The Hits · Google update history
Google update timeline and history. Every hit Google ever ordered.
The history of Google updates, from the Google Dance in 2000 to AI Mode. Who got hit, why each update got its name, and what it means for your business. Every date sourced.
Latest Google update
November 2026 Core Update
Last updated by Peter Roesler. Rollout dates from Google's Search Status Dashboard.
The record
The history of Google updates. Every lesson.
Filter by what got hit, or jump to an era. Each card says what Google went after and what to do about it, with the sources underneath. For every other engine, see The Families.
Confirmed by GoogleIndustry name only
Google update history, 2000 to 2010The Wild Years
The Google Dance, the first named hits, then Florida. Before Google got serious, tricks worked. Then one November they did not.
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2000
The Monthly Shakedown
The Google Dance (2000)
Summer 2000 to summer 2003 · Confirmed by Google
Exhibit 01 For about three years Google rebuilt its index roughly once a month, and rankings shuffled for days each time while the new index spread across its data centers. Webmasters called the shuffle the Google Dance.
From about mid 2000 to mid 2003, Google rebuilt its whole index roughly once a month and loaded it into one data center after another. For six to eight days, rankings jumped around depending on which server answered your search. Site owners could do little but wait, and a bad dance could cost a business a full month of traffic. In summer 2003 Google moved to an index that was updated a little every day.
Where the name came fromSEO practitioners gave the name to the reshuffle in rankings that happened during each monthly index update. Danny Sullivan said he could not confirm who coined it, and that the earliest reference he trusted was a WebmasterWorld post from March 2002. That forum's community popularized the term.
Why we call it The Monthly ShakedownOnce a month the whole board got shaken up. Nobody knew where they would land until the dust settled.
About once a month
The lessonRankings have always moved. Build on things that last, not on one good week.
Sources: Matt Cutts, Search Engine Roundtable, MarTech (Danny Sullivan): The Return Of The Google Dance
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2002
The First Hit
September 2002 Update
Late September 2002 · Industry name, never confirmed by Google
Exhibit 02 The first ranking shakeup anyone documented. Sites that had ranked in the top 10 fell pages overnight, and the forums lit up arguing over keyword density, title tags and anchor text.
Webmasters said sites that had ranked in the top 10 fell to page 20 with no changes on their end, and Google gave no explanation. Some guessed Google had started punishing sudden jumps in backlinks or links from paid, unrelated sites. Others said big corporate and government sites pushed smaller relevant sites down, while spammy pages still ranked. Many owners ended up saying they should rely less on Google for traffic.
Where the name came fromIt never had a real name. WebmasterWorld members called it by its date, and their discussion thread was titled "September, 2002 Google Update Discussion".
Why we call it The First HitThe first time anyone saw Google take out sites on purpose and wrote it down. The first hit on the record.
The lessonNever lean on one trick, like stuffing keywords into titles. Google can stop rewarding it overnight.
Sources: WebmasterWorld, Wikipedia, Timeline of Google Search, WebmasterWorld: September, 2002 Google Update Discussion, Part 1
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2003
The First Name on the List
Boston Update (2003)
Around February 2003 · Industry name, never confirmed by Google
Exhibit 03 The first Google update with a name, given by the WebmasterWorld forum around the SES Boston conference. It brought algorithm changes and the start of regular monthly updates.
Boston was the first Google update with a name. It was one of the regular monthly index updates, so rankings moved around for days while the new index spread across Google's data centers. Google said little about what changed, which is why forum members started naming updates so they could compare notes.
Where the name came fromWebmasterWorld named it. Danny Sullivan wrote that the forum named major updates the way hurricanes are named, starting with Boston in February 2003. The name comes from the update being announced at the SES Boston conference.
Why we call it The First Name on the ListThe first update that ever got a name. Every update since has been added to the same list.
The lessonUpdates are routine. Check your rankings on a schedule instead of panicking at every shift.
Sources: Search Engine Roundtable, Search Engine Roundtable, SEOmoz update list, MarTech (Danny Sullivan): The Return Of The Google Dance, Wikipedia: Timeline of Google Search
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2003
The Crew
Cassandra, Dominic, Esmeralda and Fritz Updates (2003)
April to July 2003 · Industry name, never confirmed by Google
Exhibit 04 Four named monthly updates. Cassandra went after hidden text and links traded between sites with the same owner, Dominic changed how backlinks counted, Esmeralda was the last monthly dance, and Fritz moved Google to an index that updated every day.
Cassandra (April 2003) went after link spam, hidden text and hidden links. Dominic (May) seemed to change how backlinks were counted. Esmeralda (June) turned out to be the last regular monthly update. With Fritz (July), Google switched to updating its index a little every day, so the monthly dance ended and rankings started shifting constantly in small ways.
Where the name came fromWebmasterWorld members kept the hurricane style naming that began with Boston, and the 2003 names run in alphabetical order: Boston, Cassandra, Dominic, Esmeralda, Fritz. Nobody official ever explained the individual names.
Why we call it The CrewFour updates, four names, one after another, every month. They worked like a crew.
The lessonNever hide text or trade links between your own sites. Google has punished both since 2003.
Sources: Search Engine Roundtable, SEOmoz update list, Matt Cutts, Wikipedia: Timeline of Google Search
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2003
The Florida Massacre
Florida Update (2003)
November 16, 2003 · Industry name, never confirmed by Google
Exhibit 05 The first major algorithm update. A huge ranking shakeup right before the holidays. Sites living on keyword stuffing and manipulative links vanished overnight. Google never explained it.
Before Florida, the old tactics still worked: stuffing keywords and piling up links, including links from unrelated high PageRank sites. Google changed how it judged links, likely using statistical analysis to spot spam for the first time. Many honest sites were wiped out along with the spammers, and small retailers and affiliates reportedly went out of business overnight right before the holidays. Google later informally promised to avoid big updates during the holiday season.
Where the name came fromWebmasterWorld named it, since that forum had traditionally named Google updates. It is called Florida because it rolled out right before the Pubcon Florida conference in Orlando, run by WebmasterWorld founder Brett Tabke.
Why we call it The Florida MassacreThousands of small businesses vanished overnight, weeks before Christmas, with no warning and no explanation. That is a massacre.
