Google frequently releases updates to its search results, with many of these updates directly affecting its search ranking algorithms. An interesting topic often discussed among SEOs is which Google algorithm update had the most significant impact on their careers.
In my keynote during our virtual SMX Next last month, I delved into the past 20 years of Google algorithm updates and what SEOs should focus on in the future. Later, I hosted a panel with several veteran SEOs to discuss Google algorithms and their most memorable Google updates.
### Panda vs. Florida Updates
The two Google algorithm updates that stood out for the panel were the Google Panda update from 2011 and the Google Florida update from 2003. Both of these updates significantly impacted the SEO space and shaped the future of SEO practices.
While the Florida update was the first major Google algorithm update that caused numerous websites to fail, it was not the last. Florida sent a clear message from Google that using SEO techniques to manipulate search results would come with consequences. Google has been combating blatant manipulation tactics ever since.
“Florida was one of those updates that will be remembered forever as a game-changer in the face of SEO,” said Todd Friesen, director of digital strategy & SEO at Salesforce. Todd added, “Nothing on that scale had ever happened with Google prior to that.” He equated it to a catastrophic event where “all the voices of the SEOs that cried out were silenced.”
The Panda update further intensified the landscape. SEOs previously targeted long-tail keywords with many variations of content pages. After Panda, Google showed that it didn’t want low-quality unique content pages with minor differences, such as a blue medium-sized widget versus a red medium-sized widget.
The content strategies that SEOs had developed for years were rendered obsolete. “I think it was a good thing for the universe; I’m not going to pretend it wasn’t,” said Carolyn Shelby, manager of SEO at ESPN. She emphasized that it was probably as impactful as Florida.
Eric Wu, VP of product growth at Honey Science, found Panda to be the most memorable. He was working at Demand Media at the time and remarked, “I think we went from a billion-dollar market cap to about six hundred million dollars overnight.”
### Don’t Forget Penguin
Although Penguin was not mentioned in the panel discussion, it is undoubtedly one of the most impactful Google search algorithm updates.
Before Penguin, aggressive link building was a common tactic used by some SEO firms. Penguin forced many SEO companies that relied heavily on large-scale link building, often with little focus on quality, out of business.
Penguin may have had a relatively small impact on the percentage of search results changes — about 3% compared to Panda’s 12% — but it sent shockwaves through the SEO industry.
### Ongoing Iterations and Lessons from History
Panda, Penguin, and the numerous Core updates have had several iterations. Core updates now occur every few months with tweaks in between.
It’s hard to pinpoint which update was the most memorable, but most veteran SEOs would never forget the Florida, Panda, or Penguin updates. Do Core updates or unconfirmed “Phantom” updates stand out? It depends on whether the projects you were working on at the time were impacted.
We are only beginning to understand the broader implications of Rank Brain, neural matching, and natural language learning on search results and SEO.
Looking back at the history of SEO and Google algorithm updates can teach us a lot. As the saying goes, don’t put all your eggs in one basket. This means not relying solely on link building, content development, or technical SEO in your tactics. It also means not depending only on Google search to drive traffic; diversification is key.
And as I’ve often said, you can stay ahead of Google algorithm updates by understanding what Google values and doesn’t. Ensure your site aligns with what future Google algorithm updates will prioritize for its users.
