Google Core Update: Understanding its impact on SEO and how to adapt

Estefania Gil

The importance of Google Core Update has increased in recent years, making these updates a major concern for SEO professionals and website managers. Google periodically releases these general updates to adjust its search algorithms, aiming to improve the relevance and quality of the results it offers users.

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What is Google Core Update?

Google Core Update refers to the general updates to Google’s search algorithm, which are released several times a year. Unlike other updates that typically focus on specific areas such as loading speed, duplicate content, or penalizing low-quality links, Core Updates cover a broad spectrum of factors. Each Google Core Update is designed to improve ranking algorithms generally, meaning it can have varied effects on websites across different industries and topics.

It is important to note that Google Core Update does not aim to penalize websites but rather to optimize the ranking of the most relevant and high-quality sites. Therefore, sites experiencing a drop in ranking are not necessarily being penalized; instead, other sites may be surpassing them in relevance and informational value according to the new criteria introduced in the update.

How Google Core Update impacts website SEO

The impact of Google Core Update on SEO can be significant. Many sites see fluctuations in their organic traffic and rankings on Google’s SERP (Search Engine Results Page). However, the impact is not uniform and depends on various factors such as content quality, page authority, user experience, and relevance of the information provided.

Content quality: Google prioritizes sites that offer relevant, well-structured, and valuable content to users. The company emphasizes the importance of providing reliable information with well-supported data that effectively answers the user’s search intent.
User experience (UX): Google increasingly evaluates user experience as an essential component of its algorithms. A website that is easy to navigate, loads quickly, and has a responsive design is more likely to maintain or even improve its ranking after a Core Update.
E-A-T (Expertise, Authority, and Trust): A factor that has gained importance is the E-A-T principle, which assesses a site’s expertise, authority, and trust in a specific topic. Core Updates tend to favor sites demonstrating solid expertise and authority, especially in sectors like health, finance, and legal matters, where verified and reliable information is essential.

Tips for adapting to Google Core Update

Adapting to Google Core Update can be a continuous process requiring attention to SEO best practices and regular adjustments. Here are some tips for maintaining and improving site performance after a Core Update:

Review and enhance content: Regularly review content to ensure each page meets user needs. Information should be clear, accurate, and easy to understand. Additionally, keeping content updated is crucial, as Google tends to reward sites that offer fresh and relevant information.
Optimize site speed: Loading speed is essential for user experience and, therefore, for SEO. Google pays special attention to page load times, and a slow site may lose positions after a Core Update. Use speed analysis tools like PageSpeed Insights to identify and correct issues slowing down the site.
Strengthen domain authority: Building a solid network of high-quality links helps strengthen domain authority. This involves both internal links that properly structure content and external links from trusted sites that support the information presented.
Evaluate site structure and usability: The ease with which users can navigate a site is essential for SEO. Google Core Update considers these factors, as a well-structured, user-friendly site provides a better user experience. Therefore, review menu organization, submenus, internal links, and URL structure to optimize navigability.
Focus on E-A-T: As mentioned, Google Core Update often favors sites demonstrating expertise, authority, and trust. To strengthen these aspects, consider including expert authors for content, citing reliable sources, and providing accurate information. In sensitive sectors such as medicine or finance, having content produced by experts in the field is essential.

How to identify if Google Core Update has impacted your website

One of the biggest challenges for site managers is determining whether a drop in traffic or ranking is related to a Google Core Update. Although it can be challenging, several tools and strategies can help identify the impact of these updates:

Analyze Google Analytics metrics: A sudden drop in organic traffic may indicate that the site has been affected. Reviewing trends before and after an update in Google Analytics can help detect potential fluctuations related to the Core Update.
Check Google Search Console coverage: This tool provides detailed information on index coverage and page performance. Changes in impression numbers and average position in results may indicate an impact from the Core Update.
Compare with competitors: Analyzing the performance of similar sites in the same sector can help you understand if the fluctuations only affect a specific page or are a general trend in the niche. This can help identify improvement areas and adjust strategy.
Evaluate affected content: Sometimes, only certain sections of a site are impacted by the Core Update. Identifying which pages or articles have lost positions can provide insight into the type of content that needs improvements in terms of quality, relevance, and UX.

Tips for preventing negative impacts

Although Google’s algorithm cannot be controlled, certain best practices can minimize the adverse effects of a Core Update. By keeping the site aligned with Google’s principles of quality and relevance, significant ranking and traffic drops can be prevented.

Prioritize high-quality, original content: Google favors sites that add real value for users, making it essential to invest in unique, well-researched, and structured content that answers users’ search intent.
Regularly monitor SEO metrics: Continuously analyzing site performance in terms of SEO can help identify issues before they become significant obstacles. This includes reviewing site speed, analyzing conversion metrics, and studying user behavior.
Consistency in content updates: Sites that remain active and regularly update content tend to maintain a better ranking. This shows Google that the site is relevant and committed to providing updated information.

Adapting to each Google Core Update requires a comprehensive SEO strategy and a willingness to make continuous adjustments. By focusing on content quality, site authority, user experience, and adherence to best E-A-T practices, site managers can minimize the negative impacts of these updates.

Questions about Google Core Update

How often are Google Core Updates released?

Google typically releases between two and four major algorithm updates each year, although the exact frequency can vary. These updates are not always announced in advance, so it’s recommended to continuously monitor site performance.

What is the difference between a Google Core Update and a minor algorithm update?

Core Updates are significant changes that impact a large portion of websites in search rankings, while minor updates tend to focus on specific elements such as speed, low-quality links, or duplicate content.

How can I recover my site’s traffic after a Google Core Update?

Recovering traffic involves improving content quality, enhancing site authority, and optimizing user experience. While there is no guaranteed method to reverse the effects of an update, working on these areas can help improve performance over time.