsiveness, and clear navigation, are seen as more trustworthy.
 
Security
Websites that use secure protocols, such as HTTPS, are seen as more trustworthy than those that don’t.
 
Brand Reputation
Websites that have a strong brand reputation and positive reviews from customers are seen as more trustworthy.

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7. Mobile-Friendly Website

No % change from the 2022 update. 

To achieve much of what has already been discussed, it’s important to provide a positive user experience for visitors who access your website on their mobile devices. With the increasing use of mobile devices for internet browsing, having a mobile-friendly website is crucial for businesses to remain competitive and meet the needs of their target audience.
 
Here are a few statistics that highlight the importance of mobile-friendly websites:
 
  • Mobile devices account for over half of all website traffic worldwide. (Statista)
 
  • When they visited a mobile-friendly site, 74% of people say they’re more likely to return to that site in the future. (TWG)
 
  • 88% of consumers who search for a type of local business on a mobile device call or go to that business within 24 hours. (Nectafy)
 
Websites that are not optimised for mobile devices may have slower loading times, poor navigation and a number of other issues that can negatively impact user experience. This leads to higher bounce rates, lower conversions and lower rankings.

8. Internal Links

Decrease from 5% to 3% since the 2022 update.  

Internal links are hyperlinks that connect one page of a website to another page on the same website. These links are very important for both user experience and search engine optimization.
 
Internal links serve several purposes, including:
 
Navigation
Internal links provide a way for users to navigate around a website and find relevant content. By including links to related pages, users can easily access more information about a topic they are interested in.
 
Site Architecture
Internal links help to establish the hierarchy and structure of a website. By linking to important pages from the homepage and other high-level pages, internal links help to define the most important pages of a website.
 
Authority
By linking to other pages on the same website, internal links help to establish the relevance and authority of those pages, which can help to improve their search engine rankings.
 
Bounce Rate
Internal links can help to reduce the bounce rate of a website by encouraging users to visit other pages on the site. By providing links to related content, users are more likely to stay on the site longer and explore more pages.
 
It’s important to use internal links strategically and in a way that makes sense for users. Relevant, descriptive anchor text should be used to indicate what the linked page is about, and the links should be placed in a logical and intuitive manner.

9. Page Speed

No % change from the 2022 update. 

Page speed, also known as page load time or site speed, refers to the amount of time it takes for a web page to fully load and display its content in a user’s browser. It is a crucial aspect of website performance and user experience.
 
If a website’s page speed is poor, it can lead to several negative consequences:
 
Increased Bounce Rate
Slow-loading pages often cause users to leave the site quickly, resulting in a higher bounce rate. This signals to search engines that users are not finding the content useful or engaging, which can negatively impact the site’s search rankings.
 
Lower Search Rankings
Page speed is an important ranking factor. A slow-loading website may be ranked lower in search results, leading to decreased visibility and reduced organic traffic.
 
Reduced User Experience
Slow page speed can frustrate users, leading to a BAD user experience. This can result in lower engagement times and fewer repeat visits, which can hinder your brand’s reputation, growth and revenue potential.

10. Site Security

No % change from the 2022 update. 

Google values the trust of its users and wants to provide them with safe and secure online experiences. If users encounter security issues when using websites that Google suggests, they may lose trust in Google and its services.
 
As far back as 2014, Google announced that HTTPS (Hypertext Transfer Protocol Secure) would be used as a significant ranking signal. HTTPS is a more secure version of HTTP, as it encrypts data transferred between the user’s browser and the website, ensuring that sensitive information remains private and protected.
 
Here’s how Google factors website security into its ranking algorithm:
 
HTTPS as a Ranking Signal
Websites using HTTPS get a slight ranking boost over those using HTTP. While it is a relatively lightweight signal compared to other factors like content quality and user engagement, it still encourages website owners to prioritise security.
 
Safe Browsing Warnings
Google’s Safe Browsing technology helps protect users from websites containing malware, phishing schemes, or other harmful content. If a website is flagged by Safe Browsing, it may be demoted in search rankings, or users may see a warning before visiting the site, which can significantly impact the site’s traffic and reputation.
 
Mobile Security
With the increasing use of mobile devices for internet browsing, Google also considers mobile security when ranking websites. Sites with mobile-friendly designs that offer secure browsing experiences on smartphones and tablets may receive a ranking boost.
 

To improve website security and potentially benefit from Google's new ranking considerations, website owners should focus on implementing HTTPS, regularly update software and plugins, and ensure their sites are free from malware and other security threats.

Cadmus Copy Tweet

11. Schema Markup / Structured Data

No % change from the 2022 update. 

Schema markup and structured data are ways of organising and emphasising website content to make it more understandable to search engines and other applications. By using schema markup and structured data, website owners can provide additional context and information about their content, which can help Google display informative search results in the form of ‘Rich Snippets’.
 
Schema markup uses specific vocabulary, such as “name,” “description,” and “image,” to identify and classify different types of content, such as articles, products, events, and more. This structured information can be added to a web page’s HTML code to provide additional context and information. Structured data, on the other hand, is a more general term that refers to any organised format for presenting data. While schema markup is one type of structured data, there are other formats and standards that can be used as well, such as RDFa and Microdata.

12. Keywords in URLs

No % change from the 2022 update. 

Including relevant keywords in a URL can help search engines understand what the page is about and how it should be ranked in search results.
 
However, it’s important to note that the impact of keywords in URLs on SEO has diminished over the years. Google now places greater emphasis on other factors, such as the quality and relevance of the page’s content, the number and quality of backlinks pointing to the page, and the user experience of the website.
 
That being said, using relevant and descriptive keywords in URLs can still be a good practice for SEO. A well-crafted URL can also be more memorable and easier to share, which can help drive traffic and improve user engagement.

13. Keywords in Meta Description Tags

No % change from the 2022 update. 

Keywords in meta description tags refer to relevant words or phrases that are included in the meta description of a web page. The meta description is a brief summary of the content on a web page that appears in search engine results pages, just below the page title.
 
Including relevant keywords in the meta description can help search engines understand the content of the page and improve its ranking in relevant search results. However, it’s very important to use keywords in a natural and meaningful way, rather than simply stuffing them into the meta description.
 

There are around 22 other factors that can influence a website’s ranking potential, such as incorporating keywords into meta title tags and header tags, offsite brand mentions, and the density of anchor text keywords. Even though larger websites use these tactics vigorously in order to stay King of the Hill (No. 1 in SERPS), smaller businesses don’t need to be overly concerned with these factors.

Conclusion

Google’s new algorithm represents a significant step forward in the ongoing quest to deliver more relevant, high-quality search results for users. By leveraging advancements in artificial intelligence and machine learning, this update addresses the evolving needs of both users and content creators, ensuring a more seamless online experience.

As the digital landscape continues to adapt, it’s crucial for businesses, marketers, and website owners to stay informed about these algorithm updates and adapt their strategies accordingly. This will help maintain a strong online presence and enhance user satisfaction, ultimately achieving better organic search performance.

Google’s commitment to refining its search algorithms demonstrates the company’s unwavering focus on improving user experiences and ensuring the delivery of the most accurate and pertinent information. As such, it’s essential for all businesses to align their online strategies with these innovations in order to stay competitive and thrive in the ever-changing digital world.

Cadmus Copy Ltd. in Elgin, Moray has been awarded 'Top Digital Marketing Agency' by Design Rush

Top Digital Marketing Agency

We’re proud to announce that our commitment to excellence in SEO has recently been recognised by Design Rush, which has included us in their Top SEO agencies in the UK. This recognition underscores our commitment to providing our clients with the highest quality SEO services.

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