Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
Recently, Google has updated its search ranking system to identify when parts of a website are distinct or noticeably different from its main focus. This adjustment helps Google highlight the most relevant and useful information for users, ensuring that the search results align with each site’s primary purpose.
A Google spokesperson explained that their system is now designed to detect when a portion of a website is “independent or starkly different” from the main content. This system has already impacted some larger websites, where sections unrelated to the core theme have experienced a drop in visibility on Google Search. Consultant Glenn Gabe noted declines for sections of prominent websites, and Google clarified that these changes aren’t due to a new “site reputation abuse” algorithm, which is only manually enforced at this time.
Why content consistency matters for SEO
Consistency in a website’s content is essential for effective SEO. When a website maintains a clear, focused theme, search engines can better understand its purpose and rank it confidently for relevant search queries. A focused approach not only boosts visibility but also builds trust with users, who learn to expect a certain type of information. When a site introduces content that diverges from its main focus, it can confuse both search engines and visitors, potentially leading to a decline in rankings.
Examples of starkly different content and why it might happen
There are several reasons why a site might suddenly include content that doesn’t align with its primary focus:
- Affiliate partnerships: Many sites add sections focused on affiliate-driven recommendations for products or services to generate revenue. For example, a financial news site might introduce a section on “top gadgets” with affiliate links. While this may be profitable, it can seem disconnected from the site’s financial theme.
- Hosting third-party content: Some sites allow other brands to host content within their subdomains or folders. For instance, a health and wellness site might host fashion articles, creating a mismatch with its primary focus.
- Broadening content themes too quickly: Some businesses expand their content to attract new audiences. For example, a travel site might introduce financial advice. Without careful alignment, this new content can appear unrelated to both users and search engines.
- Content experiments: Sites sometimes test new types of content to see what resonates with audiences. For instance, an academic website might introduce entertainment news. These experiments, while insightful, may confuse search engines about the site’s primary purpose.
Why Google’s system recognises independent content
Google’s updated system reflects its guidance from 2019, which advised against allowing unrelated content within a site’s subdomains or folders without close supervision. Their latest recommendation is that websites create value-added, brand-aligned content. Google’s goal is to prioritise consistent, relevant information that accurately reflects each site’s brand and main theme, ensuring a more straightforward experience for both users and search engines.
What this means for marketers and how to manage different content on your site
For marketers, Google’s recent emphasis on content consistency highlights the need for a well-aligned strategy across all site content. If sections of a website stray too far from its main theme, they risk lower visibility in search rankings. Marketers should evaluate any content that may not fully reflect the brand’s core purpose and decide how best to integrate or adjust it.
If your site hosts different types of content—such as affiliate recommendations, third-party contributions, or experimental posts—consider these steps to keep it SEO-friendly:
- Align content with your core theme: Review all sections to ensure they contribute to the brand’s main focus. If some content is notably different, try adapting it so it aligns with audience expectations and the site’s overall message.
- Use clear and purposeful organisation: Structure distinct content in a way that doesn’t detract from the core purpose of the site. For instance, use a dedicated subdomain or clearly separated section, so both users and search engines recognise it as a supplementary offering.
- Ensure relevance and quality control: Google values content that provides genuine value, so focus on quality even for topics that differ slightly from your main theme. Consistent quality across topics builds trust with users and search engines alike.
- Monitor and adjust: Keep track of performance and user engagement for sections that diverge from the primary theme. If certain areas underperform or cause user confusion, consider realigning the content or removing it.
- Communicate with third-party contributors: If hosting third-party content, set clear guidelines to ensure alignment with your site’s focus. This helps retain relevance and quality, ensuring all hosted content contributes positively to your brand.
By applying these strategies, marketers can maintain a cohesive, brand-aligned website that performs well in search results and provides a consistent experience for users. As Google’s algorithms continue to evolve, prioritising clarity and brand consistency will become even more valuable.
