Google’s Algorithm Update Explained: What Small Publishers Need to Know About Recovering Rankings & Avoiding Costly Mistakes
In September 2024, Google released a new algorithm update that sent ripples across the web, leaving many publishers—especially smaller, independent sites—wondering how their rankings would be affected. In response, Danny Sullivan, Google’s Public Liaison for Search, provided valuable insights about the update and what it means for publishers moving forward. His message was clear: Google is still fine-tuning its algorithm, and there’s no need for panic or drastic changes just yet.
For anyone concerned about their rankings, Sullivan’s advice to “hold steady” rather than scramble to make adjustments is a lifeline in the volatile world of SEO. In this blog post, we’ll dive deeper into the key takeaways from the update and what content creators, particularly smaller sites, should focus on in the ever-evolving world of Google rankings.
The Continuing Evolution of Google’s Algorithm
One of the standout points from Sullivan’s update is that Google’s algorithm is far from a finished product. He reiterated that the company’s goal is to continue surfacing a diverse range of high-quality content from across the web.
Sullivan explained, “…the work to connect people with ‘a range of high quality sites, including small or independent sites that are creating useful, original content’ is not done with this latest update. We’re continuing to look at this area and how to improve further with future updates.” This highlights Google’s commitment to improving the discoverability of independent content creators. Larger brands often dominate the search results due to their reputation and extensive resources, but Sullivan emphasized that smaller, independent publishers producing valuable content should also be rewarded. This ongoing refinement is encouraging for smaller publishers who might feel overshadowed by corporate giants.
Google’s focus on rewarding useful, original content isn’t new, but Sullivan’s remarks underscore that this mission is far from complete. This is a nod to the long-standing practice of quality content creation that Google has pushed over the years, seen through updates like Panda, Penguin, and BERT, all of which aimed to surface the best, most helpful content for searchers. In fact, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework has become one of the cornerstones of content assessment, favoring websites that deliver accurate, credible, and well-researched content .
What Should Publishers Focus On?
With the news of this update, many publishers whose rankings didn’t see immediate improvement might be left wondering what went wrong. However, Sullivan’s message is simple: stick to creating great content. He encouraged content creators who have put in the effort but haven’t seen results to continue delivering for their audience.
In Sullivan’s words, “If you’re feeling confused about what to do in terms of rankings…if you know you’re producing great content for your readers…If you know you’re producing it, keep doing that…it’s to us to keep working on our systems to better reward it.”
This advice is in line with Google’s historical guidance that content quality should always come before SEO manipulation. Trying to game the system through superficial tweaks and optimization strategies often backfires, especially when the algorithms are so sophisticated. The key takeaway here? Patience and perseverance. It’s essential to maintain focus on creating high-quality, relevant content that truly serves your audience, even if the reward in rankings doesn’t come immediately.
Avoiding Drastic Changes
One of the most interesting insights from Sullivan’s explanation is his caution against making radical changes to a site in response to temporary drops in rankings. This is particularly relevant for those who are already ranking well. He warned against the temptation to make adjustments with the goal of climbing just one or two spots higher in the search engine results pages (SERPs), as this can sometimes do more harm than good.
“If you’re showing in the top results for queries, that’s generally a sign that we really view your content well. Sometimes people then wonder how to move up a place or two. Rankings can and do change naturally over time. We recommend against making radical changes to try and move up a spot or two,” Sullivan explained.
This is a crucial point because many site owners, driven by the desire to continually improve their rankings, may unintentionally disrupt a formula that’s already working. It’s easy to panic when seeing a slight dip in rankings, but Sullivan’s advice is to trust the process and avoid knee-jerk reactions. The SERP landscape is always shifting, and sometimes, changes happen without any immediate explanation. By making unnecessary adjustments, site owners risk damaging their rankings in the long term .
How Google Uses Feedback From Publishers
Another important part of Sullivan’s update touched on the role of publisher feedback in the ranking process. He explained that while the feedback Google receives from site owners is valuable, it doesn’t directly result in individual recoveries. Instead, feedback is used as data to help Google identify broader algorithmic issues that may be impacting multiple sites.
“I went through it all, by hand, to ensure all the sites who submitted were indeed heard. You were, and you continue to be. …I summarized all that feedback, pulling out some of the compelling examples of where our systems could do a better job, especially in terms of rewarding open web creators. Our search engineers have reviewed it and continue to review it, along with other feedback we receive, to see how we can make search better for everyone, including creators,” Sullivan said.
This feedback helps Google to make broad changes that will affect all sites facing similar issues. It’s an ongoing process that ensures that fixes are applied at scale, rather than on a case-by-case basis.
Site Recoveries and Why They Don’t Happen Overnight
Sullivan also made it clear that sites that saw a recovery in rankings did not do so because of the feedback they submitted to Google. Instead, recoveries occurred because Google’s algorithm updates addressed widespread issues that affected many sites. This reinforces the idea that Google’s systems work at scale rather than focusing on individual sites when making changes.
“No one who submitted, by the way, got some type of recovery in Search because they submitted. Our systems don’t work that way,” Sullivan explained.
This insight is valuable for publishers who might feel that their efforts to provide feedback have gone unnoticed. While it might not lead to an immediate recovery, the feedback is still crucial to Google’s ongoing improvement efforts. In many ways, it’s a long-term investment in the health of the broader web ecosystem.
Key Takeaways for Publishers
- Quality Over Quick Fixes: Google’s algorithm continues to evolve, but the focus remains on rewarding high-quality content. Publishers should continue creating valuable, useful content for their audience rather than chasing rankings.
- Patience is Key: If your content hasn’t been rewarded yet, don’t lose hope. Google is constantly refining its algorithm, and your hard work could pay off in future updates.
- Don’t Over-Optimize: Trying to push your rankings higher with unnecessary tweaks can backfire. If you’re already ranking well, Sullivan advises leaving well enough alone.
- Broad Impact of Feedback: While individual feedback may not result in immediate recovery, it’s instrumental in helping Google refine its systems and address widespread issues.
In summary, Google’s recent ranking update reminds publishers that while the algorithm is continually evolving, the fundamentals remain unchanged. Creating high-quality, original content is still the best way to succeed in search. Whether you’re a large brand or a small publisher, focusing on your audience’s needs will always be the right approach.
