If you’ve been dabbling in the marketing sphere for a bit, you’re probably well aware of updates that Google periodically releases. And even if this is totally new to you, that’s exactly why we’re here: to explain what Google’s Core Update is, how it works, and how it can affect your work in the marketing field.
To start off, Google Core Updates refer to the updates that Google releases periodically to update its ranking algorithm and systems to improve the quality of their search results. Here are some important facts to keep in mind about core updates:
The changes won’t affect specific sites or individual web pages themselves, but instead the ranking criteria that Google uses in its search engine results.
These changes are made to improve the search results that users get, prioritizing helpful and useful links.
Understanding the Google Core Update can help you better understand your organic traffic and optimize your content to ensure you maximize your reach.
These updates happen a few times a year and usually take a few days or weeks to fully roll out.
Why does Google release core updates?
Think about your hometown. You probably have a few favorite places to eat out at or visit and when people come in from out of town, and these places have most likely changed over the years based on new places opening, closures, and evolving tastes and preferences. This is the exact same reason why Google constantly updates their search algorithm guidelines–to provide users with the best possible experience.
In addition, Google releases minor updates throughout the year that are smaller and affect a smaller range of web pages, usually to address a specific issue that has arisen.
Source: SEO Round Table
How Do Google’s Core Updates Affect Me?
We’re glad you asked: Google’s core updates can have quite the impact on your website, due to the changes in search engine optimization that these updates include. Let’s break it down:
In order to rank high on Google (the highly desired spots are 1-5), your website needs to meet Google’s algorithms standards for quality content. Easy right? Well, these standards shift with every core update.
If the current update favors lots of data and fewer internal links, you would have spent lots of time, energy, and resources into optimizing your web pages for this preference. And with the release of a new update, these preferences could be completely erased in favor of others.
A prime example of this is the Panda rollout of 2016. Prior to its incorporation into Google’s search engine algorithm, thin content was king. This meant that sites could rank well with very little actual content on their pages, as long as major keywords were included, and still rank quite high. The Panda update, however, penalized thin content and prioritized content that was actually providing considerable value to readers.
When Google updates its algorithms, it’s important to keep the following in mind:
Behind Google’s updates are data points that suggest a new approach is necessary. This, however, isn’t foolproof, and might have some unintended consequences, which Google tends to address once the dust has settled. If something isn’t making sense, take a breath and wait for the storm to pass.
On average, Google’s algorithm changes take a few weeks to fully take effect, so be patient and track changes as it’s being rolled out to see where you can improve.
The updates don’t launch in all regions at the same time; Google begins with the US and then slowly rolls out its progress worldwide, so if you work with international markets, keep this in mind.
The long-term impact of a Google core update won’t be clear within just a few days, so avoid taking any major actions until you have a clear understanding of what exactly the core update is addressing.
Source: EVOKAD
Preparing for a Google Core Update
Before releasing core updates, Google typically warns users and includes details on the new changes to prepare for; however, it’s also important to ensure that your website is already performing well in terms of general SEO guidelines:
High quality content: One thing will never change and that’s the fact that Google will always prefer and prioritize quality content that actually provides value to users. If you’re looking to improve your SEO ranking overall, regardless of core updates, focus on optimizing your content to provide the greatest possible value.
Technical SEO compliance: Ensuring your technical SEO ranks as high as possible is also an important step, such as removing identical content, using structured data, making it mobile friendly, and improving website speed.
Quality links: To provide the most value to your readers, you want to include links to other content you’ve created (internal links) and outside sources that back up what you’re saying (external links).
Once you’re sure you have a good foundation, you can address the most recent update that’s affecting your content by:
Audit your content: To know what changes you should make, you’ll have to understand your own content and the changes that have occurred since the update was released. Review your data and the algorithm’s updates to see what kind of content is now weaker and what you can do to optimize it.
Review Google’s best practices: Google offers a continuously-updated list of best practices for content creation that is in line with their most recent updates; this can help you target exact areas for improvement.
Track progress and changes: Once you begin implementing changes, closely track the progress or setbacks you’re experiencing and cross-reference them with the new changes to determine exactly where the issue is – and what you can do to fix it.
Google’s Core Updates can feel like navigating uncharted waters, but with the right approach, you can stay ahead. By focusing on quality content, maintaining technical SEO best practices, and adapting to new updates with a strategic mindset, you’ll ensure your digital presence remains strong. Whether you’re new to SEO or a seasoned marketer, understanding these updates is essential to thriving in the ever-evolving world of search.
About the Author: Juliette Carreiro is a skilled content creator with over five years of experience in SEO, content ideation, and digital marketing strategy. She has spent more than two years at Ironhack, where she developed in-depth articles on topics ranging from career growth in tech to the future impact of AI. With expertise across tech, hospitality, and education industries, Juliette has helped brands like Ironhack engage their audiences with impactful storytelling and data-driven insights.