The lessonWrite for real customers, not for keywords. A trick that works today can stop working by morning.
Sources: Search Engine Journal, Search Engine Journal: Google Update Florida 2
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2005
No Credit Given
Nofollow Link Attribute (2005)
January 18, 2005 · Confirmed by Google
Exhibit 06 Google, Yahoo and Microsoft introduced the nofollow link tag so sites could stop passing ranking credit through links they did not vouch for, like blog comment spam.
Spammers were flooding blog comments with links because every link could boost rankings. With rel=nofollow, sites could mark links they did not vouch for, such as comment links, so those links passed no ranking credit. Yahoo, Microsoft and blog tools like WordPress adopted it. In 2019 Google added sponsored and ugc labels and started treating nofollow as a hint instead of a strict rule.
Where the name came fromIt is not a named update but a link attribute. Google's Matt Cutts and Blogger's Jason Shellen proposed the value "nofollow" in January 2005. The name says what it does: tell search engines not to follow the link or give it credit.
Why we call it No Credit GivenGoogle gave sites a way to say "I do not vouch for this link." Links with the tag pass no credit.
The lessonLinks in blog comments and forum signatures do nothing for your rankings. Skip them.
Sources: Google blog, Wikipedia: Nofollow
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2005
The Link Bust
Jagger Update (2005)
October to November 2005 · Confirmed by Google
Exhibit 07 A three part update that hit paid sitewide links, link schemes, duplicate content across domains, hidden text and sneaky redirects. Matt Cutts tracked it on his blog.
Link schemes were still common, including reciprocal link swaps with unrelated sites, link farms and sitewide links, along with duplicate content and doorway pages. Over three stages, Jagger looked harder at anchor text, how fast links arrived, duplicate copies of content, hidden text and sneaky redirects. Sites that cloaked content with delayed redirects were hit hardest. Sites with clean, original content mostly came through fine.
Where the name came fromBrett Tabke of WebmasterWorld named it. He picked a rock and roll name because the Rolling Stones were playing Las Vegas the week of Pubcon, and because Matt Cutts was being called the Mick Jagger of search.
Why we call it The Link BustPaid links, link schemes and hidden text got rounded up in one sweep. A bust.
The lessonNever buy links that run across every page of someone else's site. Google has called that spam since 2005.
Sources: Matt Cutts, Search Engine Journal
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2006
The Renovation
Big Daddy Update (2006)
December 2005 to March 2006 · Confirmed by Google
Exhibit 08 An upgrade to how Google crawls and indexes the web, not a ranking change. It laid the groundwork for handling duplicate addresses and redirects.
Cutts said Big Daddy was not a normal update but new infrastructure, with most changes under the hood. It changed how Google handled things like duplicate URLs and redirects. The link factors Cutts confirmed were untrustworthy inbound and outbound links, excessive reciprocal linking, links to spammy neighborhoods, and paid links. Sites built on traded or bought links lost ground, while most sites saw no big change.
Where the name came fromA webmaster named JeffM suggested it during a Pubcon session with Matt Cutts. Big Daddy is what Jeff's kids call him, and Cutts used it for the new data center he wanted feedback on.
Why we call it The RenovationGoogle tore out its own walls and rebuilt how it crawls and stores the web. The rankings stayed, the house changed.
The lessonPick one version of your web address, with or without www, and redirect the others to it.
Sources: Matt Cutts, Matt Cutts, Search Engine Journal: Big Daddy Update
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2007
The Whole Block
Universal Search (2007)
May 16, 2007 · Confirmed by Google
Exhibit 09 Google started mixing news, images, videos and maps into the main results instead of keeping them on separate tabs.
Before this, news, images, videos, maps and books each sat in their own Google search, and the main results page showed only web links. Universal Search blended them all into the regular results. That gave businesses new ways to show up, through videos, local map listings and images, and it meant ten plain web links no longer had the page to themselves.
Where the name came fromGoogle named it. The company announced Universal Search at its Searchology event on May 16, 2007, and the name describes its goal: one universal results page instead of separate searches.
Why we call it The Whole BlockSearch results stopped being ten blue links. News, images, videos and maps all moved onto the same block.
The lessonPhotos, videos and your map listing can all show up in search. Put work into each one.
Sources: Google blog, Google Search Central Blog: Taking advantage of universal search
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2009
The Big Names
Vince Update (2009)
Around February 2009 · Confirmed by Google
Exhibit 10 Big brand sites jumped up for broad, competitive searches. Matt Cutts called it a simple change about trust and authority, not about favoring brands.
For broad, competitive searches like health insurance or boots, page one often went to affiliate sites that ranked through heavy SEO work. After Vince, big brand sites started winning those searches. Cutts said the change was about trust, reputation and authority rather than brands as such, and that it did not affect long tail searches. Small affiliate sites chasing big keywords were the losers.
Where the name came fromIt is named after Vince, the Google engineer who worked on the change. Matt Cutts called it a simple, minor change rather than a big update.
Why we call it The Big NamesThe big brands suddenly climbed. The names everyone already knew got the best seats.
The lessonBuild a name people search for. Trust beats keywords.
Source: Search Engine Journal
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2010
Mayday
Mayday Update (2010)
Late April to early May 2010 · Confirmed by Google
Exhibit 11 A quality change that cut traffic from longer, more specific searches and hurt sites built on lots of thin pages. Matt Cutts confirmed it was deliberate and would stay.
Big sites with thousands of thin pages had been pulling in lots of traffic from long tail searches, meaning phrases of three or more words. Google changed rankings, not indexing, so it would show higher quality sites for those long searches. Some large sites said they lost half their traffic or more. Matt Cutts said the change was deliberate and would not be rolled back.
Where the name came fromWebmasters on WebmasterWorld named it "MAYDAY", a distress call that fit the sites that lost traffic. The update happened around the start of May 2010.
Why we call it MaydayIt landed around May 1, and for sites built on thin pages it was a distress call.
The lessonGive every product and service page real, unique detail instead of a few lines of filler.
Sources: Search Engine Roundtable, Search Engine Roundtable: Google MAYDAY Update Hitting Long Tail Ranking?
