the google update that crushed his business overni with timestamps YoutubeScribe.com

[0:00] imagine making $20,000 a month from your
[0:02] passion project and then out of nowhere
[0:05] Google wipes it all away my traffic to
[0:08] the website has plummeted 90 to
[0:10] 95% this is Jake fer The Mastermind
[0:13] behind that fifth front a site for
[0:15] honest Fitness Gear reviews Jake didn't
[0:18] just lose 80% of his Revenue everything
[0:20] he poured his passion into day after day
[0:23] was completely shattered I want to build
[0:26] training and shoe content but not
[0:28] knowing what got me into this place in
[0:30] the first place to where I can't even
[0:31] run my business it's very frustrating
[0:33] this nightmare situation isn't rare it's
[0:36] taking down businesses left and right
[0:38] but Jake isn't backing down so I'm
[0:40] stepping in to uncover the truth give
[0:42] him steps to recover and hopefully watch
[0:45] his business bounce back but first I
[0:48] needed to find out if he's the real deal
[0:50] let's go tight tight tight yes bring it
[0:53] through good this will be our nice like
[0:56] precursor warmup set precursor I thought
[0:58] this was the end nice are we going to
[1:00] make me look like I'm stronger than I am
[1:02] it's the purpose of this
[1:05] video don't know if this is going up
[1:07] Jake it is you got
[1:10] it yeah let's go that was
[1:14] great having spent a day with Jake it
[1:17] was clear that he's the fitness expert
[1:19] he claims to be it was time to uncover
[1:21] the truth of what really went down it
[1:24] looks like at your Peak you were
[1:25] actually at 167 you're basically down
[1:28] here we have you down at around 18800
[1:31] when you look at this graph like how
[1:33] similar would you say that this looks to
[1:35] search console or Google analytics very
[1:37] similar HF site Explorer shows you
[1:39] traffic estimations for any website and
[1:41] it's invaluable in diagnosing why
[1:44] traffic drops occurred you stared to get
[1:46] drop off in September there was The
[1:48] Helpful content update the October core
[1:50] updates by the March 2024 core update
[1:53] you took a nose dive down here when
[1:55] significant traffic drops line up with a
[1:57] Google algorithm update it gives you a
[1:59] starting point to zero in on the
[2:01] potential cause I know how important
[2:03] this is because Google has crushed one
[2:05] of my sites too but the time that I got
[2:08] hit was in 2012 and that was at the time
[2:11] of the penguin update I should have been
[2:13] hit cuz I was buying links like crazy
[2:16] backlinks are hyperlinks from one page
[2:17] to another and Google treats them like
[2:20] votes to understand a Page's importance
[2:22] but getting them isn't easy that's why
[2:25] tons of people resort to buying them
[2:27] which they don't like when I got hit so
[2:30] did a whole bunch of other people who
[2:31] weren't buying links who weren't doing
[2:33] things that they shouldn't have been
[2:35] doing like according to Google spam
[2:36] policies now it feels like history is
[2:39] repeating but this time they're
[2:41] overcompensating for something new since
[2:44] chat GPT there's been a lot of spam you
[2:46] know anyone can create thousands and
[2:48] thousands of pages like like this right
[2:50] to combat this Google went on the
[2:52] offense cracking down on spammy AI
[2:54] driven sites I don't think that they can
[2:57] actually just hit the bad ones and so
[3:00] naturally there's going to be good ones
[3:01] like yours that just kind of get in the
[3:03] way and you're in the crossfire in your
[3:05] case you weren't using mass generated AI
[3:07] content you weren't doing anything wrong
[3:10] but you just got hit well it's important
[3:12] to understand why Jake was hit the
[3:14] priority now is helping him recover his
[3:16] traffic and revenue what are your
[3:19] Revenue sources for the website mostly
[3:21] it's affiliate driven and then also ads
[3:24] that means Jake earns a commission when
[3:25] someone buys products through his links
[3:28] but without traffic the money dries up
[3:31] and running a review site like Jake's
[3:33] isn't cheap last month I think I spent
[3:36] 3,700 on shoes alone Jake actually buys
[3:39] and tests every item he reviews
[3:42] something that sets him apart from many
[3:44] other affiliate sites this allows him to
[3:46] keep his reviews informative honest and
[3:49] unbiased and if it sucks I'm going to
[3:51] tell people before working full-time on
[3:53] a site Jake was a fitness editor at
[3:55] barbett writing over 2,000 articles and
[3:58] creating 300 videos
[4:00] his content has generated tons of
[4:02] traffic from Google and his expertise is
[4:04] also trusted across major
[4:06] Publications but now that he's creating
[4:08] content under his own brand that fit
[4:10] friend Google doesn't seem to be giving
[4:12] his content the same treatment despite
[4:15] his Relentless efforts to create
[4:16] in-depth and authentic content this has
[4:19] him in a dilemma do I keep producing
[4:22] written content at this point because if
[4:24] it's landing on the third page when I'm
[4:25] the only written review for it like what
[4:27] is the actual point when I'm going more
[4:29] more in depth than even the product Ecom
