Core update

What is a Google core update?

A Google core update is a significant, broad change to Google's search ranking algorithms that can substantially affect how websites appear in search results. Unlike smaller, more targeted updates that might focus on specific issues like spam or page experience, core updates comprehensively reassess how Google evaluates content quality across the entire web. These updates typically don't target specific categories of sites or particular issues, but rather improve how Google's systems assess content overall. When a core update rolls out, pages that were previously under-rewarded may see gains, while those that were perhaps over-rewarded might experience visibility decreases.

How do core updates affect websites?

Core updates can cause noticeable fluctuations in search visibility, traffic, and rankings. These impacts vary widely—some websites experience dramatic ranking improvements, while others may see significant drops. The effects usually become apparent within days of an update's launch, though the full impact can take up to two weeks to stabilize as the update rolls out globally. Sites in YMYL (Your Money, Your Life) categories like health, finance, and news often experience more pronounced effects due to Google's emphasis on expertise and trustworthiness in these areas. Traffic changes following core updates tend to be algorithmic rather than manual penalties, meaning recovery is possible without submitting reconsideration requests.

When does Google release core updates?

Google typically releases core updates several times per year, usually every few months. While there's no fixed schedule, Google has moved toward announcing these updates in advance through their Google Search Central blog and social media channels. Updates generally roll out over a period of one to two weeks, affecting different regions and data centers progressively rather than instantaneously. Google occasionally releases back-to-back updates, such as their paired core updates where the second part follows a month after the first. The company generally avoids releasing major updates during major holiday periods to minimize disruption for businesses.

How can you recover from a core update drop?

Recovery from a core update impact requires a comprehensive content quality assessment rather than quick technical fixes. Start by analyzing which pages lost visibility and identifying patterns in the affected content. Focus on improving overall content quality by enhancing expertise, authoritativeness, and trustworthiness signals. Update outdated information, expand thin content with valuable insights, and ensure your content provides more comprehensive value than competing pages. Evaluate your site against Google's quality rater guidelines, particularly focusing on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles. Improvement after a core update typically won't show results until the next core update rolls out, so patience is essential while maintaining consistent quality improvements.

What does Google say about core updates?

Google emphasizes that core updates don't penalize websites but rather reassess content against an evolving understanding of user needs. They recommend focusing on creating "the most helpful, reliable information you can" rather than trying to fix specific technical issues. Google has published extensive guidance encouraging site owners to question whether their content demonstrates first-hand expertise, presents comprehensive information, and offers substantial value beyond similar pages. They suggest evaluating content objectivity, depth, and breadth while ensuring it fulfills the promises made in titles and meta descriptions. Google explicitly states there's nothing to "fix" after a core update drop—instead, the focus should be on raising overall content quality to better align with what their algorithms recognize as valuable to users.