Google updates and SEO
If you’re a business owner reading this, you probably don’t realise the full extent of the relationship between Google updates and SEO. Why should you?
However, you’re almost certainly unaware of how little information Google provides to SEO professionals when it releases an update. I think it’s understandable to believe that Google tells SEO consultants and agencies everything they need to know. Google might argue that it does, but not in a way that many business owners would consider to offer clarity.
What is a Google update?
I should define what I’m talking about. When I refer to a Google update, I mean the changes that Google makes to the algorithm that governs where website pages appear in search results (known as SERPs – Search Engine Results Pages).
There are different levels of update importance. The updates that really matter are called Core Updates. However, Google will often release other updates, such as in December 2024 when they announced a Spam update (referencing how it deals with spam content on websites).
How often does Google release updates?
Google releases these updates regularly. Those in the field of SEO have come to expect them quarterly or perhaps six-monthly if they get lucky.
In 2024, there was a swathe of core updates that caused havoc for many SEO professionals. I don’t think anyone should have been surprised with what the updates addressed, but the severity of their impact was huge.
The updates also caused a high degree of volatility in search results. If you noticed your website rankings moving up and down, often daily, you’re not alone.
What do Google tell SEO professionals when they release an update?
This is the crux of my blog. You might think Google tell people like me what the update is going to change, what we should do, what shouldn’t do, and how to do it.
Nothing could be further from the truth. The March 13th, 2025 update brilliantly exemplifies the type of information we often receive.
Here it is, in full:
Yes, that’s it. There are no notes, no additional information, no hints, nothing. It is about as much use as the proverbial chocolate fireguard.
Google then posted on LinkedIn and said this:
“This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites. We also continue our work to surface more content from creators through a series of improvements throughout this year. Some have already happened; additional ones will come later.”
As ambiguous statements go, I think a long-serving politician would be proud of it. Google are referencing what they’ve been saying for over 18 months – that they want to see high-quality and original content.
The problem is that they’ve never explained what they consider high-quality content to be. Furthermore, many people passionately argue that they write original, high-quality content, only to see it plagiarised and ranked above them in SERPs.
You can see the reaction to Google’s LinkedIn post about the core update and just how angry some content creators are.
What impact can a Google update have?
I have lost count of the amount of times I’ve read that a business has closed due to the impact of a Google core update. It can be that serious.
It can decimate traffic or bring about a fundamental change to business revenue. For example, if you were in the top 3 positions on Google, and the update pushed you down to No. 4, 5 or 6 – you are going to see a major change in visitor click throughs to your website. If you’re pushed further down, it can be catastrophic.
There is, of course, a flip-side to this. What if you’re a site that benefits from an update? It can be transformative to your business in a completely different way.
The problem is that SEO professionals often have to solve a puzzle with little to no real information.We have to assess sites that are performing well, look back at Google update notes and what they’ve said, and use all the tools at our disposal to see how our client websites are being treat by the latest update.
How to react to Google updates and SEO
In the coming days and weeks, I will have to be on watch like a hawk looking for it’s first meal in weeks, to monitor how client sites are reacting to the change. That in itself is a lot trickier than it might sound. If something suffers in ranking, how do I determine what it is that has affected it if there is no real substance to judge it by?
Experience comes in at this stage. To begin with, I’ve already mentioned the word volatility. Some rankings will move around like a deranged wasp for a while, but they’ll usually settle. Patience, combined with well-researched A/B testing, also plays a key role in determining what works and what doesn’t.
You need to be on your game and on top of every single SEO tool at your disposal. Google Search Console is the classic and very good free place to start (Google’s free platform for monitoring your site).
However, powerful and professional SEO tools such as Semrush, Ahrefs, MOZ and others can be incredibly insightful. That said, you need to know what you’re looking for. The gem in the data can often be over-looked.
The longer you work in SEO, the more you recognise and anticipate. Being proactive also makes a significant difference. You can’t just sit and wait to be shot. When Google release an update, you’ve got to attempt to interpret every word they give you in the accompanying commentary and translate it into meaningful SEO work and recommendations.
Should Google give more information with updates?
I suspect you know my answer to this. Yes, they should. There are too many aspects of “high quality” and “original content” that are left to very broad interpretation.
I don’t expect them to say “Do X, Y and Z, and do it here, there and…” from a technical or even content perspective. If they did that, how would they be able to apply logic to rankings? If instructions are so explicit that everyone follows them – how do you determine positions in rankings?
Look elsewhere for information
On the other hand, there is a huge amount of guidance, best practise and technical recommendations available to everyone from Google. The problem is that a lot of people ignore it, especially if it is hard work and takes substantial learning or time resources to understand and apply it.
A large number of people have dropped out of the SEO profession in the last 3-5 years. It can be brutally technical at times, hugely time consuming and you are constantly re-learning everything you know. If you work in a trade where the goalposts can be moved in an instant, and undo everything you’ve achieved (even though that shouldn’t happen and rarely does), you need to be prepared. I’ve seen a lot of SEO agencies and consultants get caught out by standing still.
It doesn’t change the fact that Google should give better guidance with updates. There are opportunities to ask questions if you know where to look. For example, John Mueller, a Senior Search Analyst at Google, is reasonably accessible on LinkedIn and will often reply to questions.
If you’ve suffered through Google updates and SEO, or have any views on them, let me know. I’ll reply wherever possible and answer questions if I feel it’ll help you. It also helps to know what you like on my blog, and I use feedback during the curation process of new content.
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