What are Google Core Updates (and why should you care)?

If you’ve ever noticed a sudden change in your website’s search rankings, there’s a good chance it was triggered by a Google Core Update. These updates can send shockwaves through the search engine results pages (SERPs), causing celebration for some businesses and gloom for others, as they watch those lucrative high positions slide away. 

Understanding what these updates are, why they matter, and how to respond can help you keep your website ahead of the game. 

So what exactly is a core update?

Well, Google’s Core Updates are defined as significant changes to it’s search algorithm, designed to enhance the way content is evaluated and ranked. Unlike minor adjustments and tweaks that happen almost daily in the background, core updates are broader and more impactful, often affecting search rankings on a large scale. Their primary goal is to reassess content across the web and ensure that search results continue to provide the best possible answers to user queries.

According to Google, “The focus of core updates is on improving our search algorithms to better assess content overall.” 

This means that when a core update rolls out, Google is effectively re-evaluating the content of millions of web pages to determine which deserve to rank higher or lower based on updated criteria. If you notice a significant change in your rankings after a core update, it’s a sign that Google’s reassessment has led to a shift in the perceived quality of your content.

Why and When Do Core Updates Happen?

Core updates occur several times a year, typically without much advance notice as part of Google’s ongoing effort to keep search results relevant and of a high quality. They are also designed to keep pace with changing user behaviour and adapt to new types of content and search patterns.

Despite the efforts of the wider digital marketing community, Google tends to be very circumspect when a core update is on its way and often gives little away about potential impact. This can make it hard to plan for them.

While there’s no fixed schedule, core updates tend to be rolled out every few months. Some notable recent updates include:

• The Helpful Content Update (August 2022): Focused on promoting content that provides genuine value to users, penalising sites that produced shallow, SEO-driven articles.
• The March 2023 Core Update: Adjusted the ranking system, causing fluctuations for many websites, particularly those relying heavily on AI-generated content.
• The November 2024 Core Update (expected): This update is currently rolling out as of early November 2024. It aims to refine content quality assessments, with a focus on enhancing user experience and content relevance. The impact of this update is already being felt across multiple industries.

What Impact can a Core Update Have on Your Website?

When a core update hits, it can have one of three main effects on your site’s performance. 

First, you might experience a positive shift in rankings if your content is deemed more relevant or valuable compared to your competitors. This could lead to increased visibility and traffic, giving your business a boost. 

On the other hand, your site might see a temporary drop in rankings, which can be frustrating but is usually not a penalty. Instead, it’s an indication that Google’s algorithm has reassessed your content against new criteria, and it may now consider other content more relevant. 

In some cases, your rankings might remain stable, especially if your content already aligns well with Google’s quality standards.

But how significant and widespread can these seismic events be?

Well, in May 2023, Semrush reported that the March 2023 Core Update had resulted in a 74% increase in peak volatility (that is how much website rankings fluctuate over days or even hours) on desktop and a 94% increase on mobile compared to the September 2022 Core Update. The average number of ranking positions lost stood at 2.74 while the average number gained was 2.7 positions. 

Over millions of sites that’s a significant amount of movement, with likely some big winners and losers.

In 2022, SEO guru Dr Marie Haynes reported on how the Helpful Content update significantly affected websites in the online education, arts and entertainment, shopping, and tech-related content sectors, leading to ranking declines for a lot of businesses in these sectors. 

The key takeaway here is that core updates are widespread but they’re not designed to punish websites but ensure Google shows the best possible content in its search results. A ranking drop doesn’t mean you’ve done something wrong; rather, it’s a sign that Google’s perception of quality has evolved, and your content may need adjustment. SEO is a zero-sum game, at the end of the day. If you’re going down in the SERPs then it means someone else, somewhere, is going up in your place.

How to Recover from a Google Core Update

For most businesses, an online presence is vital for attracting customers and generating sales. Search engine visibility can have a direct impact on traffic and therefore revenue, so any changes in rankings are worth paying attention to (it’s important to remember that many sites will periodically fluctuate over the short term, so a wait a few days before you confirm an actual drop in rankings – as often you will find you’ve pinged back up again). 

