{"id":27054,"date":"2023-01-10T12:00:10","date_gmt":"2023-01-10T12:00:10","guid":{"rendered":"https:\/\/fifteen-staging.fifteen.dev\/?p=27054"},"modified":"2023-01-18T14:35:50","modified_gmt":"2023-01-18T14:35:50","slug":"google-whats-new-for-2023","status":"publish","type":"post","link":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/","title":{"rendered":"Google: What\u2019s new for 2023?"},"content":{"rendered":"<div class=\"entry-content\"><div class=\"edit-post-visual-editor__post-title-wrapper\">\n<p class=\"wp-block editor-post-title editor-post-title__block\">Google enhances its tools and algorithms on an on-going basis so it\u2019s important to stay in the know and adapt with it. Whilst many of the changes are already in play, we&#8217;ve put together this helpful guide so you can factor in any adjustments around Google&#8217;s update.<\/p>\n<\/div>\n<div>\n<div class=\"block-editor-block-list__layout is-root-container\">\n<p id=\"block-9e0a5df5-99fb-4d43-bb7d-96806489b352\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"9e0a5df5-99fb-4d43-bb7d-96806489b352\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">We&#8217;ll explore the key changes at Google that marketers should be aware of as we head in to the New Year as well as Google Analytics 4 and Google&#8217;s helpful content update.<\/p>\n<h2 id=\"block-2790f89b-af7b-48db-b84d-0bba5cd8f5cd\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Block: Heading\" data-block=\"2790f89b-af7b-48db-b84d-0bba5cd8f5cd\" data-type=\"core\/heading\" data-title=\"Heading\">GA4 &#8211; what&#8217;s all the hype?<\/h2>\n<p id=\"block-bbe396e5-8d5a-435a-96db-94106d6ea540\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"bbe396e5-8d5a-435a-96db-94106d6ea540\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">GA4, or <a href=\"https:\/\/www.fifteendesign.co.uk\/blog\/get-to-know-google-analytics-4\/\">Google Analytics 4<\/a>, is Google\u2019s new reporting tool and is set to replace Universal Analytics. It has been developed to address issues around privacy and third-party cookies. Moving forward, GA4 will not use third-party cookies.<\/p>\n<p id=\"block-467623ce-6c69-4a8d-a2e2-20d16f1a9e80\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"467623ce-6c69-4a8d-a2e2-20d16f1a9e80\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Much hyped, and particularly ramped up in conversation since the New Year, the deadline to move from Universal Analytics to GA4 is currently set to 1<sup>st<\/sup> July 2023. So, it\u2019s no longer a \u2018we\u2019ll think about it next year\u2019 item!<\/p>\n<p id=\"block-99ff10c6-a782-4dcd-98d1-befe193c484c\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"99ff10c6-a782-4dcd-98d1-befe193c484c\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">This deadline is very important if you are looking to maintain as much of your existing analytics data as possible. If you haven\u2019t made the change by the deadline, you\u2019ll no longer have access to historical analytics data.<\/p>\n<p id=\"block-0272e9aa-9eb2-492b-8080-08c83c04637b\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"0272e9aa-9eb2-492b-8080-08c83c04637b\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Along with all the hype, it\u2019s fair to say that the introduction of GA4 has caused quite a stir in the marketing world. It is a fairly big departure from analytics as we know it \u2013 and this has made it pretty controversial.<\/p>\n<p id=\"block-41b0d4cf-60c6-4e81-984a-c710e3bed3ff\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"41b0d4cf-60c6-4e81-984a-c710e3bed3ff\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">The core difference in GA4 is how it models data and it focuses on events rather than sessions such as page views for example.<\/p>\n<p id=\"block-1ed9a367-b40a-40c3-9c4f-cd9fe3204899\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"1ed9a367-b40a-40c3-9c4f-cd9fe3204899\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Bounce rate will no longer be a metric as Google Analytics 4 removes this metric and looks instead at engagement. An \u2018Engagement Rate\u2019 is a percentage of engaged sessions which is defined as:<\/p>\n<ul id=\"block-7d3cc7be-bcc1-41d8-8fdb-37722ac0866b\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Block: List\" data-block=\"7d3cc7be-bcc1-41d8-8fdb-37722ac0866b\" data-type=\"core\/list\" data-title=\"List\">\n<li>Lasting more than 10 seconds<\/li>\n<li>Having at least two screen views<\/li>\n<li>Having a conversion event<\/li>\n<\/ul>\n<p id=\"block-be6cf7fb-35be-4f7a-b4ae-08f17f25dea1\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"be6cf7fb-35be-4f7a-b4ae-08f17f25dea1\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Google is focusing more on positive metrics as it moves forward. Looking at metrics around engagement, rather than bounce rate, ties in with the latest Google algorithm updates on intent and engagement.<\/p>\n<p id=\"block-876050fe-294f-4a26-9edb-96080f4298cb\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"876050fe-294f-4a26-9edb-96080f4298cb\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">In addition, GA4 doesn\u2019t discriminate on device which means it is easier to track cross device journeys. You may also want to consider setting up <a href=\"https:\/\/support.google.com\/analytics\/answer\/7532985?hl=en#zippy=%2Cin-this-article\">Google Signals<\/a> as this will support data collection for GA4.