There’s nothing quite like a major algorithm update from Google to get the industry buzzing. Since Google started confirming these core updates in March 2018, we’ve become accustomed to seeing significant shifts in rankings several times a year. However, one has to wonder if we’re overhyping these updates. Are the confirmed core updates really more impactful than the numerous unconfirmed updates? Are we too focused on what Google confirms, thereby missing the significance of those updates they don’t?
Are Confirmed Core Updates More Impactful Than Unconfirmed Updates?
A quick glance at a rank fluctuations tool shows that Google’s confirmed core updates do create substantial volatility. Data from the June 2019 Core Update, for instance, clearly shows extreme levels of fluctuation.
Similarly, unconfirmed updates can also be incredibly impactful. For example, a notable July update caused rank fluctuation tools to display rare levels of volatility.
Clearly, questioning whether we’re too fixated on core updates is valid. If these updates are diverting our attention away from significant unconfirmed updates, then we have a potential issue.
To be clear, confirmed core updates are significant events that deserve our attention. Data from these updates consistently show high levels of volatility. Below is niche-level volatility data from the June 2019 Core Update:
The main question is not whether core updates are impactful—which they clearly are—but how they compare to unconfirmed updates.
To get a clearer picture, I compared the volatility increases for three unconfirmed updates against the last three core updates: the Medic Update, the March 2019 Core Update, and the June 2019 Core Update.
Top of the SERP Rank Volatility: Confirmed vs. Unconfirmed Google Updates
Here’s data on volatility increases seen during core updates versus unconfirmed updates for the top 3 SERP positions:
This data indicates that while core updates generally cause more fluctuation at the top of the SERP, some unconfirmed updates, like the July 2019 update, can approach and even surpass the volatility levels of core updates.
Page One Overall Volatility: Confirmed vs. Unconfirmed Google Updates
Examining the top 10 results tells a slightly different story:
While core updates still generally result in higher volatility, there are instances where unconfirmed updates, such as the July 2019 update, cause greater fluctuations than core updates in specific niches.
Are We Overhyping Core Updates?
The data suggests that unconfirmed updates have real potential to disrupt rankings similarly to core updates, especially in positions 4-10 on the SERP. Given the significant attention core updates receive, it appears we might indeed be overhyping them at the expense of recognizing the impact of unconfirmed updates.
Legitimate Reasons to Focus on Confirmed Google Updates
Despite the potential overemphasis, there are valid reasons to focus on core updates. These updates often highlight specific trends and themes, such as the importance of E-A-T (Expertise, Authoritativeness, Trustworthiness) for YMYL (Your Money or Your Life) sites. Observing these patterns helps enhance our understanding of SEO.
Every Algorithm Update Needs Attention
Every Google update deserves some level of attention because they all impact site rankings and, by extension, a site’s bottom line. The attention given should be proportional to the update’s overall impact. Overhyping certain updates due to their confirmed status can detract from the significance of unconfirmed yet impactful updates. More balanced attention can lead to greater insights and advancements in the SEO industry.
