No discussions about SEO can be complete without talking about Google updates or the algorithmic changes. It has been more than two decades that Google has been releasing updates regularly that often seem intimidating to marketers. Google keeps on tweaking its search algorithms with the sole purpose of providing the best user experience and while the best remains elusive; Google stays in the hunt for it. Updates are important to marketers because it creates new guidelines that provide new direction to SEO. The updates vary in its size, scope and implication as you would come across some major updates during the year with the majority constituting the minor ones. Regardless whether the update is major or minor, no marketer can afford to ignore it unless it does not affect the marketing campaign.
Whenever marketers spot any Google update, there is excitement all around as they want to uncover what lies under it. The onus is on marketers to detect updates because it affects them directly and Google never announces any update release. However, sometimes, Google does acknowledge albeit post facto that an update was underway. While updates carry the message of change, in between updates, marketers keep speculating what new was on its way as they wait for the next one. On an average, Google releases 500-600 updates in a year, and there are no signs of it slowing down. To drive away any unwanted fear from the minds of marketers, we will discuss in this article about how Google updates work and how it affects the prospects of SeoMarketer digital marketing.
Drive away misconceptions
Many people look upon updates as a penal action, which it is not. Google penalty is completely different as Google calls it manual action. For updates, there is no manual action involved on the part of Google, and neither does Google intend to identify and penalise specific websites. Updates bring a change in SEO rules, and due to its instant implementation without any notice, it is only normal for some websites to experience momentary setback due to its impact. No one was prepared for it, hence got affected. As soon as marketers can make out what to change and implement it fast, they could put back their marketing campaign on the tracks once again.
The concept behind updates
Google tries to provide the most appropriate result to searchers, the result that is completely relevant to the search query. The relevance and authority of the search result determine its quality. Google understands the relevance in the context of matching the content with the intention underlying the search query. What appears in the query indicates what the searcher wants to achieve from it. On deciphering it correctly, Google fetches the content that is closest to what the searcher wants.
To determine the authority of the content, Google uses the Page Rank system that evaluates the backlink profile of websites to understand how it relates to other authorities and websites. As Google keeps on discovering new and sophisticated ways to evaluate relevance and authority, it necessitates updating the algorithm that results in updates. Updates also enable new ways of presenting information on the search results page by adding new features that make the lives of users easy. Constant refining and polishing of Google's methods in improving its performance culminate in updates.
Let us now look at the effects that updates can have on SEO.
Volatility in ranking
The search rankings are shaken up whenever there is some major algorithmic update happening. Some websites experience a sharp drop in rankings that remain at that level without improving. On the other hand, the ranking of some other websites can improve due to the update. Sites that have fallen short of Google's expectations in adhering to the best practices have to take a hit while those that appear to be better off regarding implementing the best practices get rewarded that reflects in higher ranking. Updates are all about carrots and sticks and not only sticks as some would like to perceive it.
Redefining best practices
The best practices are always evolving, and the quest for doing the best is so intense on the part of Google that it always looks beyond the best. What seems to be the best today becomes outdated tomorrow because something even better has emerged. The journey is unending which also makes the process of releasing updates an unending one.
Adding new functionality
Some Google updates focus on bringing in new functionality that can enrich the searching experience. The emergence of Google Knowledge Graph is an example of it. It has created new ways of presenting information to searchers on any given topic. The new additions provide new opportunities to rank better in search results.
Refining and redefining some old features to make it more effective and precise is also another reason for releasing updates.