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2010
The New Plumbing
Caffeine Update (2010)
June 2010 · Confirmed by Google
Exhibit 12 A new indexing system that refreshes Google's index constantly in small pieces, so new pages show up in search much faster.
The old index refreshed in layers, and many pages took weeks to be updated. Caffeine rebuilt Google's indexing system so new content could get into the index within seconds, and Google said results were 50 percent fresher. It was not a ranking change, but sites that published new content quickly gained from faster indexing.
Where the name came fromGoogle named it when it announced the project on August 10, 2009. Google never explained the name.
Why we call it The New PlumbingNobody saw it from the street, but every pipe in the building got replaced so fresh pages could flow in faster.
50% fresher results than the old index
The lessonKeep the site current. Google finds fresh pages fast, and stale ones fall behind.
Sources: Google Search Central, Search Engine Journal: Caffeine Update, Google Official Blog: Our new search index: Caffeine (June 8, 2010)
Google update history, 2011 to 2016The Animal Years
Panda, Penguin, Hummingbird, Pigeon, Possum. Google gave every hit a name.
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2011
The Panda Purge
Panda Update (2011)
February 24, 2011 · Confirmed by Google
Exhibit 13 Went after thin, copied and low value pages, especially content farms, and moved rankings toward sites with original, useful information.
Content farms were publishing huge numbers of thin, copied or low value articles written to rank, not to help anyone. Panda pushed down sites with lots of low quality content and rewarded original, in depth content, affecting about 11.8% of queries at launch. Article directories and content farms like EzineArticles and Suite101 were hit hard. Panda became part of Google's core ranking in 2015.
Where the name came fromDanny Sullivan of Search Engine Land first called it the Farmer update because it hit content farms. Google then said its internal name was Panda, after the engineer behind the key breakthrough. Wikipedia names him as Navneet Panda, though Search Engine Journal notes another theory.
Why we call it The Panda PurgeContent farms and copied pages got purged by the thousands in one sweep. A purge, with the Panda doing it.
About 11.8% of US queries
The lessonFix or delete thin and duplicate pages. Every page should give a visitor something real.
Sources: Google blog (archived), PCWorld, Google ranking systems guide, Wikipedia: Google Panda, Search Engine Journal: Panda Update
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2011
Name Withheld
Keyword Not Provided Update (2011)
October 18, 2011 · Confirmed by Google
Google began encrypting searches for signed in users, which stopped passing the search term on to the websites people clicked. Analytics tools started showing those visits as (not provided).
Site owners used to see exactly which searches brought each visitor. After the change, encrypted visits showed up as (not provided). Matt Cutts estimated it would be single digit percentages of searchers, but the share grew well past that as Google later encrypted all searches. Businesses lost much of their organic keyword data, though advertisers kept theirs.
Where the name came fromGoogle called it making search more secure. The (not provided) label is how Google Analytics showed the missing keywords, and site owners adopted it as the name.
Why we call it Name WithheldGoogle stopped telling site owners which searches sent each visitor. The keyword is still there, the name is withheld.
A sample of 117 sites from November 2 to 9, 2011 averaged 9.13% (not provided) visits, ranging from 3.82% to 28.33%
The lessonUse Google Search Console to see which searches bring you visitors, because your analytics will not show most keywords.
Sources: Bounteous: Google SSL Search: Update On (not Provided) Keywords, Google Official Blog: Making search more secure (Oct 18, 2011)
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2011
Fresh Off the Truck
Freshness Update (2011)
November 3, 2011 · Confirmed by Google
Exhibit 14 Google began favoring newer content for searches where timing matters: recent events, regular events and fast moving topics.
Searches about recent events, hot topics or things that change often were sometimes showing old pages. Built on the Caffeine index, the update gave priority to newer results where timing mattered, and Google said it could affect about 35% of searches. Sites that publish timely updates gained, and older pages lost ground on searches where newness matters.
Where the name came fromIt is Google's own plain description. Google announced it on November 3, 2011 as a way to give fresher, more recent search results.
Why we call it Fresh Off the TruckFor news and timely searches, Google started favoring what just came in. Fresh off the truck beats yesterday's delivery.
About 35% of searches
The lessonKeep hours, prices and event pages current, and post news when something changes.
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2012
Friends and Family
Search Plus Your World (2012)
January 10, 2012 · Confirmed by Google
It mixed personal results, such as Google+ posts and photos from people you knew, into the regular results of signed in users. It also added Google+ profiles and pages to results.
Google wanted social signals in search after its Twitter deal ended, so it pulled in content from its own Google+ network. Twitter's general counsel called it a bad day for the Internet and said it warped search results. Critics raised privacy and antitrust concerns, and users could turn personal results off.
Where the name came fromGoogle named it when it announced the feature on January 10, 2012. The name pitched it as search plus your own social world.
Why we call it Friends and FamilyGoogle mixed your friends and family into your results, through Google+. Search got personal.
The lessonDo not rely on one platform's social features for visibility, because Google can promote or drop them at any time.
Sources: Google Official Blog: Search, plus Your World, Adweek: Google's Personalized Search Attracts Criticism
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2012
Top Heavy
Page Layout Update (Top Heavy) (2012)
January 19, 2012 · Confirmed by Google
Exhibit 15 Pages that showed visitors mostly ads and very little content on the first screen started ranking lower.
Visitors clicked a result and landed on a screen full of ads, with the actual content pushed far down. Matt Cutts announced that pages with little visible content above the fold, or with large ad blocks filling the first screen, could rank lower. Google said it noticeably affected less than 1% of searches, and normal ad placement was fine.
Where the name came fromGoogle called it a page layout algorithm improvement and never gave it a name. Some SEOs started calling it Top Heavy because it targeted pages loaded with ads at the top.
Why we call it Top HeavyPages stacked with ads at the top and the real content buried below. Too heavy up top, so Google pushed them down.
Under 1% of searches
The lessonPut your real content and phone number at the top of the page, not ads or giant banners.
Sources: Google Search Central, Wikipedia: Timeline of Google Search
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2012
The Neighborhood
Venice Update (2012)
February 2012 · Confirmed by Google
Exhibit 16 Google got better at telling when a search is local, and started showing more nearby businesses in the regular results, not just the map.
