How a Google New Algorithm Update Affects Search Engine Rankings
Google’s algorithms are complex and constantly shifting, which may frustrate SEOs but is intended to deliver better search results to its users.
The Google Product Reviews Update was implemented three days after the Helpful Content Update and coincided with September 2022 core update. It rewarded reviews written in English. This change took effect three days later than Helpful Content, covering part of September core update as well.
Keywords
An update to Google’s search algorithm can have a dramatic impact on search engine rankings and alter how you write content for websites. According to estimates, Google modifies their algorithm approximately 500 to 600 times annually.
SEO professionals use tools such as MozCast to monitor the effects of algorithm updates, like MozCast. Such tools can detect changes by showing an increase in ranking volatility indicating changes to Google’s algorithm. While the company makes thousands of algorithm modifications annually, only a fraction are ever announced publicly and most changes tend to be minor in nature.
However, some updates are more notable. One such instance was Google’s 2021 “Page Experience” update, which introduced performance metrics known as Core Web Vitals into its algorithm and prioritized mobile-friendliness, HTTPS security and the absence of intrusive interstitials. Another significant development is RankBrain – machine learning technology used to interpret searches and provide results with relevant and up-to-date results; its effects may only be indirect but can make an impactful statement about CTR and engagement rates.
Content
Google releases algorithms that influence what search engine results pages (SERPs) show, known as core algorithm updates. These changes may have significant ramifications on SERPs – one major shift was how Google evaluates pages this year.
This update focused on content quality. Its goal was to showcase beneficial material while demoting unhelpful ones, and to focus on technical aspects like page speed and mobile optimization as part of its search process.
Google introduced three new metrics – Largest Contentful Paint, First Input Delay and Cumulative Layout Shift – in June 2022 to assess content quality more objectively and quickly. This change altered their rankings of pages based on visual stability; something which made a noticeable impactful difference for websites featuring long forms of text or complex layouts.
Backlinks
Google traditionally relied heavily on backlinks as an indicator of quality and relevance; however, that all changed in 2013, with their introduction of Hummingbird algorithm update which relied heavily on semantic search LSI (latent semantic indexing).
Google also eliminated keyword placement to favor content that is highly relevant to a query, creating a significant shift for SEOs who had to adapt their tactics accordingly.
Nofollow tags were another major change for Google, enabling it to eliminate unvetted links and stop spammy practices.
Google recently unveiled a targeted link spam update that slowly rolled out across a month and affected various industries including payday loans and porn. SEOs reported a dramatic shift in results with significant volatility lasting several weeks – MozCast registered a heavy flux beginning around February 1st that stabilized by February 20th (although reports indicate it may have gone on longer).
Time on Site
Google regularly makes updates to its search algorithms, without always notifying its users or the SEO industry of such changes. Unexpected fluctuations in ranking data may indicate an algorithm update, while catchy names created by SEOs or Google can help companies track and plan for such updates more efficiently.
The March 2023 core update impacted roughly 10% of English queries and marked the first time YMYL factors were integrated into its ranking signal, as well as adding new signals for E-A-T quality score calculation. Furthermore, this update had an impactful influence on health-oriented niches for which there had been little ranking volatility before now.
This year’s second product reviews update was intended to reward quality content that provides useful product information. This update came shortly after the COVID-19 pandemic and may have had an effect on local search results. Furthermore, BERT, which uses natural language processing technology to better understand search queries and websites was introduced for the first time during this update.