First of all, what is really the Google algorithm and Google algorithm update at all?

If you are aware of everything that is going on in the world of internet marketing, or even occasionally search the internet for something useful, you have probably heard the term “Google algorithm”. To understand what the Google algorithm is, what the algorithms are at all.

The standard concept is that a set of rules is a limited number of steps to solve a problem.

In computer language, an algorithm sets the stage for a computer to perform a very specific task. As such, the computer may be programmed in such a way that it should decide and select a number between 1 and 1000 completely at random. This is a task that has a specific start and end point.

Looking at it from another angle, you can take it as a mathematical equation. You may be instructed to execute in the four ranges of 1000 to 900, which should look like this – “1000, 996, 992, 988, 984, 980” and so on. Although it’s a simple algorithm, it helps you get a little closer to more complex versions.

All of Google’s algorithms follow exactly the same basic definition and algorithm rule as we described earlier. Think about what you last tried to find with the Google search engine. You typed in either the keyword “best music videos” or “clothing stores in Tartu”, and the search engine then offered you a large number of different results from which you can choose.

But how to decide what results should be presented to you and in what order. Google’s algorithm will help you with that. There is a very sophisticated Google algorithm for displaying search results, with very frequent changes. Although no company will ever tell us exactly what their Google algorithm looks like, there are some known elements that are known to affect a page’s ability to appear in the results of certain keywords:

  • Display keywords in the page title, header tag, and meta description
  • The number of natural and organic links to your page
  • How a website works on mobile devices like smartphones and tablets

It’s true that almost every day, Google’s algorithm introduces us to the changes we make. Some of them are minor adjustments, and others will significantly affect your search results page. Here’s a brief overview of the most important changes and penalties over the years, along with SEO advice.

What if you could get an idea of which Google algorithm update exactly affect your organic traffic, and how? This is entirely possible with the Rank Tracker tool. All you have to do is launch Rank Tracker and you’re ready to create a project for your site. Then click the “Update Traffic” button in the top menu and enter your Google Analytics credentials to sync with your account tool. At the bottom of the Rank Tracker desktop, you can select “Organic Traffic.”

You should now see if any of your traffic changes were related to some Google algorithm update. Next, we’ll review all the updates and how they should be customized.

1. Panda

The purpose of Panda is to assign websites to their so-called Quality Score, which also creates a ranking. Originally, Panda acted as a filter rather than part of Google’s algorithm, as it was officially added to the core algorithm collection in January 2016. The use of panda has only become more frequent every year, and as a result, both penalties and recoveries are faster.

It should be adjusted by regularly checking for duplicate site content, thin content, and adding keywords. For example, an indexer called “SEO PowerSuite Website Auditor” is right for you.

Use a plagiarism checker, such as Copyscape, to check for duplicate external content.

If you have an e-commerce site and can’t afford to have 100% unique content, try using original images wherever possible, and use user feedback to make product descriptions stand out from the crowd. Learn more about auditing content here…

2. Penguin

Google Penguin aims to prevent sites with manipulative links from improving their location.

Penguin has been one of Google’s core algorithms since 2016, but unlike Panda, it works in real time.

To customize, you should monitor the growth of your link profile and conduct regular audits through link checks such as “SEO SpyGlass”.

From the “Summary” desktop of your tools, you’ll find a graph of the growth of your link profile. If you find anything unusual, these are good reasons to review unexpectedly acquired links.

To the best of our knowledge, the statistics that Penguin takes into account are included in the SEO SpyGlass penalty risk formula. To check the penalty risks, go to the “Link Penalty Risk” tab and select your links, then click the “Update Penalty Risk” button. When the check is complete, check the “Penalty Risk” box and make sure that all links with a score greater than 50% have been reviewed by you.

You can find more details about link auditing here…

3. Hummingbird

Hummingbird helps Google better interpret search queries and deliver results that match the searcher’s intent. Although keywords are still very important to you, Hummingbird helps you rank your queries, even if they don’t contain the exact words or phrases you enter. This is achieved through natural language processing based on latent semantic indexing, or co-occurring terms and synonyms.

To customize, broaden your horizons when researching keywords and focus on concepts instead of keywords. Carefully perform related searches, synonyms, and related terms. A good source for such ideas is Google Related Searches and Google Autocomplete. All of these features are incorporated into the Keyword Tracking module of Rank Tracker.

Use this knowledge to better understand your target audience and diversify your content. By creating comprehensive and valuable content that is of value to the searcher, you win their engagement as well as SEO. We will delve deeper into this post at a later stage when we talk about such an application “RankBrain”.

4. Pigeon

“Pigeon” plays an important role in their searches, in which the user’s location plays an important role. The created updates created a closer connection between the local algorithm and the main algorithm – now traditional SEO factors are used to rank local results.

When customizing, invest time in on-page and off-page SEO. An excellent starting point is to start a website analysis with WebSite Auditor. The tool’s Content Analysis desktop gives you a good idea of the aspects of page optimization you should focus on.

Now click on “Look for Prospects”, select the directories and then enter the keywords already. You should definitely specify the keywords in the category and your location (eg web developer Tallinn). In a moment, the tools will return a list of directories relevant to your niche, including the email addresses of the owners. More information about local SEO can be found here…

5. Mobile

It is used especially in the absence of a mobile version of the page and in case of poor mobile usability. Google’s Mobile Update (or Mobilegeddon) confirms that mobile-friendly pages will find themselves at the top of mobile searches if pages not optimized for mobile are filtered out and sent to the bottom of the results page.

To customize, go to the mobile version and focus on speed and usability. Google Mobile Friendly Testing helps you see what aspects of the mobile version of your website you should improve. The test is integrated into the website auditor, so you can quickly check the mobile friendliness of your pages. You can find it here: Content Analysis> Page Audit, under the “Technical Factors” tab.

6. RankBrain

Used in the absence of query-based relevance features, superficial content, and poor UX. RankBrain works as part of Google’s Hummingbird algorithm. It is a machine learning system that helps Google understand the meaning of queries and provides the most relevant search results to answer those questions. Google speaks of RankBrain as the third most important factor. Although we are not aware of all the pros and cons of RankBrain, it is generally believed that it identifies the relevancy features of the websites ranked for a given query, which are basically query-based ranking factors.

To make the adjustment, the content of the competition analysis should be optimized to be relevant and comprehensive. With the Website Auditor’s TF-IDF tool, you can find important terms and concepts that are used by many of your top competitors – a great way to diversify your content.

7. Possum

Possum updates ensure that local results vary by searcher’s location – the closer you are to a business’s physical address, the more likely you are to see it in local results. Possum also ensured the ranking of the results of similar queries. It is also surprising that Possum also gave impetus to companies outside the defined radius.

To customize, expand your keyword list and also track your position on the page. Due to the volatility of Possum, local businesses today have to target more keywords than they used to. When checking your rankings, make sure you’re doing so from your targeted physical location. You can do this from Rank Tracker: Preferences> Preferred Search Engines. Then click the “Add Custom” button next to Google and then specify your preferred location as accurately as possible – you can do this as accurately as your street address.

8. Fred

The Fred app targets Google-approved updates, or websites, that violate Google’s webmaster guidelines. Most of the affected sites are low quality and worthless blogs designed primarily to generate advertising revenue.

Review Google’s search quality guidelines and be careful about short content. When you serve ads to your potential customers, make sure that the pages they find are of high quality and provide relevant and valuable content. Don’t try to trick Google into thinking that something about your page isn’t really what it is at all. Most publishers make a profit primarily from advertising, which is also perfectly legal, but only as long as you do not engage in fraud.


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