Google has implemented multiple core algorithm updates over the years. SEO specialists might feel bewildered when rankings for targeted keywords drop, as it seems like all their hard work is vanishing. However, Google’s core objectives have remained unchanged from the beginning.

Understanding the history of Google’s updates helps us, and we appreciate the efforts made to achieve these goals.

Although frequent updates to the core algorithm may cause our rankings to drop each time, knowing about these updates also allows us to review our SEO strategies. Tokyo SEO Maker will explain the essence of SEO strategies from the perspective of core algorithm updates.

The History and Future of SEO Strategies

Search engines in the 1990s lacked the precision they have today. Initially, SEO, especially in Japan with Yahoo! Japan being major, involved manually registering with search engines.

With Google’s rise, algorithms became central to determining search rankings, and modern SEO strategies began focusing on achieving higher search engine rankings.

While the fundamental value of “rich original content” remains unchanged, the technical aspects like optimizing HTML structure for accurately conveying content themes to search engines have become equally important.

Over time, as external links from other sites began influencing search rankings, many SEO services focused on this aspect, often neglecting content quality and on-site optimization, using the sheer number of backlinks to manipulate search rankings. This trend was prominent until the early 2000s.

Even websites with copied or low-quality content could easily rank high if they had numerous backlinks, a situation that persisted for some time.

However, in 2011, Google’s algorithm update ended the era where backlink-heavy SEO strategies alone could yield results. 

Notable among the updates were the Panda Update, which revised the quality criteria for content, and the Penguin Update, which cracked down on improper practices within sites. These updates continue to be refined and implemented.

In 2013, Google introduced the Hummingbird algorithm, enhancing the understanding of conversational search by not just focusing on keywords but the context and the entirety of queries.

Lately, sites with high usability and valuable unique content are favored more. Optimizing a site internally to correctly communicate its content to search engines remains essential.

A sufficient volume of content and a search-friendly site structure, along with acquiring high-quality backlinks that are worth evaluating, are crucial elements in ranking determinations. All these strategies need to be precisely implemented to achieve top SEO rankings, and this trend is likely to continue for some time.

What Are Google’s Core Algorithm Updates?

Google’s core algorithm updates, often simply referred to as core updates, are revisions made to improve search results. While Google constantly refines its search algorithm with minor adjustments nearly every day, major enhancements are typically made two to four times a year; these significant changes are called core algorithm updates.

Each core update can significantly alter search rankings, which tends to be a concern for SEO and web professionals. However, if your rankings improve or remain stable after a core update, it could indicate that your SEO strategies were correctly aligned with Google’s guidelines.

Why Does Google Repeat Updates?

Core algorithm updates often result in significant shifts in search rankings. This occurs as Google strives to enhance the accuracy of its search engine and eliminate fraudulent or spammy practices.

Google is a company that consistently prioritizes user-first policies, and the extensive updates reflect this commitment.

While updates may cause fluctuations in rankings, Google’s aim is always to favor content that benefits the user. Thus, creating valuable content can also be a strategic approach to navigate these updates.

Updates Occur Almost Daily

Google makes minor releases almost daily to enhance search results.

Reference: What webmasters should know about Google’s core updates?

Consequently, even with the same search keywords, rankings can vary from one day to the next. However, daily minor updates are not announced, and it is often hard to pinpoint what specific changes have been made.

For major updates that significantly impact search rankings, Google occasionally announces these after the fact. There was no way to know about these updates in advance until June 2019, when Google began to pre-announce them through its official Twitter account.

Core updates can lead to dramatic increases or decreases in search rankings, and sometimes adjustments to sites or content might seem necessary. However, making incorrect changes can backfire. A common misconception is that a drop in rankings due to an update means that the content is being evaluated as lower quality, but often it is just a change in how signals are picked up or weighted.

Therefore, if rankings drop after a core update, doing nothing might still see rankings recover with the next update.

Core Algorithm Updates Prior to 2010

Google launched its search service in September 2000, and since then, it has continually refined its system through numerous updates. Initially, the accuracy of the search results was questionable, and it was indeed possible to manipulate rankings easily with spam and black hat SEO tactics.

However, Google has always prioritized search users, making repeated adjustments to improve the accuracy of its search results.

