Being the tech giants of the world, Google constantly comes up with some surprising updates. These updates are critical events that invite your attention especially if you are a digital marketing professional engaged in webmasters and Search Engine Optimization. There will be algorithm changes, data refreshments, some filters and alterations that becomes crucial in the operations. Last month, Google had come up with yet another update, this time it deals with a ranking mechanism that provides more site diversity in search results.

What are Google Updates?

A typical Google Update like Mobile Updates or Phantom Update are announcements that describe a change in the operations that will affect the website rankings by search engines. These updates can be algorithm changes or application filters and data filters based on which the algorithms are operating. The main objective of the Google Analytics Updates 2019 is to timely improve the quality of search results.

What is Site Diversity Update?

On June 6, Google SearchLiaison the Twitter account of Googles public Liaison of search announced about the Site Diversity Update. The account acknowledged the pain points of the users, where they received results from the same site in the top results. By rolling out the Site Diversity update, Google intends to bring a change where users won’t be shown more than two listings from the same site as the top search engine results.

However, not always. In the following Tweets, Google mentioned that it will reserve the right to show more than two results when it thinks appropriate. Say, for example, Google might decide to come up with more results for a single query if it’s brand based search. As per the update, they will also treat sub-domains as part of the main domains. If there are one main web address and their blog page site map address as well, then Google considers it as two valid results.

Danny Sullivan added that the update will be applicable for main web search listings and featured snippets, map listings, etc will not be falling under the update. Google has also clarified that this has no relation with their June 2019 core update, stating that both of the updates will be different unconnected releases. Site Diversity Update will not be targeting any particular industry or categories as well.

The impact of the update

The objective of the update is to limit the number of multiple URL’s in the search listings. In order to understand the impact, researches started analyzing keywords soon after the notification came. The major insights of the research and study were;

  • Keywords returning more than 3 URLs from one domain in the top 10 are effectively zero, down from 1.8%
  • Three URLs from one domain now appear for just 3.5% of keywords, a drop of almost half from 6.7%
  • The proportion of keywords for which two URLs from a single domain are displayed has risen slightly: from 43.6% before the update to 44.2% afterward.

What is more interesting is the findings among the domains that competed for results on the first page. The best SEO company in the USA is examining the search intent of two subsets of keywords with the analysis.

  • Keywords that previously had 3 or more URLs for one domain, but don’t anymore (Impact of Diversity Update)
  • Keywords that previously had 3 or more URLs for one domain, and still do (No Impact)

How should we respond?

Piling up results with URL’s from a single domain is not a popular SEO strategy. But it is been used widely as a part of the reputation management strategy. As mentioned above, there will no immediate changes on a massive scale. There are scenarios where there is an impact and at times there are no changes visible as well. If you are trying to target a single keyword within multiple pages or you have multiple pages that rank the same targetted keyword, then have a close look at the Search Console Performance to understand how Google is ranking them.