Local businesses mostly showed up in the separate Places listings, while big national brands held the regular results even for searches with local intent. Google launched a system to find results from the searcher's city more reliably, using their set location or IP address. Small local businesses and sites with city pages could suddenly rank for broad terms in their area. It also led to more local spam, such as stuffed city pages.
Where the name came fromVenice was Google's internal codename, listed in its monthly roundup of 40 search changes from February 2012. Google never explained the name.
Why we call it The NeighborhoodGoogle started knowing which neighborhood you were searching from and showing the businesses down the street.
The lessonName your city and service area clearly on your site so Google can match you to nearby searchers.
Sources: Google Inside Search, Search Engine Journal, Wikipedia: Timeline of Google Search
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2012
The Penguin Hit
Penguin Update (2012)
April 24, 2012 · Confirmed by Google
Exhibit 17 Webspam. Sites that broke Google's guidelines, especially with manipulative link building, lost rankings.
Panda dealt with thin content, but rankings were still being bought with manipulative links and keyword stuffing. Penguin went after link schemes and keyword stuffing and affected about 3.1% of English queries. Sites built on paid links, spammy directories and over optimized anchor text lost rankings, often for months, until Penguin ran again.
Where the name came fromGoogle launched it on April 24, 2012 as a webspam algorithm update, and Matt Cutts announced the name Penguin shortly after. Google never officially explained why it chose Penguin.
Why we call it The Penguin HitBought links and link schemes got whacked. A hit with the Penguin's name on it.
About 3.1% of English queries
The lessonEarn links by being worth talking about. Never buy them and never join a link scheme.
Sources: Google Search Central, Search Engine Journal: Penguin Update
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2012
Things, Not Strings
Knowledge Graph (2012)
May 16, 2012 · Confirmed by Google
Exhibit 18 Google started understanding real people, places and businesses and how they connect, instead of only matching words, and began showing fact panels beside the results.
Google used to match the letters you typed without knowing whether "taj mahal" meant a monument, a musician or a casino. The Knowledge Graph mapped more than 500 million things and 3.5 billion facts about them, and started showing answers right on the results page. Searchers got quick facts without clicking. Sites that only offered basic facts started losing those clicks.
Where the name came fromGoogle named it. Amit Singhal introduced the Knowledge Graph on May 16, 2012 with the phrase "things, not strings", meaning Google would understand real world things instead of just matching words.
Why we call it Things, Not StringsGoogle's own motto for it. It stopped matching strings of letters and started knowing the actual people, places and things.
500 million things and 3.5 billion facts at launch
The lessonUse the exact same business name, address and phone number everywhere online so Google is sure who you are.
Source: Google blog
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2012
The Pirate
Pirate Update (2012)
August 10, 2012 · Confirmed by Google
Exhibit 19 Sites that piled up valid copyright removal notices started ranking lower.
Sites hosting pirated movies, music and software ranked well even when copyright owners had filed many takedown notices against them. Starting in August 2012, Google began lowering sites with high numbers of valid removal notices. In 2022 Google said demoted sites lose about 89% of their Google traffic on average. Normal businesses were not affected.
Where the name came fromGoogle described it as a ranking signal based on copyright removal notices. Search Engine Roundtable reported that Danny Sullivan jokingly called it the Emanuel update, and the industry name became the Pirate update because it targets piracy.
Why we call it The PirateSites piling up copyright complaints got pushed down. Stolen goods do not rank.
The lessonOnly use photos, music and text you own or have a license for.
Sources: Search Engine Roundtable, Search Engine Roundtable: Google Strengthens The Pirate (DMCA) Penalty Algorithm
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2012
The Name Game
Exact Match Domain Update (2012)
September 28, 2012 · Confirmed by Google
Exhibit 20 Low quality sites that ranked mainly because the domain name matched a search phrase.
A domain name that exactly matched a search, such as a buy cheap widgets domain, could rank with very little real content. Google stopped giving low quality exact match domains that free boost. Thin keyword domains fell out of the top 10, while exact match domains with real brands and good content were mostly fine.
Where the name came fromMatt Cutts announced it on Twitter in September 2012 as a small change to reduce low quality "exact match" domains in results. The industry shortened that to the EMD update.
Why we call it The Name GameSites that only ranked because their web address matched a search got called out. A name alone stopped being enough.
0.6% of English US queries
The lessonPick a brand name people remember. A keyword stuffed web address is not a strategy.
Sources: Search Engine Roundtable, Search Engine Journal: EMD Update
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2013
The Penguin Returns
Penguin 2.0 Update (2013)
May 22, 2013 · Confirmed by Google
It was the next generation of Penguin, which went after webspam such as manipulative links. Matt Cutts said it dug deeper than the first version.
The first Penguin had hit link spam mostly at the home page level, and many link schemes still worked. Penguin 2.0 was a new version of the algorithm, not just a data refresh, and it affected about 2.3% of English US queries. Sites built on paid or spammy links lost more ground.
Where the name came fromIt is Google's own version number. Matt Cutts announced on his blog that Penguin 2.0 rolled out on May 22, 2013.
Why we call it The Penguin ReturnsThe Penguin came back a year later, bigger, and went deeper into each site than the first time.
About 2.3% of English US queries
The lessonDo not buy links or join link schemes, because every new Penguin version caught more of them.
Sources: Matt Cutts blog: Penguin 2.0 rolled out today, Wikipedia: Google Penguin
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2013
The Loan Shark
Payday Loan Update (2013)
June 11, 2013 · Confirmed by Google
Exhibit 21 Went after the spammiest search topics, like payday loans, where spam sites crowded the results.
Some searches, such as payday loans, casinos, pills and adult content, were so full of spam that normal ranking could not keep up. This update went after those heavily spammed searches and sites using paid links, thin content and keyword stuffing. It affected about 0.3% of US queries. Legitimate businesses in those industries had to compete with fewer spam sites.
Where the name came fromMatt Cutts announced it in June 2013 as an update for "some spammy queries" and gave payday loans as the main example. The SEO press named it after that example; Google never gave it a formal name.
