Google performs core updates to improve the quality and relevance of search results, ensuring users find helpful and reliable content by changing its search engine algorithm and systems. 

Sometimes, these updates can lead to significant shifts in search rankings, with some websites potentially seeing improvements. In contrast, others experience declines, and other websites will often see no significant impact at all. 

What is a Google Core update?

Google core updates are defined as changes to its search algorithm, designed to improve the way content is evaluated and ranked. Core updates are generally known to be more impactful and can (but don’t always) impact search rankings on a large scale. The main goal of core updates is to ensure that search results provide the best possible answers and insights to user queries. 

According to Google: “Core updates are designed to ensure that overall, we’re delivering on our mission to present helpful and reliable results for searchers. These changes are broad in nature, and don’t target specific sites or individual web pages. As content on the web changes, we assess and update our systems to keep pace, as a whole.”

When a core update happens, it could be that a website that ranks very well for a keyword might see this drop, depending on how well its content actually answers the questions to the searcher’s queries, or however, if you can ensure your site and content meets E-E-A-T parameters, and it won’t be impacted. 

E-E-A-T and core updates 

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is crucial in the context of Google’s core updates because it helps Google assess content quality. Core updates refine how Google prioritises content, focusing on real-world experience, expert knowledge, and authoritative sources. 

The addition of ‘Experience’ as a result of Google’s Helpful Content update in 2022 highlights the value of content created by those with hands-on involvement in the subject. Expertise ensures content is from knowledgeable professionals, while authoritativeness checks the reputation of the content creator or site. Trustworthiness focuses on accuracy and reliability, including secure websites (HTTPS) and transparent information. These elements guide core updates to ensure users find the most reliable, high-quality content in search results.

Learn more about how can digital PR improve E-E-A-T signals and what Y-M-Y-L is in our blog. 

Examples of Google core updates 

Here are some examples of significant Google core updates over the years:

Panda Update (2011): Focused on improving search quality by penalising low-quality, thin, or spammy content. It aimed to reward websites with high-quality, well-researched, and original content.

Penguin Update (2012): Targeted websites engaging in manipulative link-building practices (like link farms or keyword stuffing) to artificially boost rankings. This update sought to promote natural, high-quality backlinks.

Hummingbird Update (2013): Focused on improving the understanding of search queries and providing more relevant results by considering the context and meaning behind the words, rather than just individual keywords.

RankBrain (2015): A machine learning-based update that aimed to better understand complex search queries and improve the relevance of search results, especially for ambiguous or long-tail queries.

Medic Update (2018): This update mainly affected health, wellness, and medical websites. It focused on E-A-T (Expertise, Authoritativeness, and Trustworthiness) factors, rewarding high-quality, expert-driven content while demoting low-authority websites.

Bert Update (2019): Aimed at improving Google’s ability to understand natural language and the nuances of queries, especially in long-tail searches. It helped Google understand the intent behind words and phrases in a more human-like way.

Core Web Vitals Update (2021): This update emphasised the importance of user experience on a website, including factors like loading speed, interactivity, and visual stability (known as Core Web Vitals). Websites with better user experience were rewarded in rankings.

Helpful Content Update (2022): Focused on prioritising content that is genuinely helpful, informative, and created for users rather than content made primarily to rank in search results. As mentioned above this was the first Google update to emphasise ‘Experience’ as part of the content evaluation process, in addition to the traditional elements of Expertise, Authoritativeness, and Trustworthiness (E-A-T). 

How often do core updates happen? 

Core updates happen multiple times per year. Core updates can have significant, broad changes to Google’s search algorithms and systems, which is why Google officially announces them and shares information on the changes they have made.

March’s 2025 algorithm update was recently announced, with Google sharing: “(Today) we released the March 2025 core update to Google Search. This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites. We also continue our work to surface more content from creators through a series of improvements throughout this year. Some have already happened; additional ones will come later.” 

Google didn’t share any new advice specific to the March 2025 core update. However, in the past, Google has provided advice on what to consider if a core update negatively impacts you.

How to know if my site has been impacted by an algorithm update?

You might know your site has been impacted by a core update if you have seen significant changes in your website’s visibility and search rankings. If your site is affected negatively, you might see a drop in organic traffic, particularly for pages that no longer meet Google’s evolving content quality standards. However, a positive impact could lead to an increase in rankings and traffic if your content aligns with Google’s updated criteria. These updates typically focus on factors like content quality, relevance, user experience, and adherence to E-E-A-T principles. It’s important to understand that core updates are broad and may affect multiple aspects of your website, so it’s crucial to stay informed and adapt accordingly.

How to recover from a Google algorithm update?

If your website is negatively impacted by a core update, there’s no need to panic. Recovery starts by simply assessing your content and ensuring it meets Google’s updated quality standards. 

Focus on providing helpful, high-quality content that offers real value to users. Make sure your content demonstrates expertise and authority, and that it aligns with user intent. Improving user experience, like enhancing page load speed and ensuring your site is mobile-friendly, can also help. Regularly monitoring your site’s performance and staying up-to-date with Google’s guidelines will enable you to make informed decisions and adjustments. Core updates are a chance to improve, and those who focus on creating authentic, high-quality content will often see long-term benefits.

In terms of Google’s March 2025 core update, the search engine shared: “There’s nothing new or special that creators need to do for this update as long as they’ve been making satisfying content meant for people. For those that might not be ranking as well, we strongly encourage reading our creating helpful, reliable, people-first content help page.”

Should I be worried about a Google core update?

No, you don’t need to worry about a core update. As long as you’re consistently creating helpful, high-quality, and authentic content that serves your audience, you should be fine. Core updates are designed to reward content that provides real value, so if your site focuses on user experience, expertise, and trustworthiness, your rankings are less likely to suffer. Instead of worrying, use core updates as an opportunity to review and improve your content, ensuring it meets Google’s standards. 

While it’s difficult to predict exactly what types of businesses and sites would be impacted by a core update, as long as you don’t fall into one of the below categories, you should be fine: 

You’re a site with low quality content: Websites with thin or low-quality content are at risk of being affected. This can include businesses that don’t provide in-depth or valuable information to users, or sites that focus more on SEO black hat tricks than providing genuine user value.

You’re an overly commercial website: Sites that are overly focused on selling or promoting products without offering much useful content beyond their commercial intent might be impacted. Google has increasingly valued high-quality content and user intent over just transactional pages.

You’re an untrustworthy website: Websites that don’t demonstrate strong E-E-A-T might face penalties, especially in industries like health and finance, where credibility is essential.

You’re a site with poor technical SEO: If a website’s technical SEO has slow loading times, poor mobile optimisation or things like broken links, it could see a drop in rankings. Core updates often take user experience signals into account.

You’re a site with duplicate content: Websites that don’t update their content or rely on duplicate content might see a decline in traffic. Google is always looking to prioritise original, high-quality, and regularly updated content.

Preparing for future core updates 

If you’re finding it challenging to keep up with core updates and want to ensure your site consistently adheres to E-E-A-T best practices to maintain your rankings, our team at Wild PR can help. 

We can support you with both onsite and offsite SEO to keep your website optimised. Get in touch with our friendly team to learn more.