While the Panda Update (2011) and Penguin Update (2012) are particularly well-known core algorithm updates, there were several significant updates before these.

• Boston Update (February 2003)
• Cassandra Update (April 2003)
• Dominic Update (May 2003)
• Esmeralda Update (June 2003)
• Fritz Update (July 2003)
• Florida Update (November 2003)
• Austin Update (January 2004)
• Brandy Update (February 2004)
• NoFollow Update (January 2005)
• Personalized Search Launch (June 2005)
• Google Local Introduction (October 2005)
• Big Daddy Update (December 2005)
• Universal Search Introduction (May 2007)
• Canonical Tag Update (February 2009)
• Personalized Search Update (December 2009)
• Caffeine Update (June 2010)

Algorithm update on September 13, 2022

The latest core algorithm update was announced in advance on Google’s official Twitter on September 13, 2022. There has been a mix of reports about search rankings rising or falling immediately after the update. However, most updates take about two weeks to fully roll out, so the final effects of this update were not clear until late September.

Overview of Algorithm Updates

Although Google has been implementing core algorithm updates since before 2010, those typically referred to as core algorithm updates generally started after 2010.

Significant shifts, said to occur three to four times a year, include updates that have substantially changed the criteria or had a major impact. Rather than focusing solely on what happened and when.
Considering why Google made these changes can help reveal appropriate strategies for dealing with them.

*Please note that some updates and their details might not have been officially announced. This overview is intended to help you understand the direction of search engine trends.

February 2011 Panda Update

The Panda Update was designed to lower the search rankings of sites with low-quality content and raise the rankings of sites with high-quality content. 

While today it is common practice, before 2010, it was possible to rank high with automatically generated or duplicated content. However, providing useless information to users could potentially decrease the number of Google users.

After 2011, updates continued to favor high-quality content, but in January 2016, the Panda algorithm was integrated into the core-ranking algorithm, and by May 2017, it became an automatically updating part of the system, hence no longer referred to as the Panda Update.

November 2011 Freshness Update

As the name suggests, the Freshness Update targeted the recency of information, favoring more up-to-date content in search results. It was a significant update, reportedly affecting 35% of search results.

However, it’s not just about favoring newer information but rather applying updates in cases like;

• Recent events or trending topics.
• Regularly occurring events.
• Frequently updated content.

Reference: Making search results more timely (Google Japan Blog)

January 2012 Page Layout Update

The Page Layout Update aimed to lower the rankings of pages where ads consumed the majority of the visible first screen, making main content not immediately visible without scrolling.

Placing important information in the first view is also crucial from a UI/UX perspective. This update was likely a response to the practice of filling the first view with ads, which was deemed not beneficial for users.

Note that lowering ratings is relative, and it does not mean that ads should not be placed in the first view at all.

April 2012 Penguin Update

The Penguin Update targeted the quality of external links. Before 2012, the number of external links had a significant impact on search results, prompting SEO companies to actively engage in selling external links.

However, this update shifted the focus from the quantity of links to the quality of links. Simply having many external links was no longer effective; links from fewer but more relevant and trustworthy sites became more valuable.

The impact of the Penguin Update was considerable, and many sites that ranked high in search results saw a significant drop due to this update. Since then, SEO practices have shifted towards improving content quality and gradually increasing high-quality external links.

(h3)May 2012 Knowledge Graph Introduction

In May 2012, the introduction of the Knowledge Graph was announced and gradually reflected in search results, starting in the United States. The Knowledge Graph displays information related to search keywords within a box in the search results (see red frame in the image below). Because it displays visuals and summaries, it has a strong impact and can enhance recognition.

August 2012 Pirate Update

The Pirate Update targets sites that violate copyright laws by lowering their ratings. Before this update, copyright protection was often lax on many sites, and copycat content was widespread. Nowadays, however, copied content no longer receives high ratings.

This update doesn’t affect sites that operate properly, but care should be taken as seemingly innocuous actions can violate copyright laws.

September 2012 Exact Match Domain Update

The Exact Match Domain Update of September 2012 lowered the ratings of low-quality domains that directly use keywords as their domain names.

