Google updates its search algorithm several thousand times each year. Most of these updates are minor and go unnoticed. However, there are significant updates that fundamentally change SEO practices. This article outlines eight critical algorithm updates, explaining their purposes, mechanisms, and the necessary adjustments for SEO strategies.
Before diving into these updates, it’s useful to check if your site has been impacted by any algorithm updates. Using tools like Rank Tracker, you can sync with Google Analytics and switch to Organic Traffic, then analyze graph data for any traffic changes corresponding to specific algorithm updates.
1. Panda
Date: February 24, 2011
Hazards: Duplicate or thin content; user-generated spam; keyword stuffing.
How it works: The Panda update assigns a quality score to web pages, influencing their rankings. Its effects have become more significant since it was incorporated into Google’s core algorithm in January 2016.
How to adjust: Regular site checks for content issues are crucial. Tools like Website Auditor can help identify duplicate content and keyword stuffing, ensuring your pages are high-quality and optimized.
With the Content Editor module in Website Auditor, you can avoid penalties for keyword stuffing by analyzing competitor pages and receiving SEO recommendations.
To check for content duplication across the web, use a plagiarism checker.
2. Penguin
Date: April 24, 2012
Hazards: Spammy or irrelevant backlinks; over-optimized anchor text.
How it works: Penguin targets unnatural backlink profiles, penalizing low-effort link-building practices.
How to adjust: Regularly monitor your backlink profile using tools like SEO SpyGlass. Look for unusual spikes in your link growth, indicating a potential negative SEO attack. Use the Penalty Risk feature in SEO SpyGlass to evaluate links and disavow high-risk backlinks via Google’s Disavow Links Tool.
3. Hummingbird
Date: August 22, 2013
Hazards: Keyword stuffing; low-quality content.
How it works: Hummingbird helps Google understand searcher intent beyond individual keywords using natural language processing.
How to adjust: Expand keyword research to include related searches and synonyms. Utilize tools like Rank Tracker to gather insights and diversify your content to better match searcher intent.
4. Mobile
Date: April 21, 2015
Hazards: Poor mobile usability; lack of a mobile version.
How it works: Focuses on ranking pages based on their mobile version’s speed and usability.
How to adjust: Optimize for mobile usability and speed. Use mobile-friendly and page speed tests integrated into tools like Website Auditor for a comprehensive website audit.
5. RankBrain
Date: October 26, 2015
Hazards: Irrelevant content; shallow content; poor UX.
How it works: RankBrain interprets the meaning behind queries using machine learning, personalizing search results.
How to adjust: Enhance content relevance and comprehensiveness with competitive analysis features like those in the Website Auditor’s TF-IDF tool. Incorporate relevant terms to increase your search relevance.
6. Medic
Date: May 4, 2018
Hazards: Lack of authority on health, finance, and legal topics; weak E-A-T signals.
How it works: Targets Your Money, Your Life (YMYL) sites, emphasizing authority and trustworthiness.
How to adjust: Grow your backlink profile by researching competitors’ backlinks using tools like SEO SpyGlass. Quality over quantity is key for authoritative backlinks.
7. Bert
Date: October 22, 2019
Hazards: Poorly written content; lack of focus or context.
How it works: Utilizes natural language processing to understand search queries and content context.
How to adjust: Focus on well-written, meaningful content. Incorporate entities to add context, improving your writing’s clarity and relevance.
8. Core Updates
Date: 2017-present
How it works: Core updates consist of a bundle of smaller updates, often with undisclosed changes.
How to adjust: Track SERP history for your target keywords. Use Rank Tracker to monitor changes in competitor rankings and adjust your SEO strategies accordingly.
By understanding and adapting to these updates, you can keep your SEO strategies effective and resilient against future algorithm changes.
