The online search environment is extremely dynamic. Google continuously tries to eliminate manipulation of page rankings so as to be able to deliver the best and most relevant web search results to users. As a result, Google ends up making innumerable changes to its algorithm; some are minor tweaks while others can radically change the way websites are ranked. Some of the Google updates that have had major impacts:
Fred
Launched in March 2017, the Fred update seeks out websites with low-quality content that seem to have been created solely for generating advertising revenues. Typically, the maximum impact has been on sites or blogs with very thin content. Webmasters, who want to avoid being penalized by Google should focus on improving the quality and relevance of the site content and only display ads on pages that feature high-quality content and information that adds value to the users. There is no point in trying to pretend that the page is of use to visitors when in reality it is nothing but a gateway to marketing affiliates.
Possum
The function of the Possum update that was released in September 2016 was to ensure that the searcher’s location played a more vital role in generating local search results. Essentially, Google was attempting to throw up more results of businesses that are closer to the user. With Possum, you are liable to get a greater diversity in the ranking of results even when the queries are similar. Possum results included even those businesses that were situated outside the city limits. According to a local SEO expert at Tayloright, local business owners can take advantage of Possum by expanding their list of relevant keywords and undertaking tracking of ranks from specific locations to see how they are faring in the search rankings.
RankBrain
Released in October 2015 RankBrain is actually a part of the Hummingbird algorithm launched earlier. RankBrain serves to deliver search results that match queries more accurately by using machine learning. While nothing much is known about the internal processes of RankBrain, it is generally believed that it helps to identify relevant features for ranking webpages in response to search queries. SEO managers can optimize the web content to ensure it is both relevant and comprehensive. A good way of doing this is by finding out what top-ranking competitors are doing with the help advanced analytics tools.
Mobilegeddon
Released in April 2015, Google’s mobile update ensured that sites that were mobile-optimized were better ranked when searches were fired from mobile devices. The update ensured that non-optimized pages, even if they had relevant content, were filtered out or substantially downgraded in the search rankings. Mobile optimized websites with greatpage loading speed and user-friendlinesswill rank higher. You can use an analytics tool to find out how user-friendly your site is for mobile devices.
Conclusion
Since Google keeps on changing its algorithm to deliver more refined and accurate results, it is vital for webmasters to keep track of the trends and developments so that they can stay ahead.