Google algorithm updates can move a website from page one to page three overnight, or lift a struggling site into the top results. Google changes its ranking systems thousands of times a year. Most changes are small, but several times a year it releases larger, confirmed updates that can noticeably shift rankings across entire industries.
This guide explains the main types of Google algorithm updates, how to tell whether an update affected your site, and what to do about it.
The Main Types of Google Updates
Core updates
Core updates are broad changes to how Google assesses content quality and relevance. They usually roll out over around two weeks and are announced on the Google Search Status Dashboard. Core updates do not target specific sites. Instead, Google re-evaluates which pages are most helpful for each search, so some pages rise and others fall.
Spam updates
Spam updates target practices that break Google’s spam policies, such as scaled low-value content, link schemes, expired domain abuse and site reputation abuse. In recent years Google has paid particular attention to large volumes of mass-produced content, including AI-generated pages published without real value or review.
Helpful content and page experience signals
Google’s systems for rewarding helpful, people-first content are now part of its core ranking systems. Page experience signals such as Core Web Vitals, mobile-friendliness and HTTPS also play a role, mostly as tie-breakers between pages of similar quality.
AI search changes
With AI Overviews and AI Mode now common in results, Google frequently adjusts how and when these features appear and which sources they cite. These changes can affect clicks even when rankings stay the same.
How to Tell if an Update Affected Your Site
- Check the dates. Compare drops or gains in Google Search Console with the update dates on the Google Search Status Dashboard.
- Look at the right report. In Search Console, open Performance and compare the two weeks before and after the update. Filter by page and query to see exactly what moved.
- Rule out technical problems. A sudden drop can also come from indexing errors, a broken sitemap, accidental noindex tags, site migrations or server issues. Check the Pages (indexing) report first.
- Check for manual actions. Search Console’s Manual Actions report shows if a human reviewer has penalised your site. This is rare but serious.
- Separate rankings from clicks. If your average position held steady but clicks fell, AI Overviews or new SERP features may be taking attention rather than an algorithm penalty.
What to Do if Rankings Dropped
Google’s own guidance after core updates is that there is usually no single fix. Recovery comes from genuinely improving the site. In practice, we follow this plan:
1. Audit the pages that lost traffic
Compare your pages with the ones that now rank above you. Ask honestly: do they answer the question more completely, show more experience, include better examples or load faster?
2. Improve or remove thin content
Pages with a few hundred generic words, duplicate topics or outdated information can weigh down the whole site. Merge overlapping articles into one strong page, redirect the old URLs, and update or remove content that no longer helps anyone.
3. Show real experience and expertise
Google’s quality guidelines use E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. Add author names and bios, first-hand examples, original screenshots, case studies and clear contact details.
4. Fix technical issues
Make sure important pages are indexable, your sitemap works, internal links point to the right canonical URLs and pages load quickly on mobile. Our technical SEO team often finds that fixing these basics produces gains on their own.
5. Clean up risky links
If your site has bought links or appears in obvious link networks, stop those activities. Focus on earning links through useful content and genuine relationships. Disavowing links is only needed in specific cases, such as after a manual action.
6. Be patient
Improvements are often recognised gradually, and sometimes only after the next core update. Keep improving and keep measuring.
How to Protect Your Site From Future Updates
- Write for people first. Every page should exist because it helps a real visitor, not only to target a keyword.
- Use AI carefully. AI tools can help with research and drafting, but publish only content that has been fact-checked, edited and enriched with your own knowledge.
- Build topical depth. A connected set of pages around each service signals authority better than many unrelated posts.
- Keep the site technically healthy. Monitor Search Console monthly for indexing and Core Web Vitals issues.
- Diversify traffic. Email, social media and paid campaigns reduce the impact of any single update.
Frequently Asked Questions
How often does Google release core updates?
Several times a year. Google confirms them on the Search Status Dashboard along with start and completion dates.
Can I recover before the next core update?
Sometimes. Google re-evaluates pages continuously, but larger recoveries often appear when the next core update rolls out.
Will AI-written content get my site penalised?
Google does not penalise content simply for using AI. It targets low-value content produced at scale. AI-assisted content that is accurate, original and helpful can rank well.
Get Expert Help
If an update has hit your traffic, a structured audit is the fastest way to find out why. Explore our SEO services or contact DIGIOPTA for a free review of your site.
Related reading: How Long Does SEO Take to Work? Realistic Timelines for 2026 and SEO for Beginners: A Complete Guide to How Search Engine Optimisation Works (2026)