Google May 2022 Core Update – How Different Types of Clients Can Adapt Their SEO Strategies

The Google May 2022 Core Update, launched on May 25, 2022, was a significant event for SEO professionals and businesses of all kinds. These core updates are major algorithm adjustments that impact search rankings, and understanding how to respond to them is essential for maintaining or improving your site’s performance. In this article, we will break down the implications of the update for various types of clients, including e-commerce, local businesses, service-based industries, and content-driven websites. By the end, you’ll know how to adjust your SEO strategy and monitor key metrics to ensure your website thrives in the post-update landscape.

Understanding the Google May 2022 Core Update

The Google Core Updates are designed to improve the quality and relevance of search results by refining the ranking signals. While Google doesn’t provide specific details about these changes, the effects of the May 2022 update were felt across different industries. Sites that delivered high-quality, relevant content often saw improved rankings, while others with outdated, thin, or low-quality content experienced drops.

For businesses in different industries, this means adapting to a more user-centric SEO approach. Below, we’ll explore how various types of businesses and industries should respond.

E-commerce Clients: What to Watch and Monitor

For e-commerce businesses, the stakes are always high when Google rolls out a core update. After the May 2022 Core Update, many e-commerce sites saw fluctuations in rankings due to issues with thin product descriptions, duplicate content, or poor user experience (UX).

What to Monitor:

1. Content Quality on Product Pages:
   The update emphasizes original, comprehensive content. Make sure each product has a detailed, unique description that answers customer questions. Avoid using manufacturer descriptions verbatim, as duplicate content can hurt rankings.
2. User Experience Metrics:
   The May 2022 update highlights the importance of Core Web Vitals. Track metrics like page load times, mobile usability, and visual stability. Poor performance in these areas can lead to decreased rankings.
3. Product Reviews and Schema Markup:
   Structured data is vital for e-commerce sites. Use schema markup for product information, prices, and reviews. Google’s update has improved its understanding of rich data, so adding structured product reviews can boost visibility in search results.

How to Structure Your Content:

• Focus on creating compelling, informative descriptions for each product. Use bullet points, FAQs, and customer reviews to enrich the content.
• Avoid thin content. Make sure your category and product pages are rich with information. For instance, add guides or blog posts discussing how to use specific products.
• Ensure your product titles, descriptions, and images are all optimized for SEO. Include long-tail keywords that customers are likely to search for.

How to Measure Results:

• Use Google Analytics and Search Console to monitor organic traffic, conversion rates, and search rankings.
• Pay attention to bounce rates and time spent on page to gauge user engagement after the update.

Local Business Clients: Navigating Local SEO Post-Update

For local businesses, Google’s May 2022 Core Update has made local search optimization even more critical. The update enhanced Google’s ability to deliver location-specific results, meaning businesses need to focus on appearing in local searches.

What to Monitor:

1. Google Business Profile (formerly Google My Business):
   Ensure your Google Business Profile is fully optimized with accurate location details, services, and customer reviews. Google’s update places more emphasis on local relevance.
2. Local Keywords and Content:
   After the update, pages with local-focused keywords tend to rank higher. If you operate in a specific area, make sure your content is targeting geo-specific keywords (e.g., “best plumber in Chicago”).

How to Structure Your Content:

• Create landing pages targeting specific regions or neighborhoods you serve.
• Include customer testimonials, case studies, and geo-targeted blog posts to boost local relevance.
• Use schema markup for local businesses to help search engines better understand your business details (e.g., location, operating hours).

How to Measure Results:

• Monitor local search rankings and Google Maps traffic using tools like Moz Local or Whitespark.
• Track your Google Business Profile views, phone calls, and directions requests.

Service-Based Industries: Focusing on Expertise and Trustworthiness

For service-based industries (lawyers, consultants, healthcare providers), trustworthiness and expertise became more crucial after the May 2022 Core Update. Google now prioritizes E-A-T (Expertise, Authoritativeness, Trustworthiness), especially for industries where user trust is critical.

What to Monitor:

1. Authority Signals:
   Make sure your site has content authored by industry experts. Include author bios that highlight expertise and credentials, which will help build authority.
2. Reviews and Testimonials:
   Google weighs reputation signals heavily, so focus on getting high-quality reviews and social proof. If possible, encourage clients to leave reviews on trusted platforms like Google and industry-specific directories.

How to Structure Your Content:

• Publish detailed, well-researched blog posts, guides, or FAQs that showcase your expertise.
• Structure your service pages with clear calls-to-action, explaining your offerings in detail.
• Add case studies that highlight past successes with clients, which can improve both user trust and SEO.

How to Measure Results:

• Track leads generated through organic search, and monitor the effectiveness of content marketing campaigns.
• Review conversion metrics and contact form submissions.

Content-Driven Websites: Prioritizing Content Depth and Relevance

For sites primarily driven by content (such as blogs, news sites, or educational platforms), the May 2022 Core Update emphasizes content depth, originality, and user satisfaction. Thin or outdated content will likely see drops in rankings.

What to Monitor:

1. Content Relevance:
   Ensure that your existing content is up-to-date, comprehensive, and satisfies search intent. Use tools like Surfer SEO or SEMrush to identify content gaps and improve underperforming articles.
2. Engagement Metrics:
   Track how users interact with your content. Time on page, scroll depth, and engagement rates are important signals post-update.

How to Structure Your Content:

• Focus on pillar content: comprehensive, in-depth articles that cover a topic exhaustively.
• Create supporting content that links to these pillar articles to boost internal linking and relevance.
• Use headings, bullet points, and multimedia (images, videos) to break up the text and improve readability.

How to Measure Results:

• Monitor organic traffic growth and ranking positions for key content.
• Use tools like Ahrefs or Google Search Console to track keyword performance and content visibility.

Conclusion: Adapting SEO Strategies After the May 2022 Core Update

The Google May 2022 Core Update impacted a wide variety of industries, but businesses that adapt their SEO strategies can recover or improve their rankings. For e-commerce, the focus should be on content quality and user experience; local businesses should prioritize local SEO tactics, while service-based industries need to highlight their expertise and authority. Content-driven sites must focus on creating in-depth, valuable content that aligns with search intent.

By understanding the nuances of your industry and continuously monitoring and optimizing your site’s performance, you can ensure long-term SEO success in the face of future updates.