Why we call it The Loan SharkAimed at payday loans and other searches packed with spam. The loan sharks of search got the visit.
About 0.3% of US queries
The lessonIf your industry is full of spam, win with real expertise. Shortcuts get hit hardest there.
Sources: Search Engine Journal, Search Engine Journal: Payday Loan Update
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2013
The Hummingbird
Hummingbird Update (2013)
August 2013 · Confirmed by Google
Exhibit 22 A rewrite of the core ranking system so Google could understand the meaning of a whole question instead of matching single keywords.
Google still mostly matched keywords one by one, so longer, conversational questions often got poor results. Hummingbird was a rewrite of the core algorithm that tried to understand what the whole question meant, using synonyms and skipping filler words. It touched about 90% of searches, mostly slightly. Spammers who built a separate page for every keyword variation lost that easy advantage.
Where the name came fromGoogle named it and announced it on September 26, 2013 at the event for its 15th birthday. Wikipedia says the name comes from the speed and accuracy of the hummingbird.
Why we call it The HummingbirdGoogle's own name. Fast and precise, it read the whole question instead of single words.
About 90% of searches touched, mostly slightly
The lessonAnswer the questions customers actually ask, in plain language.
Sources: Google ranking systems guide, The Register, Search Engine Journal, Wikipedia: Google Hummingbird
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2014
The Panda Comes Back
Panda 4.0 Update (2014)
May 20, 2014 · Confirmed by Google
It was a new version of the Panda algorithm, not just a refresh, aimed at low quality and thin content.
Panda had been refreshed quietly for a while, and low quality sites were still finding ways to rank. Panda 4.0 was a new algorithm version that Cutts told Search Engine Land affected about 7.5% of English queries enough for a regular user to notice. It launched the same week as Payday Loan 2.0, a separate update for spammy queries.
Where the name came fromIt is Google's own version number. Matt Cutts tweeted that Google was rolling out the Panda 4.0 update starting May 20, 2014.
Why we call it The Panda Comes BackPanda returned as a whole new version, not a refresh. The thin pages that survived the first purge got another visit.
About 7.5% of English queries
The lessonEvery page on your site should give visitors something useful, because a pile of thin pages can drag the whole site down.
Source: Search Engine Roundtable: Google Panda 4.0 Now Rolling Out
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2014
The Pigeon Drop
Pigeon Update (2014)
July 24, 2014 · Confirmed by Google
Exhibit 23 Local search got tied much closer to regular web ranking signals, with better use of location and distance.
Local map results and regular web results ran on different signals and often disagreed. Pigeon tied local ranking more closely to Google's regular web signals and improved how it measured distance and location. Directories and review sites like Yelp gained visibility. Local businesses with strong websites also gained, while businesses that relied only on their map listing could lose ground.
Where the name came fromSearch Engine Land named it, not Google. Secondary sources say the name was picked because it was a local update and homing pigeons fly back home.
Why we call it The Pigeon DropLocal results got tied to regular ranking signals and distance. A lot of local businesses got dropped from the map pack.
The lessonYour Google listing and your website are one effort. Keep the details consistent and the content solid on both.
Source: Search Engine Journal
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2014
The Padlock
HTTPS Ranking Signal (2014)
August 2014 · Confirmed by Google
Exhibit 24 Google started giving a small ranking boost to sites with a secure, encrypted connection.
Many sites still sent visitor data over unencrypted connections. Google began giving a small ranking boost to secure HTTPS pages, describing it as a very lightweight signal that affected fewer than 1% of queries and weighed less than good content. It pushed businesses to add SSL certificates, which have since become standard.
Where the name came fromIt is Google's own plain description. Zineb Ait Bahajji and Gary Illyes announced HTTPS as a ranking signal on August 7, 2014.
Why we call it The PadlockSites with the padlock in the address bar got a small boost. Lock the door, get a little respect.
Under 1% of queries at launch
The lessonMake sure your site loads with the padlock. Most hosts include it free now.
Source: Google Search Central
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2015
Mobilegeddon
Mobilegeddon (Mobile Friendly Update) (2015)
April 21, 2015 · Confirmed by Google
Exhibit 25 Mobile friendliness became a ranking signal for searches on phones, in every language, worldwide.
More people were searching on phones, but many sites were hard to use on a small screen. Starting April 21, 2015, Google used mobile friendliness as a ranking signal for mobile searches, page by page and in all languages. The impact was smaller than the hype, but sites that were not mobile friendly lost ground on phones.
Where the name came fromGoogle called it the mobile friendly update. Mobilegeddon, a blend of mobile and Armageddon, was coined by Chuck Price in a March 9, 2015 Search Engine Watch post according to Wikipedia. Search Engine Journal credits Barry Schwartz instead, so the origin is disputed.
Why we call it MobilegeddonThe press called it the end of the world for sites that broke on phones. The name stuck.
The lessonOpen every page on your phone. If it is a pain to read or tap, customers leave and so do rankings.
Sources: Google Search Central, Wikipedia: Mobilegeddon
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2015
The Phantom
Phantom Quality Update (2015)
May 3, 2015 · Confirmed by Google
Exhibit 26 A change to how Google's core system judges quality. SEOs called it Phantom until Google admitted to it weeks later.
Thin, ad heavy and clickbait pages could still rank once Panda had passed them over. The 2015 change hit sites with thin content, aggressive ads, endless tag pages and mass produced how to articles. HubPages reported a 22% traffic drop, and eHow and WikiHow also lost traffic.
Where the name came fromGlenn Gabe called a mysterious May 2013 update Phantom because it "flew under the radar", and he called the spring 2015 one Phantom 2. When Google admitted a core change to how it judges quality, search marketers renamed it the Quality update.
Why we call it The PhantomRankings moved, Google said nothing for weeks, and SEOs could not see what hit them. A phantom.
The lessonWhen traffic drops after an update, improve the whole site instead of hunting for one technical fix.
Sources: Search Engine Journal, Search Engine Roundtable, GSQi (Glenn Gabe): Phantom 2 Google Update
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2015
The New Muscle
RankBrain (2015)
October 26, 2015 · Confirmed by Google
Exhibit 27 Google's first deep learning system in Search. It connects words to concepts and helps decide the order of the top results.
