The Latest Google Algorithm Updates You Need to Know

Written by Laura Farkas

Updated June 10, 2021
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If you are worried about your search engine rankings after the June 2021 Google core algorithm update, you might be wondering what counts more and what is unimportant to fix. At LMNts Marketing, we work with local businesses in Liverpool, Manchester, and London on their search engine optimisation strategy. We keep a close eye on the rankings of the websites we manage, so here’s what we found when researching the latest Google algorithm updates that came to force earlier this month. 

Here To Understand All There Is To Know About the Google Broad Core Algorithm Update? We Have You Covered…

You might be wondering what the new Google update is about. The simple answer is that it’s all about user experience; in other words: UX. Back in the day, in the early days of Google there thing that mattered the most for your search engine optimisation strategy was keywords. Now it’s all about the users and how they are served by your website. 

The most important thing you need to do is to add “Core Web Vitals”. Don’t be worried about the name; it simply means that you need to have advanced structured data on your site, so search engines can easily discover what it’s about and pull information from different sources. Not having structured data and snippets will hurt your SEO in 2021 more than ever. 

The page experience update launched in 2021 is focusing on web vitals; simply put an information quality and reliability scorecard benchmarking system for every site. 

Need The Vital Information for Google Core Web Vitals? You Are In the Right Place….

There are three different Core Web Vitals that the new Google update affects. It is recommended that you focus on these, if you would like to preserve or improve your rankings for your selected keywords. There’s a reason why these are called “vitals”: they are vital for your search engine optimisation strategy. 

Loading (LCP)

This vital benchmark refers to the speed of the site. Using Google’s site speed tool, you will find out how long it takes your website to load on desktops and mobile devices. Bear in mind that these days mobile speed counts much more than desktop speed. 

This vital metric refers to the largest contentful paint; fully loading the site. Let’s say that your customer is using their mobile for browsing and has 4G or 5G on two bars. If the site doesn’t load fast, they will not get a good user experience and will be likely to leave. This will also affect your bounce rate (the number of people leaving the site in a few seconds), which is another crucial ranking factor. 

Any LCP store under 2.5 seconds is good. Any speed above will need work. 

Interactivity (FID)

First Input Delay measures how long it takes the browser to respond when someone hits the website. If the interactivity feature of your site is low, you are likely to lose both visitors and Google rankings. 

A good FID or interactivity score is around 100 milliseconds. You can use any speed test tool to find out what yours is and how you can improve it. In many cases, your server speed and location will have a huge impact on your interactivity. If you are targeting people from different countries and regions, it might be worth it to change your hosting company to one that serves traffic from their local servers, such as SiteGround

Visual Stability (CLS)

The times when you could get signups with endless pop ups on your site are over. You now need a strategy that involves interaction without flash and moving images. 

Visual stability is also called CLS score, which determines how stable your site is. Simply put: the more moving elements and scripts you have running in the background, the lower your visual stability score will be. 

A good visual stability (CLS) score is 0.1 or below. While this issue is harder to fix than others, it is possible. Google tells you exactly what is causing the issue within its Page Speed Insights page.

So, What Are Google’s Intentions With This New 2-Part Update?

Google focuses on improving its search results it is delivering to end users. That’s why there will be new definitions for measurements and standards related to web vitals. 

One area that the second part of the update that will be released in July 2021 is categories and results. It is likely to affect millions of websites and their position in search results for years to come. It is not related to certain categories, like minor updates, but the overall quality of search results. 

As Google put it, it is important for the search engine to remain competitive across 150 languages and deliver the best results for each query. 

It is important to note that the core updates are not the only changes that are coming to the search engine. In fact, there are dozens of minor updates rolled out every week to further improve the algorithm. They might be minor, but they all point in the same direction; favouring websites that take user experience seriously. 

Google sometimes rolls out updates in parts, as they are not quite ready at the time of the release. So even if the first part hasn’t affected your search engine strategy, your site’s rankings might suffer when the Google algorithm changes are fully implemented. 

