Google Update slaps your rankings: What’s next?

Google recently released a spam update. Given how Google released a series of spam updates that followed a major update last summer, it would not be surprising if a major update is in the works, especially Since the holiday shopping season is approaching and Google has a history. Issuing updates around this time of year. After twenty years of experimenting with Google Updates, one piece of advice is still the same and that is to wait a bit before panicking. These are the reasons.

Google Update Lifecycle

A Lifecycle for Google Update Introducing a new algorithm, modifying it to improve it, eventually becoming obsolete and then called an alternative.

Update improvements usually begin immediately after the update is released and issues are identified. This article links to Google Video to confirm that the algorithm has been updated.

This article is mostly about what happens after the update starts and the website loses its ranking.


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Awaiting setup update.

It seems that almost every update from Google is pushed back a bit, sometimes within a few days as if different parts are added unequally to the data centers.

Sometimes search results are returned within a few days immediately after the announcement of the update for some sections of the web while they remain the same in others.

There are some algorithm updates that profoundly affect search results, such as the 2018 Medic update and the recent BERT update.

These updates have had a profound effect on how Google understands search queries and website content.

John Mرller recently stated that basic updates are generally about compatibility and overall quality and that they may be the introduction of new algorithms or the same algorithms but faster or better.

Google has a lot of research articles that are about compatibility but also about new ways of learning machines and improving (relatively) old algorithms like BERT.


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But whenever something new is introduced, no matter how much it is tested, when sites that should not have lost rankings regain their rankings, unintended results will be found.

Sometimes it happens so quickly. Sometimes a site has to wait for the next Google Core update.

Sites that should not have lost rankings are called false positives and are sometimes called collateral damage.

Google Dance History

In the early days of Google, the search index was updated on a monthly basis. Each month, Google will add crawl data from previous months and recalculate the rankings.

This is when publishers find out if changes in title tags, links and content have helped their rankings.

Sharing notes with other publishers about what seemed to be working was actually a kind of fun.

Google’s monthly updates are called Google Dance because during the update, the search results cause web pages to gain and lose position in the search results.

Here is a 2002 WebmasterWorld monthly Google Update post where I commented on a poorly designed website that topped the search results and then mentioned that the search How the results will be fixed in a short time.

My forum post:

“The number one serp for the term I follow is still dominated by an awesome FP 4.0 page that is not in dmoz, and has no PR.

I’ve never seen him before. That’s the decent thing to do, and it should end there.

However, I will wait until the dance is over before the foam comes out of my mouth. These things usually seem strange until they are fixed.

This pattern of Google Updates has been a feature of Google Updates since its inception.

Google has a long history of dialing back anything that has changed.

Hypothetical example of collateral damage in search

Let’s say they make a change to better understand what it means when users search for a vague search, and they do so with natural language processing that understands that What is the meaning of context from different external documents (a hypothetical thinking experience).


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They test it and it works. Quality writers give it a thumbs up and various algorithms line up for the release.

Then they roll it out in a basic update.

And then there are false positives where some high quality sites will be pushed down in the search results because other less deserving sites have been promoted.

It’s not like high quality sites were demoed. It was that other sites were inadvertently promoted.

It is important to remember this point of view about not degrading.

Just because a site loses ranking doesn’t mean it was downgraded or targeted.

Fine tuning after update

In the past, Google engineers have reported on standard sites that lose rankings that should not have been encountered.

For example, in a YouTube video in 2013, Google engineer Matt Kitts offered a rare behind-the-scenes look at how an update can be improved and tuned after it is rolled out.

Video by Google Engineer Matt Kitts


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In this case, he was commenting on ongoing improvements to the Panda algorithm following reports of collateral damage where high quality sites were affected by the Panda algorithm.

Matt also remarks in a video about the side effects caused by the recently released algorithm and how he is going to take steps to correct them.

Matt Kitts explained:

“We’re also looking at pandas and seeing if we can get some extra signals (and we think we’ve got some) to help improve things for the sites that are in the border area. , In a slightly gray area.

And so if we can soften the effect a bit for sites that we think have some additional quality indicators, it will help sites that have been affected by Panda to some extent in the past. Will be

We also heard a lot of feedback from people about Okay.

And we’ve actually made things better in that you are less likely to see it on the first page, but more likely to see it on the next page.

And we’re considering a change that might say, “Once you’ve seen a cluster of results from a site, you can go deeper into the next pages to see more results from that site.” Will be less likely. Google search results.


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Going back to the hypothetical example, Google may find that the new natural language processing it has added may be in favor of a particular type of low quality site and when it adds an additional signal. This fixes the search results when added.

AI makes mistakes.

Artificial intelligence (AI) makes mistakes. Facebook had to apologize in September 2021 when its AI called black men apes.

According to the news report:

“Facebook users who saw a newspaper video showing black men were asked if they wanted to.”Keep watching videos about Premat“Through the artificial intelligence recommendation system.”

The algorithms aren’t perfect and it shouldn’t be a surprise if someone makes a basic update or spam update error and Google has to dial it back. In my opinion, this is almost a given.

Coincidences happen.

Always take what people say online with a grain of salt. Coincidence is sometimes mistaken for proof.

For example, an SEO told me that they filed a disapproval for a client affected by a basic update and their site was restored within a few days.


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But it was a coincidence, the rejected file had nothing to do with the restoration of the site. I know this because Google’s John Mرller recently said that it takes months before unapproved files have any effect on the algorithm and that if they do have an effect (because Google’s algorithm can catch random spam links). I’m good).

So don’t automatically believe that what people say is happening after the basic update, especially if it can’t be cross-referenced as an important trend.

Google Core Updates does not target niches.

In general, Google updates do not specifically target niches. There are definitely exceptions, such as the 2021 product review update.

But in general, targeting specific niches is not how basic updates work.

And even when a trend is identified, such as when health-related sites are suffering the most from an update, it should never be taken to mean that Google “targets” a specific location. That’s not how updates work.


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In the medical field, Google has updated how it understands queries and content, and how profound changes are more visible in medical search queries than in other areas.

So instead of mistakenly guessing that Google is “targeting” a place, the best way to test this particular update was to ask why medical sites are more sensitive than what was changed.

Related Issues

John Mرller recently said that rejecting random links or fixing technical issues such as 404 errors would not solve a site whose rankings have been affected by the basic update.

He said that was the case because basic updates revolve around compatibility and overall site quality.

The way I usually refer to the basic update rating problem is to think about how compatibility or quality can play a role.

What does it mean when people ask a question? This is something that turns into an update.

Ranking dropped. What’s next

I’m going to go back to where we started, with updates sometimes dialed. Sometimes they are dialed back in a few days, perhaps while they are tuning in to correct errors. Sometimes it is dialed back to the next update.


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Google has started announcing when an update rollout has ended. If the rankings have changed and not returned, this is a good time to take a hard look at the overall quality and relevance.

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