Historically, Google has updated its core algorithms two to three times a year, but last year saw a record four updates.
We also just experienced a 45-day record rollout with the March core update.
When I first started doing SEO, the industry was experiencing subsequent Panda updates, exact match domain updates, and Penguin.
These updates were designed, in part, to counter tactics deployed by SEO experts.
Google updates have evolved over the years, just as Google itself has evolved as an information retrieval, classification, and retrieval system.
As a result, the way we talk about, understand, and approach updates will also need to evolve.
It's also worth emphasizing that not all of Google's updates are designed to be punitive. Many updates over the past 24-36 months have coincided with the adoption of Google's “core algorithms” and various technologies.
What is a core update?
Danny Sullivan (Via SearchLiason X account), a core update is when Google makes “notable” changes to one or more of its core systems.
These updates change how inputs (content, links, etc.) are processed and weighted.
The system runs continuously, so when updates are made it will start processing and updating based on the new criteria.
Not all updates are reported, Sullivan said, because it's nothing more than an ongoing notification feed, which is useless aside from the current explanation that search is not a static product but is constantly being updated.
read more: History of Google algorithm updates
Are you affected by the update?
Understanding whether you are affected by an update is crucial in determining the appropriate course of action.
In 2023, Google made 9 official updates. All recorded on the Google Search Status Dashboard. There were also thousands of ongoing small updates that were not registered or declared.
Most confirmed updates take 3-4 weeks to complete (as of this writing, the last core update officially took 45 days), but breaking changes typically occur within the first 24-4 days after publication. You will receive confirmation within 48 hours.
While we expect volatility and volatility during the rollout, our experience shows that the first few days are the “danger zone” for queries with the most traffic and searches.
It's also important to remember that not all traffic and ranking losses are related to updates.
Now that Google Dance is remembered and Google processes it in real time, changes in performance can be due to competitors' efforts and improved value propositions, such as improved content or benefiting from valuable coverage. there is.
In these cases, Google tends to run keyword tests and try out different websites in different positions to get user feedback before creating a more stable “new” results page.
While this may be frustrating, it further confirms that SEO is not a “one-and-done” activity and that refining and proving your value proposition for a specific search query is an ongoing effort.
Unfortunate timing in a transformation project
Because core updates are unpredictable, many websites undergo major changes as soon as updates are announced.
Anecdotally, these tend to be ongoing transformation projects, such as migrations, which tend to coincidentally coincide with core updates.
The migration itself may take some time to complete and be processed by Google, so the added complexity of unknown change variables makes it difficult to tell whether a change in performance (or a delay returning to previous performance) is due to the migration process or a core update.
Recovery from update
While it's possible to recover from an update before the next broad core update is released, most sites tend to see the biggest changes (and recovery) during subsequent updates if they've brought their content more in line with what Google wants.
“Affected content in Search or Discover may not be restored until the next broad core update is released, even if improvements are made.”
The same Google document also outlines another truth. If there is “more valuable content,” Google will continue to rank it higher in search results, so improvements do not guarantee recovery.
Recovering from a Google update usually means improving one (or more) of the following:
There are different types of recovery, so they may look different.
Some of the recovery will be fast, and thanks to the recovery efforts we've put in place, traffic will return to near, if not higher, pre-update levels.
This typically occurs when search engine updates revise and correct variables that were changed in previous updates.
Other recoveries take longer.
This is likely due to Google seeing positive user data from variables changed in the last update, and a push to better align websites and content with what Google expects. It means there is.
read more: Google EEAT: What it is and how to prove it with SEO
Update recovery checklist
Asking questions in this initial “Phase 0” before entering Phase 1 can save a lot of time and reduce concerns for all business stakeholders.
Where are you seeing a drop in traffic?
- If we use a third-party tool, does this match our own data?
- Have third-party tools updated their proprietary data sets and traffic projections?
- For our own data, are all tracking codes correctly implemented and triggered?
Answering these questions at the outset can prevent wasting resources and potentially restore normalcy to the situation.
Phase 1: Assess the impact
By identifying which pages are losing traffic, you can see whether the traffic loss is affecting only specific pages or the entire site, and identify potential causes of traffic loss. You can narrow down where to look next when diagnosing.
- Data collection: The first step is to collect and pool as much data as possible, ideally at the keyword and URL level. This may come from Google Search Console, Google Analytics, and other analytics platforms and data sources.
- Segment your data: Segment your data by page clusters, keyword clusters, demographics, personas, devices, or your own custom taxonomy to identify the most impacted areas.
- Data comparison: Comparisons with historical data are essential to understanding potential correlations between seasonality and previous traffic/buyer behavior.
read more:
Phase 2: Check the SERPs
Assessing what has changed in search engine results pages (SERPs) for key search terms and term clusters is an important next step.
When looking at the SERPs, you need to be objective, eliminate bias, and avoid thinking that your content is better. Current data shows that this is not the case. This data collection is the first part of performing a GAP analysis.
- How much has Google changed the SERP?
- Is Google currently prioritizing websites that target different search intents?
- Does Google reward websites with different source types?
- Were direct competitors positively or negatively affected?
- Has Google introduced new SERP features?
- Did Google remove SERP Features?
- Does Google list duplicate domains in the top 10?
read more: What's in the SERP? Google search results and features you need to know
Phase 3: Check your website
Now that you have data from SERP reviews, you can perform GAP analysis on your website.
Over the years, I’ve found it important to look closely at two areas: assessing the depth and relevance of your content, and evaluating how well your content matches the search intent and user expectations for the query.
- Comprehensive Coverage: Evaluate whether the content thoroughly addresses the topic at hand. You need to provide all the necessary information that a user might be looking for when searching for a query, and provide relevant supporting content and logical next steps in the user's various journeys. .
- Accuracy of data and information: Make sure your content is up-to-date, especially in industries that are of high interest or rely heavily on statistics. By updating your statistical data tables and examples with the most recent data available, you can build the integrity and effectiveness of your content in the eyes of your users.
- Keyword intent match: The main content of each page should clearly address the search intent behind the keywords you're targeting.
- Beneficial purpose alignment: Each piece of content has a useful purpose. There's no right or wrong way to be useful, but it has to align with user expectations. For example, informational content titled “The best X software for Y” casually ranks your company at number 1 in his 3x-long reviews of other companies, but it doesn't have to be informative or informative, in line with the intent of the keyword. There is no purpose. .
read more: How to Conduct a Content Gap Analysis for SEO
Phase 4: Develop and implement a recovery strategy
Once you have collected and analyzed all of your data and understand the differences between your content and what Google is currently serving, you can begin to devise strategies to address these differences.
It is very important to define your strategy first. This allows you to communicate expectations regarding activities and recovery plans to a wider range of business stakeholders.
In my experience, too many people fall into the trap of jumping to tactics too quickly (because tactics vary widely).
A strategy provides a broad framework and is designed to guide long-term decision-making and ensure all efforts are aligned with the core objectives of the business.
This aligns your SEO efforts with your business goals and shifts the conversation away from metrics like rankings and keywords to more important business metrics like leads and revenue.
read more: How to improve your SEO: Strategies to try first
Difficult to recover from Google updates
Google won't tell you why your ranking has dropped. To understand the reason for the drop in traffic and his SERP performance, you need to look at your website objectively.
You need to let go of your assumptions about whether your content or website deserves to rank and ask yourself, “Does my page deserve to rank?”
Once you have a clear assessment, you can move forward. Recovering from a sudden drop in rankings takes time, patience, and effort. The right information is your best tool.
Other resources:
Featured image: ra2 studio/Shutterstock