All in all; if your website falls short on the core web vitals benchmarks, you are going to lose traffic and rankings. While it is not easy to understand all the trends and technical terms, you can engage with a professional web designer who is following SEO updates regularly to create an audit and come up with recommendations on what to fix first. While Google’s platforms give you instructions on how to address certain UX problems, they are not worded for the average user, and are aimed at search engine optimization professionals. You can also look for Enterprise SEO Companies to discuss the project.

So, the Serious Question We All Would Like the Answer To. What Are the Expectations for Businesses Being Impacted?

As a business owner, website manager, web designer, or SEO professional, you always need to ensure that you follow the trends and Google’s recommendations. We could have mentioned other search engines, too, but given the market share of Google, and its leading position, the rest of the pack follows the leader. 

The main focus of businesses operating in the online sphere should be:

  • Focusing on customer experience for user engagement.
  • Carrying out UX (user experience) testing regularly to make sure that all website functions are performing well.
  • Getting rid of plugins and themes that are not used and are taking up website resources to reduce loading speed.
  • Improving the site’s navigation system to ensure users find exactly what they are looking for with the fewest steps involved possible.
  • Serve local traffic from local servers to reduce browser response delay.
  • Minimise image sizes that may affect your page speed.
  • Minify CSS files and scripts using either plugins or coding.
  • Test the page display, speed, and performance on different devices and screen sizes. 

If you have noticed your website’s rankings drop, the first thing you need to look at is user experience, speed, and structured data. You also have to understand that it is not something you have done wrong; it is something that is changing. Google keeps on moving the goalpost for all the right reasons; to serve its end users better. If you are on board with the changes, you have nothing to fear. 

The good news is that those who adopted the changes early and took on board what Google has been saying in the past few years will experience their rankings to go up. It is recommended that you build your search engine optimisation strategy in line with Google’s ongoing algorithm updates and trends. 

If you notice a change in your rankings in a few days after the release of the update, don’t worry just yet. It is normal to notice a huge fluctuation in the beginning, and then after the second part the rankings will get more stable. It’s like when stock markets get disrupted and prices go up and down all the time after they settle at a sweet spot. 

Your Business Will Be Negatively Impacted If…

There are certain things that will negatively impact your rankings after the new June 2021 Google algorithm update, such as:

Google updates errors

Slow Site Speeds

It is important that your site speed is as fast as possible, especially on mobiles. An increasing number of customers are browsing on the small screen these days, and not all of them have WiFi. If the design is not responsive, or not checked on mobile screens, you are likely to lose visitors and traffic, too. We use Divi for most of our WordPress sites, and it allows you to change the layout and structure for tablets and mobiles, too. If you don’t have this feature, you can also use the AMP plugin in WordPress to optimise your mobile speed.

mobile speed google algorithm

With Divi, you can also check how the site looks on different devices. 

Bad Design and Structure/Navigation

Oh Boy, have we seen bad design affecting rankings? You bet we have a few times. From an outdated theme to images that take over the screen; you take your pick. If your site is hard to navigate, your users will give up and leave. Don’t expect them to buy anything. And don’t expect Google to reward you with high rankings, either. 

One of the main issues we see with websites we take over from other web design companies or DIY SEO enthusiasts is too many call-to-actions on one page. You don’t want to be confusing your audience with multiple messages; have one that takes them to where you want them to be. It’s simple. 

No Engagement

As we always say; there’s no such thing as a one-way conversation. The longer you keep people engaged on your site the better chance you will have to convert them into followers or customers. Get them involved and allow them to interact with your content. We are not talking only about comments; get them to create their own experiences. 

Our Quiz funnel service takes care of the engagement on your site and boosts your conversions at the same time. It engages with people, helps them decide what they need, and allows you to do the market research. Read more about  quiz funnels in this blog post.

If you are lacking in one of the above areas, it is time to get to work. The trend is going to continue for some time. 

