What Should You Do When Google Updates Its Algorithm?

Ah, Google updates—those mysterious events that hit the digital world like a surprise party you never wanted. One day your website is cruising on page one, and the next? Well, let’s just say your traffic might resemble a tumbleweed rolling through a ghost town. But fear not! When Google decides to shake things up, it’s not the end of the world (or your SEO efforts).

In this post, we’ll dive into:

– Why these updates happen (spoiler: it’s not just to mess with you)

– How to spot the signs when Google’s done its magic

– Practical steps you can take to keep your site happy and ranking high

So, grab your digital detective hat and maybe a cup of coffee, because navigating Google’s algorithm updates doesn’t have to be scary. It can be kind of fun, yes! Let’s get started!

What Is a Google Algorithm Update?

A Google algorithm update is a modification to the complex system that Google uses to rank websites in its search results. These updates are designed to improve the relevance, quality, and freshness of the information that Google presents to users.  

Think of Google’s algorithm as a recipe with hundreds of ingredients (ranking factors) that determine the order in which search results appear. An update means Google is tweaking this recipe – perhaps adding a new ingredient, adjusting the amount of an existing one, or even changing the cooking instructions.

Purpose: It is crucial to offer users helpful data when users are looking for queries. Over time, user expectations and the nature of online content change, so Google needs to adapt its algorithm accordingly. They also aim to combat spam and manipulative SEO tactics.   

Frequency: Google makes numerous small updates to its algorithm daily, most of which go unnoticed. However, they also roll out more significant “core updates” several times a year, along with specific updates targeting areas like spam, reviews, or helpful content.  

Impact: Major updates can significantly impact website rankings. Some sites may see improvements in their visibility if they align well with the updated algorithm’s focus, while others may experience a drop in ranking if they don’t meet the new criteria.  

Transparency: Google often announces significant core updates but typically doesn’t provide specific details about the changes to avoid manipulation. However, they often offer general guidance on the types of content and practices they are prioritizing. 

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Types of Google Algorithm Updates

• Core Updates: These are broad changes to Google’s core ranking system. They are not focused on any specific issue but aim to improve the overall relevance and quality of search results. Recent core updates include the March 2025 and December, November, and August 2024 updates.
  
• Spam Updates: These updates target various forms of spam and manipulative tactics, such as keyword stuffing, unnatural links, and automatically generated content. Recent spam updates include the December and June 2024 updates.
  
• Helpful Content Updates: Introduced to reward websites that create high-quality, user-first content and demote content primarily created for search engines. The Helpful Content System was integrated into the core algorithm in the March 2024 update.
  
• Reviews Updates: These focus on the quality and trustworthiness of product and service reviews in search results, aiming to reward in-depth and genuine reviews. Recent review updates occurred in November 2023, April 2023, and July 2024.
  
• Link-Related Updates: Updates like the Penguin update (though now part of the core algorithm) and more recent link spam updates target manipulative link-building practices. The December 2022 link spam update aimed to neutralize the impact of unnatural links.
  
• User Experience (UX) Updates: These updates consider factors like page speed, mobile-friendliness, and intrusive interstitials to prioritize websites offering a better user experience. The Page Experience Update in 2021 is an example.
  
• Local Search Updates: These updates aim to improve the relevance and quality of local search results. The November 2021 Local Search Update rebalanced ranking factors for local results.

How Often Does Google Update Its Algorithm?

Google updates its algorithm very frequently. Google continuously evolves, making thousands of updates each year to enhance user experience and improve search results.

• Daily Updates: Google is constantly refining its algorithm with numerous small updates and adjustments happening daily, many of which go unnoticed. Experts estimate this to be several times a day. These are typically minor tweaks to improve search results.
  
• Major Core Updates: Several times a year, Google releases significant “core updates.” These are more substantial changes to the fundamental way Google assesses and ranks content. This update brings a remarkable footprint on search engine rankings.
  
• In 2024, there were core updates in August, November, and December. The first core update of 2025 was in March. Google has indicated that it plans to have more frequent core updates in the future.
  
