Google updates occur two to three times a year, with a record four updates last year and a 45-day rollout for the March core update. These updates change how Google processes and weighs inputs like content and links. Not all updates are punitive, and many in the past 24-36 months have aligned with Google's core algorithm and technology adoption.
Understanding whether you've been impacted by an update is crucial. In 2023, Google made 9 official updates and thousands of smaller, unregistered updates. Most confirmed updates take 3 to 4 weeks to complete, with significant changes usually seen within the first 24-48 hours of rollout. However, not all losses in traffic and rankings are related to updates. Changes in performance could be due to competitors' efforts and improvements.
Recovering from an update typically involves improving your content value proposition, E-E-A-T (Expertise, Authoritativeness, Trustworthiness), and brand's entity. Some recoveries are fast, while others take longer, depending on the variables changed in the previous update.
The recovery process involves several phases:
Assess the Impact: Identify which pages have lost traffic and collect, segment, and compare data from various sources, including Google Search Console and Google Analytics.
Review the SERPs: Evaluate changes in the search engine results pages (SERPs) for your primary search terms and term clusters. This involves performing a GAP analysis and understanding how Google has altered the SERPs.
Review Your Website: Perform a GAP analysis on your website, focusing on content's depth and relevance and how it aligns with search intent and user expectations.
Develop & Implement Recovery Strategies: Define a strategy to address the differences between your content and what Google is rewarding. This strategy should align your SEO efforts with business objectives.
Recovering from Google updates is challenging and requires time, patience, and effort. It's essential to objectively assess your website and content, avoid black-hat practices, and ensure your content is written by knowledgeable experts.
