Danny Sullivan, Google’s Search Liaison has published a number of tweets on new updates to search algorithms. Quite a number of website owners and SEOs have come across the rise and fall in search traffic over the last couple of weeks. This has caused speculation regarding what is exactly happening on Google’s search algorithms. Given below is a short summary of what Sullivan tweeted.

Google rolls out new updates regularly

Normally Google launches one or multiple upgrades on a daily basis to enhance search results. These updates create small, yet noteworthy changes.

Google offers confirmation on important updates

When Google rolls out an update, it offers confirmation regarding the same to ensure that most website owners come to know about it. The perfect example of this is the page speed update on mobile search results which was announced a few months in advance before it was rolled out.

Google occasionally launches broad core updates

From time to time, Google launches broad core updates which have an impact on its whole search algorithm. It informs website owners about these updates. But there is nothing specific which the latter need to fix. Such an update can be released in one week or longer. This year, three core updates have been launched in April, August and September.

What steps can be taken after a core update? Provide content of higher quality

Sullivan suggests that after a core algorithm update is launched, site owners need to ensure that they offer a better quality of content. He stated-

“We understand those who do less well after a core update change may still feel they need to do something. We suggest focusing on ensuring you’re offering the best content you can. That’s what our algorithms seek to reward.”

Sullivan also mentioned that to create content of satisfactory quality, site owners should review Google’s search quality rater guidelines.

Search quality raters don’t have a direct effect on Google’s algorithms

Search quality raters have no impact on SERP rankings. They only review pages and share feedback on whether algorithms of Google are offering satisfactory results or not.

Sullivan states that site owners need to understand the manner in which quality raters review quality content. This will provide them a clear idea on how they can enhance the quality of their content.

Websites can improve their SERP rankings once the quality of their content improves.


Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.