About 15% of searches each day were ones Google had never seen before, and keyword matching struggled with them. RankBrain uses machine learning to guess what a searcher means and match pages even when the exact words differ. Google later said it is involved in every query. It favors pages that answer the real question over pages stuffed with exact phrases.
Where the name came fromRankBrain is Google's own name for a machine learning system. Google made it public on October 26, 2015, after it had been running since spring 2015.
Why we call it The New MuscleGoogle's first deep learning system in Search. New muscle in the organization.
The lessonCover a topic fully in plain words so Google can match you to every way people phrase it.
Sources: Google blog, Search Engine Journal, Google Search Central: A guide to Google Search ranking systems
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2016
Playing Dead
Possum Update (2016)
September 1, 2016 · Industry name, never confirmed by Google
Exhibit 28 A shakeup in the map pack. Businesses sharing an address or category got filtered out, and the searcher's location counted for more.
Starting September 1, 2016, Google's local filter began hiding listings that shared an address or seemed to have the same owner, not just a phone number or website. Proximity to the searcher started to matter more, and so did exact wording. Businesses in shared offices like law firms and medical practices got filtered against each other. Businesses just outside city limits could finally rank for that city.
Where the name came fromLocal search consultant Phil Rozek is credited with the name. Many owners thought their listings had disappeared, but they had only been filtered out, so the listings were "playing possum". Joy Hawkins popularized it, and Google never named or confirmed the update.
Why we call it Playing DeadBusinesses thought their map listings were gone, but they were only filtered out. They looked dead and were not.
The lessonOne accurate listing at a real address. No duplicates, no virtual offices.
Sources: Keywords Everywhere, PPC Land: Possum
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2016
Penguin Goes Full Time
Penguin 4.0 Update (2016)
September 23, 2016 · Confirmed by Google
Exhibit 29 Penguin joined the core algorithm and started working in real time, discounting spammy links page by page instead of punishing whole sites.
Old Penguin penalties lasted until Google ran Penguin again, sometimes more than a year, so sites that cleaned up their links waited a long time. Penguin 4.0 runs in real time and is more granular. It now devalues spammy links instead of pushing down the whole site. Businesses that fix link problems can recover faster, and bought links mostly just stop counting.
Where the name came fromIt is Google's own version number. Gary Illyes announced on September 23, 2016 that Penguin was now part of Google's core algorithm.
Why we call it Penguin Goes Full TimePenguin stopped showing up a few times a year and started working every day, in real time. Full time.
The lessonKeep the link profile clean all the time. Google judges changes soon after it recrawls.
Sources: Google Search Central, Google ranking systems guide, Wikipedia: Google Penguin
Google update history, 2017 to 2023The Quality Years
Language models, page speed and helpful content. Google started reading like a person.
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2017
Get Out of the Way
Intrusive Interstitials Update (2017)
January 10, 2017 · Confirmed by Google
Exhibit 30 Mobile pages that cover their content with pop ups or full screen ads the moment a visitor arrives from Google could rank lower. Cookie notices and age checks were fine.
Mobile visitors often clicked a result and got a full screen popup blocking the content. Google began ranking lower the pages where content was not easily reachable from mobile search, such as popups covering the page or standalone screens that had to be dismissed. Legally required notices like cookie or age checks, login screens for private content, and small dismissible banners were exempt.
Where the name came fromIt is Google's own description. Google announced it in August 2016 and it took effect January 10, 2017. SEOs often call it the intrusive interstitial penalty.
Why we call it Get Out of the WayPop ups that cover the page on a phone got penalized. Google told them to get out of the way.
The lessonKill pop ups that block your page on phones, or make them small and easy to close.
Source: Google Search Central
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2017
Fred
Fred Update (2017)
March 7, 2017 · Confirmed by Google
Exhibit 31 Hit thin, ad heavy sites built mainly to make money, many of them affiliate sites. Google confirmed an update but gave no details; the name came from a joke by Google's Gary Illyes.
Many sites, often affiliate sites, were publishing thin content mostly to show ads. Fred hit sites with too many ads, thin content, aggressive affiliate links, deceptive ads that looked like content, and overwhelming interstitials. Some lost up to 90% of their traffic.
Where the name came fromGoogle's Gary Illyes joked that any update without an official name should be called Fred. The SEO community took him at his word and used Fred for the March 7, 2017 update.
Why we call it FredA Google spokesman joked that every unnamed update should be called Fred. The name stuck.
The lessonIf a site exists mainly to show ads or affiliate links, add real value or expect to lose.
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2017
The Night Watch
Project Owl Update (2017)
April 25, 2017 · Confirmed by Google
It went after fake news, hoaxes, conspiracy theories and offensive results by giving more weight to authoritative pages. It also added ways to report bad autocomplete suggestions and featured snippets.
Google's Ben Gomes wrote that about 0.25 percent of daily searches were returning offensive or clearly misleading content. Google updated its quality rater guidelines, adjusted ranking signals to favor authoritative pages and demote low quality ones, and added feedback forms. Most businesses were not affected, but hoax and conspiracy sites lost visibility.
Where the name came fromProject Owl was Google's internal codename. Search Engine Roundtable reported the code name. According to search results summarizing Danny Sullivan's Search Engine Land article, Google told him there was no specific reason for the name.
Why we call it The Night WatchAimed at hoaxes, fake news and offensive results. A night watch over the darkest corners of search.
About 0.25% of daily queries were returning offensive or clearly misleading content
The lessonBack up your claims with credible sources, because Google rewards authority on topics where misinformation spreads.
Sources: Google Blog: Our latest quality improvements for Search, Search Engine Roundtable: Google Owl Update
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2018
The Reshuffle
March 2018 Core Update
March 7, 2018 · Confirmed by Google
Exhibit 32 Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonGoogle said there was nothing to fix. Keep making your pages the best answer.
Source: Search Engine Roundtable
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2018
Phone First
Mobile First Indexing (2018)
March 26, 2018 · Confirmed by Google
Exhibit 33 Google started using the phone version of each site, not the desktop version, to index and rank it.
