Google's Florida 2 update: what it means for your content

With Google’s Florida 2 update in March 2019, the first websites lost rankings. We looked at what Google itself says about the update and how experts assess it. In short: there is no quick fix. If you offer good content, sensible linking and a moderate keyword density, you have little to fear. Here is what matters.

What Google says about the update

“There’s no ‘fix’ for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”

In other words, pages that perform worse can only be helped by continuing to work on good content. Over time, that content can rise again relative to other pages.

Our assessment

We assume that with Florida 2 Google is cracking down harder on keyword stuffing in order to improve the quality of search results. Conversely, this means that clean SEO work is more likely to be rewarded than penalised.

What you should focus on now

• write content that is useful to your readers
• link internally in a meaningful way
• refer to external links and sources where appropriate
• design content in a tidy, clear way
• focus on long-tail keywords with a moderate keyword density

You can read how we set up websites technically and in terms of content for search on our page on technical SEO. If you are unsure where your website stands, get in touch. Together we review your link building, content quality and visibility index (OVI).