Google May Core Update Prioritizes User Intent Over Authority

Image credit: Search Engine Journal

Google’s May core algorithm update prioritized search results that closely aligned with user intent and market context, often over general domain authority, according to an analysis of visibility data.

The update, which rolled out in May, indicated a significant adjustment in how Google evaluates and ranks web pages, impacting search visibility across various sectors in the United States and United Kingdom.

SISTRIX visibility data, analyzed by search engine optimization consultant Aleyda Solis, showed that websites directly matching specific query intent experienced gains in search visibility between May 26 and June 2, 2026. Conversely, sites that did not align as closely with user intent often saw declines.

High-authority domains such as nytimes.com and nih.gov reportedly experienced drops in visibility, Solis said. At the same time, original sources like cambridge.org gained ground over third-party sites such as youglish.com for relevant queries.

In the United Kingdom, the analysis indicated a clear preference for local sites, with amazon.co.uk showing increased visibility while amazon.com saw a decrease for UK-based users.

Solis noted that the update did not uniformly affect entire categories of websites. While some forums and Q&A sites experienced pullbacks, large social media platforms, video platforms, and major marketplaces like Amazon generally maintained or improved their standing.

The consultant advised website owners to examine which types of results gained visibility for their specific queries and to adjust their page content and structure accordingly to better align with evolving user intent signals.

Companies like reddit.com, trip.com, indeed.com, and Shutterstock were among those whose performance varied depending on the specific query and its alignment with user expectations, the analysis showed.

Source: Search Engine Journal