With over 2 billion websites and 2 trillion searches every year, Google has its job cut out for it in terms of connecting people to the information they require. How does it keep track of everything? Of course, using a complicated set of algorithms.
Here's all you need to know about Google's search algorithms and how they affect search engine optimization.
WHERE DOES THE GOOGLE SEARCH ALGORITHM COME FROM?
The Google algorithm is a collection of algorithms that assist consumers locate what they're looking for on the internet. These algorithms, together with numerous ranking signals, run 24 hours a day, 7 days a week, addressing what appears to be a limitless number of queries and searchers.
Google doesn't go into great detail about how these work, although it does describe what factors into search results, such as:
● What is the relevance of a certain webpage to that query?
● The content on said webpage's quality and dependability
● The web page's usability
● The context and settings of the person making the search, such as their location, prior searches, and any Google account settings.
Hummingbird, Penguin, RankBrain, and BERT are examples of previous and present algorithms with names. These are some of the most influential algorithms, and their inceptions and revisions have thrown the search world into disarray (and SEO as we knew it). Furthermore, some revisions that aren't truly algorithms, such as E-A-T, have a significant impact on Google's algorithms.
What does all of this mean in terms of search engine optimization? Because the frequent algorithm modifications challenge long-standing techniques or duties, SEO is never a "one-size-fits-all" approach, nor can any given tactic be counted on to function indefinitely.
WHAT IS THE RATE OF CHANGE?
According to Google, algorithm adjustments occur hundreds of times per year. The bulk of these go undetected, though core changes, which occur several times a year, tend to shake things up.
In January, May, and December of 2020, for example, three major changes made headlines. There were larger bug patches, unidentified updates, and possibly hundreds of smaller updates that no one saw in between.
You may be wondering how you can tell if an update is taking place, and the quick answer is that you usually can't. The bigger fundamental updates are usually announced on Google's search blog. Search Engine Journal, for example, keeps track of major updates.
Some tools, such as MozCast and SEMrush's SERP Volatility Sensor, monitor SERP changes to determine whether or not updates have occurred. If you're witnessing discrepancies or significant changes in your keywords, these can be useful to look at, but there's not always something you can do about it other than keep an eye on things. And, unless Google makes an announcement about an upgrade, no one knows what the impact or focus will be.
WHERE DOES AN ALGORITHM UPDATE TAKE PLACE?
The entire world tremors and trembles. I'm joking, I'm joking. In reality, witnessing an algorithm upgrade roll out—especially one that is being constantly monitored—can be rather unsettling. The rankings of keywords fluctuate wildly. Sites might be subjected to massive traffic drops. Frequently, specific industries appear to be targeted.
Core updates normally take a few days to a week or two to trickle out, and the aftereffects might continue for weeks. People occasionally make wild claims about things going wrong and Google attempting to undo specific changes, but the truth is that we rarely know much about what's going on. Google updates are announced using Twitter or brief blog entries. They may explain in general terms about the update's purpose or intention, but you won't be able to gather any particular to apply to your site.
Occasionally, though, we may receive useful information that can be used by websites. Google's E-A-T and YMYL search standards and revisions, for example, have made it easier for site owners and marketers to understand what Google expects from content. Similarly, Google's BERT modification was not intended to alter ranking signals, but it does represent the company's commitment to better understanding what users want. As a result, we can develop content that focuses less on keyword stuffing and more on engaging with readers.
WHAT SHOULD YOU DO IF YOUR WEBSITE IS VISITED?
So, let's consider the worst-case scenario: your site suffers as a result of the algorithm upgrade. So, what's next?
It's all too easy to blame algorithm updates for lost traffic and rankings, and many SEOs will do just that when they see a site that's suffered a setback. However, before you assume that's the case, you should investigate why you're losing traffic. You'll want to delve into a variety of data sources, particularly Google's tools (Analytics and Search Console).
If you're fairly certain the problem is due to an update, there are a few things you should be aware of.
First, Google has gotten really good at updates (they've been doing it for a long time! ), so it's unlikely that Google made an egregious error (though it might feel that way).
Second, Google has stated that there is nothing to "fix" in the event of major changes following an update. Instead, there are areas where you can improve.
Finally, exercise some patience. If you're experiencing spikes in traffic or volatility as a result of an announced or assumed update, you should wait until the dust settles before making any major changes.
It can be useful to visit forums, comment sections, or subreddits to see what others are saying about updates (SOMETIMES), but keep in mind that most of it is based on speculation and/or projections based on what individual sites are seeing. The best you'll usually get from those resources is reassurance that you're not alone, and it's sometimes easy to pinpoint specific types of sites (like affiliate sites) or industries that were hit the hardest.
Many of the algorithm updates we see (and will continue to see) these days are related to Google's Core Web Vitals, which are Google's site speed, responsiveness, and usability metrics. Because Google has stated that they will be relying more heavily on these metrics as ranking indicators, it's likely that sites with slow page speeds and the like will suffer even more after the updates.
So, after taking a hit from an algorithm update, the work you'll do could be anything, including:
● Enhancing the site's performance
● Getting rid of any old-school, black-hat SEO stuff on your site by updating old content
● Improving your website's E-A-T
● Continuing to approach SEO holistically and with users in mind
As I mentioned, you can't really "fix" anything after an algorithm update. The best you can do is do better and make your website fast, responsive, and user-friendly, while also creating unique, useful content that your visitors want to see.
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