We Have Asked the Serious Question, Here Are the Serious Resolutions…

If you are affected by the June 2021 Google algorithm update, here are a few questions you should ask before you tackle any SEO project. 

google future updates

  • How can you improve the site’s speed without impacting the functions? Are there any plugins that need updating or deleting? It’s not enough to disable the plugin you are not using: you need to remove it to speed up the site. 
  • How easy is it to navigate your site? Are the categories and links working? The best bet is to ask a friend who is less tech-savvy or an older person to test drive the site and give you feedback. 
  • How about the images and the videos? Are they set to automatically display or play? You might solve your speed issues by simply delaying the loading of images or videos. 
  • Check for broken links and redirects. They can affect your user experience and speed as well. 
  • Conduct a site audit. It will reveal all the errors that might affect your search engine rankings and user experience. 
  • Carry out a mobile friendliness check to see if there are any pages that don’t display or function properly.
  • Talk to an SEO expert to get suggestions on how to fix issues. Chances are that if you speak to a web designer they will push for a rebuild which will negatively impact your SEO rankings. 


Future Google Core Updates: The Bottom Line

If you are wondering whether this is a one-off initiative from Google, the answer is NO. The search engine giant is likely to continue the trend, and a further update related to web vitals is likely to come out in July 2021. 

You might have noticed that previously Google used to take up to six months to roll out new core updates. Even though they issued smaller tweaks to their algorithm in between, there were no major changes more than three times  a year. Now, the developers seem to be working overtime, and they are busy focusing on the people that made Google a multi-billion dollar turnover company: end users. 

Visual Indicators – Will Google Incorporate a Visual Indicator Related to the Latest Core Update?

Google is planning on rolling out new algorithm updates related to visual indicators as early as next year. Only websites that comply with all the page experience guidelines will be included. So if you get on board quickly, you might have a competitive advantage in the future. Websites with visual indicators will have a more prominent position in search results. That’s all we know at the moment, but will keep you updated as we find out more. 

The bottom line is: you should look at Google’s core updates as a trend, and not react to each one individually. If you have the same priorities as Google when it comes to web design and SEO, you are already winning the game. 

Worried about your SEO rankings and want some expert advice? Contact our SEO team and we will be happy to have a chat

Content marketing used to have a bad rep, and many business owners believe that it takes too long to see results and investing in creating blogs and videos is a waste of time. While trends change faster than ever, you can still build an empire and attract your ideal clients using a content marketing agency for branding, reputation management, and lead generation. This post will cover everything you need to know to make content work for you and your business long term. 

What Is Content Marketing

Content marketing is the creation, distribution, and promotion of branded content with a clearly defined audience in mind. That said, everything you do online can be classed as content, such as your comments on blog posts or social media posts, your professional profiles, and your vendor accounts. However, without a strategy and a clear understanding of the target market, you can be wasting a lot of time and energy on messages that will never reach the right people. 

Content marketing is not limited to the online sphere, either. You can publish content in printed magazines, as well as on radio or TV. After all, some traditional ways of marketing are still working for some businesses. If you are unsure which channel to use to build your brand messages, you might want to get in touch with a branding content marketing agency that can advise you on the potential results of each method of distribution. 

The Types of Content Marketing 

Depending on your business, your target audience, your budget, and your brand visibility, you can choose to engage in one or more content distribution strategies. Generally speaking, social media requires the lowest startup cost, and it is one of the most competitive channels. You can create content yourself using advanced tools such as Canva, or employ a Virtual Assistant to get the job done for you. If, however, you are interested in going deeper instead of wider, you will need to create engaging and educational content that your target audience will resonate with. 

Using guides, books, case studies, and white papers will strengthen your brand and your status in the industry. Here are some of the most common types of content you can implement in your marketing strategy.



One of the most popular and most well-known types of content is a blog. It usually sits on your website and allows you to update your current and potential customers about what is going on with you and educate them on your products or services. Blogs have existed almost since the birth of the internet, and WordPress, the most popular website builder of today also started off as a blogging platform. 

Blogs need to be informative, useful for the reader, relevant, and easy to share. As the attention span of people has shrunk significantly in recent years, you need to pay attention to the readability of your text. A good content marketing agency will make sure that the blog post is not only easy to find and share, but also easy to read. 

Social Media Posts

As mentioned, starting off with a free social media account will give you a basic level of visibility in your market. You can create a company page on all platforms before your website is ready to attract visitors. However, social media posts need to be crafted in a way that they stop people scrolling. And that’s a challenge. Visuals are great, but eventually you want people to take action; like your page, share your content, or check out your site. 

