How To Recover From A Google Core Update (2024)

In the past, Google released major algorithm updates a couple of times a year. However, things have gotten more frequent, with last year seeing a record four updates. The recent March core update even took a record 45 days to fully roll out.

When I started working in SEO, updates like Panda (targeting low-quality content), Exact Match Domain (focusing on domain names exactly matching search terms), and Penguin (addressing webspam) were the big news. These updates aimed to stop tactics used by some SEO professionals to manipulate search rankings.

As Google itself has evolved into a more sophisticated information finder and organizer, so have its updates. The way we talk about, understand, and approach these updates needs to change along with them.

It’s important to remember that not all updates are meant to punish websites. Many updates in recent years have been focused on Google’s core algorithm and how it uses new technologies.

What is a Google Core Update?

According to Google’s Search Liaison Danny Sullivan, a core update is a significant change made to one or more of Google’s core systems. These updates affect how Google processes and evaluates factors like website content and backlinks. These systems constantly run, so once updated, they start processing information based on the new criteria.

Google doesn’t announce every update, as it would be overwhelming. The idea is to remind everyone that search is constantly evolving, not a static system.

Bouncing Back After a Google Update

While recovering from a Google update is possible before the next one hits, most websites see bigger improvements later on. This happens if they’ve made significant changes to better match what Google prioritizes.

Here’s the key takeaway: just fixing your website might not be enough if there’s “more deserving content” out there. Google will continue to rank that higher.

So, how do you recover? Here are some areas to focus on:

• Content: Make sure your content is valuable, informative, and directly addresses what users are searching for.
• Expertise, Authoritativeness, and Trustworthiness (E-A-T): Strengthen your website’s E-A-T by acquiring high-quality backlinks and mentions from credible sources.
• Brand Building: Reinforce your brand identity and establish its relevance within your niche.

Recovery timelines can vary:

• Fast Recovery: Your efforts pay off quickly, and traffic returns to pre-update levels or even improve. This often happens when Google tweaks an update and revises its ranking factors.
• Long-Term Recovery: Here, Google needs to see consistent positive user signals based on the changes you’ve made. This means aligning your website and content more closely with what Google values in the long run.

Remember, recovering from a Google update requires patience and dedication. Focus on creating high-quality content, building trust and authority, and keeping your website up-to-date. By consistently improving your site, you’ll be well-positioned to succeed in the ever-evolving search landscape.

1: Assessing the Damage

Now that you’ve calmed the waters, it’s time to assess the impact. Here’s a two-step process:

1. Data Collection: Gather as much data as possible, ideally for specific keywords and URLs. This information can come from Google Search Console, Google Analytics, or other analytics tools you use.
2. Data Analysis: Once you have the data, organize it into meaningful sections. Segment it by page types, keyword groups, user demographics, devices, or any other relevant categories. This helps you see which areas are most affected.

By comparing this data to historical information, you can identify any potential correlations with seasonal trends or past user behavior.

2: Spying on the Competition (the Good Kind)

The next step is to analyze the Search Engine Results Pages (SERPs) for your main keywords and related terms. Here, objectivity is key. Don’t get caught up in thinking your content is superior when the data suggests otherwise. This data collection is your first step in identifying any gaps between your content and what Google currently favors.

Here are some key questions to consider when analyzing the SERPs:

• Have there been major changes to the search results for your target terms?
• Is Google prioritizing websites that address a different search intent?
• Is Google favoring content from a different type of source (e.g., news articles vs. blog posts)?
• How have your direct competitors fared in the update (positively or negatively)?
• Has Google introduced or removed any SERP features that might impact your visibility?
• Are any domains appearing twice in the top 10 results?

By following these steps, you can approach your recovery efforts with a clearer understanding of the situation.

3. Analyze Your Website

Now that you’ve analyzed the SERPs, it’s time to examine your website and identify improvement areas. Here are two key areas to focus on:

Content Depth and Relevance:

• Comprehensiveness: Does your content fully answer the topic at hand? Provide all the information a user might need, including supporting details and suggestions for further exploration (user journey paths).
• Data Accuracy: Ensure your content is up-to-date, especially for fast-moving fields or those reliant on statistics. Regularly refresh data tables and examples to maintain user trust.

