The Google Search ecosystem is continuously evolving, introducing numerous algorithm updates each year. These range from specific adjustments targeting search elements to broad core updates.
"Google periodically adjusts what types of information it deems most important, significantly affecting which results are shown on the web," said Crystal Carter, senior digital strategist at Optix Solutions, during her session at SMX Next.
Many marketers believe Google primarily depends on websites for algorithm updates. However, to enhance searchers’ experiences, Google focuses more on entities — a thing or concept that is singular, unique, well-defined, and distinguishable.
"Websites are important to Google, but that’s not the only way it organizes information," she said. "This is important for understanding why and how Google makes updates."
Carter explained that Google uses a variety of sources to present relevant results: “Google’s algorithms consider where the search is made, where the information is coming from, when the search is made, and when the information was written. They also examine how the person is searching, whether on their phone, smartwatch, or smart refrigerator, as well as who wrote the content.”
“When we look at their algorithm updates, they’re essentially trying to direct people to highly accessible information from the best sources,” she added.
What happens during Google algorithm updates
Many Google algorithm updates address specific issues related to an industry or SERP feature. These are usually evident.
“When there’s a targeted update, which is my term and not Google’s, you’re likely to see changes to SERP features,” Carter said.
Carter calls these updates “targeted” because they typically focus on updating specific features of the SERP, like how results are displayed and which sites are preferred for queries.
"If you look up a COVID testing site, you’ll see some of the targeted work that Google has done around that SERP," she provided as an example. "It’s curated the results so you’re seeing information from the government rather than commercial results, with maps specifically targeted at medical elements."
Core updates, on the other hand, involve algorithm changes that broadly alter how Google indexes and ranks sites. These occur less frequently but can have a significant impact.
“Generally speaking, you might see changes to the types of domains that show in the SERPs,” Carter said. “You may notice a sudden increase or decrease in domain visibility or traffic across the domain.”
“So, instead of one page suddenly falling in rank, you might see many pages change or increase in rank,” she added.
Identifying the type of algorithm update that occurred is the first step in responding to ranking fluctuations, allowing marketers to plan a strategy that best addresses the issue.
How marketers should respond to updates
How you respond to a Google update depends on the type of change and how it affected your online properties.
“If you’re on the winning end of this, it’s all smiles,” said Carter. “This indicates you are on the right track with your information quality, the credibility of your website, and good technical accessibility.”
“Doing well on Google algorithm updates allows you to build and compound your SEO capabilities over time,” she added.
Yet when things don’t go as planned with these updates, brands often scramble for solutions. Pinpointing the root cause can take various forms.
“One of the reasons could be that the criteria for your vertical has changed,” Carter said, referencing a former client affected by Google’s update to medical-related results: “They were a reputable medical business, offering health tests. Then there was a change in the SERP — Google decommercialized this service, prioritizing sources like the Mayo Clinic, the World Health Organization, and the CDC.”
“When Google does that, you have to take a strategic approach to your SEO, different from standard competitive keyword research,” she added.
Although verticals can change frequently, there’s a chance the SERP visibility drop was due to an issue with your own properties.
“You might have missed something, which often happens with in-house teams due to busyness,” Carter said. “You might have missed a directive, instruction, rule, or a new element from Google, requiring you to catch up.”
When hit by a core update, focusing on best practices is crucial. Carter advises this to future-proof properties for the next round of changes.
“Don’t argue with the algorithm and don’t expect improvements until the next update,” she said. “Sometimes people want to panic and throw everything at it. But generally, core updates revolve around domain quality, so Google assesses your SEO approach quality.”
What to expect from future changes
Effective marketing strategies not only identify and respond to algorithm changes but also anticipate trends shaping future updates. According to many SEOs, Google appears to be leaning more into AI modeling.
“Google introduced the MUM [Multitask Unified Model] — a powerful AI tool that helps it understand information more comprehensively,” said Carter. “It processes natural language in 75 languages, and handles text, images, and aims to expand to video and audio. Google is already future-proofing this AI tool.”
“We’re likely to see more AI-powered large-scale updates in the short term,” she added.
As Google leans more into these models, marketers will need to stay on top of their online assets, ensuring they are in optimal condition — always. It’s the best way to prepare for whatever comes next.
“If you’re thinking about how to prepare,” Carter said, “it’s worth ensuring your site is consistently healthy. Make sure you have good, quality content rolling out regularly.”
Watch the full SMX Next presentation here.
