Google Core Updates – is it safe for SEO

When thinking about a search engine to use more often than not Google will be the first port of call. Google is undoubtedly at the top of the search engine pile. Plus, Google continually updates it’s ranking algorithm to stay ahead of the competition. Better known as ‘Google Core Updates’, these updates to the ranking algorithm are something that web developers, digital marketers, SEO consultants and copywriters all need to be aware of. But, what are these Core Updates and why are they important to keep an eye on?

Google Core Updates, what are they?

Core Updates are wide ranging and considerable changes to the ranking algorithm. These updates can effect a large number of indexed web pages. Throughout the year, Google deploys their updates intending to produce more relevant search results.

Several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as ‘core updates’. They are designed to ensure that overall, we’re delivering on our mission to present relevant and authoritative content to searchers. 

Google Search Central Blog, 1st August 2019

Following a core update, web pages that may rank well for their target keywords may suddenly rank lower or vice versa. The most noteworthy and recent Google updates have been:

• Penguin
• Panda
• Hummingbird
• Rankbrain

Minor Updates

Minor updates also occur to Google’s algorithms and run alongside the core updates. These minor updates usually are a set of changes targeting the quality and relevance of the search results. In truth, only a handful of web pages are affected by such an update, usually as low as 1% of web pages. Moreover, minor updates are so insignificant they are barely noticed. However, these updates do take place almost daily. For a core update, the timeframe is usually a few months and can effect anywhere between 5% to 10% of indexed web pages.

Effects on SEO from Core Updates

A significant impact on rankings can be the result of a core update, as the update affects the ranking algorithm. This in turn affects the positions of web pages within the SERPs. So as SEO consultants and marketers invest their time into optimising their websites for Google, a core update can potentially wreck the improvements made. That is if the ranking factors they have optimising for are taken out of the equation altogether.

Penalties are another pitfall of a core update and can absolutely trash the ranking of a web page. The ‘Panda’ update imposed algorithmic penalties on websites with next to no content. These websites that did rank highly without needing to publish much content were heavily penalised by Panda.

Core updates may also change the results page themselves so the results page can display ‘featured snippets’ or Knowledge Graph panels.

When do Core Updates happen?

Core updates have powerful effects on web pages in either by losing or gaining rankings. However, Google does not announce all of their core updates.

Nobody will know precisely when a core update will be rolled out or what that update will entail unless Google specifically states the nature of the update via the Google Search Central blog. The takeaway here is to stay prepared so you can reduce the impact an update may have on your website. Working alongside a digital agency (such as ourselves) can help you avoid any catastrophes as agencies keep track of Google’s updates and requirements.

Preparing for Core Updates

Here are a few ways to prepare your website for core updates. Firstly, research. Read about the intent of the update when Google announces it and find out what it will affect. Then put plans in place to minimise any negative impact. Armed with this knowledge, you can put the right tweaks in place so your website is aligned with the incoming update.

Core updates are intended to improve the quality of the search results served to the user. So, it is worth paying attention to the quality of your website content. Your website content is where your primary focus should be if you want your website to be in the best possible place to absorb any Google core updates. Furthermore, ensure you are not deploying any underhand SEO tactics that will drop your website ranking and potentially being penalised as a result.

Wrap up

Over two trillion searches take place on Google every year. So it is no surprise that Google performs updates so frequently. Keeping track of these changes is a must to maintain a high ranking position. Also working with a digital agency that keeps on top of these updates will ensure that your website remains at peak performance.

Need help with improving your website’s SEO rankings to help your business stand out from the crowd. We have the expertise and we would love to help you.