According to a recent correlation study by Zyppy SEO, websites that utilized first-person pronouns, showcased personal experience, and displayed a cookie consent banner were more likely to experience positive visibility improvements during Google updates.

On the flip side, fixed footer ads and fixed video advertisements were identified as possible reasons for a site’s negative performance.

Why this matters. In my view, trustworthiness and user experience are becoming ever more crucial in SEO. As Cyrus Shepherd eloquently stated, “everything in SEO connects to everything else.” While this doesn’t guarantee success for every target keyword, building trust can significantly improve your chances.

Websites that gained from Google updates. Five website characteristics showed a “strong” correlation with sites that benefited from Google algorithm changes:

• Use of first-person pronouns (like “me,” “I,” or “we”), determined by examining the first 1,000 words on the page.
• Evidence of first-hand experience, either through written descriptions, or via original images or videos.
• Presence of a cookie consent notification.
• Contact details visible in the footer section.
• Contact information located elsewhere on the page, outside the footer.

Websites negatively impacted by Google updates. Twelve features demonstrated a “very strong” or “strong” correlation among those affected negatively during the same Google update window:

• Fixed footer advertisements that move with the scrolling page.
• Auto-playing fixed video ads.
• Use of generic stock photos—this may be an example where correlation doesn’t equal causation.
• Total number of image and video ads displayed (one site had as many as 38 ads).
• Implementation of push notifications.
• A major top navigation bar, often expandable and packed with links.
• Missing or concealed logo.
• Search bar located in the footer.
• No contact details present on the page.
• Use of mega menus anywhere on the site.
• Inclusion of affiliate links.
• Having a link to a privacy policy page.

What’s the common thread? It circles back to user experience and, at its core, credibility. These traits generally reflect content creators who show genuine knowledge or sites that offer a smooth and trustworthy browsing experience.

• Google tends to favor websites that perform well in both areas. Of course, we’re all aware that Google isn’t flawless, and there are valid concerns about current search quality. As former Googler Marissa Mayer once noted, search is still an “unsolved problem.”

About the data. This analysis looked at a limited sample size (50 websites) using Ahrefs estimates, during a particularly unpredictable phase for Google (August to December 2023). Keep in mind that correlation does not imply causation.

Features vs. ranking factors. Importantly, the report does not label any of these elements as direct “ranking factors” or “ranking signals.” Though the findings are compelling, they don't confirm that these specific features directly caused gains or losses in Google visibility.

Read the full report. You can access it here: Winning & Losing Big Google Updates: 50-Site Case Study

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