• Specific Algorithm Updates: Besides core updates, Google also rolls out updates targeting specific aspects of search, such as:
  
  • Spam Updates: To combat various forms of spam and manipulative tactics. Recent spam updates occurred in December and June 2024, and March 2024.
  • Helpful Content Updates: To prioritize user-first content. The Helpful Content System was integrated into the core algorithm in March 2024, including a strong E-E-A-T principle.
  • Reviews Updates: To improve the quality and trustworthiness of online reviews. A review update was released in November 2023, April 2023, and July 2024.
  • Link-Related Updates: To address unnatural or manipulative link building. The Link Spam Update took place in December 2022.

It’s important to understand that while there are frequent updates, most are minor. The major core updates and specific algorithm updates are the ones that tend to get more attention due to their potential impact on website rankings. Google often announces these significant updates on the Google Search Central Blog.  

Staying informed about these updates is crucial for anyone involved in website management and SEO to understand potential changes in search visibility and adapt their strategies accordingly.

What are the Positive and Negative impacts of Algorithm Updates?

Google algorithm updates can significantly impact small businesses, often more so than larger corporations with more established online presences and resources.

Potential Positive Impacts:

• Improved Visibility for High-Quality Content: Updates like the Helpful Content Update (integrated into the core algorithm in March 2024) reward websites that create user-first and high-quality content. Small businesses that genuinely focus on providing value to their audience can see their rankings improve.
  
• Leveling the Playing Field: Some updates aim to reduce the effectiveness of manipulative SEO tactics, which can benefit small businesses that focus on ethical and user-centric approaches. The various Spam Updates throughout 2024 and early 2025 aim to create a cleaner search environment.
  
• Opportunity to Outrank Competitors: If a small business is quicker to adapt to the changes and implement best practices, it might have the opportunity to outrank competitors who are slower to respond.
  
• Better User Experience: Updates that prioritize factors like page speed and mobile-friendliness (like the Page Experience Update in 2021) can push small businesses to improve their website’s user experience, which drives lofty engagement and conversion rates.
  
• Increased Local Visibility: Updates to the local search algorithm can help small businesses with a strong local presence become more visible to customers in their area. The November 2021 Local Search Update aimed to refine local ranking factors.

Potential Negative Impacts:

• Ranking Fluctuations: When a significant update rolls out, a small business’s website rankings can fluctuate, potentially dropping if the site doesn’t align with the new algorithm’s priorities. For example, the March 2024 Core Update emphasized high-quality content and penalized unoriginal content, which could have demoted small businesses with less robust content strategies.
  
• Traffic Loss: A drop in rankings directly translates to decreased organic traffic from Google search. For small businesses that heavily rely on organic search for customer acquisition, this can lead to a significant reduction in leads, sales, and overall revenue. The March 2025 Core Update reportedly caused significant drops in traffic for some websites.
  
• Loss of Visibility: If a small business’s website falls off the first page of search results, its visibility to potential customers drastically decreases. Many users don’t venture beyond the first few results. As the saying goes in the SEO community, “the best place to hide a dead body is the second page of Google.”
  
• Increased Competition: Algorithm updates can sometimes favor larger, more authoritative websites, making it harder for small businesses to compete for top positions, especially if they have limited domain authority or fewer backlinks.
  
• Wasted SEO Efforts: If a small business has invested in SEO tactics that are no longer favored by Google after an update (like keyword stuffing, which became less effective after the 2020 BERT update), those efforts may become ineffective, and they might need to reinvest in new strategies.
  
• Confusion and Uncertainty: Small business owners who may not be SEO experts can feel overwhelmed and uncertain about how to respond to algorithm changes, leading to delays in taking necessary actions.

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How Google Algorithm Updates Impact Small Businesses?

Focus on High-Quality, User-First Content: Create valuable, informative, and engaging content that directly answers user queries and provides a satisfying experience. Emphasize Expertise, Experience, Authoritativeness, and Trustworthiness (E-E-A-T).  

Prioritize User Experience (UX): Ensure your website is fast-loading, mobile-friendly, easy to navigate, and provides a seamless experience for visitors. Pay attention to Core Web Vitals.
 
Optimize Google Business Profile (GBP): For local businesses, keep your GBP updated with accurate information, high-quality images, and respond to customer reviews.  

Build High-Quality Backlinks: Earn backlinks from reputable and relevant websites to build authority. Avoid low-quality or spammy link-building tactics.  

Ensure Technical SEO is Solid: Make sure your website is crawlable and indexable by search engines. Use descriptive URLs, proper heading tags, and optimize images. Have an XML sitemap.

