An SEO Agency’s Guide to Google Algorithm Updates

As Google’s search results  - and standards for ranking - are constantly changing, staying visible within search can often feel like a moving target. A big driver of this volatility are Google algorithm updates.

While some updates have a limited effect on search performance, others can cause substantial shifts in rankings and organic visibility, often leading businesses to ask questions such as:

• Why have my website rankings shifted?
• What does this mean for my business?
• What should I do next?

Understanding how Google algorithm updates work can help take some of the uncertainty out of these changes. In this guide we will help you understand what a google algorithm update is, why your rankings may change, and what your digital marketing agency will be doing about it.

What is a Google Algorithm Update?

Google algorithm updates are changes to the systems that rank web pages in search results, made to surface relevant, high-quality content that matches what users are searching for. 

Google makes several adjustments each year, ranging from minor routine tweaks to more significant shifts that change how its ranking systems work.

Two of the most notable types of updates are core updates, which broadly reshape ranking systems, and spam updates, which focus on detecting and addressing search spam. Both can affect how websites perform in search, but serve different purposes. 

What is a Google Core Update?

A Google Core Update is a significant ‘broad’ change to the systems Google uses to assess and rank content in its search results. As a result, some pages may gain or lose rankings as Google reassesses which content best satisfies a user’s search intent.

These updates are designed to improve the overall quality and usefulness of search results by helping Google identify the most relevant and helpful content for a search query. For example, in 2026 Google core updates primarily targeted areas such as firsthand experience and E-E-A-T signals by rewarding websites that showcased these elements through case studies, original data and real expertise.

What is a Google Spam Update?

Google Spam updates focus on identifying pages that breach Google’s spam policies for issues such as cloaking, content abuse, link spam and site reputation abuse. For example, with the development of AI many of Google’s recent Spam updates have focused on penalising mass produced AI content and manipulative content that has been engineered to be scraped by generative AI through listicles and ‘the best’ product roundups.

If your website is found to be in breach of these issues it can lead to your website being penalised and your rankings dropping, or your page(s) falling out of google’s index entirely.

Understanding the role of both types of Google algorithm updates helps you to determine what you should be monitoring during the rollout and what areas or issues you should investigate further.

Google Algorithm Updates over the years

Google has introduced several significant updates over the years that have helped shape how websites are assessed in search results. Although some updates began as standalone systems they have since been incorporated into Google’s core ranking systems. 

• Google Panda: Google Panda became part of Google’s ranking systems in 2015 after initially rolling out in 2011. It focused on improving the visibility of high-quality and original content by demoting low-quality content such as thin or duplicate content. 
• Google Penguin: Google Penguin was integrated into Google’s core ranking system in 2016 after originally rolling out in 2012. The purpose of this update was to target manipulative link-building practices used to influence search rankings including buying backlinks and keyword stuffing. 
• Helpful Content Update: In 2022 the Helpful Content Update was introduced to reward original content that provides value, expertise and is created for people and not search engines.
• Google SpamBrain: Google SpamBrain is an AI-based spam-prevention system. Although it was launched in 2018 it is continually improved to identify new forms of search spam such as with the August 2025 spam update that targeted scaled AI content and site reputation abuse.  
• Discover Core Update: In February 2026 a Google Discover core update introduced improvements to the systems that surface articles in Google Discover. It focused on making Discover more useful and relevant to users. 

What happens when Google rolls out an algorithm update?

When Google announces an algorithm update the changes are rolled out across its search systems over a period of time. This means you may not see any immediate changes to your website’s performance once the update begins rolling out. 

Google typically communicates when a core update is set to rollout and once it has completed with updates available through the Google Search Status Dashboard. Rollouts can take up to a couple of weeks to complete depending on the size of the update. During this period search results can be more volatile than usual as Google’s systems process and apply the changes.

How are different types of websites impacted during a Google Algorithm Update?

Websites across all industries can experience fluctuations in rankings and organic traffic during an algorithm update. While some websites experience drops across individual pages or the wider website, others may see improvements in visibility. 

These changes can occur as Google reassesses which pages best satisfy a user's search query, meaning a drop in rankings doesn’t necessarily mean that a website has been penalised or that the content is poor. 

Additionally industries covering Your Money or Your Life (YMYL) topics such as health, finance or legal content can be affected by algorithm updates. As providing inaccurate or misleading information in these areas can have a greater impact on people’s lives, Google places particular importance on trust and the reliability of search results for these topics.

What your agency will be monitoring during and after a Google algorithm update?

There is no single metric that can tell the whole story of the impact of an algorithm update so your SEO agency will look at several factors to understand the full view. Reviewing these metrics as a whole shapes our understanding of what has changed, what areas have been impacted and whether anything needs to be reviewed.

During the Rollout

When the rollout begins your SEO agency will keep an eye on how volatile the update has been on your website by monitoring:

• Website performance: Monitoring landing pages, queries and top-level data metrics for any large shifts as initial areas to review once the rollout has completed.
• Industry trends: As core algorithm updates affect all websites your agency won’t only look at your website in isolation but also monitor wider search results and industry trends to get a better understanding of whether similar shifts are being seen on a wider scale.
• Avoid premature changes: Making reactive decisions or significant changes to your website can lead to greater impacts to your performance before your data has had the opportunity to settle.

After the Rollout

Following a Google core update rollout it is recommended to wait a while before reviewing any data as your website will need time to settle before it can be analysed. We will be looking for a ‘settled version’ of your data, as only then can we be certain of the conclusions we are drawing. 

From that data we will be able to:

• Compare Performance to pre-update benchmarks for any significant changes
• Review affected pages or queries
• Identify patterns across page or query groups
• Review changes within search engine result pages 

This analysis will help determine whether any content or website updates will be required based on the insights found within your data. It could also highlight areas that are performing well which could help reaffirm your strategy.

Should you be worried if your rankings drop?

Changes in website rankings can be concerning especially if organic search is an important source of traffic, leads or sales. However, there is no need to panic every time Google announces an algorithm update. Many websites experience little to no impact, as the changes Google makes do not affect every industry, website or search query in the same way.

The impact of an algorithm update largely depends on what Google is looking to improve within its search systems. For example, updates that change how Google identifies helpful and reliable content may lead to changes in visibility for websites that provide poor quality or inaccurate content. 

While no agency can guarantee that rankings will never fluctuate, by monitoring website performance they can identify any significant changes, assess whether they coincide with a confirmed Google update and determine whether any action is needed. And if your website is affected, they can investigate the underlying causes and develop a recovery plan to address those issues. 

During these moments throughout an update your SEO agency will keep you informed, explain any meaningful changes and recommend the appropriate next steps to protect and improve your organic search performance.

Final thoughts

Google algorithm updates are a normal part of the search landscape and by understanding what they are, what to monitor and how to react it can help guide you through any volatility issues within search results.

Rankings naturally fluctuate and a change in position should be understood in context rather than immediately being labeled as an issue. Instead of trying to predict or react to every ranking shift the focus should remain on creating useful, relevant and high-quality content that matches your users search intent.

If your website has been impacted by a Google Algorithm Update and you would like support to handle future updates, contact our team of SEO specialists.