Introduction
Google's algorithm updates are a fundamental aspect of search engine optimization (SEO), that can significantly impact the visibility and traffic of websites. These updates, which range from minor tweaks to major overhauls, aim to refine the search engine's ability to deliver relevant and high-quality results to users. For advanced SEO professionals and webmasters, understanding the intricacies of these updates is crucial for maintaining and improving search rankings. This article delves into the nature of Google's algorithm updates, implications, and best practices for navigating these changes effectively.
What are Google's Algorithm Updates?
Google search is based on an algorithm.
There are likely multiple criteria when Google decides how to rank web pages for queries.
A recent leak of what looks like part of their algorithm indicates that the company has been shown to use quite a few criteria for ranking pages.
Many websites would try to find shortcuts in ranking pages as high as possible.
Google, on the other hand, prefers to rank websites as naturally as possible.
Thus, there’s a bit of a conflict between Google’s principle (rank the websites that deserve high rankings) and some websites (trying to find shortcuts to rank higher than you would expect).
Google updates its algorithm occasionally, sometimes using major updates and other times only minor changes.
There are various places online where you can see Google's updates, for example:
Why do Google’s Updates in their Algorithm matter?
Imagine you have a website, you drive 50% of your traffic from Google searches (organic), and you invest in other types of online promotion for the other 50% of your traffic.
At some point, Google updates its algorithms, and your traffic from Google drops by 1/3. You’ll likely want to know what caused this and what you can do to prevent such issues.
Google is constantly working on updating its algorithms, and recently, Reddit has entered its favor.
Imagine losing 1/3 of your traffic overnight, or, like in Reddit’s case, you can suddenly see a spike in traffic.
What types of Updates are there?
There are two types of updates: minor updates and core updates.
Minor updates are generally so minor that they tend to go unnoticed and, most of the time, poorly documented.
On the other hand, the core updates attract a lot of attention and are well-documented.
How to avoid being hit by a Google update?
Generally, you should do your best to follow Google’s general principles.
They have a starter guide, a community, and a YouTube channel. Several people from Google are active on social media and Reddit communities around SEO and attend conferences.
So, the first step is to know what Google recommends and try to abide by its rules.
On the other hand, after the previously mentioned leak, some people started to doubt that Google is always honest with its recommendations.
Just take what Google says with a grain of salt.
That said, besides generally following Google's advice, you should monitor your site’s performance (we’ll detail this below), and run periodic website audits to see if things run smoothly. Slicedbread Agency’s search visibility optimization services can help with this.
Of course, if you have an online store, you should ensure that your clients are happy, find the products they need, and have a good experience.
Your website should load fast, be updated, and have a nice design. These are basic things, but they are always important.
Follow E-E-A-T (Experience, Expertise, Authority, Trust) principles.
These are very important factors to consider when thinking about following the most important Google principles.
What to do after an update?
Let’s say you find out about a recent Google update and see a big difference in traffic – your website either goes down or up. (of course, it can also stay the same, but we’ll ignore this scenario for the sake of the imagined exercise)
There are several things you could do to fix potential losses or to keep the increased traffic.
Monitor things
With tools like Google Search Console or Google Analytics, it’s easy to keep track of how your website is performing, especially on Google Search.
Sure, there are advanced, premium marketing platforms like Ahrefs or SEMrush, but if you’re interested mostly in organic searches, even the primary, free tools could give you some insights.
Try to keep data organized, for example, by using an add-on to save data from Google Search Console, which is limited to a 16-month archive, into Google Sheets.
Then, you should monitor some important KPIs, such as rankings and traffic coming from organic searches.
First things first: don’t panic. A sudden drop in traffic or a decline in rankings can be alarming. These things happen, so you must try to remain calm. As you know, these shifts can signal that an update has affected your site. Use analytics tools to monitor your site’s traffic patterns. Look for abrupt changes that coincide with the timing of Google’s announced updates.
Read about the recent Core Updates
If you see a major change in traffic (decrease/increase), you should check for a recent Core Update that matches.
Then, see if there are some factors from the update that could affect you.
Keep doing what you know you do good
If you did some basic and important things until you were influenced (“hit”, as we say in SEO) by a Google Update—updating the content, adding new blog posts, sending newsletters, being present on social media, providing great customer service, and keeping promises to your clients—you should continue doing these.
Being hit by an update doesn’t mean that, suddenly, no principles are applied to you.
What’s worse, if you start cutting corners and looking for shortcuts to get back high on Google. You don’t want to unknowingly decrease the quality of your website in Google’s eyes.
In conclusion, don’t take shortcuts; they tend not to help.
Conclusion
Staying abreast of Google's algorithm updates is essential for any advanced SEO strategy. By adhering to Google's guidelines, monitoring performance metrics, and maintaining high-quality, user-focused content, webmasters can mitigate the risks associated with these updates and capitalize on new opportunities. Continuous learning and adaptation are key to thriving in the ever-evolving landscape of search engine optimization. Remember, the goal is to align with Google's mission of providing users with the most relevant and valuable information, ensuring that your website remains resilient and competitive in the face of algorithm changes.
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