Google had been using the desktop version of a page to rank it, even though most searches came from phones. With mobile first indexing, Google crawls, indexes and ranks using the mobile version. Google said it has no ranking advantage on its own. Sites whose mobile pages had less content than the desktop version could lose rankings for what was missing.
Where the name came fromIt is Google's own description. Google announced the rollout on March 26, 2018, after about a year and a half of testing.
Why we call it Phone FirstGoogle started judging every site by its phone version. Phone first, desktop second.
The lessonCheck your site on a phone. That is the version Google judges you on.
Source: Google Search Central
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2018
Too Slow
Speed Update (2018)
July 9, 2018 · Confirmed by Google
Exhibit 34 Page speed became a ranking factor for searches on phones, aimed at the slowest pages.
Speed had counted for desktop rankings since 2010 but not for mobile, where slow pages frustrate people the most. Starting July 2018, page speed became a mobile ranking factor, affecting only the slowest pages and a small share of queries. Google said a slow page with great, relevant content could still rank well.
Where the name came fromGoogle named it the Speed Update when it announced it on January 17, 2018.
Why we call it Too SlowThe slowest pages on phones started losing. Too slow and you are out.
A small percentage of queries
The lessonShrink big photos and drop heavy plugins so the site loads fast on a phone.
Source: Google Search Central
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2018
The Doctor Is In
Medic Update (2018)
August 1, 2018 · Confirmed by Google
Exhibit 35 A broad core update Google confirmed but never named. The industry called it Medic because so many health and wellness sites got hit.
Health, money and other "your money or your life" topics often ranked sites with little proof of expertise. In the August 1, 2018 core update, more than 42% of the 300 plus affected sites in Schwartz's survey were medical, health, fitness or healthy lifestyle sites, though online stores, finance and other types were hit too. Google did not say it targeted health sites.
Where the name came fromGoogle called it a broad core update and never named it Medic. The name appeared in Barry Schwartz's August 8, 2018 Search Engine Roundtable headline after his survey found many affected sites were health and medical sites.
Why we call it The Doctor Is InIt hit health and medical sites hardest, so the industry named it Medic. The doctor came in and checked credentials.
Over 42% of affected sites in one sample were health or fitness
The lessonShow real expertise: named authors, real credentials, real business details. Doubly so for health, money or safety advice.
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2018
Reading Between the Lines
Neural Matching (2018)
September 2018 · Confirmed by Google
Exhibit 36 An AI system that connects the words people type to the ideas behind them, so a page can match a search that uses completely different words.
Searchers often describe a problem in words that never appear on the page that answers it. Neural matching uses AI to connect the concepts in a search to the concepts on a page, and Sullivan said it touched about 30% of queries in 2018. Pages that clearly explain a topic can be matched even if they do not use the searcher's exact words.
Where the name came fromIt is Google's own descriptive name for an AI system. Danny Sullivan announced it in September 2018, around Google's 20th anniversary event, and described it as "super synonyms".
Why we call it Reading Between the LinesGoogle learned to understand what people mean even when they use different words. Reading between the lines.
About 30% of queries in 2018
The lessonDescribe customer problems in plain language, not just industry terms.
Sources: Search Engine Journal, Google Search Central: A guide to Google Search ranking systems
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2019
The Reshuffle
March 2019 Core Update
March 12, 2019 · Confirmed by Google
Exhibit 37 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonFrom here on Google names core updates by month and year. Look up the official name when traffic swings.
Source: Search Engine Roundtable
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2019
The Reshuffle
June 2019 Core Update
June 3, 2019 · Confirmed by Google
Exhibit 38 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonGoogle announced this one a day early for the first time. Watch the announcements before blaming your site.
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2019
The Reshuffle
September 2019 Core Update
September 24, 2019 · Confirmed by Google
Exhibit 39 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonRun your pages through Google's own self assessment questions on expertise and value.
Source: Search Engine Roundtable
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2019
The Interpreter
BERT Update (2019)
October 25, 2019 · Confirmed by Google
Exhibit 40 A language model that reads each word in the context of the words around it, so Google finally understood long, conversational searches.
Google often missed the meaning of small words like "for" and "to" that change what a question means. BERT reads the whole sentence in context to understand intent. Google said it improved about 1 in 10 US English searches. Content written naturally for people benefits, and there is nothing special to optimize for.
Where the name came fromBERT is the name of a Google research model, short for Bidirectional Encoder Representations from Transformers. Google's Pandu Nayak announced its use in Search on October 25, 2019.
Why we call it The InterpreterGoogle started understanding the meaning of each word from the words around it, like an interpreter instead of a dictionary.
1 in 10 English searches in the US
The lessonWrite clearly and naturally for people. Google gets nuance now.
Source: Google blog
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2020
The Reshuffle
January 2020 Core Update
January 13, 2020 · Confirmed by Google
Exhibit 41 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonCore updates hit worldwide in every language. No market is spared.
Source: Search Engine Roundtable
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2020
The Reshuffle
May 2020 Core Update
May 4, 2020 · Confirmed by Google
Exhibit 42 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonWait out the full two week rollout before you judge the damage.
Source: Search Engine Roundtable
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2020
The Reshuffle
December 2020 Core Update
December 3, 2020 · Confirmed by Google
Exhibit 43 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonUpdates land in busy season too. Never put all your sales on organic search.
Source: Search Engine Roundtable
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2021
The Fine Print
Passage Ranking (2021)
February 10, 2021 · Confirmed by Google
Exhibit 44 Google can rank one passage from a long page for a specific question, even when the rest of the page is about something broader.
A great answer buried deep inside a long page could be missed because Google judged the page as a whole. Passage ranking lets Google judge individual sections, so one strong passage can help a page rank for a specific question. Google said it would improve 7 percent of queries across all languages once rolled out globally.
Where the name came fromGoogle announced it in October 2020 as passage indexing and then renamed it passage ranking. Danny Sullivan confirmed it went live in US English results on February 10, 2021.
Why we call it The Fine PrintGoogle can now pull one passage out of a long page and rank it on its own. The fine print gets read.
Google said 7% of search queries
The lessonAnswer common customer questions clearly under their own headings, even on long pages.
