Understanding Google's Latest Algorithm Updates

Google makes thousands of changes to its search algorithm every year. Most are minor tweaks that go unnoticed, but several times a year, Google rolls out major "core updates" that can significantly impact search rankings.

Understanding these updates—and adapting your SEO strategy accordingly—is essential for maintaining and improving your search visibility.

Recent Major Algorithm Updates

Helpful Content Update (Ongoing)

Google's Helpful Content Update, first launched in 2022 and continuously refined, aims to reward content created for people rather than for search engines. Websites with significant amounts of "unhelpful" content may see site-wide ranking impacts.

What this means for you:

• Create content that genuinely helps your audience
• Avoid thin, keyword-stuffed content created just for rankings
• Focus on demonstrating expertise, especially in your specific industry
• Remove or improve low-quality content that doesn't serve users

Core Web Vitals Integration

Page experience signals, including Core Web Vitals (loading speed, interactivity, visual stability), continue to be ranking factors. While not as impactful as content quality, poor technical performance can hurt rankings.

What this means for you:

• Ensure your website loads quickly on mobile devices
• Eliminate layout shifts that frustrate users
• Make sure interactive elements respond promptly
• Consider a smart website redesign if your site is slow

E-E-A-T Emphasis

Google's quality rater guidelines emphasize Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). This is particularly important for "Your Money or Your Life" (YMYL) topics including health, finance, and legal content.

What this means for you:

• Showcase credentials and experience on your website
• Build author bios that demonstrate expertise
• Get mentioned and linked from authoritative sources
• Maintain accurate, up-to-date information

Local Search Updates

For local businesses—whether you're a contractor in Salt Lake City or a dentist in Phoenix—local search updates matter most.

Vicinity Update Impact

Google's Vicinity Update increased the importance of proximity in local search. Businesses physically closer to the searcher now have an advantage, making it harder for businesses to rank in areas far from their physical location.

Review Impact

Reviews continue to heavily influence local rankings. Quantity, recency, and response rate all matter. Check out our guide on review management best practices.

AI and Search

Google's Search Generative Experience (SGE) and the rise of AI-powered search tools like ChatGPT and Perplexity are changing how people find information. This creates new challenges and opportunities.

Learn how to optimize for AI search in our comprehensive guide to LLM SEO, LLMO, and GEO.

How to Adapt to Algorithm Updates

1. Focus on Quality Over Tricks

Every major update reinforces the same message: create genuinely useful content for your audience. Tactics that try to "game" the algorithm eventually fail.

2. Prioritize User Experience

Fast loading, mobile-friendly design, easy navigation—these factors benefit both users and rankings. Read our article on mobile-first website design.

3. Build Authority Over Time

Authority isn't built overnight. Consistent publication, link building, and reputation management compound over time.

4. Monitor Your Rankings

Track your rankings for key terms so you can identify when updates affect you. This allows for faster response and recovery.

5. Stay Informed

Follow reputable SEO sources to stay aware of upcoming changes. Or, work with an SEO agency that stays on top of updates for you.

Need Help Navigating Algorithm Changes?

At Infuse AI Agency, we help businesses across Utah, Nevada, Arizona, Colorado, and beyond stay ahead of algorithm changes and maintain strong search visibility.

Contact us for a free SEO audit and learn how we can help your business thrive in an ever-changing search landscape.