[4:31] page despite Jake's expertise for
[4:33] fitness shoes and experience writing
[4:35] content for search what he may have
[4:38] overlooked is one of the most basic and
[4:40] important fundamentals of search engine
[4:42] optimization you go in with heart and
[4:44] you say like I want to write the best
[4:46] post and I want to make sure that
[4:47] whoever comes and lands on this page
[4:49] finds the best shoes for them but what
[4:52] we forget is like what does that person
[4:55] really want and who is that person
[4:58] fortunately for Jake Google shows their
[5:00] cards right on the search results page
[5:03] we come here and we look at this and we
[5:05] we see products so somebody who's
[5:07] searching for best gym shoes wants to
[5:09] buy something where do you see filters
[5:11] like this usually generally on like a
[5:14] normal product page or like a category
[5:15] page that's right it also tells us
[5:17] something about optionality when people
[5:19] are searching for things like best gym
[5:21] shoes they want options why are we only
[5:23] seeing under 70 70 to 100 and over 100
[5:26] it's likely what people are spending the
[5:27] most on I guess yeah probably right and
[5:29] so now you're starting to learn about
[5:31] who this Shopper is and what information
[5:34] you can provide to support their need
[5:36] but we look at this and we say why why
[5:38] is Google ranking this this page like my
[5:40] my content is way better like they're
[5:42] only recommending this shoe and this
[5:43] shoe these are terrible shoes but that's
[5:45] not necessarily what the Searcher wants
[5:48] let's look at Rod repeat a shoe review
[5:51] site whose traffic has spiked just
[5:53] around the same time that Jake's dropped
[5:55] and so when I land on this page the
[5:57] first thing that you see is this huge
[5:59] image we have a very short intro and
[6:01] then we have a quick summary of the
[6:03] entire post this block here is the
[6:06] intent of the Searcher more or less then
[6:08] the next thing they do is they qualify
[6:10] themselves it's like high quality video
[6:12] of them actually testing shoes like I
[6:14] look at this and I'm like okay these
[6:16] guys are the real deal I'm like okay
[6:17] which ones okay how much is it oh yeah I
[6:19] do a lot of cardio okay 65 bucks that's
[6:22] cheap all right 50% off okay oh bye boom
[6:25] they just made some money right and I'm
[6:27] satisfied with this Google is now
[6:29] finding out that okay the person clicked
[6:31] here they didn't go back to the search
[6:32] results they stayed on the page they
[6:34] interacted with it they clicked links on
[6:36] it the Searcher was there for satisfied
[6:38] surfing search intent goes beyond
[6:40] content format much of it comes down to
[6:42] user experience there were a couple
[6:44] things I had to show Jake the first
[6:46] supported what we saw in the Ser
[6:48] optionality we come down here and this
[6:51] is where we start to see something
[6:53] interesting that they've done that you
[6:55] have not yet done where to buy from
[6:57] multiple places yeah Google product
[7:00] review guidelines says to consider
[7:02] including links to multiple sellers to
[7:04] give the reader the option to purchase
[7:06] from The Merchant of choice most of
[7:09] Jake's review pages that I saw only had
[7:11] one to two choices the second ux feature
[7:14] I showed Jake was something he had never
[7:16] seen before an affiliate site that gives
[7:18] an endtoend shopping experience they see
[7:21] the prices they see the colors they see
[7:23] whether it's men's or women's you can
[7:25] choose the size and you can get all that
[7:27] inventory information which is done
[7:28] through apis from a user experience
[7:30] perspective that's amazing for me like
[7:33] is that I just read about this stuff
[7:35] here and within that same experience I'm
[7:37] like I want this shoe and so I'm like
[7:39] okay well cool I am a 10 and A2 I can
[7:42] see which ones are available here I like
[7:44] the black ones but you know what I'd
[7:45] rather pay $120 instead of 224 well
[7:47] where do I buy that oh okay I I'd rather
[7:50] buy it from Nike so then I'll go here
[7:53] Bing Bang Boom I just bought it and it's
[7:56] done in many ways I like it when people
[7:58] stopped thinking about search cuz then
[7:59] they focus on these small micro nuances
[8:02] that don't really move the needle but
[8:03] when you just focus on serving the
[8:05] intent of the Searcher you're going to
[8:06] get more conversions and if Google does
[8:08] their job right you're going to get more
[8:11] traffic I had a feeling Jake had some
[8:13] doubts on improving ux so I had to prove
[8:16] my point let's take a look back at run
[8:18] repeat so this is September 2023 they
[8:20] went from 225,000 monthly visits I don't
[8:23] know exactly what they did and I can't
[8:25] attribute it all to that one little
[8:26] thing that I showed you there what did
[8:28] they do from in September 2023 to today
[8:33] that was so different from back here you
[8:35] can learn a lot of the stuff in page
[8:37] inspect using HFS page inspect we can
[8:40] see and compare changes that happened on
[8:42] a page much like the Wayback machine but
[8:45] with way more dates to choose from like