For example, before the update, a site with the domain ‘search-engine-optimization.com’ could receive high ratings if someone searched for “search engine optimization.” This was prone to misuse, but now, domains are supposed to be judged based on whether they offer useful information to users, not just on their domain names. This update has eliminated the practice of manipulating SEO strategies through domain names.

June 2013 Payday Loan Update

The Payday Loan Update specifically targeted sites that practiced excessive spamming for certain search keywords, lowering their ratings.

Sites related to immediate loans, credit cards, or adult content often fell under this category. Sites engaging in spam activities to boost their search rankings were affected by this update, which is why it is commonly referred to as the Payday Loan update due to the significant impact on these types of loans.

September 2013 Hummingbird Update

The Hummingbird Update was aimed at showing sites that are more relevant to conversational search queries higher up in search results.

It allows for understanding the intent behind conversational search queries and can rank related sites higher even if the pages do not contain the exact keywords. This update is particularly significant for voice searches but has also greatly influenced regular keyword searches, ranking pages higher if they are deemed relevant, even without containing specific keywords.

July 2014 Pigeon Update

The Pigeon Update, which was initially rolled out in English-speaking regions, focused on local information. It is often confused with the later Venice Update but is significant for integrating local search with regular search results.

While the Pigeon Update has not been implemented in Japanese-speaking regions, it is important to be aware of its basics as it reflects Google’s fundamental approach to search.

December 2014 Venice Update

The Venice Update integrated users’ location information into the search results.

For example, typing “convenience store” now brings up information about convenience stores near the user’s current location, thanks to the Venice Update. This update was first implemented in the United States in 2012 and was confirmed to be implemented in Japan by 2014.

2015 SSL Update

The SSL Update (HTTPS/SSL Update) focuses on security by favoring sites that consistently use HTTPS (SSL encrypted). However, there is a misconception that simply implementing SSL will boost rankings, due to Google’s high valuation of SSL. More accurately, the update slightly favors sites that are secure over those that are not. It is still possible for non-SSL sites to rank highly, though it’s not recommended.

2015 RankBrain Update

The RankBrain Update involves the introduction of AI to improve the accuracy of search results, even for ambiguous keyword searches.

Originally, search results were generated based solely on the entered keywords, but RankBrain enhances the accuracy of results for even unknown queries using AI. 

It excels at understanding the intent behind queries and provides highly accurate results, making RankBrain a significant and impactful update as the third most important factor in Google’s algorithm.

March 2015 Doorway Update

The Doorway Update lowers the ratings of sites created specifically to funnel users to particular pages.

This update aimed to correct the production of low-quality sites and pages made for specific objectives, helping to shape the current mainstream SEO strategy of strengthening the main site for greater efficiency.

April 2015 Mobile-Friendly Update

The Mobile-Friendly Update raises the ratings of pages that provide a user-friendly UI/UX when viewed on mobile devices.

With the increase in mobile searches around 2015, there was a push to enhance mobile-friendliness. However, it is important to note that making a site mobile-friendly does not necessarily mean it will rank higher.

November 2015 Interstitial Update

The Interstitial Update targets sites that use interstitial ads by lowering their ratings. 

Interstitial ads cover the screen and obscure the main content, making it difficult for users to see what they came for and confusing them about how to close the ad, which can decrease user satisfaction.

Although interstitial ads are used even in Google AdSense, they are not considered an absolute negative. However, it is safer to limit ads to an extent that they do not hinder the UI/UX.

2016 Possum Update

The Possum Update introduced several changes to the local ranking filter, significantly improving local search results. It diversified local search results more than before, based on the user’s location and query.

Because local searches were separated from organic searches, it is possible for a site to rank higher in local searches even if it does not rank as high in organic searches, leading to movements that connect to the current focus on Local SEO (MEO).

May 2016 Rich Cards Introduction

In May 2016, Rich Cards (images and videos related to search queries displayed at the top of search results) were introduced in English-speaking regions. Setting up Rich Cards requires structured data markup, and this period marked the beginning of structured markup implementation. However, it was introduced in Japan in March 2017.

September 2016 AMP Introduction

Starting in September 2016, pages compatible with Accelerated Mobile Pages (AMP) began appearing in search results. Implementing AMP allows pages to load quickly, thus enabling the swift delivery of useful information to users.

