Google Core Updates send tremors through the digital marketing landscape. Website owners and SEO professionals are left scrambling to understand what has changed, how it affects their websites, and how they must adapt.
In this post, we examine what exactly is a Google Core Update, how it could impact your website and digital marketing efforts, and what you need to do to mitigate any negative consequences.
What Is a Google Core Update?
Google makes regular changes to its search algorithm in order to deliver the best search results to its users. Small updates tend to address specific issues, such as spam or SEO malpractices. Large updates are called ‘Core Updates’ and aim to improve the overall quality and the relevance of search results.
Core updates occur 3-4 times per year, though the exact frequency can change, with long periods between core updates sometimes followed by two in quick succession. For example, there were four in 2024, one in March, one in August, one in November and one in December.
Google rarely provides explicit details about what’s changed in a core update, and instead encourages website owners to focus on creating high-quality, useful content that follows its guidelines.
How Does a Google Core Update Affect My Website?
Google Core Updates can affect your website in a number of ways.
The most noticeable is a sudden change in traffic. This is likely due to a change in the position in the search rankings, determined by how useful and relevant Google finds your content after the update.
Should a Core Update favour the content on your website, then rankings will improve and traffic will increase. The opposite is true should Google find your content less favourable.
This is true for competitors too. If they have invested in their content, the update may push their website up the rankings, demoting yours even when you haven’t done anything wrong specifically.
It’s also worth noting that Core Updates take into account website performance too, such as loading speed, security and mobile friendliness.
What to Do After a Google Core Update
When Google announces a Core Update, you need to take stock and adapt as necessary. Take the following steps.
1. Assess the Impact
The first step is understanding how the update has affected your site. Use tools like Google Analytics and Google Search Console to monitor changes in traffic and rankings.
As well as looking for general changes, analyse the granular detail, such as:
- Traffic to specific pages
- Rankings for particular keywords
- Performance of particular types of content, such as product pages or blogs
2. Adapt where Necessary
While Google only offers generic advice regarding its Core Updates, it’s likely a number of SEO blogs will have assessed the changes. Check them out to glean any intel on what this Core Update is targeting. It might be that Google is clamping down on a certain SEO tactic you’ve used in good faith on your website. If this is the case, you’ll need to make changes.
As a more general rule, when it comes to Core Updates (and appealing to the Google search algorithm in general) you should always put your best foot forward by offering high-quality content. More specifically, that means:
- Writing content that demonstrates Google’s Experience, Expertise, Authoritativeness and Trustworthiness criteria. That means credible authors writing expert content and including citations where appropriate.
- Addressing thin or outdated content by removing low-value pages that don’t provide unique insights. Did you hurry some pages when creating the website? Take the time to improve them.
- Matching search intent by writing content that aligns with the user’s intent when searching the keyword.
3. Examine Competitors
While it’s important to get your own house in order, you’re just as likely to experience ranking changes that are out of control. Examine how your competitors have fared during the Core Update. If they’ve jumped up in the rankings, then try to understand why.
Is their content more detailed than yours? Does it better address search intent? Interrogate it rationally and fairly, then make changes to your own content in line with your findings.
4. Don’t forget the technicals
If you still can’t understand why your rankings and traffic have dropped, then it might be due to the technical performance of your website. Examine factors such as:
- Page speed: Use tools like PageSpeed Insights to identify slow loading pages and fix where necessary. It may just be a case of adding a plug-in.
- Mobile-friendliness: Ensure your site is fully responsive and easy to navigate on mobile devices.
- Accessibility: Make sure your site is accessible to all users, including those with disabilities.
5. Avoid Quick Fixes
It may be that the Core Update needs to settle after some initial turmoil. If you’re confident in your content, then it may be a case of waiting it out.
6. Wait, Monitor and Adjust
Any changes you’ve made will take time to have an effect. You may even have to wait until the next Core Update. Be patient, monitor as appropriate and adjust only when absolutely necessary.
Be Prepared for Future Core Updates
Being proactive for future Core Updates can minimise their impact. Make sure to:
- Conduct regular audits to ensure your site follows Google best practices
- Stay informed of Core Updates past and future by following industry blogs
- Engage with users by creating valuable content that resonates.
Reacting to Google Core Updates: Final Thoughts
Google Core Updates can be challenging, but they’re not insurmountable. By focusing on good content and user experience, you can ensure your website not only recovers from but thrives after Core Updates.
