Hard and fast – that’s how the Google May 2022 core update hit rankings, according to data collected by tracking tools. In keeping with tradition, Search Engine Land (SEL) and several data providers, including Semrush and RankRanger, looked at its impact on search rankings immediately after the launch on May 25.
Findings revealed that the effects were “significant and hit fast.” Within 24 hours of rollout, tracking tools picked up a burst of initial ranking volatility comparable to the November 2021 core update. Only this time, fluctuations didn’t stabilize significantly after that first uptick in activity and overall seemed more impactful than the November update.
According to Semrush’s SERP volatility sensor, activity predictably peaked on May 26 (24 hours after the launch), scoring 9.4/10 (Very High) on its volatility scale. A similar activity level could be observed on RankRanger’s Rank Rink Index, which showed a risk level of 87 (the highest it’s been all month) on the same day.
Here are other notable findings:
The issue with broad core updates (and this is something we like to point out here) is that it’s hard to identify and isolate what you need to do to recover your rankings. This is because core updates, by design, are not targeted to specific areas and elements on your site. Often, ranking changes do not signal that anything is wrong with your pages. So if you’ve been hit negatively by the May 2022 update, we advise taking a step back and examining your site from a holistic perspective to see how you can improve overall site quality. When in doubt, refer to Google’s list of questions to ask and make a checklist of things that you believe need to be addressed about your site performance based on these questions.
In any case, we hope you’ve had a positive experience with this recent update and will continue to do so in the future.
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TikTok Research Findings Reveal the Importance of the “Always Engaged” Approach: TikTok’s new data show that brands can accelerate their marketing efforts by supplementing paid and sponsored ads with organic content in an integrated strategy called the “Always Engaged” approach. According to the social media company, this strategy leverages organic and paid content to boost “brand love, recall and resonance.” This is because users are more receptive to authenticity and less instructive ads sprinkled naturally throughout a mix of organic posts. Read the full report here.
Snapchat Introduces Dynamic Ads for Travel: Snapchat makes it easier for travel brands to reach travelers through its new product Dynamic Ads for Travel. The ads will include features like advanced, intent-based audience targeting, customized catalogs for travel advertisers and locally relevant ads based on destination demand. Now that tourism seems to be bouncing back from its two-year downturn, the social media company is riding the trend by pushing more ads related to hotel deals, popular hotspots and in-demand tourist destinations in time for the summer season. With Dynamic Travel Ads, the company makes it easier for travel brands to optimize reach and boost conversions on a platform with eager-to-travel users. A company representative stated in an announcement that these ads “are driving impressive results for our partners, and we look forward to unlocking them for more businesses as the travel industry enters its busiest season.” Find out more about the ad setup guidelines here.
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