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It’s important to remember that thousands, if not millions, of factors are at play in the changes we see to website rankings during a core update rollout, making it impossible to isolate exactly what happened to a site. The visibility change was calculated between August 22, 2023, and September 9, 2023, the day the update officially concluded. Methodology & Disclaimers About Core Updatesįor our analysis of the August 2023 Core Update, we looked at the list of the top 1,000 winners and losers in both absolute and percentage terms, using Sistrix Visibility Index scores using the U.S. Search Quality Raters have been working off this new version of the Quality Guidelines to review the quality of Google’s results and evaluate E-E-A-T for 9 months now, giving Google plenty of time to update its algorithms with the feedback provided by quality raters. Throughout this year, including with the previous March Core Update, we have speculated that we would start to see experience play a larger role in the rankings of certain types of websites where first-hand experience provides a better result, like product reviews and travel blogs.
According to Google, the amount of E-E-A-T required for a page or site to be considered high-quality depends on the nature of the content and the extent to which it can cause harm to users. The “E” is a new member of the E-A-T family, now called E-E-A-T, and stands for experience, expertise, authoritativeness, and trustworthiness. Google also announced a new signal in its December updates to the Search Quality Rater guidelines: “E” for experience. Most recently, an article published in the MIT Technology Review in June exposed how “Junk websites filled with AI-generated text” are a growing problem for Google. This is no secret and has caught the attention of mainstream media, even outside of the SEO industry. However, it’s clear that this has been a challenge for Google this year, as many sites supposedly filled with AI content (they don’t always admit when AI is involved in the content creation process) have begun to dominate search engine rankings. Using automation-including AI-to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.‘ When it comes to automatically generated content, our guidance has been consistent for years. In the same article, Google reminded site owners of the following: While Google officially clarified that its algorithms do not differentiate between human-written content and AI-generated content – and instead only look to elevate high-quality, helpful content – there is some important nuance to understand on this issue. CNET’s use of AI to write articles backfired when errors were found in one of the posts.AI tools are prone to errors and mistakes, including hallucination, which is when the AI produces incorrect or nonsensical output.While many argue that it’s hard for both users and search engines to differentiate between AI content and human-written content, this year offers many examples of AI blunders and mishaps, including:
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As free and cheap AI tools have spread like wildfire throughout the digital marketing industry, creating content at scale has become much easier and cheaper. Ensuring high-quality content that demonstrates good E-E-A-T rises to the top of the search results has become increasingly difficult.
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