Google’s Danny Sullivan recently shared insights on how SEO is affected when a website ventures into a new topic category, particularly when it differs enormously from the site’s original focus. His comments, made during Search Central Live NYC, addressed concerns about how Google considers these shifts in content.
What Happens When You Introduce a New Topic?
According to Danny, when a website begins publishing content on a topic outside its established niche, it won’t automatically see a drop in rankings. However, Google will work to understand how this new content fits into the overall structure and reputation of the website.
Here’s how Danny explains it:
“We’ve long been focused on understanding if parts of a site appear to be independent or drastically different from other sections. It’s not difficult to change the topic focus of your website. Starting with one subject and then growing into another doesn’t harm your rankings outright.”
He continued by sharing an example:
“There was someone at an event who started writing about snowboarding but wanted to transition to skiing and was worried this would negatively affect the site’s SEO. That’s not how it works. Google doesn’t punish a site for changing its focus. However, we do consider whether the new content aligns with the overall theme and structure of the site.”
The Role of Google’s Site Evaluation Process
Danny emphasized that Google’s algorithm is designed to understand the diversity within a website. When a new section is introduced, Google evaluates how different it is from the site’s original content. Initially, the new content might benefit from the reputation of the site’s established topic, but over time, if the new section is too different, it may lose its ranking acceleration.
This isn’t a punishment, but rather a recognition that the new section may be too distinct from the rest of the site. As a result, the content starts to earn its reputation independently.
The “Mini-Site” Metaphor
To explain this process further, Danny used the metaphor of a “mini-site.” He explained that Google may treat a new section of the website as a separate entity. This allows the new content to build its authority and reputation based on its specific topic without being tied to the original site’s established reputation.
By distinguishing between various sections of a site, Google can better understand that certain pages are focused on one topic, while other sections might cover entirely different subjects. This differentiation helps Google accurately rank and categorize content, ensuring that users find the most relevant information.
SEO Experts Opinion
In summary, introducing a new topic on your website doesn’t automatically harm your SEO, but it can lead to changes in how Google views the different sections of your site. Google’s algorithms work to understand whether content is closely related or if it stands alone as a “mini-site.” While your new content may initially benefit from the reputation of your site’s original focus, it may eventually earn its standing based on its subject matter.
Therefore, when expanding into a new topic, it’s important to understand how Google might determine your content and help it build its authority over time.
By being mindful of these SEO reflections, website owners can successfully introduce new topics without affecting their site’s overall search rankings.