While AMP implementation does not directly affect search rankings, it can improve site evaluations by increasing site navigability and reducing bounce rates.

Initially favored, AMP has become less preferred by 2022 due to the increased management effort required and the absence of preferential treatment.

February 2017 Japanese Search Update

The Japanese Search Update was an update targeted specifically at improving search quality within the Japanese-speaking region.

This focus on just the Japanese region is quite unusual but was deemed necessary after 2016, when the issue of copied content from curation media became a significant problem, undermining the overall credibility of search results.

March 2017 Fred Update

The Fred Update targets sites with excessive advertising or lack of originality, lowering their ratings.

Although the Fred Update has been applied several times since, sites with unique and trustworthy content generally remain unaffected. This has led to an increased emphasis on the importance of content quality.

April 2017 Owl Update

The Owl Update is known for targeting fake news.

While it naturally focused on rewarding accurate content and beneficial information, it also sparked discussions due to revisions in the search quality evaluator guidelines and adjustments to ranking signals.

December 2017 Health Update

The Health Update made it so that more trustworthy medical and health-related sites are ranked higher.

In the YMYL (Your Money or Your Life) fields, this update emphasized the importance of reliability, especially in critical areas like life and health. It can be considered the first update in the current trend of enhancing E-A-T (Expertise, Authoritativeness, Trustworthiness).

July 2018 Speed Update

The Speed Update made mobile display speed a ranking factor. Display speed has been a ranking factor since 2010, but this update specifically targeted mobile devices.

However, higher speed does not necessarily mean better ranking. Instead, rankings may depend on whether a site is faster or slower compared to competitors, and generally not too slow. Improving display speed does not guarantee an improvement in rankings.

June 2019 The June 2019 Core Update

On June 3, 2019, Google pre-announced a core algorithm update. Although the update itself did not have a major impact, the fact that it was pre-announced was quite significant, as updates had rarely been announced in advance before this.

October 2019 BERT Update

The BERT Update uses AI to understand the context of search queries and improve search results.

This update is similar to the Hummingbird Update in that it shifts from keyword-centric search results to understanding the intent behind queries. The introduction of BERT has increased accuracy, enabling correct interpretation of words with multiple meanings based on their context.

November 2019 Local Search Update

Following the BERT Update, neural matching was introduced to web searches. This feature allows pages to be displayed based on the understanding of the meaning of keywords, even if those keywords are not explicitly present. The latest local search update has now extended neural matching to local searches, enhancing the relevancy and precision of results in local queries.

 January 2020 YMYL Update

The YMYL Update in January 2020 was particularly impactful for keywords in the YMYL (Your Money or Your Life) areas, where there were significant fluctuations in rankings. YMYL areas prioritize E-A-T, which stands for

• Expertise
• Authoritativeness
• Trustworthiness

This update underscored Google’s strong message that content affecting significant aspects of life must exhibit expertise, authoritativeness, and trustworthiness.

May 2020 The May 2020 Core Update

Although unnamed, this update significantly impacted the YMYL areas. The emergence of the COVID-19 pandemic in December 2019 led to a surge in infectious disease content, and this update made substantial corrections, demanding accuracy in information dissemination.

August 2020 Index System Issue

On the morning of August 11, 2020, there was a significant fluctuation in rankings. Initially, it was unclear whether this was due to an unannounced core update or a bug, leading to confusion. However, it was later identified as an issue with Google’s indexing system. Rankings fluctuated significantly due to the indexing issue but mostly returned to normal by the evening of the same day.

December 2020 The December 2020 Core Update

The start of another core algorithm update was announced on December 3, 2020. Typically, there are three to four updates annually, but 2020 was unusual with a previous update in May and then another in December, attributed by some to the pandemic, although the truth of this is uncertain.

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June 2021: Page Experience Update

The Page Experience Update integrated Core Web Vitals as evaluation criteria into the ranking process. It is noted to have minimal impact on rankings. The three Core Web Vitals are

• LCP (Largest Contentful Paint): Measures the time it takes for the largest visual content element to load.
• FID (First Input Delay): Measures the time from when a user first interacts with a page to the time when the browser is able to respond to that interaction.
• CLS (Cumulative Layout Shift): Measures the amount of unexpected layout shift of visual page content.