Matching User Intent:

• Keyword Intent: Each page’s main content should address the user’s intent behind the keywords it targets.
• Beneficial Purpose: Every piece of content should have a clear benefit for the user. Avoid misleading users with content that subtly promotes your company as the “best” while claiming to be informational.

4. Building Your Recovery Strategy

With the data analyzed and the differences between your content and Google’s preferences identified, you can now develop a recovery strategy.

Here’s why defining a strategy first is crucial:

• Communication: A clear strategy allows you to effectively communicate recovery plans and expectations to stakeholders.
• Focus: It prevents jumping straight into tactics, which can vary greatly depending on the situation.
• Alignment: Strategies provide a framework to guide long-term decision-making, ensuring all efforts align with business goals.
• Metrics: By focusing on business objectives, conversations shift away from just rankings and keywords to more impactful metrics like leads and revenue.

5. Building Trust and Authority

In the world of SEO, authority and relevance are the keys to unlocking top rankings in Google’s search results. Here’s how to build them and get your website noticed:

Content is King (and Queen of User Experience):

• Relevance Reigns Supreme: Focus on creating content that truly addresses your target audience’s needs and search queries.
• Prioritize User Experience: Make your website a joy to use. Clear navigation, intuitive menus, and visually appealing design keep visitors engaged.
• Write for Humans, Not Robots: Avoid keyword stuffing and prioritize clear, concise language that’s easy to understand.

Feedback is Your Friend:

• Test Your Content: Conduct user testing to gather feedback from your target audience. This helps you identify areas for improvement.
• Embrace Reader Feedback: Encourage readers to share their thoughts on your content. Utilize their insights to continually refine and improve your offerings.
• Test, Adapt, and Succeed: Validate the effectiveness of your content changes through user testing. This ensures you’re on the right track.

On-Page and Off-Page Authority:

• Trustworthiness is Key: Enhance your on-page authority by focusing on providing trustworthy information and creating a reliable user experience.
• Link Love Matters: Gain high-quality links from reputable websites in your niche. This signals to Google that your content is valuable and can be trusted.
• Brand Awareness Matters: Encourage mentions of your brand and website on social media platforms and other online communities. This increases your visibility and builds overall authority.
• Know Your Competitors: Regularly analyze your competitor’s content and strategies. This helps you identify areas where you can improve your relevance and authority.

Bonus Tip:

• Think Like Google: Google asks specific questions to assess relevance. Review your content through this lens to ensure it delivers value and directly addresses user search intent.

By following these tips, you can establish your website as a trusted authority in your field, attract a loyal audience, and climb the Google rankings ladder.

The Challenge of Google Updates

Google doesn’t reveal the reasons behind ranking drops. Unearthing the cause requires an objective look at your website.

Be honest with yourself:

• Do your pages deserve to rank highly?
• Have you followed basic SEO practices?
• Have you avoided using unethical link-building techniques (black-hat SEO)?
• Does your website contain spam?
• Is your content written by experts with relevant knowledge?
• Do your competitors offer higher-quality content, more user-friendly experiences, or a clearer value proposition?

A thorough self-assessment is essential before moving forward. Recovering from ranking drops takes time, effort, and a commitment to continuous improvement. By using the insights gained from this analysis, you can develop an effective strategy and equip yourself with the information needed to get back on track.

Conclusion

Don’t fret if you’ve seen a dip in your rankings after a Google core update. There’s a way back to the top! The key is to be smart about it. First, figure out what Google aimed to achieve with the update. Then, focus on technical improvements to make your website shine brighter in search results.

Google loves websites that users trust and find truly valuable. By creating high-quality content that dives deep into your topic, you’ll show Google you’re an authority. Consistency is key too – keep publishing fresh content to stay relevant in the eyes of search engines. Remember, Google’s algorithms are constantly changing, so be adaptable and you’ll be well on your way to SEO success.

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