<\/p>\n<p id=\"block-990b63bf-ca22-40dd-a6bb-846e26b6d85d\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"990b63bf-ca22-40dd-a6bb-846e26b6d85d\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">GA4 will automatically record some events for you, but for others you will need to set up a custom event to ensure that the specific metric or goal is still captured. We would recommend mapping your Universal Analytics metrics over to GA4.<\/p>\n<p id=\"block-5751df64-8559-4e19-8e6d-b962f0042e28\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"5751df64-8559-4e19-8e6d-b962f0042e28\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">If upgrading from Universal Analytics to GA4 is not on your roadmap for the early part of the year, it certainly should be and we\u2019d encourage you to start a conversation around this as soon as possible. You can find more information on Google Analytics 4 <a href=\"https:\/\/support.google.com\/analytics\/answer\/10089681?hl=en\">here<\/a>.<\/p>\n<h2 id=\"block-c2ec0956-ba35-47d5-b675-41f93c68ca7c\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Block: Heading\" data-block=\"c2ec0956-ba35-47d5-b675-41f93c68ca7c\" data-type=\"core\/heading\" data-title=\"Heading\"><strong>How can you make the most of Google&#8217;s helpful content update?\u00a0<\/strong><\/h2>\n<p id=\"block-bab5eb90-99f8-4205-a843-4ea712faae5b\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"bab5eb90-99f8-4205-a843-4ea712faae5b\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">In August 2022 Google launched its <a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/08\/helpful-content-update\">helpful content update<\/a> which requires you to, as Google recommends: <strong><em>\u201cFocus on people first content\u201d<\/em><\/strong>.<\/p>\n<p id=\"block-abf7d769-63a7-4602-a9f4-4228b11b4e4f\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"abf7d769-63a7-4602-a9f4-4228b11b4e4f\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">The idea is that content generators, marketers and website owners no longer look to serve the needs of search engines and instead focus on the human. Which you could also translate as \u201cwhen trying to get to the top of the search engine, focus on the human\u201d!<\/p>\n<p id=\"block-05984094-1e48-4b76-ac3f-ecf70e3904cd\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"05984094-1e48-4b76-ac3f-ecf70e3904cd\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Google has always focused on good quality content in its algorithm and in its best practice guides puts \u201ccreating helpful,\u00a0reliable,\u00a0people-first content\u201d at the very top. The content update takes this a step further and will penalise those websites which don\u2019t do this.<\/p>\n<p id=\"block-05c3d2d6-ba65-4b87-815e-c63efec39a06\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"05c3d2d6-ba65-4b87-815e-c63efec39a06\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">In order for you to understand whether your content is good, Google provides some handy questions to help you consider whether your content serves the needs of the person reading it and encourages content writers to consider how satisfied the user would be with the response.<\/p>\n<p id=\"block-31eb4b28-162f-45d6-8ab6-bc98d7328d95\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"31eb4b28-162f-45d6-8ab6-bc98d7328d95\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Something to really bear in mind is that previously a badly performing page would operate in isolation as far as the SERPS are concerned. But with the new update, if you have badly performing pages on your website, they will impact the rest of the website and how well it ranks.<\/p>\n<p id=\"block-eaf62430-a2f5-4c93-b896-b786c9350d87\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"eaf62430-a2f5-4c93-b896-b786c9350d87\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">Google is really trying to encourage websites to tighten up what they\u2019re doing and to make the most of their crawl budget.<\/p>\n<p id=\"block-6faa44c8-6639-4e60-8d99-9feaa40e36d8\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"6faa44c8-6639-4e60-8d99-9feaa40e36d8\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">The main practical recommendations from the update are as follows:<\/p>\n<ul id=\"block-66db63ae-0ea5-4f9c-b252-b3eee04e4308\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Block: List\" data-block=\"66db63ae-0ea5-4f9c-b252-b3eee04e4308\" data-type=\"core\/list\" data-title=\"List\">\n<li>Audit existing page content to identify the good and the bad<\/li>\n<li>Deliver a roadmap for addressing content issues<\/li>\n<li>Remove unhelpful content<\/li>\n<li>Always work on a mobile first approach for design<\/li>\n<li>Consider design features to reduce the scroll depth of your pages and encourage engagement with the pages (e.g. carousels, pagination, tabs)<\/li>\n<\/ul>\n<p id=\"block-76419f42-fde1-464b-b13f-90580c171fb4\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"76419f42-fde1-464b-b13f-90580c171fb4\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">If you are unsure as to how your current website pages are being viewed by Google and if they have been penalised we can help by auditing the performance of these pages.<\/p>\n<p id=\"block-9ea2bf29-ec17-4f80-ac04-568fe160c7b5\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"9ea2bf29-ec17-4f80-ac04-568fe160c7b5\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">By utilising analytics and our expert tools we can analyse the whole of a website and understand how each piece of content is impacting the overall website\u2019s health. From here we can make recommendations to improve the existing content on your website.