Google Keeps Tight Lipped about Changes Affecting Search Rankings

Following rampant speculation about changes to their Search Engine Results Pages (SERPs) which the SEO sector noticed last week, Google is continuing their notorious trend of refusing to provide clarity on new activity.

The only explanation that Google has offered to date was to tell Search Engine Land that they are "continuing to make tweaks". Additionally, a Google spokesperson told The Drum that they are aiming to "give users the most relevant answers as quickly as possible", and while this entails "constant tuning of algorithms", there is nothing "big" to be announced.

This sheds no light however on what the changes affecting ranking actually are, much less how SEO companies need to adapt.

A blog by the founder of Search Metrics, Marcus Tober, aims to prove that Google has indeed made changes to its SERPs, including pointing out that warnings sent by Google to non-'mobile-friendly' sites are a blatant indicator of changes afoot.

Tober explained that Google's 'tweaks' affect keywords for big brands that are misspelled, data searchmetrics which affect mobile search rankings, and "ecommerce keywords that affect brands, retailers, shops, price comparison sites and even small ad sites."

He concluded: "The pattern is dominated by losing just a few rankings, which of course is reflected in traffic losses...Things seem to not have calmed down yet, therefore be careful driving conclusions. We cannot speak of a Google update yet. Brands seem to profit from the development, while other have lost a good chunk of rankings, e.g. sites in the fashion industry. Google seems to be optimizing brand searches."

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