By Sue Brady
Google makes algorithm changes on a fairly regular basis (I’ve read that they make 500-600 changes per year!) and they can have noticeable impacts to your search rankings. It can be hard to keep up and understand what these changes may mean for your website and SEO strategies. This MOZ article is a great historical perspective on all of these changes, and I’ve pulled out just a few to summarize their impacts. Note that some changes happen once as a general cleanup, while others represent an actual ongoing change to the algorithm.
May, 2015 – Quality Update
This update was not widely discussed by Google and the general opinion is that rather than adding anything to its existing algorithm, Google instead rebalanced some of the existing components. In other words, some factors became more important, moving previously higher ranked factors lower. This update appears to have been a one-time thing, so if you were going to see an impact from the update, you would have by now. If you did see changes to your rankings, particularly negative ones, it’s likely to do with how Google perceives the trustworthiness and authoritativeness of your content. Here are Google’s very own tips for how to make your site higher quality.
April 22, 2015 – Mobilegeddon
This widely hyped update turned out to have a relatively low actual impact. Mobilegeddon was made to encourage websites to be mobile friendly. It impacted organic results shown on mobile devices, giving preference to mobile friendly sites over non-mobile friendly sites in those SERPs (search engine results pages).
September 23, 2014 – Panda 4.1 Update
Those in the know (not me), have seen many Panda updates since 4.0 was launched in May, but this is the first update officially acknowledged, so it gets a .1 designation. This update was aimed de-prioritzing ‘bad’ affiliates, keyword stuffing, doorway pages (pages that don’t really have content, but stuff keywords so that they rank highly), and other deceptive practices.
October, 2014 – Penguin 6 (aka Penguin 3.0, so dubbed by Search Engine Land)
The Penguin updates have all been about linking. This one, though it appeared ‘big’ was said to have impacted less than 1% of total English queries. If your link profiles are good ones, you should have seen an improvement in your rankings as a result of this update. But, just because you weren’t penalized by Google directly, you still may have seen a negative impact from this update. That’s because your site may be getting credit for other sites that link to yours that are now being discounted by Google. Frustratingly, you can’t actually tell if you’ve cured a Penguin problem until the next Penguin update.
I am not an SEO expert by any stretch of the imagination. But there are many out there if you need help. Here are a few I’ve come across over the years:
- Barry Schwartz (@rustybrick) is the news editor of Search Engine News and is hugely knowledgeable on this subject.
- Glenn Gabe (@glenngabe) is an expert in digital marketing, especially as related to SEO.
- Travis Wright (@teedubya) speaks regularly on the subject of search marketing, and he used to be a stand-up comedian, so he’s funny!
- Larry Kim (@larrykim) founded wordstream and is a search expert.
- Tom Pick @tompick) specializes in B2B web marketing.
“Knowledge is a weapon. I intend to be formidably armed.”