Ranking signals, algorithm updates. One day you have the right number of keywords, the next day it’s too many. It might leave you wondering what Google wants to achieve. Or worrying what all these search changes mean for SEO in the long term. Will that change, too?
Maybe you’re thinking about auditing your SEO again, after reading announcements about Google’s 2021 Core Updates. Before you jump in and start making changes, why not take a moment to think about where all these changes are going. Is there a better way to do SEO so that you don’t need to freak out about every big algorithm update? We think there is — keep reading to find out how.
The reasoning behind Google search changes
Just like any other website, Google has something to offer. Its core product is Google search; its goal is to “organize the world’s information and make it universally accessible and useful”. Not only that, they also put a strong focus on providing great experiences for their users. So the big “secret” behind its ranking algorithm is this: Google wants to connect its users with the best pages and websites that deliver what they’re searching for. There’s not really anything else to it.
What Google wants is to make their users happy by delivering better search experiences. Part of the battle for Google is to prevent their ranking factors from being misused to push spammy websites higher in the search results. Another part of the story is this: understanding what people want from their searches is really difficult. Making changes to search helps Google to make sure the best, most relevant results get to the top. Making changes also lets Google add cool new features to the search page too!
What kind of changes does Google make?
Since the Panda update in 2011, SEO has changed a lot. Google has tried to do two main things with all these changes: firstly, to prevent poor quality websites from ‘tricking’ its algorithm to achieve high ranking SERP positions, and secondly, to create a better search experience for their users.
Here are some of the biggest ranking algorithm changes Google has made in the past decade: