Current Google search guidelines are vague and subjective - 'helpful content' and 'better usability' are hard to define and do not translate into an actionable strategy.
Losing traffic is probable if your site relies on two or three pages ranking for high-search-volume keywords; diversifying your ranking profile with long-tail keywords is critical.
The freshness of a link is a huge factor. A site cannot maintain rankings without acquiring fresh backlinks.
Sites impacted by last year's 'helpful content' updates had weaker backlink profiles than those that maintained or increased rankings, even with similar themes and content quality.
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