The purpose of Google Core Updates is to improve the search experience for all users. Danny Sullivan, Google Search PR specialist, shared insights about these updates in an interview with Search Engine Round Table founder Barry Schwartz.
Understanding Google’s Core Algorithm Updates
Sullivan compared Google’s core algorithm updates to a phone software update: your phone gets regular updates, and you rarely notice them. Similarly, Google Search undergoes around 5,000 updates per year. Every once in a while, a bigger update is rolled out—these are Google’s Core Updates. These updates are designed to bring more significant changes to the ranking process and overall search experience.
Google is constantly testing improvements for Search. One focus is the ranking of “small independent sites.” While Google hasn’t completed all changes, future updates will improve the ranking of such sites, helping them become more visible. The goal is to reward sites with good content, allowing them to appear more often in search results.
Shifts in Algorithm Announcements and Helpful Content
Since March 2024, Google has stopped announcing updates aimed at rewarding useful content, such as the Helpful Content Update. Sullivan explained that the system has now been integrated into another ranking system, similar to what happened with Panda. These updates, though not announced, continue to shape how Google ranks content. We’ll keep you updated as more changes unfold.
When major algorithm updates are released, Google engineers make no direct changes to the system without thorough testing, evaluations, and expert reviews.
User-Generated Content and AI in Search
Google has increased the visibility of user-generated content, such as results from forums and Reddit. Sullivan believes this type of content is often useful for specific queries. Sometimes, Reddit content is shown above the original source due to how users search for information, and factors like freshness and query matching also play a role.
Regarding content created by AI, Sullivan emphasized that Google is more concerned with usefulness than the method of creation. The focus remains on whether content is helpful, not whether it’s generated by AI or humans. The key issue is if content is produced at scale purely for ranking, rather than adding value.
NIXSolutions reminds that Google’s August Core Update took 19 days to roll out, and similar processes can be expected for future updates.