The document discusses Google's core updates and their impact on search results. It notes that core updates have a unique impact at the top of the SERP and can significantly increase rank volatility. Core updates more heavily impact websites in sensitive "YMYL" categories like health, finance, and travel. Even unconfirmed core updates can be potent. Building a strong site identity through focused, comprehensive coverage of topics helps websites withstand core updates by giving Google a clear understanding of the site's authority and expertise.

1. @MordyOberstein
Rank Volatility
Theater
Untangling the Drama That Is the Core Updates

2. Knock Knock… Who’s there?
#SEOchat
Mordy!
@MordyOberstein

3. @MordyOberstein

4. How Big
Are These
Behemoths?
@MordyOberstein

5. Pretty Freaking Big
Thou Seest
@MordyOberstein

6. Can You Be
A Little Bit More
Specific?
@MordyOberstein

7. @MordyOberstein

8. Core Updates
Are Top Heavy
@MordyOberstein

9. Volatility Increase Top 3 Results
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein

10. 30%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

11. 30% 21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

12. 31%30% 21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

13. 31%30% 26%21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

14. 38%31%30% 26%21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

15. 38%31%30% 26%21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
6%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

16. 38%31%30% 26%21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
14%6%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

17. 38%31%30% 26%21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
14% 23%6%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

18. 38%31%30% 26%21%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
14% 23% 17%6%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 3 Results

19. Too Much
Mathemication? 93%
@MordyOberstein

20. Don’t Discount
What You Can’t Confirm
@MordyOberstein

21. Volatility Increase Top 10
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein

22. 90%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

23. 90% 66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

24. 62%90% 66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

25. 62%90% 73%66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

26. 88%62%90% 73%66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

27. 88%62%90% 73%66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
30%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

28. 88%62%90% 73%66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
51%30%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

29. 88%62%90% 73%66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
51% 72%30%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

30. 88%62%90% 73%66%
Medic Feb
2019
Mar
2019
Apr
2019
Jun
2019
Jul
2019
Sep
2019
Dec
2019
Jan
2020
51% 72% 55%30%
Unconfirmed UpdatesCore Updates
@MordyOberstein
Volatility Increase Top 10

31. Too Much
Mathemication
(again)?
60%
@MordyOberstein

32. IT’s Fun to Analyze the
Y-M-Y-L…. Y-M-Y-L!
20%
Medic
22%
Mar 2019
28%
Jun 2019
17%
Sep 2019
12%
Jan 2020
TRAVEL RETAIL
FINANCE HEALTH
23%
Medic
27%
Mar 2019
16%
Jun 2019
17%
Sep 2019
24%
Jan 2020
44%
Medic
23%
Mar 2019
36%
Jun 2019
47%
Sep 2019
58%
Jan 2020
32%
Medic
10%
Mar 2019
36%
Jun 2019
21%
Sep 2019
46%
Jan 2020
Rank
Volatility
Increases
Top 3
Results
@MordyOberstein

33. I Know….
Too Much
Mathemication!
66%
@MordyOberstein

34. Share these #SMXInsights on your social channels!
@MordyOberstein
• The core updates are unique in their impact at the top of the SERP.
• YMYL does get hit harder (as a rule).
• Just because an update is not confirmed does not mean it is not potent!

35. @MordyOberstein

36. A Needle in the
Haystack…
but on Steroids
@MordyOberstein

37. The Core
Updates
Flaunt It!
@MordyOberstein

38. What Does Thou
Seest Within the
Core Updates,
Fair Mordy?
@MordyOberstein

39. Thou Seest
@MordyOberstein

40. Thou Seest
@MordyOberstein

41. Thou Seest
@MordyOberstein

42. Thou Seest
@MordyOberstein

43. I Know What
You’re Thinking
@MordyOberstein

44. Thou Seest
@MordyOberstein

45. Thou Seest
@MordyOberstein

46. @MordyOberstein

47. Thou Seest
@MordyOberstein

48. Thou
@MordyOberstein

49. Thou Seest
@MordyOberstein

50. Thou Seest
@MordyOberstein

51. Thou Seest
@MordyOberstein

52. @MordyOberstein
And the Common
Denominator Was….

53. Identity
Or Conflict of … Or Lack Thereof
@MordyOberstein

54. I Call This…
Site Profiling
@MordyOberstein

55. Is there a well constructed
identity?
Core Intent Profile
Isthere a conflictin identity?
@MordyOberstein

56. Identity
=
Authority
@MordyOberstein

57. Please Sir,
Can I Have Some
More?
@MordyOberstein

58. The Sept. 2019
Core Update…
Living on
Borrowed Time
@MordyOberstein

59. Thou
I Don’t Like
The Sound
of That!
@MordyOberstein

60. ThouI REALLY
Don’t Like
the Sound
of That!
@MordyOberstein

61. Thou
Now
Hear This…
Thou
@MordyOberstein

62. Google
Understands
Tone (sort of)!!!
@MordyOberstein

63. Picking Up on
All Frequencies
@MordyOberstein

64. Share these #SMXInsights on your social channels!
@MordyOberstein
• Strong identity is synonymous with authority!
• Google is profiling sites to ensure there is no conflict in identity!
• Google is getting mighty good at doing so!

65. @MordyOberstein

66. @MordyOberstein
The Best
Defense Is a
Good Offense

67. Strong Identity?
How to Build a
Stong Site
Profile
@MordyOberstein

68. pick an area,
a topic, …
Do
@MordyOberstein

69. tackle it
comprehensively,
from different
angles…
Do
@MordyOberstein

70. write about it
“often”.
Do
@MordyOberstein

71. Don’t
bloat…
@MordyOberstein

72. be tempted by high
search volume candy
Don’t
@MordyOberstein

73. focus too much on
the periphery, if at all
Don’t
@MordyOberstein

74. Give something
to Google
to grab onto
@MordyOberstein

75. Multiple
Identities…
Google Swings…
Google Misses
@MordyOberstein

76. Meet Alan Page
@MordyOberstein

77. NFL Hall of Fame
@MordyOberstein

78. Justice on the
Minnesota
Supreme Court
@MordyOberstein

79. Thou
Here’s his
SERP
@MordyOberstein

80. 25%
@MordyOberstein

81. K.I.S.S.
@MordyOberstein

82. Share these #SMXInsights on your social channels!
• Build strong site identity by having a strong content focus.
• Stay away from tactics that will dilute your site’s identity.
• Stay away from giving your site multiple profiles.
@MordyOberstein

83. @MordyOberstein
Thank you
SEE YOU AT THE NEXT SMX!