Google is providing less information about algorithm updates these days, leaving SEOs scrambling for answers every time they experience a huge drop in traffic. But columnist Kristine Schachinger believes that all this panic is unnecessary. Read on to learn why.
As SEOs, we tend to obsess over changes to the organic results. It usually works like this:
You get to your computer in the morning. Ready to start work, you take a quick look at Facebook to check what you have missed. You run across someone asking if anyone saw changes last night. They’ll typically also note that there was “a lot of activity.”
“Activity” means that SEOs who follow changes to search rankings saw some fluctuations in a short period of time. If there is “a lot of activity,” that means there were large fluctuations in many websites’ rankings in a vertical or across verticals. Sometimes these results are positive, but mostly they are not. Big updates can often mean big drops in traffic.
So you quickly go check your Analytics and Search Console. Phew! The “activity” didn’t impact you — this time. But what about the next one?
This is what happens when Google rolls out large-scale changes to its search algorithms, and what is in these rollouts has been the topic of many articles, tweets and Facebook posts over the years.
What if I told you, though, that while it is very important to know what Google’s algorithms contain, you do not really need to know granular details about every update to keep your site in the black?
When former Head of Web Spam Matt Cutts was the point of communication between SEOs and Google, he would confirm updates — and either he or others in the industry would give each update a name. This was very helpful when you had to identify why your site went belly up. Knowing what the update was targeting, and why, made it much easier to diagnose the issues. However, Google does not share that information much anymore. They are much more tight-lipped about what changes have been rolled out and why.