A good social media marketing package will include suggestions, detailed reports, and audience analysis, so you know what’s working and what’s not. Social media is the most competitive and fastest changing content channel of all. 

Email Marketing

Creating email marketing campaigns is essential to creating a winning content strategy. You might know by now that only a very small proportion of website visitors will buy the first time they come across your messages. You will have to follow up. That’s exactly what email marketing automation does for you. Instead of having to pay to contact the same people again, you will be able to message them any time, provided that you asked for and gained their permission. Want to find out more about email marketing automation? Check out our detailed blog post or see our related services.

Video Marketing 

Nothing builds stronger relationships than videos when you are talking directly to your potential clients. You need a video distribution channel and strategy, and make sure that you measure engagement, so you know which topics are the most popular among your audience. 

You can do video marketing on your own site, distribute it on one of the video hosting sites, such as Vimeo or YouTube, or create IGTV or Facebook videos. The choice is yours, and an expert content marketing agency can help you choose the platform that best suits your industry, message, and audience. 

White Papers and Case Studies

For businesses that would like to focus more on reputation and becoming the go-to company when it comes to a specific problem, white papers and case studies should be implemented in the overall content marketing strategy. Here’s the lowdown on the benefits of each type of publication. 

White papers can be based on your internal market research, your insights, or the solutions you have developed to help your customers. They are great for educating the decision-maker and building a strong referral network. If you would like to attract referral partners, white paper distribution will certainly help. 

Case studies can win business that you would otherwise not even dream of getting. They help you zoom in on the expert solutions you create, and generate something we call the “Like Me Moment” ©. It is the point when potential clients realise that they like you, and you have solved the problems of businesses like them. No salesman can convince a prospect sitting on the fence better than a case study. 

If getting a case study or white paper written sounds good, but you don’t know where to start, check out our content marketing packages for more information. 

Press Releases and Media Publications 

Instead of just engaging in inbound marketing and taking care of your own “online real estate”, you can also reach out to potential clients and find them where they look for information. Press releases can be great for SEO purposes, as well as for brand visibility. Make sure that you have something newsworthy, relevant, and timely to share, and get publishing. 

On the other hand, media features and publications can put you on the map as an expert immediately. You can establish yourself as the company with the know-how. No matter if you are featured in an online magazine, a blog, or a printed feature, you might benefit from support from a professional content marketing agency that can find and communicate your superpower. 


The Power of Interactive Content 

In 2022, there’s no such thing as static content. Your main goal should be to engage with your audience, survey the market, and get people to take action. In 2021, we have introduced quiz funnels and other interactive marketing tools that help clients from different industries gain traction and have a real conversation with their audience. We are Typeform partners, which means we can not only create interactive quizzes, but also video engagement funnels on your website. 


Benefits of Using a Content Strategy

Without planning your content, you will not be able to scale your marketing or your business. As the old saying goes: “fail to plan and you plan to fail”. For example, here at LMNts Marketing, we have a social media content calendar that is ready to go before the new year, and we revise every quarter’s results. You can download a blank copy of the social media content calendar if you wish to do the same. 

We also plan the blog posts, guest posts, media publications around campaigns and different events. This helps us measure interest and understand how the market reacts to each message. 

Search Engine Optimisation: Should You Write for the Reader or Google?

There’s an old debate going on in the industry, and the content marketing agency industry is divided. Some say that you should focus on keywords, others are recommending delivering value. The truth is right in the middle. You have to talk to your audience and educate them, provide value with every piece of content, but you also want to be found. A good piece of content will have the right keywords, related keywords, a good structure, great message, actionable tips, and a strong call-to-action. 

How To Talk to Your Ideal Clients Online

There are many marketing agencies that can take care of the keyword research and allocation, but they don ‘t take their time to truly understand your target market. If your messages don’t resonate with your audience, you are wasting a lot of time and effort, and you will never get a positive return on your investment. That’s why it might be a good idea to engage with an expert content marketing agency. 

