Don’t Panic! Here’s What to Do When a Google Algorithm Update Hits

Another day, another Google algorithm update sending ripples across the internet. You’ve seen the headlines, the panicked tweets, and maybe you’ve even noticed your own website traffic doing a bit of a funny dance. Before you reach for the emergency biscuit tin, let’s have a proper chat about what these updates are, what they mean for your business, and what you should (and shouldn’t) do when one rolls out.

At Platform81, we’ve been navigating the choppy waters of Google updates for years. We’ve seen them come, we’ve seen them go, and we’ve learned that a level head and a smart strategy are your best mates in this game. So, let’s break it down.

What’s the big deal with a Google algorithm update anyway?

Think of Google’s algorithm as its secret recipe for ranking websites. It’s a hugely complex system that looks at hundreds of different factors to decide which pages are the most relevant and useful for any given search. Google is constantly tweaking this recipe to improve the quality of its search results. Sometimes these are tiny, everyday adjustments we barely notice. Other times, they release a bigger, more significant ‘core update’ that can properly shake things up.

The goal is always the same: to provide a better experience for the user. Google wants to weed out the thin, spammy, unhelpful content and reward the websites that are genuinely providing value. So, in theory, if you’re doing things by the book, these updates should be nothing to fear. In fact, they can often be an opportunity.

My rankings have dropped! Should I be tearing my hair out?

First off, step away from the mirror. A bit of fluctuation is completely normal when an update is rolling out, which can often take a couple of weeks. The first thing to do is not to panic. Don’t rush into making drastic, knee-jerk changes to your website. The worst thing you can do is start undoing all the good SEO work you’ve already put in.

Instead, take a breath and play the long game. Monitor your rankings and traffic closely over a few weeks to see where the dust settles. Sometimes, things bounce back on their own. If they don’t, that’s your cue to get analytical, not frantic. It’s not a punishment; it’s a signal from Google that something about your site, or your content, might not be hitting the mark anymore.

So, what should we be doing when an update is announced?

This is where the real graft begins. An algorithm update is a time for analysis, not for guesswork. Here’s the Platform81 game plan:

Confirm it’s an update

First, we verify that Google has actually announced an official update. They’re usually pretty transparent about this on their Search Central blog or their social media channels. It’s important to distinguish between a genuine core update and normal market fluctuations.

Dig into the data

We get straight into your Google Analytics and Google Search Console data. We’re looking for patterns. Which pages have lost visibility? What specific keywords have seen a drop? Is the drop site-wide, or is it affecting a particular section of your site, like your blog or your product pages? Understanding the ‘what’ and ‘where’ is the crucial first step.

Analyse the competition

Next, we put on our detective hats and have a look at who’s winning. Which competitors have seen their rankings climb since the update? What are they doing differently? Are their pages more comprehensive? Do they have better user experience signals? This isn’t about blindly copying them, but about understanding what the ‘new’ Google seems to be rewarding.

Go back to the source

Google is actually pretty clear about what it wants. They regularly publish guidelines on what constitutes a high-quality website. We’ll revisit their documentation, paying close attention to concepts like E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). The answer is almost always in making your website better for humans, not just for search engine bots.

What does “making the website better” actually involve?

It’s less about secret SEO tricks and more about good, honest digital marketing. When we’re helping a client navigate a post-update world, we focus on the fundamentals that Google consistently rewards:

Content Quality

Is your content genuinely helpful and written for your target audience? Does it answer their questions comprehensively? We look for opportunities to improve your existing content, making it more in-depth, adding unique insights, and ensuring it’s the best resource on the web for that topic.

User Experience (UX)

Can people use your website easily, especially on a mobile phone? Is it fast to load? Is the navigation straightforward? A clunky, frustrating website is a massive turn-off for users, and therefore, for Google. We’ll look at everything from page speed to mobile usability to make sure your site is a joy to use.

Technical Health

A solid technical foundation is non-negotiable. We’ll do a deep dive to make sure there are no underlying technical issues—like broken links, crawl errors, or messy site architecture—that could be holding you back. A clean bill of technical health means Google’s bots can easily find, understand, and rank your content.

Trust Signals

Does your website look trustworthy? Do you have clear contact information, author bios for your blog posts, and positive reviews? These elements help build that all-important E-E-A-T and show Google that you’re a legitimate, authoritative voice in your field.

How long does it take to recover from an update?

That’s the million-dollar question! The honest answer is, it depends on the scale of the impact and the changes that need to be made. It’s not an overnight fix. Recovery isn’t about flicking a switch; it’s about demonstrating to Google over time that you’ve improved the quality of your site.

Typically, you might not see significant improvements until the next core update rolls around. This is because Google often needs a major refresh of its index to fully re-evaluate your site. The key is to make continuous, meaningful improvements. SEO is a marathon, not a sprint, and those who consistently invest in quality will always win in the long run.

Ultimately, a Google algorithm update isn’t a reason to panic. It’s a reminder to focus on what truly matters: creating a fantastic online experience for your customers. By staying calm, getting analytical, and committing to quality, you can turn a potential crisis into a genuine opportunity to strengthen your website and pull ahead of the competition. And if that sounds like a lot of work, well, that’s what we’re here for.

If you suspect your site might have been impacted by an algorithm update, contact our specialist SEO team and we’ll schedule a full website audit.