In April 2018, Google introduced a broad update of the algorithm core that had an impact on the appearance and ranking of search engines.

Algorithm changes usually focus on improving the rankings associated with determining the quality of the site’s contextual relevance or authority within its topic or industry. A large core change, such as this one, indicates that Google has done more than the typical patches or small updates of the algorithm that it does on average once or twice a day. Something bigger in the core of the algorithm has been changed, which affects a wider range of rankings. The impact of these changes can be seen in the tools that track the aggregate rankings of thousands of key phrases to measure Google’s daily fluctuations. Changes in the ranking directly affect the entire SEO industry.

Websites ranking change

The update of the algorithm, as announced by Google on SearchLiaison Twitter (@searchliaison), focuses on rewarding sites whose results were previously below expectations. Of course, the message explains that pages that were previously well positioned may have slightly lower positions on the search results page. This is based not on the punishment of those who are now falling in the results, but on rewarding those who deserve a better position in Google’s opinion.

Earlier, Google was reluctant to reveal the nature of the algorithm update. However, these days have ended. Currently, Google only confirms the existence of these changes, which can significantly affect the position. However, what the changes involve, the positioners must find out themselves by carrying out tests. In some cases, for example, during damage control for many years due to the extensive impact of Panda and Penguin updates, Google also indicated the percentage of search results it received. Unfortunately, Google stopped providing this information.

We can assume that, as in previous updates, the update focuses on the quality of the website, especially the content. It also seems that change affected mainly the websites to which spammer links lead. So if your site fell in the ranking, it is worth checking the link profile and go from there.

Google impact analysis

The only question that matters to most marketers is whether the update of the algorithm affected organic search results on our site. The answer can be found in two places: position tracking and web analytics. Let’s start with web analytics. Has there been a significant change in your search results on your site for visits coming from Google a little later than April 16, 2018?

If your answer is “yes”, check if you have accidentally introduced any technical releases, modifications to the navigation structure or major content updates at this time. If the answer to the second question is “no”, the algorithm has probably been updated.

How to regain ranking?

As Google pointed out, there is no “patch” for this update. You can, of course, try to improve the profile of links, remove spammer links and take care of the diversification of places where you place links to your site. However, if you do not blame anything and your positions have fallen, maybe competition is just more effective in their actions?
Is it possible to do something in order to regain the position in the ranking? You can only persistently do things for which Google rewards better positions. It’s quite a wide range, because “doing SEO properly” involves the optimization of many things, from UX to coding, or from data taxonomy to content marketing.
None of this will change your positions suddenly. You need to be patient before your results are visible. In fact, the pursuit of algorithms and competition is like playing defence. If you “win” in a defensive game, you can hardly keep up. Instead, think about how to start the offensive.

Ask yourself:
• Who are your biggest organic search competitors who manage demanded search traffic?
• What are the three most important things that can affect the most traffic from natural search results?
• What are the three most important organic search capabilities, where you can move faster and generate more value?

To answer these questions, you need to know your customers, specifically their demographics, online behaviour or behaviour on your site. The web analytics will definitely help. Do not forget about the wide possibilities offered by appropriately optimized, valuable content and well thought-out link building campaign.