Several members of WebmasterWorld have noticed changes beginning around Halloween, as reported by SearchEngineRoundtable. Google, however, has declined to confirm an update, which historically suggests that no update took place.
The SEO industry has frequently discussed so-called Phantom updates that Google has consistently denied. Recent insights affirm that Google was truthful in their denials. Google frequently makes changes to its algorithm almost daily.
Actual updates to Google’s core ranking algorithm occur only several times a year. For more information on Core Algorithm Updates, Ryan Jones’ authoritative August 2018 article, “What Is a Google Broad Core Algorithm Update,” provides valuable insights.
### Evidence of a Halloween Google Update?
#### Are WebmasterWorld Discussions Evidence of an Update?
On WebmasterWorld, monthly discussions focus on ranking changes, with new threads starting each month. These threads are immediately filled with members discussing ranking fluctuations. Such chatter occurs daily and does not, in itself, serve as evidence of a Google update.
#### Longtail Keywords Are Weak Evidence
In the November 2018 discussion on WebmasterWorld regarding ranking changes, some members mentioned changes in long-tail keyword phrases. However, these are not definitive evidence of an update. Long-tail keyword phrases are infrequently searched, making them unreliable indicators due to their inherent vagueness.
Furthermore, Danny Sullivan disclosed in a tweet that Google modified how it handles ambiguous queries using a system called Neural Matching. This system reportedly affects 30% of search queries.
A change in the ranking of a long-tail search query does not indicate a new update. It might reflect a shift in user intent or could be a result of Neural Matching.
#### Not All Members Discussing Halloween Changes
Another issue casting doubt on the WebmasterWorld discussions as evidence of an update is that many users are referencing changes from August rather than recent developments.
### True Evidence of a Google Update
The real indicator of an update is when platforms like Facebook, Twitter, WebmasterWorld, and Reddit are all saturated with intense discussions. Currently, on WebmasterWorld, the discussion on rankings is mild and includes numerous discussions about the effects of the August update.
### Was There a Halloween Update?
Given the minimal level of discussion currently and the lack of confirmation from Google, it seems unlikely that a core algorithm update occurred. There might have been changes like an increase in featured snippets or more double featured snippets, or possibly some tests.
However, the indicators of a core algorithm update are absent. Should you be concerned? It’s unnecessary to worry about unconfirmed updates when the evidence is so sparse.
#### More Resources
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