[Hot] Google's New Core Algorithm Update: Florida 2
Google changes its algorithm hundreds of times each year. Many of these changes do not effect day-to-day search rankings. Occasionally, however, Google releases a "broad core algorithm update" which does effect rankings--often quite significantly.
This is precisely what happened this week, when Google released Florida 2, what Search Engine Journal is calling
"one of the biggest updates in years." Google announced the update yesterday on Twitter:
We have the answers below...
What is a Broad Core Algorithm Update?
After a recent core update (in August, 2018), some SEO pros balked at the term "core update." The tweet from Kristine Schachinger, a Digital Strategist & SEO Consultant (with a large Twitter following), typified a segment of the industry response:
Shachinger's tweet, however, may have asked for the impossible.
With prior named updates, like Panda, Penguin, and more recently, Hummingbird., Google revealed "what was updated"--usually a specific fault with the algorithm.
For example, Panda (released in 2011), targeted low quality or duplicate content. At the time, the search engine was prey to "content farms," which relied on quantity--often up to 7000 articles per day--to achieve high search rankings. With the Panda update, Google placed a new emphasis on unique, relevant content.
Penguin, released a year later, focused on eliminating bad links--a common "black hat" SEO practice. By dramatically reducing manipulative link-building practices, Penguin also emphasized the value of "quality links."
Today, unique content and quality links make up the "holy trinity" of Google's ranking factors with RankBrain, the machine learning tool Google released with Hummingbird (in 2013). With this tool, Google began to analyze more complex search terms (such as voice-based searches) to discover user intent.
Read: "Google's Top Three Ranking Factors: Links, Content, and RankBrain"
For most of these updates (and others), Google was relatively straightforward about the specific nature of the change, and most SEO pros understood how to remedy any problems with their sites.
With the core updates, Google has changed the entire algorithm itself, or the search engine itself--often referred to as PageRank (not to be confused with RankBrain above).
As we noted, Google has clarified their top three ranking factors, links, content, and RankBrain, but the search engine uses "200 unique signals or 'clues' that make it possible to surface what you might be looking for" (Source: Google).
Calibrating many of these 200 ranking factors likely accounts for the "core" algorithm changes.
Will Florida 2 Effect Your Rankings?
Since core updates may effect many ranking factors it is hard to say how a core update will effect your site. Jones, of Search Engine Journal, quotes Danny Sullivan of Google, who has tweeted before that there is "no fix" for core updates:
“There’s no ‘fix’ for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”
In his article, Jones writes "the clues are there," but he offers no specific guidance--and, in the end, focusing on specifics may be besides the point.
The best way to recover from any rankings loss--at any time--is to satisfy the basic SEO requirements inferred by the "holy trinity" of ranking factors: Produce high quality, relevant content (with the appropriate technical optimizations). Inspire quality links. Satisfy user intent.
Back to SEO Basics
If you're concerned about a recent drop in rankings, get back to SEO basics:
If you're looking for an SEO company that understands the nuances of the algorithms as well as content marketing, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective online marketing campaigns.
This is precisely what happened this week, when Google released Florida 2, what Search Engine Journal is calling
"one of the biggest updates in years." Google announced the update yesterday on Twitter:
So what exactly does a "broad core update" mean? Will your rankings change? If so, what can you do?This week, we released a broad core algorithm update, as we do several times per year. Our guidance about such updates remains as we’ve covered before. Please see these tweets for more about that:https://t.co/uPlEdSLHoXhttps://t.co/tmfQkhdjPL— Google SearchLiaison (@searchliaison) March 13, 2019
We have the answers below...
What is a Broad Core Algorithm Update?
After a recent core update (in August, 2018), some SEO pros balked at the term "core update." The tweet from Kristine Schachinger, a Digital Strategist & SEO Consultant (with a large Twitter following), typified a segment of the industry response:
Big update. Google? Same as same as same as same as same.— Kristine Schachinger (@schachin) August 1, 2018
Miss the days when we would actually be told what was updated.
So many things on a site going on, makes it very hard to determine. Not impossible, but just wastes a lot of time.
Shachinger's tweet, however, may have asked for the impossible.
With prior named updates, like Panda, Penguin, and more recently, Hummingbird., Google revealed "what was updated"--usually a specific fault with the algorithm.
For example, Panda (released in 2011), targeted low quality or duplicate content. At the time, the search engine was prey to "content farms," which relied on quantity--often up to 7000 articles per day--to achieve high search rankings. With the Panda update, Google placed a new emphasis on unique, relevant content.
Penguin, released a year later, focused on eliminating bad links--a common "black hat" SEO practice. By dramatically reducing manipulative link-building practices, Penguin also emphasized the value of "quality links."
Today, unique content and quality links make up the "holy trinity" of Google's ranking factors with RankBrain, the machine learning tool Google released with Hummingbird (in 2013). With this tool, Google began to analyze more complex search terms (such as voice-based searches) to discover user intent.
Read: "Google's Top Three Ranking Factors: Links, Content, and RankBrain"
For most of these updates (and others), Google was relatively straightforward about the specific nature of the change, and most SEO pros understood how to remedy any problems with their sites.
With the core updates, Google has changed the entire algorithm itself, or the search engine itself--often referred to as PageRank (not to be confused with RankBrain above).
As we noted, Google has clarified their top three ranking factors, links, content, and RankBrain, but the search engine uses "200 unique signals or 'clues' that make it possible to surface what you might be looking for" (Source: Google).
Calibrating many of these 200 ranking factors likely accounts for the "core" algorithm changes.
Will Florida 2 Effect Your Rankings?
Since core updates may effect many ranking factors it is hard to say how a core update will effect your site. Jones, of Search Engine Journal, quotes Danny Sullivan of Google, who has tweeted before that there is "no fix" for core updates:
“There’s no ‘fix’ for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”
In his article, Jones writes "the clues are there," but he offers no specific guidance--and, in the end, focusing on specifics may be besides the point.
The best way to recover from any rankings loss--at any time--is to satisfy the basic SEO requirements inferred by the "holy trinity" of ranking factors: Produce high quality, relevant content (with the appropriate technical optimizations). Inspire quality links. Satisfy user intent.
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| Ocean Drive, Miami. The Florida 2 update refers to an important update from the early 2000s. |
Back to SEO Basics
If you're concerned about a recent drop in rankings, get back to SEO basics:
- Create fresh content with appropriate keywords
- Focus on the value you offer browser who may search for your brand, product, or service
- Answer questions: Offer useful information relevant to your service, product, or brand
- Refresh (or replace) any content that has dropped in the rankings
If you're looking for an SEO company that understands the nuances of the algorithms as well as content marketing, we suggest contacting our sponsor, Stepman's SEO: 215-900-9398
Stepman's SEO combines traditional marketing methods and organic SEO--with an emphasis on natural website optimization--to design thoughtful, inspiring, and effective online marketing campaigns.