I’ve been doing a bit or reading and have enjoyed researching about Google ranking. Specifically how Google has so many updates to its algorithm. It would seem that post-Penguin 4, an update that lasted until May 2017, focused on links on your website.
Backlinks have been the backbone meat of any SEO company. This is what they have known gives businesses credible long term support. It proves that there is a relationship that exists.
The development of the Latent Semantic Indexing, page ranking, has meant that it is no longer a simple as grabbing a few extra external links. I know for a fact that businesses have been told for a long time to relate content to current affairs. All too often this turns into a hunt for these kinds of news items with no real attention to if it fits and suits the brand. When we look deeper the content would also reveal low keyword counts. Gradually businesses now see their digital ranking flicker and slowly disappear.
News jacking was a massive trend in early 2017 and people were utilising content on a different level. The digital manner of journalism was so popular that news-jacking became a term. People also applied it to their content and could also see that it had a great pull on social interactions. This is great news for everyone however in the process it also places the relevant keyword and overall semantic field at huge risk. The Google search changes in 2017 have adopted to the fad and made sure that content remains relevant.
Overall if the site does not promote words that seem to be in keeping with the theme and topics of the site itself, it will get pushed down. The only way forward is to build quality and natural organic feeling links that relate to your personality or brand.