Google intends to offer a broader diversity of websites in its search results with its Site Diversity Update. Domains should no longer be able to rank in more than two positions on a single SERP from now on. In this post, we evaluate how much diversity has been produced, as well as the relationship between search intent and site diversity, as well as the increased relevance that this update provides to SERP Features such as photos, videos, and Featured Snippets.
When Google says “relevant,” it might be good to comprehend that term in the context of the user, in my view, depending on the circumstances. SEOs frequently think about a web page’s relevance to a search keyword.
Have you ever done a search and gotten many listings all from the same site in the top results? We’ve heard your feedback about this and wanting more variety. A new change now launching in Google Search is designed to provide more site diversity in our results….— Google SearchLiaison (@searchliaison) June 6, 2019
However, it’s often more practical to consider relevance in terms of how the web page is relevant to the user who is inputting the search word.
When considered in this light, Google’s usage of the term “relevant” makes more sense, since if users’ expectations are such that they are pleased with more than one page from a single site, it makes sense for Google to continue to show more than one page from that site.
Algorithm Rolled Out: 6th June 2019
Algorithm Overview: Overall Gist
The goal of the Diversity Update is to reduce the number of domains that show in the SERPs with numerous URLs. This begs the issue of how prevalent the problem was prior to the upgrade. How frequent was it to see a torrent of organic ranks from a single domain in the search results?
To find out, we examined search results for tens of thousands of phrases from March 2019, a few months before the upgrade, to June 2019, soon after Google announced the Diversity Update. We may assess the variety of search results for each phrase by counting the number of URLs in the top 10 that belong to a single domain.
Algorithm Winners & Losers
Let’s take a look at transactional and informative searches, which are far more competitive, with many domains vying for top spots on the first page of results. To begin, we may look at the search intent of two groups of terms from our data set:
- Keywords that used to have three or more URLs for one domain but no longer do (Impact of Diversity Update). Amazon is the winner of the Site Diversity Update.
- Keywords that had three or more URLs for one domain in the past and still do (No Impact)
The search intent of each individual keyword is used to compute the search intent spread. The majority of keywords will have a mixed aim. As the same phrase might used by someone seeking knowledge as well as someone trying to buy something. As previously stated, the keyword set chosen here is mostly for informative and transactional searches. Which explains the low level of navigational purpose. The SERP board is the loser of Site Diversity.
Algorithm Solution: Ways to implement with Google Algorithm
Some individuals use the term “update” in a broad sense. It’s an update for them if it affects the way the search results displayed. However, under that extremely broad definition, if Google adjusts the number of advertisements that appear before organic SERPs, it considered an update, even though it has nothing to do with the ranking algorithm.
What changed in terms of average diversity?
We looked at the average diversity across page-one SERPs using the 10,000-keyword MozCast set. Simply put, we counted the number of distinct sub-domains shown on each results page. This stated as a percentage. Particularly, the ratio of unique sub-domains to total organic results on the page. Because page one of Google can contain less than ten organic results. The 30-day graph (from May 19 to June 17) is as follows:
On a 10-result SERP, a site diversity of 90% means that nine out of ten sub-domains are distinct. With only one duplicate. It’s difficult to discern, but average diversity improved somewhat on June 6th and 7th. From 90.23 percent to 90.72 percent (a 0.49 percent improvement). We can see the trend over time if we zoom in quite a bit (10x) on the Y-axis:
When you zoom in to a 10% range (85–95 percent diversity). You can see that the majority of the change occurred in a single day. And that the improvement has lasted for a week since the update. Even when zoomed in, the improvement isn’t particularly noticeable.
However, there are several other scenarios in which the systems likely to determine whether or not that particular search will take place. The sub-domains will be one of the most significant changes brought about by the diversity upgrade. Sub-domains will now be recognised as a key part of the root domain, Google has declared unequivocally. It guarantees that there will be only one search result that appears across all domains.
Site diversity, according to Google, will always treat sub-domains as a substantial portion of the root domain. All listings from the main and sub-domains will always be taken into account from a single site. However, sub-domains are likely to recognised as independent sites for the sake of meeting part of the diversity requirements when the situation appears to be ideal.