May Core Algorithm Update 2022 – Performics Impact Report

Quick Recap on May Core Algorithm 2022 Preliminary Study

Impact Observed on Keyword Rankings:

Impact Observed on Organic Impressions:

Timeline/Status of this Core Update:

Details	Roll Out Date	Completion Date
May Core Algorithm Update 2022	26th May 2022	9th June 2022

No. of Days for Complete Roll Out: 14 Days or 2 Weeks

Observation Post the Complete Roll out of May Core Update (9^th June 2022)

Premises: Brands/Platforms depending heavily on Business & Lateral content, to drive majority of their visibility on Organic Search, were affected the most.

Case in Point: Brands under the FMCG umbrella, have seem majority impact with both Brand.com & DTC platforms seeing an average of 65% depreciation. BFS is a close second, with an average negative trend of 22%. Automobile saw a small but highly significant change, leading to 20% improvement in CTRs.

What is Google & the Industry saying about this:

Observation	Impact on FMCG/BFS/Automobile
Programmatic Content has been de-prioritized	Content created @ scale with multiple focus articles on the same topic with minimal uniqueness, resulting in loss of rankings
Templatized Content affected	DTC platforms depending on repetitive content frameworks across categories have seen a drop in organic visibility
Results within Featured Snippets were impacted	Content created to manipulate Featured Snippets from either Business or Lateral pages, has seen a drop
Brand websites have trumped aggregators	Automobile Brand sites have seen organic success over popular aggregator platforms
Google will aim to provide instant answers for relevant queries	CTR lost for queries that demand instant answers
Content inaccessible with ease, Deprioritized	Deeper URLs, inefficient content serving due to poor framework, failing for CWV, AD or CTA heavy content was most impacted

End Note basis the Core Observation in the Cohort

• Focus on sharpening Hero-Hub content strategies. Building unnecessary hubs is leading to poor experience
• To start with, use AI as a source of intelligence and not content
• To maintain content sanctity and avoid impact of programmatic content, group or cluster SKUs to emphasize on a pagination like approach
• Answer questions that are meant to be. Providing information as a direct answer to manipulate Featured Snippets can be avoided
• Priority content to be served to end users within 15MB of our content Refer link

Credits: Gaurav Jhala & Suresh Kumar

Related Article: May Core Update 2022 – Performics Preliminary Report, How Do We Maximize The Impact Of Google’s Organic Search