Google algorithm updates are changes to the way Google decides which pages rank at the top. Small tweaks happen almost daily. A few times a year there's a bigger update that you can clearly notice in the search results. Your rankings may rise, fall or bounce up and down for a while.
For a business owner, a drop after an update feels like a punishment. Usually it isn't. Google has moved the bar and now thinks other pages are a better fit. In this article you'll learn how that works and how to deal with it calmly.
How do Google algorithm updates work?
Google's algorithm isn't a single formula, but a collection of systems that together decide which pages give the best answer. Those systems look at relevance, content quality, ease of use and trustworthiness, among other things. With an update, Google adjusts the weighting or the workings of one of those systems.
There are roughly three kinds:
- Small, daily tweaks. You usually don't notice them.
- Core updates: broad updates to the core systems, usually a few times a year. Google announces them and they often roll out over a few weeks.
- Targeted updates, for example against spam or misleading links. These mainly hit sites that break the guidelines.
Google reports bigger updates on its Search Status Dashboard and on the Search Central blog. There you can see when an update starts and when it's finished.
What is a Google core update?
With a core update, Google reassesses how useful and trustworthy pages are compared with each other. Google itself says a drop doesn't mean something is broken on your site. It means other pages are now seen as better for that search.
A comparison Google uses itself: imagine a list of the best films of all time. A few years later you make the list again. New films have come out and you see things differently. Some films drop down, without having got any worse.
Were you hit by a Google update? Here's how to check
Not every drop is caused by an update. Before drawing conclusions, rule out other causes.
- Compare the date of your drop with the update dates on the Search Status Dashboard.
- Look at Performance in Google Search Console. Are impressions falling, or only clicks?
- Look at which pages and keywords are dropping. Is it your whole site, or a group of pages?
- Check technical causes: did you just change something, has a noindex been left in place, are there new error messages?
- Look at seasons. Many industries are simply quieter in certain months.
- Check whether the search results themselves have changed. Sometimes there are more ads, a map or AI answers above the regular results.
That last point is becoming more and more important. When Google shows an AI answer at the top, people sometimes click through less, even if your position stays the same. Read more in our article on being found in AI search engines.
What to do after a drop from a Google update
The most important advice: don't panic and don't immediately turn everything upside down. An update often runs for a few weeks. Rankings can swing a lot during that time. Wait until the update is finished and only then look at the numbers.
- Wait until Google reports the update is complete, then give it another week or two.
- Look at which pages now rank above you. What do they offer that you don't? More depth, more up-to-date information, better examples?
- Read your own pages critically. Do they really answer the question, or were they mainly written for search engines?
- Improve the content: add your own experience, examples, prices and clear explanations.
- Clean up weak pages that add little. Merge them or update them thoroughly.
- Work on trust: clear contact details, who's behind the business and genuine reviews.
Recovery after a core update usually doesn't happen in a few days. Improvements often only become visible after the next update. That takes patience.
What you'd better not do
- Quickly publishing lots of new pages in the hope of making up for the loss.
- Buying links to win back your rankings. That actually increases the risk at the next spam update. Also read our article on link building.
- Rebuilding your whole website in one go without knowing what the problem is.
- Adding keywords to all your copy.
- Drawing conclusions after one bad week.
Also keep a simple log. Note when you change something on your site: a new page, a redesign, different hosting or a new plugin. If your traffic drops or rises, you can see at a glance whether it coincides with your own change or with a Google update. That saves a lot of guesswork and stops you fixing the wrong cause.
Making your website resilient to Google algorithm updates
You can't stop updates. But you can make sure your site isn't much affected by them. Websites that are genuinely useful to their visitors more often move up than down with updates. That foundation consists of a few fixed parts.
- Write for your customer, with knowledge only you have.
- Keep your pages up to date. Update prices, examples and how you work regularly.
- Make sure your site is technically sound: fast, secure and good on mobile.
- Build authority honestly: reviews, mentions and links you earn.
- Spread your risk. Don't rely only on Google, but also on your customer base, email and repeat customers.
Need help after a Google update?
At Violexa, when there's a drop, we first look at what's really going on: an update, a technical problem or a shift in the search results. Then we make a plan that fits your site. We do that as part of our online marketing, from €599 excl. VAT (€725 incl. VAT) per month. There's no minimum term; you cancel monthly with one month's notice.
Seeing your visitors from Google drop and not sure why? Book a free quickscan. In 30 minutes, online or on site, we look at your numbers and your website together. You get short written advice with a price indication, with no obligation.
Frequently asked questions
How often does Google release algorithm updates?
Small tweaks happen almost every day. Big core updates usually come a few times a year. Google announces those on the Search Status Dashboard.
Why have I dropped in Google?
It could be an algorithm update, but also technical errors, seasons, new competitors or changes in the search results themselves. Compare the date of the drop with known updates and check Google Search Console before drawing conclusions.
How long does recovery take after a Google core update?
It varies a lot. Sometimes you see recovery after a few weeks, often only after the next core update. It depends on how much you improve and how big the differences with your competitors are.
Can I prepare for a Google update?
Not for a specific update, but in general, yes. Websites with useful, up-to-date content, sound technology and honest links are usually the least affected.