<\/p>\n<h2 id=\"block-70d33576-0bdd-46cd-88bf-8240b610c9dd\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Block: Heading\" data-block=\"70d33576-0bdd-46cd-88bf-8240b610c9dd\" data-type=\"core\/heading\" data-title=\"Heading\"><strong>Round up<\/strong><\/h2>\n<p id=\"block-bd227974-f7d2-4dd7-9509-836287a53077\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"bd227974-f7d2-4dd7-9509-836287a53077\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">As we enter the New Year, it\u2019s clear that Google is pushing forward an agenda around privacy and engagement.<\/p>\n<p id=\"block-8c8f4787-696b-43e8-b5a3-46c38ebecb7a\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"8c8f4787-696b-43e8-b5a3-46c38ebecb7a\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">The updates outlined here around analytics and content highlight the need to evolve our online assets to ensure we\u2019re prepared for the changes.<\/p>\n<p id=\"block-704535fd-0e9f-4795-9251-ba4910cfb021\" class=\"block-editor-rich-text__editable block-editor-block-list__block wp-block rich-text\" tabindex=\"0\" role=\"group\" aria-multiline=\"true\" aria-label=\"Paragraph block\" data-block=\"704535fd-0e9f-4795-9251-ba4910cfb021\" data-type=\"core\/paragraph\" data-title=\"Paragraph\">If you would like any support or further advice around the topics we&#8217;ve discussed, please feel free to <a href=\"https:\/\/www.fifteendesign.co.uk\/contact\/\">get in touch<\/a> with us and we\u2019ll talk you through this in line with your own digital products.<\/p>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"Google enhances its tools and algorithms on an on-going basis so it\u2019s important to stay in the know and adapt with it. Whilst many of the changes are already in play, we&#8217;ve put together this helpful guide so you can factor in any adjustments around Google&#8217;s update. We&#8217;ll explore the key changes at Google that [&hellip;]","protected":false},"author":86,"featured_media":27056,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[953],"tags":[],"class_list":["post-27054","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Google: What&#039;s New For 2023? | Fifteen - Nottingham<\/title>\n<meta name=\"description\" content=\"In this blog, we explore the key changes at Google including Google Analytics 4 and Google&#039;s helpful content update.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google: What\u2019s new for 2023?\" \/>\n<meta property=\"og:description\" content=\"In this blog, we explore the key changes at Google including Google Analytics 4 and Google&#039;s helpful content update.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/\" \/>\n<meta property=\"og:site_name\" content=\"Fifteen\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/FifteenDesign\" \/>\n<meta property=\"article:published_time\" content=\"2023-01-10T12:00:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-01-18T14:35:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.fifteendesign.co.uk\/wp-content\/uploads\/2023\/01\/Google-Whats-new-for-2023-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2500\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Toni Shemeld\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Toni Shemeld\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Google: What&#039;s New For 2023? | Fifteen - Nottingham","description":"In this blog, we explore the key changes at Google including Google Analytics 4 and Google&#039;s helpful content update.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/","og_locale":"en_GB","og_type":"article","og_title":"Google: What\u2019s new for 2023?","og_description":"In this blog, we explore the key changes at Google including Google Analytics 4 and Google&#039;s helpful content update.","og_url":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/","og_site_name":"Fifteen","article_publisher":"https:\/\/www.facebook.com\/FifteenDesign","article_published_time":"2023-01-10T12:00:10+00:00","article_modified_time":"2023-01-18T14:35:50+00:00","og_image":[{"width":2500,"height":800,"url":"https:\/\/www.fifteendesign.co.uk\/wp-content\/uploads\/2023\/01\/Google-Whats-new-for-2023-1.jpg","type":"image\/jpeg"}],"author":"Toni Shemeld","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Toni Shemeld","Estimated reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/#article","isPartOf":{"@id":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/"},"author":{"name":"Toni Shemeld","@id":"https:\/\/www.fifteendesign.co.uk\/#\/schema\/person\/7b8713b8da50324b126539b9fa13e8e4"},"headline":"Google: What\u2019s new for 2023?","datePublished":"2023-01-10T12:00:10+00:00","dateModified":"2023-01-18T14:35:50+00:00","mainEntityOfPage":{"@id":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/"},"wordCount":948,"image":{"@id":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/#primaryimage"},"thumbnailUrl":"https:\/\/www.fifteendesign.co.uk\/wp-content\/uploads\/2023\/01\/Google-Whats-new-for-2023-1.jpg","articleSection":["Digital Marketing"],"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/","url":"https:\/\/www.fifteendesign.co.uk\/blog\/google-whats-new-for-2023\/","name":"Google: What&#039;s New For 2023? 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