In other words, understanding and responding to core updates is crucial for maintaining a competitive edge. By staying informed and proactive, you can mitigate negative effects and take advantage of the opportunities these updates present.

If your site’s rankings have taken a hit after a core update, don’t panic. Here are some actionable steps to help you get back on track:

• Assess the Impact: Use tools like Google Analytics and Search Console to track changes in traffic and identify affected pages. Look for patterns to understand what content might need improvement.
• Focus on Quality Content: Google prioritises high-quality, user-focused content. Ensure your pages offer unique value, answer user questions effectively, and demonstrate expertise in your field.
• Focus on E-E-A-T: This stands for Experience, Expertise, Authoritativeness, Trustworthiness and you should be showcasing your industry knowledge in all these areas through author bios, reputable sources, and up-to-date information.
• Optimise for User Intent: Revisit your keyword strategy and align your content with user queries. Make sure you’re meeting the needs of your audience based on their search intent.
• Check Technical SEO: Address any technical issues like slow page speed, poor mobile optimisation, or broken links that could be affecting your site’s performance.
• Analyse Competitors: Look at what top-ranking sites are doing well. Use this analysis to identify gaps in your own content and strategy.

With a core update expected this November, now is the time to review your content strategy. Conduct a thorough audit of your website, paying close attention to content quality and user experience. Make sure your pages are up to date, provide clear answers, and meet Google’s E-E-A-T criteria.

Additionally, keep an eye on announcements from Google and insights from industry experts like John Mueller, who often shares valuable advice on how to respond to updates. Staying informed and agile will help you navigate the changes and maintain your search engine visibility.

Preparing for Future Core Updates

The November 2024 Core Update has officially begun rolling out, marking a significant shift in how Google evaluates content. According to early reports, this update focuses heavily on user experience and content relevance so now would be a good time to start reviewing your content strategy. Websites across a range of industries are already seeing fluctuations in rankings, with notable impacts on sites that have relied heavily on AI-generated or low-quality content.

Key features of the November 2024 Core Update include:

• A stronger emphasis on content quality and its alignment with user intent.
• Enhanced evaluation of E-E-A-T criteria, pushing sites to demonstrate clear expertise and trustworthiness.
• A focus on user experience, prioritising sites that load quickly, are mobile-friendly, and provide a seamless browsing experience.

If you’re reading this in November 2024 and your site is experiencing changes in rankings, it’s crucial to monitor the situation closely over the coming weeks. Use this time to review your content strategy, ensure your pages are up to date, and focus on delivering valuable, user-centred content.

The information out there on this stuff is changing all the time, so keep en eye on the SEO press to see if your industry or region is particularly affected. Search Engine Roundtable and Search Engine Journal are both great repositories of SEO news, as is the brilliant Marie Haynes. It’s also worth keeping an eye on announcements from Google spokesperson, John Mueller, who often shares valuable advice on how to respond to updates. 

Staying informed and agile will help you navigate the changes and maintain your search engine visibility.

Final Thoughts

Google Core Updates can feel daunting, but they are ultimately designed to improve the quality of search results. By focusing on creating valuable, user-centred content and staying on top of best practices, you can reduce the impact of these updates and even see positive gains. 

Remember, the key is not to chase every algorithm change but to consistently provide the best experience for your audience.

When Google rolls out a core update, the team at Superb Digital is proactive. We closely monitor your website’s performance and analyse the changes in search rankings. If your site is negatively hit by a Core Update, we focus on optimising the content, and making sure it’s following all the best practices in user experience and technical SEO. 

If you’re unsure about how to adapt your SEO strategy or feel like you may need help navigating the complexities of core updates, Superb Digital is here to help. Book a discovery call today to find out how we can help your website not only survive but thrive in the ever-evolving Search landscape.