Google announces another core algorithm update, and the SEO world holds its breath.
Will rankings plummet?
Should you panic audit your entire website?
What if your traffic disappears overnight?
We get it. These updates can feel like digital earthquakes waiting to shake your carefully built organic visibility.
Here's what we've learned after 21 years of guiding partners through countless algorithm changes. The businesses that sleep well during Google updates aren't lucky. They're prepared. They've built their SEO strategy on foundations that actually align with what Google has been telling us all along.
Every major algorithm update reinforces the same fundamental truth we've been sharing with our partners for years. Google rewards websites that genuinely help people. Not websites optimised for search engines, but websites optimised for humans. The difference matters more than you might think.
Whether you're currently observing ranking fluctuations, preparing for the next update, or simply want to future-proof your site, the approach remains the same. Build sustainable foundations that thrive regardless of what Google changes next.
We'll show you how to transform algorithm anxiety into a cutting-edge competitive advantage.
Immediate assessment actions
Before you make any changes to your website, take a step back and understand exactly what's happening. Knee-jerk reactions rarely solve SEO problems and often create new ones. Instead, we'll help you gather the data you need to make informed decisions.
Performance analysis
The numbers tell a story, but you need to know how to read them. Start with these key metrics to understand your current position:
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Review Google Search Console data and your ranking tracking tool for fluctuations over the past 30 days
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Analyse organic traffic patterns by device type (mobile vs desktop)
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Identify pages with significant position changes
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Examine click-through rate variations for key landing pages
Content quality audit
Your content is the foundation of your SEO success. If Google's latest update has affected your rankings, it's often because your content isn't meeting user expectations or search quality standards.
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Evaluate existing content against E-E-A-T criteria
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Identify thin or templated pages requiring improvement
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Review author credentials and expertise demonstration
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Assess content depth and user value provision
How to adapt your strategy
Technical foundation strengthening
Google cares about three main things when it comes to how your site performs:
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The speed of which the largest piece of main content appears during page load (Largest Contentful Paint)
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How quickly your site responds when a clickable element is interacted with for the first time upon page load (First Input Delay)
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Whether and how much your page shifts around unexpectedly during the loading process (Cumulative Layout Shift)
These are called Core Web Vitals, and they matter more than ever.
Mobile performance is also important. Google's mobile-first indexing policy means they primarily use the mobile version of your content for indexing and ranking purposes. If your site doesn't function well on phones, you're not just missing out on most of your potential traffic, you're also limiting how Google evaluates your entire site. People expect fast, smooth experiences on mobile, and Google knows this.
Structured data might sound technical, but it's worth the effort. It helps Google understand what your content is actually about, which can get you those eye-catching rich snippets with star ratings or extra information.
Making your content work harder
Show people you know what you're talking about. Add author bios that highlight relevant experience and qualifications. If you're writing about finance, mention your accounting background. If it's health advice, include medical credentials. Google wants to see real expertise, not just opinions.
Go deep rather than wide with your content. One comprehensive guide that answers everything someone needs to know beats ten shallow articles that barely scratch the surface. Think about what would genuinely help users completely solve their problem.
Make sure your content actually answers what people are searching for. If someone searches "how to fix a leaky tap," they want step-by-step instructions, not a history of plumbing. Match the intent behind the search.
Don't forget visuals. Screenshots, diagrams, and videos can often explain things better than paragraphs of text. They also make your content more engaging and shareable.
Strengthening your E-E-A-T signals
E-E-A-T isn't just another SEO acronym. It's how Google decides whether your content deserves to rank highly in SERPs, especially for topics that could impact people's health, finances, or well-being. The June 2025 core update made these signals even more important, so getting them right is crucial.
Experience
Google wants to see that you've actually lived what you're writing about, not just researched it online. Share first-hand examples, such as case studies or specific challenges you've faced.
Expertise
Build authority by becoming the go-to source in your field. Cover topics comprehensively and share insights that only come from genuine expertise. If you're the person others quote and link to, Google will notice.
Authoritativeness
Make it easy for people to trust you. Include clear contact details, proper privacy policies, and be transparent about how your business works. Basic trust signals like these are table stakes now.
Trustworthiness
Back up your claims with credible sources. Link to authoritative studies, official statistics, and recognised experts. Good citations show you've done your homework and aren't just making things up.
Long-term adaptation strategies
Sustainable content development
Create content that truly helps people solve problems, rather than just content that ranks well for a few weeks. Think of your website as a library where each piece of content connects naturally to the next.
Start with comprehensive guides that cover the big picture, then write detailed articles that explore specific challenges your audience faces. Link these pieces together in ways that make sense for someone reading them. This creates something much more valuable than isolated, one-off blog posts.
When you consistently publish content that answers real questions and anticipates what people want to know next, Google notices. This approach takes time and requires patience, but once rolled out, you’ll have sustainable traffic that doesn’t disappear with every algorithm update.
Community engagement building
Think about the people who genuinely care about what you do and focus on being helpful to them. When you share insights that actually matter to your audience, respond to their comments, and join conversations in your industry, something interesting happens.
People will start to recognise and trust you and your brand. They share your content, link to your articles, and recommend you to others. These authentic relationships take time to build, but they’re far more valuable than any quick SEO trick.
Technical excellence in maintenance
Make checking your website's technical health a regular habit. Look at how fast your pages load, whether search engines can actually find and index all of your content, and if people can use your site without getting frustrated. Set aside time each month to review these basics. It's much easier to fix small issues before they become big problems that tank your rankings.
Building resilient SEO strategies
The strongest SEO strategies focus on providing genuine value to your audience rather than chasing always-changing algorithms.
What separates website owners who panic during updates from those who thrive through them? A commitment to understanding user needs, creating authoritative content, and maintaining technical excellence. These fundamentals remain consistently effective because they align perfectly with Google's ultimate goal of connecting searchers with helpful information.
Remember that SEO success is a continuous journey. The work you put in today builds resilience for tomorrow, creating a foundation strong enough to withstand whatever changes come next.
Work with our SEO and content specialists
Our SEO and content teams have guided businesses through every major Google update for two decades. We understand what works because we apply these principles daily, measuring real results for organisations across various sectors.
Working as an extension of your in-house team, our specialists can help you build an SEO strategy tailored to your specific business needs. We translate complex technical requirements into practical actions that drive meaningful outcomes for your organisation.
Whether you need a comprehensive SEO audit, content strategy development or ongoing support through algorithm changes, contact us to chat about how our team can provide the expertise and clarity you need to grow and succeed.
