Following its latest core update, Google declared a -40% decline in low-quality, unoriginal content.
Our assessments suggest that this update, combined with our preceding endeavors, will jointly diminish low-quality, unoriginal content in search results by 40%.
Why not -100%? There are only a few possibilities: either the remaining 60% are highly ambiguous, making it challenging to distinguish between high and low quality, or there needs to be a sufficient amount of high-quality content available to replace the low-quality content.
Unveiling SERP Fluffyfication
Google’s recent announcement targets the reduction of unoriginal content in search results. This marks the first time “original” is linked with “quality” in Google’s context—a fitting descriptor for the typical state of modern SERPs.
The prevalence of unoriginal content in search results is a significant issue. It’s not merely about content being optimized for search; instead, it’s often optimized lazily, resembling fast food—something Google doesn’t endorse.
Moreover, many users have reached a point of saturation. When people lament, “You can’t find anything on Google these days,” they’re not asserting that Google fails to provide search results for their queries. Instead, they’re expressing dissatisfaction with the quality of Google’s search results, which are inundated with fluff.
This “fluff,” comprising poorly executed listicles or skyscraper articles, has historically been practical but undermines Google’s user experience. The SERPs require more substantive content, which the current Core update aims to address.
Differentiating between unoriginal and original content is crucial. Unoriginal content typically yields answers that align with common sense, while original content defies common notions, surpasses expectations, or presents complex concepts in a simplified manner.
Many clients seek to increase organic traffic without creating “SEO content.” However, as Google’s algorithms evolve continuously, SEOs have deciphered the winning formula behind blue links. Consequently, most content converges toward an optimal format, resulting in a homogenized appearance across SERPs.
The Shift in Content Creation: Exploring Video and Audio Domains
Suppose the speculation that Google lacks sufficient high-quality content to replace low-quality results holds. In that case, it suggests that content creators have reduced their output or shifted their focus elsewhere.
One plausible explanation is that content creation capacity has transitioned from textual to visual and auditory mediums. Rather than producing more blog content, both businesses and consumers are investing more in YouTube videos and podcasts.
The popularity of video and audio content fuels this shift. The number of podcast listeners has surged by 45% from 2018 to 2023 and has doubled since 2013, with over 30% of Americans tuning in to podcasts weekly.
Perhaps Google prioritizes video content in search results because text-based results don’t match quality. It’s not solely about video’s visual appeal; the higher production standards and investment in video content contribute to its perceived quality.
For instance, consider the search term “how to define a strategy.” The top results on YouTube are significantly older, some even dating back 14 years. Video production demands more significant effort and resources, resulting in higher-quality content. Moreover, success on YouTube hinges heavily on engagement, ensuring that low-quality productions garner fewer views.
In recent years, Google has made strides in understanding content to lessen its reliance on user signals. This paradigm shift challenges traditional SEO assumptions, revealing that user signals are the foundation, complemented by backlinks and content understanding.
Google’s future focus should be prioritizing user signals, particularly on platforms like YouTube, rather than solely on content understanding.
If you’re still facing challenges and uncertainties, consider exploring our monthly SEO packages. Our team of experts is ready to help and provide professional assistance tailored to your needs.
