Google Update: What the 5 Latest Algorithm Changes Mean for Your Website

My Web Traffic Tanked. Could It Be A Google Update?

If there is any one thing about digital marketing that can really throw you off as a business owner, it is the ever-feared Google update or “Google algorithm change.” If your business has a company website, there is a likelihood it has been affected by a change in the way Google determines how websites rank in search engine results.

Here’s the who, what, when, why, where, and how you need to be aware of to adjust your company website for the latest updates:

1. Mobile or “Mobilegeddon,” April 21, 2015

• Who it impacted: Websites (or individual pages) that have not been updated for mobile devices including smartphones and tablets were affected.
• What it did: The update prioritized mobile-friendly pages, and ranked them at the top of mobile search. Pages not optimized for these devices moved down in search engine results – if they were not removed completely.
• When it matters: This update will impact how your website ranks in search results no matter what.
• Why it happened: Because so many internet users are mobile – more than desktop these days, Google views the mobile-friendliness of a website as a necessity.
• How to fix it: While there are some quick fixes, if your website is not optimized for mobile device, it is a best practice to either rebuild the site, prioritizing pages that are of most importance to your company. Depending on your industry and area of business, these could be content pages like landing pages, the contact page, your company blog, and your testimonial page, if your site has one.

2. RankBrain, October 26, 2015

• Who it impacted: Websites (or individual pages) with very general (shallow) content about a given topic. The more in-depth the content, the easier it is for a website to rank for a certain query or search term.
• What it did: Essentially, it made Google search smarter. This update helps Google understand queries or searches better, allowing it to match searches with relevant content.
• When it matters: This update will impact how your web pages are listed in search results – always.
• Why it happened: Google is always improving its algorithms to better match searches with content.
• How to fix it: Smart search engine optimization (SEO) is the best fix if your website has been impacted by RankBrain. To learn more about
  and get quick fixes for on-page SEO, read this: How to Use On Page SEO to Improve Your Search Engine Rank (Part One and Part Two).

3. Possum, September 1, 2016

• Who it impacted: Websites populating in local search results.

• What it did: This update not only made searches more sensitive to the searcher’s location, it also increased the variation of results ranking for similar search terms. For example, searches conducted for lawyers more closer to Toronto will see local results physically located closest to them. Additionally, for example, a greater variety of results now populate in searches with similar queries like “lawyer Toronto” and “lawyer Toronto CA.”
• When it matters: This update will impact how your website is found in local searches.
• Why it happened: In an effort to make search more intuitive and helpful, Google assumes you’re looking for the businesses closest to your location.
• How to fix it: Optimize relevant web pages on your website for local search terms and track your local website traffic and rankings regularly. For help with local search optimization, read this: Three Ways to Rank Higher in Local Search Right Now.

4. Fred, March 8, 2017

• Who it impacted: Websites whose content is full of affiliate links or ad-centric content.
• What it did: This update down-ranked or eliminated pages in its search results that it decided were created to generate ad revenue or affiliate marketing income.
• When it matters: If you have pages that are ad-heavy or contain several affiliate links, Google may think your page has violated it’s webmaster guidelines. Whoops.
• Why it happened: Google values high-quality, helpful content that is prioritized the needs of searcher, not the company’s bottom line.
• How to fix it: Watch out for shallow content again. If you offer advertising on your company website, be sure to place them on pages that have strong, valuable content (which is a good practice anyway, as they are often the more viewed pages on a site).

5. August 2017 Updates

Recently, there has been chatter about another one or more Google updates – especially the one that hit in mid-August. How these updates have affected sites is still becoming clear, but local listings do seem to be affected – hopefully for the better, as the change seems to be related.  

As a small business owner, one of the best ways to keep ahead of Google updates is to partner with a digital marketing agency that provides expert support in building search engine friendly web pages and monitoring and tracking website performance. Above the Fold Media is one of these agencies. Check out our SEO services today.