[8:47] you might go look and you say oh they
[8:48] changed their design well what in their
[8:50] design did they change why did they
[8:52] change that you see what's different
[8:54] from from the December version Oh the
[8:56] table with the shoes yeah the Ecom thing
[8:59] everything from size to color to men's
[9:03] women's and all of a sudden we're seeing
[9:05] that everything's combined from the surf
[9:07] I feel like I could build a table that
[9:10] does way better and more depth than that
[9:12] after showing Jake the importance of
[9:14] user experience I had to share one tip
[9:16] with him that I thought would take his
[9:18] good content strategy to a great one how
[9:21] are you deciding like what content to
[9:24] create what's relevant and what's new in
[9:26] the industry I've been in it for so long
[9:28] I know which shoes are coming out which
[9:30] what people are looking for like a lot
[9:32] of my traffic now is just coming from my
[9:34] individual reviews for new shoes all of
[9:35] my listicles are gone out of search I
[9:37] think when you create any piece of
[9:39] content you can't create for everyone
[9:41] cuz if you try and create content for
[9:43] everyone you end up creating content for
[9:45] No One create a separate one for best
[9:48] weightlifting shoes for advanced lifters
[9:51] or whatever that might be and you can
[9:53] always internally link to that one in
[9:56] your beginner one and to create that
[9:58] user experience
[9:59] Beyond just writing a block post
[10:02] arguably the biggest unfair Advantage
[10:04] Jake's competitors have over him is huge
[10:06] resources and budget but Jake has his
[10:09] own unfair Advantage one he hasn't
[10:11] realized yet you're competing against
[10:14] some of the big brands that you know
[10:15] have lots of money behind them that are
[10:16] able to do stuff like this it makes it
[10:18] tough for you to compete in that kind of
[10:21] environment there's one very clear
[10:23] advantage that I think you have which is
[10:25] your actual experience Jake was
[10:28] determined to work on impr improving
[10:29] user experience for his visitors but the
[10:32] big question was still left unanswered
[10:34] what are the next steps he should take
[10:36] to a full recovery if you're trying to
[10:39] recover you need to look at the data and
[10:41] then come up with a reasonable
[10:44] hypothesis and then test one thing at a
[10:46] time when you implement things like
[10:47] don't go crazy and just like you know
[10:49] invest all the money you have to like
[10:50] hiring this team and you know like
[10:51] people want to go crazy cuz they're like
[10:53] oh like it makes sense now we don't know
[10:54] how Google's going to respond to these
[10:56] things right after the medic update in
[10:57] 2020 this site was on top of the world
[11:00] with with anything health related and
[11:02] then boom smashed little bit of recovery
[11:05] boom smashed and they've just never been
[11:07] able to recover they've hired SEO
[11:09] agencies and they were just never able
[11:11] to do it and I think that's what it
[11:12] comes down to is you can't put all your
[11:15] eggs in the Google basket 2 weeks after
[11:17] I spoke with Jake Google rolled out
[11:19] their August core update to promote
[11:21] genuinely useful content the result the
[11:24] site was hovering anywhere from like
[11:26] 6,000 to 7500 clicks a day and now we're
[11:29] back at like 25 2,800 clicks even though
[11:32] he hasn't fully recovered from this
[11:34] update his traffic and revenue are
[11:36] making a comeback but instead of
[11:38] excitement this experience has left him
[11:40] on guard despite doing nothing wrong but
[11:43] it's not like a boom it's all back to
[11:45] normal you know it's a slow uptick and
[11:47] I'm fully expecting that and mentally
[11:49] I'm telling myself just assume that
[11:51] nothing is changing from the financial
[11:53] front with this AO update I still have
[11:55] it in my mind that I'm going to be doing
[11:57] exactly what I've been doing for the
[11:58] last 5 6 12 months almost after speaking
[12:02] with Jake it was clear there's one
[12:04] massive thing Google lacked that would
[12:06] help small businesses Thrive when
[12:08] impacted by an algorithm update
[12:10] transparency I would love to still have
[12:13] clarity as to what parameters really
[12:15] dictate The Helpful content update other
[12:17] hcu sides are seeing a bit of a
[12:19] bounceback but I know a lot of good
[12:21] producers still aren't I think the more
[12:23] we can have these fleshed out
[12:25] understandings of what they're looking
[12:27] for it's going to help content producers
[12:29] ERS build things that are more user
[12:32] driven while Jake's site is on its way
[12:34] to recovery this story is far from over
[12:37] there are still many sites that had
[12:39] their traffic and revenue snatched away
[12:41] overnight like Jake but that doesn't
[12:43] change the fact that SEO is still a
[12:45] powerful marketing strategy to grow your
[12:47] business just like it did for Jake and
[12:50] if you want to learn how to get traffic
[12:51] from Google then watch our free SEO
[12:53] course for beginners right here on
[12:55] YouTube

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