As the world’s leading search engine, Google regularly updates its algorithms to improve the relevance and quality of search results. For businesses and search engine optimisation service professionals, these updates can have a substantial impact on SEO strategies. Understanding how Google algorithm updates work and their implications is essential for maintaining and improving search rankings.
The Role of Google’s Algorithm in SEO
Google’s algorithm is the backbone of how the search engine ranks websites in search results. It is a complex system that evaluates numerous factors to determine the relevance and authority of a webpage. The goal is to deliver the most useful and relevant results to users based on their search queries.
For businesses relying on organic traffic, staying visible in search results is critical. However, Google doesn’t make its algorithm public, and the exact ranking factors remain somewhat of a mystery. What is known is that Google uses over 200 factors in its algorithm to rank websites. These factors include keywords, backlinks, page speed, mobile-friendliness, content quality, user experience, and more. Each time Google updates its algorithm, the weight of these factors can change, which can cause fluctuations in a website’s ranking.
Types of Google Algorithm Updates
Google releases different types of algorithm updates, each with varying levels of impact on search results. These can be broadly classified into major core updates, minor updates, and tweaks.
Major Core Updates
Google’s core updates are significant changes that affect how search results are ranked. These updates are rolled out a few times a year and often cause noticeable shifts in rankings. Core updates are designed to ensure that Google continues to deliver relevant and authoritative content to users. For example, the “Medic” update in 2018 affected health-related sites, while the more recent “Helpful Content” update in 2022 prioritised content created to benefit users rather than to attract search engines.
Minor Updates and Tweaks
In addition to core updates, Google makes hundreds of minor changes throughout the year. These are less impactful on a broad scale but can still affect specific industries or types of websites. Minor updates may focus on refining specific aspects of the algorithm, such as improving local search results or addressing spam.
Impact of Algorithm Updates on SEO Strategies
Every time Google rolls out an algorithm update, SEO strategies may need to be adjusted. The extent of the impact depends on the nature of the update and how well a website aligns with the new ranking factors. Here’s how different types of updates can affect SEO strategies:
Content Quality and Relevance
Content remains a central pillar of SEO. Google’s algorithm updates consistently emphasise the importance of high-quality, relevant content. Core updates often target content that doesn’t meet users’ expectations. Websites with thin, low-quality content can experience significant drops in rankings after an update. To mitigate this, SEO strategies should prioritise creating comprehensive, well-researched content that provides value to users. Regularly auditing content to ensure it meets current standards is also crucial.
User Experience (UX)
User experience is another critical factor influenced by algorithm updates. Google aims to reward websites that provide a positive user experience. Factors such as page speed, mobile-friendliness, and ease of navigation are essential components of UX. For example, the Page Experience update in 2021 introduced Core Web Vitals, which measure aspects of UX like loading performance, interactivity, and visual stability. To align with such updates, SEO strategies should focus on optimising website performance and ensuring a seamless user experience across all devices.
Backlinks and Authority
Backlinks, or inbound links from other websites, remain a significant ranking factor. However, Google’s algorithm updates have refined how backlinks are evaluated. It’s not just about the quantity of backlinks but also their quality and relevance. Updates targeting link spam, such as the Penguin update, penalise websites with manipulative or low-quality backlinks. An effective SEO strategy should focus on building high-quality, relevant backlinks from reputable sources. This may involve outreach, content marketing, and partnerships with authoritative websites.
Local SEO
Local SEO is essential for businesses targeting a specific geographic area. Google’s algorithm updates often include changes that affect local search results. The Pigeon update, for instance, improved the accuracy and relevance of local search queries. To stay competitive in local SEO, businesses should optimise their Google My Business profile, encourage customer reviews, and ensure their name, address, and phone number (NAP) are consistent across the web.
Conclusion
Google algorithm updates are a driving force behind the ever-changing landscape of SEO. While these updates can present challenges, they also offer opportunities for improvement. By staying informed, conducting regular audits, and focusing on long-term quality, businesses can adapt their SEO strategies to align with Google’s evolving standards.
