Search Watch: what actually changed this month

Google's search results are always in flux, but a recent core update caused a significant shake-up. If you've noticed sudden changes in your rankings or a drop in traffic, you're not alone. The key is to react strategically, not impulsively, to avoid further damage to your content strategy or your paid ad budget.

Core Update Takeaways

This update focused heavily on a few key areas, and understanding them is crucial for recovery and future growth.

• Thin content pages took a hit. If your category pages or product listings have minimal text, they likely saw a drop in rankings. Google's algorithm is rewarding helpful, informative content, not just a list of products.
• Search intent is more important than ever. Pages that didn't directly match what a user was looking for slipped in the rankings. This is about aligning your content with the user's ultimate goal, whether it's to learn something, compare products, or make a purchase.
• PPC costs are rising. With more competition and fewer "free" organic spots, the cost-per-click (CPC) for high-intent shopping terms has climbed. This means you need to be more efficient with your paid ad spend.

What to Do Right Now

Don't panic. Instead, take these immediate, actionable steps to address the changes and get back on track.

• Prioritize and fix 10 key categories. Focus on the categories that generate the most revenue for your business. Add 100-150 words of helpful, non-fluffy copy that frames the product range, answers common questions, and includes relevant internal links.
• Audit your ad groups. Pause any ad groups with a low return on ad spend (ROAS). Redirect that budget to proven, high-performing queries and test fresh ad creative to maximize your return.
• Optimize your PMax campaigns. Use Google's placement insights to exclude low-quality, "junk" inventory sources that waste your ad spend. This will help you surface your assets on better-performing sites.

Benchmarks to Watch

As you make these changes, monitor these benchmarks to see if your efforts are paying off.

• Organic CTR: See if your click-through rate improves after adding FAQ or How-To schema to your content. When implemented correctly, these rich results make your listing more appealing in search results.
• Branded search CPC: Keep an eye on your cost for branded keywords (people searching for your company by name). This cost should remain relatively flat. If it starts to climb, it could be a signal to invest more in brand memory through email marketing and social proof to ensure customers go directly to your site.