What is Google’s algorithm, and why do they update it?
When we talk about Google’s algorithm, we’re referring to Google’s process of surfacing and ranking content on SERPs. Google’s goal with its algorithm is to surface content that users will find helpful based on their searches. With this goal in mind, Google periodically refines and updates the algorithm changing how it reacts to certain content factors and website signals.
How are Google algorithm updates rolled out?
When Google performs an algorithm update, it changes how the algorithm weighs certain factors and signals. By doing so, Google needs to reprocess and recalculate an untold number of data points and search signals, which can cause some weird side effects.
While Google understands that no one update will completely resolve every issue with their platform or algorithm, sometimes, an update can actually have the opposite effect of what Google was hoping to see. Typically when this happens, SEOs take to Twitter in batches to vent their frustrations. It’s common to see Google backtrack, which we’ll focus on in more detail below.
What you can expect to see during a Google algorithm update
Once an update has been fully rolled out and the dust has settled, Google will assess whether the update had the intended outcome. This assessment is based on data sets that are used to train machine learning (ML) algorithms. These data sets will include sites that Google wants to see throughout the SERP, be it at the top, middle, or bottom
4. How often does Google update its algorithm?
Google doesn’t have a set schedule for releasing updates, so we can’t point you to a date on the calendar to look out for. That said, Google is always looking for ways to create a better search experience for its users, so really, an update could come at any time.
5. Spend your budget effectively
We said it before, and we’ll say it again. In the wake of a Google update, prepare for some rankings and traffic volatility. No matter how strong your current content is, some may plummet down the SERP, while other low-quality content jumps to the top 10 for seemingly no reason.
Although this may be nerve-racking at the time, remember that it’s a natural part of the google SEO update process, and the fluctuations won’t last forever. Drops in rankings caused by an update do not necessarily indicate that you have poor content
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