When we start working with a client, the first thing we do is fill out the ideal client profile together. This helps us understand the audience, no matter if we build a website, create a social media campaign, or write a case study. You can download our ideal client persona sheet and have a go yourself to see if you are hitting the right tone when you are creating content. Apart from completing this exercise with dozens of clients, I have also used the same tool to support mentees taking part in the Help to Grow programme at Lancaster University. 


Planning Your Content Strategy

We often recommend carrying out market research before engaging with a content marketing agency and creating a long term strategy. If you are starting a new business, service, or product line, or changing your niche, it is crucial that you know all about your competition, your market size, the trends, the hot topics, and the unwritten rules. That’s why we often start our brand collaborations with a marketing SWOT. 

A marketing SWOT analysis is a great tool to highlight the strengths and weaknesses of your current positioning, marketing, and targeting. It can also reveal the opportunities and threats, and help you with strategic planning. Simply put, a marketing SWOT is a 360 of your current marketing activities, highlighting the best course of action long term. 


Interested in our marketing SWOT services? Book one of our experts and get a full report on your positioning to support your content strategy.

Once you have a full picture of your current marketing, you will need to create goals for each campaign. Some businesses prefer running themes (we do quarterly campaigns around specific services), others simply focus on the core business when creating content. No matter what method you choose, it is important that you create a strategy, a timeline, and measurable goals. It is a good practice to run the same theme across every channel to stay consistent and focus on your marketing goals.

How To Measure the Results from Your Content

Content creation and distribution results are not as easy to measure as paid campaigns, for example. However, if you have an advanced tracking and conversion strategy, you can measure the results of your content campaigns. Tracking links and finding out how long people spend reading your posts on your site is simple, using some marketing automation and tracking tools. 

Measuring your email marketing campaign effectiveness is one of the easiest things to do, thanks to the advanced tracking features companies offer. As ActiveCampaign partners, we can install tracking links, provide detailed analysis and reports on the performance of your campaigns. 

Tracking social media engagement and conversions manually would be a challenge, but -thanks to the advanced tools available in the marketplace – it is very simple. Our social media marketing packages include advanced reports, including audience growth, hashtag popularity, and information on which type of content does the best in the marketplace, or on each platform. 

Measuring the results of outreach publications is also simple if you have Google Analytics set up on the site. You will know where your visitors are coming from, how long they spend on the site, and even where they are located or what technology they use. 

The Main Benefits of Working with a Content Marketing Agency

Now that you know the basics of creating a plan to reach your ideal clients, you might be thinking that it’s easy as pie. You don’t see the point working with a content marketing agency on your strategy, and you are confident enough that your admin staff or VA can do the job. Here are a few facts that might change your mind. 

Industry Knowledge

An expert content marketing agency will know your industry, the main publications, players, and forms of writing that do well. You don’t have to reinvent the wheel. 

Playing By the Rules

Content creation is a game that is played by strict rules. If you over-optimise the text or spam search engines, you will not only get zero results, but might also get your accounts banned or shadow-banned. 

Advanced Technology and Tools 

Content marketing agencies have access to the latest tools that can ensure that your brand is as visible as possible. From video creation to writing and social media scheduling, they take care of everything that you would normally spend days or weeks on. 

Strategic Planning

Without a content plan, you are not likely to build up to the momentum that helps you get inbound leads every day. With the right strategy, taking into consideration where you are now and where you want to be, you can measure progress month-by-month. 

Specialist Dedicated Team

You might think that it’s cheaper to employ a VA or part time staff to take care of your brand instead of working with a content marketing agency, but this is not always the case. First, an agency has a lot of experience and are much faster at creating content than virtual assistants. Secondly, you will have more control over the costs. You pay a fixed monthly fee, no matter if it takes the agency five hours or one to complete a project. The same is not true when it comes to employees, freelancers, or virtual assistants. 

Measurable Results and Advanced Reporting 

An expert content marketing agency is able to deliver timely reports, make suggestions on how to improve your conversions and results, giving you more value than an internal team or a freelancer. 

Want to know more? Schedule a free content marketing overview and find out more about the benefits of content marketing. 

Would you like to master content marketing? Read my latest book on BookBoon.



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