Get your rankings back after Google’s “Florida” algorithm update.

Article from https://diib.com

Google notified people March 13, 2019 that they were releasing a “March 19th Core Algorithm Update”. It has since been nicknamed the Florida update. Since your organic traffic declined 12% immediately following this update let’s see what it was all about and how your website can benefit from it rather than continue to be negatively impacted. Given that your traffic is still below where it was prior to March 19, 2019 let’s definitely spend some time analyzing this Google update and seeing where it might have had a negative impact.

The Florida update was similar to the recent August 2018 update primarily impacted sites that:

  • had a lot of content that lacked authoritativeness and looked more designed to generate leads or ad revenue – were in industries where content is sensitive and leads are in high demand (health, automotive, finance, etc..)
  • lacked good visitor experience metrics

Across the websites we monitor one thing that stood out was the majority of sites that were negatively impacted had one or more of the following conditions:

  1. Site-wide bounce rates above 60%
  2. Less than 2.5 page-views per visit
  3. Visitor time on site under 2 mins (your typical visitor only spent 1 min 54 sec on your site)

In looking at the above here are a few additional things we suggest going forward:

  • First, understand your organic visitors’ intent on a ranking-by-ranking level and make sure your content meets the intent behind their query. For example, if you ranked for a term like “today’s best mortgage rate California” and you take your visitors to a page that just has a lead form and why your bank is best, they are likely to leave quickly as you didn’t provide the answer to their question. If you are unsure what the intent behind certain search terms is look closely at all the website pages that rank in the top 10 for a term that you were or want to rank for. This will usually show you what you need to have on the page in order to keep visitor interest and not appear like you are trying to take more from your visitor than give back. In the above example, we would literally need to answer the question and show our visitors actual information on mortgage rates in California.
  • One more example, if you search for “raw honey” on Google you will notice that most of the top 10 websites that rank use the word “benefits” somewhere on their Google listing (i.e. the title is “Benefits of raw honey”). This implies that when someone searches for “raw honey” what they are really searching for is information about the “benefits of raw honey”. Make sure you are not just trying to optimize or write articles about the search term but are truly optimizing for the intent behind keywords.
  • Second, prove you are a trusted source for information. Make sure that from the moment a visitor arrives on your website they are greeted with clear signals that you are a legitimate business and a solid source of reliable information. Google is especially mindful of this in sensitive areas like finance and health. Let the visitor know why you have the credibility to be writing about a certain topic! People are starting to realize that many websites and/or blogs lack authority and who wants to be taking financial advice from an 18-year-old blogger that knows SEO but very little about the pitfalls of reverse mortgages. Establish immediately who you are and why your answer to their Google query is correct and valuable.
  • Last, there is some initial evidence that exact match anchor text may have some correlation with negative traffic results from the Florida update. If we detect an unusual amount of exact match anchor texts in links pointing to your website we will notify you in a separate objective that has likely already been triggered or will trigger shortly.