Google Site Diversity Update – June 6, 2019

On June 6, 2019, Google rolled out its Site Diversity Update, a significant change aimed at improving search results by limiting the number of times a single website can appear for a given search query. This update directly impacts SEO strategies, particularly for businesses aiming to rank in competitive industries. In this article, we’ll break down what the Site Diversity Update means for SEO, how different types of clients can adapt, and what steps they can take to optimize their sites effectively under this new algorithm.

What Is the Google Site Diversity Update?

The Google Site Diversity Update was designed to prevent a single website from dominating the first page of Google search results. Before the update, it wasn’t uncommon for a single domain to hold multiple spots in the top 10 results for the same query, leading to less variety for search users. The Site Diversity Update limits most domains to only two results per page, ensuring a broader range of websites can appear in the search results.

It’s important to note that this update doesn’t mean a website can’t rank for more than two results across all queries, but it limits how frequently a single domain can appear for a single search term on the first page.

How Does the Site Diversity Update Affect Different Types of Clients?

This update impacts SEO strategies differently based on the industry and the type of business. For companies that previously dominated search results with multiple listings on the same page, the Site Diversity Update requires a more nuanced SEO approach. Let’s explore how various industries can adapt to this change.

1. E-Commerce Websites

E-commerce websites that sell a wide range of products often benefited from multiple product pages ranking for the same keyword. With the Site Diversity Update, these businesses need to focus on ranking the most relevant page rather than expecting to dominate the results with multiple listings.

What to monitor:

• Focus on creating pillar content that targets broader search terms.
• Use structured data to enhance product listings in the search results with rich snippets.
• Optimize product pages for specific, long-tail keywords to avoid direct competition between your own pages.

How to structure texts:

• Ensure that product pages and category pages have detailed, unique descriptions. Avoid duplicate content, which can confuse search engines.
• Implement internal linking to guide users from broad category pages to specific product pages, ensuring smooth navigation for both users and search engines.

Measuring results:

• Use tools like Google Search Console and Ahrefs to track keyword performance, identifying which pages are ranking and for what terms.
• Pay attention to click-through rates (CTR) and conversion rates to evaluate the success of specific product pages.

2. Service-Based Businesses

For service-based businesses like law firms, accountants, or real estate agents, the Google Site Diversity Update means they need to prioritize which pages they want to rank. This may include service pages, blog posts, or local landing pages.

What to monitor:

• Local SEO is crucial for service-based businesses. Use Google My Business to optimize your local presence and ensure you rank for geographically relevant terms.
• Prioritize your core services and focus on ranking pages that offer the most value to your target audience.

How to structure texts:

• Create service-specific landing pages for each of your core offerings, ensuring that each page is optimized for different search intents.
• Include customer testimonials, case studies, and other forms of social proof to boost the authority of your service pages.

Measuring results:

• Track local keyword rankings using tools like Moz Local and Whitespark to monitor your visibility in local search results.
• Monitor the number of leads generated from your website by integrating forms and call tracking tools.

3. Content-Heavy Websites (e.g., Blogs or News Sites)

Content-heavy websites, such as news outlets or blogs, often aim to dominate search results with multiple articles on the same topic. After the Site Diversity Update, these sites need to focus on optimizing their most authoritative content while finding opportunities to diversify their topic coverage.

What to monitor:

• Focus on creating evergreen content that consistently ranks for core topics. Use Google Trends and SEMrush to discover trending keywords within your niche.
• Pay attention to featured snippets and people also ask sections to capture more search real estate.

How to structure texts:

• Structure blog posts and articles using H2 and H3 subheadings to break up content and optimize for related keywords.
• Implement a content clustering strategy, where you create a pillar post on a broad topic and link it to related articles that cover specific subtopics.

Measuring results:

• Use tools like Google Analytics and SEMrush to monitor which articles are driving the most organic traffic.
• Track user engagement metrics like time on page and scroll depth to assess whether users are finding your content valuable.

4. Niche Businesses and Startups

Niche businesses and startups, which often face difficulty competing with larger, more established brands, may find the Site Diversity Update beneficial. With fewer large players dominating the first page, smaller businesses have more opportunities to rank for competitive terms.

What to monitor:

• Focus on building high-quality backlinks to increase your domain authority, which will help you compete with more established brands.
• Monitor your organic search visibility and identify new keyword opportunities using tools like Ahrefs or Ubersuggest.

How to structure texts:

• Target long-tail keywords that are specific to your niche. These keywords typically have lower search volumes but higher conversion rates.
• Use case studies, industry insights, or how-to guides to establish authority in your niche.

Measuring results:

• Track your rankings for niche-specific keywords using RankTracker or SE Ranking.
• Monitor organic traffic growth and conversion rates to measure how well your content is attracting and retaining visitors.

How to Adapt Your SEO Strategy to the Site Diversity Update

The Google Site Diversity Update requires businesses to be more strategic in how they approach SEO. Here are key strategies that businesses across different industries can implement:

1. Prioritize High-Authority Pages Rather than trying to rank multiple pages for the same keyword, focus on optimizing the page that has the most potential to rank. Use internal linking to direct traffic to these pages from other parts of your site.
2. Diversify Your Content Strategy Instead of trying to rank multiple pages for the same topic, diversify your keyword strategy. Target a mix of short-tail and long-tail keywords, and create content that answers different aspects of a user’s query.
3. Leverage Local SEO For businesses that rely on local customers, invest in local SEO by optimizing Google My Business profiles, encouraging customer reviews, and creating location-specific landing pages.
4. Monitor SEO Performance Regularly Use SEO tools like Google Search Console, Ahrefs, and Moz to track changes in your rankings. This will help you stay on top of how the Site Diversity Update is impacting your site and allow you to adjust your strategy accordingly.

The Google Site Diversity Update was a game-changer for many businesses, particularly those that relied on ranking multiple pages for the same query. By focusing on high-quality content, diversifying keyword strategies, and measuring results, businesses in different industries can continue to thrive under this update.