June 2021: Spam Update

The Spam Update lowered the ratings of sites engaging in practices such as

• Lacking original content.
• Delivering results different from what was expected.
• Having hidden text or links.
• Stuffing irrelevant keywords.
• Sending automated queries to Google.
• Engaging in comment spam on blogs.
• Participating in link schemes.

November 2021: Spam Update

Following the June update, another update was implemented to further lower the ratings of sites engaging in.

• Low-quality content.
• Malicious redirects.
• Cloaking, such as using hidden text.
• Unnatural external links (backlinks).

February 2022: Page Experience Update

This update of the Page Experience metrics specifically targeted desktop searches and incorporated the following criteria.

• Safe browsing.
• HTTPS security.
• Interstitials.
• Core Web Vitals.

May 2022 Core Update

The May 2022 Core Update is known for reducing the weight given to domain evaluation and increasing the emphasis on content evaluation. Previously, even if the content quality was poor, strong domains could still rank highly, but this update has corrected that. It also became notable for significantly lowering the ratings of domain leasing sites.

SEO Strategies from Algorithm Updates

Viewing the core algorithm updates, it is clear that various efforts have been made to enhance the accuracy of search results. Providing beneficial information to users has always been a constant goal, but the trends emphasize the following aspects.

• Originality of content
• High UI/UX
• Avoidance of excessive advertising
• Site reliability

It has long been said that high-quality content is crucial for SEO, but comprehensive and unique information is essential. Sites with poor UI/UX, like those that are not mobile-friendly or have slow loading times, tend to be phased out.

Excessive advertising can impede the delivery of main content, and in some fields, the credibility of the source can be more important than the content itself.

Since around 2020, there has been a strong emphasis on E-A-T (Expertise, Authoritativeness, Trustworthiness). This trend is expected to intensify, although Google suggests that enhancing E-A-T can take a long time.

Considering E-A-T enhancement early on requires not only high-quality content but also external communication, necessitating site management that goes beyond traditional SEO roles.

User-First Content Creation

Throughout the history of Google’s core algorithm updates, user-first content has never had a detrimental impact. As expected from Google, which advocates for user-first approaches, ultimately, the correct SEO strategy is to deliver information that benefits the users.

While site structure, technical SEO, and external links are important elements, excellent content is essential for receiving high ratings. 

Especially since around 2021, the evaluation of YMYL (Your Money or Your Life) and Core Web Vitals has been increasingly emphasized. Although one should approach YMYL areas cautiously, if your services fall within this field, it is necessary to operate in accordance with quality evaluation guidelines while being mindful of EAT.

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What Happens if You Do Nothing After a Core Update

Core updates can lead to significant drops in search rankings, which can greatly impact traffic. This is a critical issue for web and SEO managers. However, a drop in rankings does not necessarily mean you should rush into making changes.

A core update merely changes the evaluation criteria; it does not necessarily imply that your content quality is poor. If you genuinely consider the users and create high-quality content, there’s a chance that your rankings could recover with the next core update.

Be wary of unscrupulous SEO agencies that may approach you after an update, offering to implement strategies. If your site originally ranked well, it might naturally recover, and spending on hasty fixes could be wasteful. SEO should be considered a long-term effort, so if your company’s strategy remains unchanged, you should continue producing quality content and disseminating information.

When Will Dropped Rankings Recover?

It is a common question how soon rankings might recover after they drop due to a core update, but the truth is, it’s hard to say. Generally, sites that drop because of a core update only recover during subsequent core updates. This could mean waiting for the next update, which might be a year or even two years away. The important thing is to focus not on Google for SEO tactics, but on providing beneficial information to users.

Summary

Since launching its search service, Google has continuously conducted significant algorithm updates. While it is true that changes in Google’s behavior can greatly affect revenues, necessitating adjustments for Google, remember that Google updates with a user-first approach. Ultimately, only sites that adhere to this user-first principle are truly valued. Google provides webmaster guidelines and quality evaluator guidelines to assist in delivering beneficial information. These guidelines reflect Google’s perspective and what it means to be user-first, so thoroughly studying them and using them to improve your site is advisable.

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Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

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