Monitor Your Website’s Performance: Regularly track your website’s rankings, traffic, and other key metrics using tools like Google Search Console and Google Analytics to identify any drops or improvements after an update.  

Stay Informed: Keep up-to-date with the latest Google algorithm updates and SEO best practices by following the Google Search Central Blog and reputable SEO industry resources.  

Conduct Regular SEO Audits: Regularly review your website’s SEO performance and identify areas for improvement to ensure it aligns with Google’s guidelines.
 
Be Patient and Adaptable: Algorithm updates can take time to fully roll out, and rankings may fluctuate. Avoid taking decision immediately after update. Instead, monitor the situation and make informed adjustments based on data and best practices.  

Consider Local SEO Strategies: If you are a local business, focus on local SEO tactics like using location-specific keywords, building local citations, and engaging with your local community.  

Optimize for Semantic Search: Understand user intent and use natural language and long-tail keywords in your content.

What to do When Google Updates the Algorithm?

Stay Calm and Informed: Don’t panic. Keep an eye on the Google Search Status Dashboard and reputable SEO news sources to understand the nature and rollout of the update. For instance, when the March 2025 core update was announced, the SEO community actively discussed its potential impact.

Monitor Your Data: Track your website’s key metrics in Google Search Console and Google Analytics (rankings, organic traffic, impressions, click-through rate) before and after the update. You can compare data over a few weeks to identify significant changes. For example, compare the 28 days after the update with the 28 days before.

Identify Impacted Areas: Determine which pages or keywords have been most affected, both positively and negatively. This helps to pinpoint potential areas for improvement or what’s working well.

Audit Your Website: Honestly assess your content quality, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness), user experience, technical SEO, and backlink profile against Google’s guidelines and the focus of the specific update. For example, a core update emphasizing E-E-A-T would require a close look at your content creators’ credentials and the trustworthiness signals on your site.

Focus on Long-Term Improvements: Avoid quick fixes. Instead, focus on making sustainable improvements that align with Google’s goal of providing helpful and reliable content to users. This might involve updating content, improving site speed, enhancing user experience, or building high-quality backlinks.

Wait and Observe: Algorithm updates can take time to fully roll out, and rankings can fluctuate. Avoid making drastic changes immediately. Allow time for the impact to become clearer. Sometimes, sites might recover as Google refines the update.

Adapt Your Strategy: Based on your analysis, adjust your SEO strategy to align with the algorithm update’s apparent goals. This might involve creating more in-depth content, focusing on user intent, or improving technical aspects. For instance, if an update emphasizes helpful content, ensure your content directly answers user queries comprehensively.

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What not to do when Google updates the Algorithm?

Don’t Panic or Make Hasty Changes: Avoid making drastic, immediate changes to your website without understanding the update or its impact. For example, drastically changing content based on a single day’s ranking drop is usually unwise.  

Don’t Chase Ranking Fluctuation: Minor daily fluctuations are normal. Plus, you can focus on the overall trend over weeks or months rather than reacting to every up and down.  

Don’t ignore the Update: While you shouldn’t panic, don’t completely disregard the update either. Stay informed about what changed and analyze its potential implications for your site.

Don’t Buy Low-Quality Backlinks or Engage in Black Hat Tactics: Algorithm updates often aim to penalize such practices. Doubling down on them after an update is likely to worsen your situation. For instance, buying a large number of irrelevant backlinks after a ranking drop is a bad idea.
 

Don’t Copy Competitors Blindly: Just because a competitor’s rankings improved or declined doesn’t mean their strategy is the right one for you. Analyze your own data and understand your unique situation.  
Don’t Neglect Your Users: Focus on providing value and a positive experience for your audience. Algorithm updates often reward websites that prioritize user needs. Don’t get so caught up in chasing rankings that you forget your users.  

Don’t Rely Solely on One Metric: Look at a holistic view of your website’s performance (traffic, rankings, conversions, user engagement) rather than fixating on a single metric that might be temporarily affected.

Don’t assume a Quick Fix Exists: Significant algorithm updates often require long-term adjustments and improvements to your website. There’s usually no magic bullet to instantly recover rankings.

Wrapped Up

In the face of Google’s algorithm updates, it is crucial to stay informed and adapt your strategies accordingly to maintain visibility and relevance in search results. By prioritizing quality content and user experience, you can effectively navigate these changes and sustain your online presence.