Updates to the Google algorithm can potentially cause major changes to SEO-optimized blogs and websites. Whether that’s good or bad for you as SEO depends entirely on the condition of your website. But let’s first clarify what this is all about.
Google publishes so-called “core updates” at regular intervals. These are refinements of the algorithm that determines the ranking of the web for certain search terms. These refinements are based on the constant quality control of the search results, which Google constantly carries out itself. They also address the constantly changing requirements of the modern web – for example the increasing importance of optimizing websites for mobile devices or changing data protection requirements.
Possible Google updates are:
In addition to these core updates, which affect websites of all genres and subject areas, there are also subject-related updates that focus on websites of very specific industries and / or topics. Regardless of which type of website these updates affect: sooner or later you will feel the effects of a Google update.
The aforementioned types of Google updates can be found in Google’s update history:
We never know exactly what the content of the respective updates is. This list is by no means complete. However, it does give an idea of how Google works. The following video can give you an idea of what Google was aiming for with the latest update from 2020.
In order to answer the question of whether you should be a friend or an enemy of Google Updates, the question of perspective arises first.
From the perspective of a user, i.e. someone who enters search terms into a search engine and expects matching results, Google updates are usually good. After all, this is exactly the goal of fine-tuning the algorithm that Google wants to achieve.
From the point of view of an SEO, a Google update can in turn be both beneficial and disadvantageous. So ask yourself: which methods do you use as SEO to bring your website ahead to Google?
The question is: how much manipulator are you as SEO?
If in the past you paid a lot of attention to the (self-inflicted) increase in your backlinks, bought links and / or only paid as much attention to your content as was absolutely necessary, you will hardly benefit from a Google update. Exactly such sites would like to recognize these algorithm optimizations and give them less traffic in the future than other, more user-centered sites.
If, on the other hand, you as SEO have put your content in the foreground, observed legal requirements, optimized your blog or website for different devices and let the backlink building happen organically, you can only benefit from all Google updates sooner or later.
In order not to have to be afraid of future Google updates, but on the contrary to be able to look forward to them, you can ask yourself as honestly as possible: Who are you focusing on – your traffic goals or your visitors?
Remember: Google has no interest in getting you as much or as little traffic as possible. Google simply wants to ensure that the user is suggested exactly the websites that match his search query. So it is always just a question of which visitor can you serve the most, and how exactly can you ensure this benefit?
A suitable visitor for you should be at the center of your SEO efforts. Then every Google update is your best friend.
What we as SEOs know as Google Update are natural iterations as a search engine matures. They are the technical equivalent of what nature holds as natural mutations in order to adapt to the environment in the best possible way.
If possible, never ask yourself how you can best take advantage of the current changes in the algorithm. Instead, ask yourself what you as a user on and from your own website would most likely want, and how much you already meet these requirements. If you don’t: Optimize your website accordingly. The next Google update will thank you.