If you have noticed the rankings of various websites in search results have changed, it is likely due to the fact that Google has confirmed a “broad core algorithm” update that occurred at the end of February. 

Those who follow Google on Twitter may have seen their post explaining that they do these types of updates “several times per year”. Google said that “Some sites may note drops or gains.” This could very well be because Google has made changes to their ranking models. These changes are said to benefit “pages that were previously under-rewarded.” 

If you’re looking for Google’s full statement on Twitter regarding these changes, you can find it below:

When you need information about a restaurant, business, or a current event, chances are you start your search using a device connected to Google. You are not alone—Google’s search engine processes 3.5 billion queries on an average day. In determining what results to show you, Google uses a complex algorithm to “guess” which websites are most likely to provide the answers you need. The exact formula of Google’s search algorithm has never been released to the public, but it uses a large number of factors both about the websites it displays as results and the user conducting the search.

Webmasters and digital marketers are constantly in a race to optimize their sites to rank higher in search results so as to increase traffic to their sites and those of their clients. Therefore, when Google updates its algorithm, the changes can create a domino effect across the internet. Sometimes, such updates are rolled out with a great deal of fanfare and media attention; other times, they are kept much quieter. According to various forums and webmaster outlets, an algorithm change may be on its way right now.

Online Vigilance

Although you may not realize it, every time you conduct a Google search or open your Facebook news feed, you place yourself at the mercy of unseen, secretive weighting systems that “know” what results and items that you want to see. They are called algorithms, and those in the online marketing world spend countless hours analyzing them and responding to frequent updates. In recent months, however, many have begun questioning our trust in these systems, and some have even suggested that government regulation of Google and Facebook algorithms should be considered. Is such regulation a good idea? Could it even be possible?

Are the Secrets Necessary?

Google’s search engine algorithm is a series of rules intended to analyze hundreds of aspects of a website to determine where it should rank in specific web searches. When the algorithm is updated periodically, Google announces the major changes—such as an emphasis on mobile-friendliness or secured servers—but keeps the minor tweaks a secret. To a point, such discretion is understandable. If for-profit companies knew the exact weighting system of the algorithm, their sites would be designed to take advantage of the knowledge and, as the theory goes, the algorithm would no longer be effective.

In 2002, a character in the teen adventure-drama Buffy the Vampire Slayer used the word “Google” as a verb for the first time on television, at least according to Charles Arthur, writer of the book Digital Wars. Google.com had only been registered as a domain for five years when Alyson Hannigan’s Willow asked “Have you Googled her yet?” making reference to the search engine that would soon become the most popular and powerful in the world.

A few years later, as “Google it” entered the American lexicon as a common direction given to someone looking for information on the internet, Google released a statement expressing concern over the use of the word as a generic trademark for a web search. Fast forward another decade and, while we still use “Google” as a common verb, most of us actually mean using one of Google’s many platforms to find the answers we need.

Branching Out

In the wake of Google’s so-called “Mobilegeddon” algorithm changes earlier this year, mobile friendly websites seem to have experienced the boost that most experts were expecting. Conversely, sites considered non-mobile friendly suffered a drop in Google-driven traffic, which, in turn, led to higher expenditures on mobile-search ads. While the effects of the April update were not immediately evident, as weeks and months passed, the importance of a mobile friendly website has become increasingly clear.

Quantitative Analysis

As predicted, in the weeks following the algorithm change, non-mobile friendly websites saw double-digit decreases in traffic from mobile searches. According to a report by Adobe Systems which tracked more than 5,000 sites of all types, the drop was as high as 12 percent in the first two months. To offset the loss in organic traffic, site owners felt compelled to purchase more mobile-search advertisements from Google, ultimately driving the price of such ads up by as much as 16 percent.