Sources: Google blog, Search Engine Roundtable, Search Engine Roundtable: Google Passage Ranking Live
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2021
Show Your Work
Product Reviews Updates (2021)
April 2021 to February 2023 · Confirmed by Google
Exhibit 45 A run of updates that rewarded in depth reviews based on real research and hands on use over thin pages that just list products.
Review searches were full of thin best of lists that just summarized products without testing them. These updates reward reviews with in depth research and original analysis from experts or enthusiasts. Thin affiliate review sites lost ground, and reviewers with real hands on testing gained.
Where the name came fromIt is Google's own descriptive name. Perry Liu and Danny Sullivan announced the first one on April 8, 2021, and later rounds dropped the word product and became reviews updates.
Why we call it Show Your WorkReviews needed real testing, real photos and real opinions. Show your work or lose your spot.
Product reviews update rolloutStarted December 1, 2021 and took 20 days. Google status dashboard
Product reviews update rolloutStarted March 23, 2022 and took 14 days. Google status dashboard
Product reviews update rolloutStarted July 27, 2022 and took 6 days. Google status dashboard
Product reviews update rolloutStarted September 20, 2022 and took 6 days. Google status dashboard
Product reviews update rolloutStarted February 21, 2023 and took 14 days. Google status dashboard
The lessonIf you review anything, show real photos, real testing and honest pros and cons.
Sources: Google Search Central, Google Search Status Dashboard
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2021
The Polyglot
MUM Update (2021)
May 18, 2021 · Confirmed by Google
Exhibit 46 An AI model built to handle complex questions across languages and across text and images, so people need fewer searches.
Complex tasks like planning a hike or comparing options took many separate searches. Google said MUM is 1,000 times more powerful than BERT, understands text and images, and works across languages. Google says it is not used for general ranking, only for specific features such as COVID vaccine searches and featured snippet callouts.
Where the name came fromMUM is Google's acronym for Multitask Unified Model. Pandu Nayak introduced it on May 18, 2021 at Google I/O time.
Why we call it The PolyglotAn AI model that works across many languages and across text and images. A polyglot.
Google called it 1,000 times more powerful than BERT
The lessonCover the whole job a customer is trying to get done, not one keyword.
Sources: Google blog, Google Search Central: A guide to Google Search ranking systems
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2021
The Getaway
Page Experience (2021)
June 15, 2021 · Confirmed by Google
Exhibit 47 Page experience joined the ranking signals: Core Web Vitals for loading, responsiveness and visual stability, plus HTTPS and no intrusive popups.
Slow, jumpy pages that were hard to use annoyed visitors, and Google had no single measure for that. Starting June 15, 2021, page experience signals including load speed, responsiveness and visual stability became a ranking factor, with rollout finished by end of August 2021. Pages no longer needed AMP to appear in mobile Top Stories. Relevance still mattered more, so it worked mostly as a tiebreaker.
Where the name came fromIt is Google's own name. Google combined Core Web Vitals with its existing mobile friendly, HTTPS and interstitial signals under the label page experience.
Why we call it The GetawaySpeed, stability and safety became ranking signals. When a page loads slow, the visitor makes a getaway.
The lessonMake pages load fast and hold still. Check the Core Web Vitals report in Search Console.
Sources: Google Search Central, Google Search Central Blog: Timing for bringing page experience to Google Search
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2021
The Reshuffle
June and July 2021 Core Updates
June 2 and July 1, 2021 · Confirmed by Google
Exhibit 48 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
The lessonGoogle warned some June changes would reverse in July. Never overreact to the first half of an update.
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2021
The Cleanup Crew
2021 and 2022 Spam Updates
June 2021 to October 2022 · Confirmed by Google
Exhibit 49 Why we call it The Cleanup CrewSpam updates clean house. They target spam tactics, not regular sites.
RolloutStarted October 19, 2022 and took 2 days. Google status dashboard
The lessonKeep the site free of spammy content, hidden links and hacked pages. Spam updates now come several times a year.
Sources: Search Engine Roundtable, Google Search Status Dashboard
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2021
Paid in Full
Link Spam Update (2021)
July 26, 2021 · Confirmed by Google
Exhibit 50 Went after link spam in many languages, especially paid guest posts and affiliate links not marked as sponsored.
Guest posts, sponsored posts and affiliate links were being used to pass ranking credit without being labeled. Google rolled out an update over two weeks to identify and nullify link spam across many languages. Sites that bought or sold unlabeled links saw rankings change as those links stopped counting.
Where the name came fromIt is Google's own descriptive name, announced July 26, 2021.
Why we call it Paid in FullPaid guest posts and unmarked paid links got caught. Paid in full, and worth nothing.
The lessonMark any paid link as sponsored, and never pay for guest posts just to get a link.
Source: Google Search Central
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2021
The Reshuffle
November 2021 Core Update
November 17, 2021 · Confirmed by Google
Exhibit 51 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted November 17, 2021 and took 13 days. Google status dashboard
The lessonThe first update on Google's own update history page. Bookmark that page.
Source: Google Search Status Dashboard
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2021
Close to Home
Vicinity Update (2021)
November 30 to December 8, 2021 · Confirmed by Google
Exhibit 52 Google rebalanced the factors behind local results. Distance started to matter much more, and local SEOs named it Vicinity.
Businesses with keywords stuffed into their business names were winning map results across whole cities. Vicinity gave more weight to how close a business is to the searcher and less to keywords in the name. Keyword named businesses, especially law firms, saw big drops. Legitimately named businesses near the searcher gained.
Where the name came fromLocal SEO agency Sterling Sky named it, with VPs Colan Nielsen and Dave DiGregorio helping come up with the name. It refers to proximity, the area near a place. Google confirmed a local update ran from November 30 to December 8, 2021 but did not name it.
Why we call it Close to HomeDistance started counting more in local results. The closest shop wins. Close to home.
The lessonUse your real business name with no keywords stuffed in, and expect to rank best near your actual location.
Sources: Search Engine Roundtable, Sterling Sky: Vicinity Algorithm Update
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2022
The Getaway, Part Two
Page Experience on Desktop (2022)
February 22, 2022 · Confirmed by Google
Exhibit 53 Why we call it The Getaway, Part TwoThe page experience signals from 2021, now counted on desktop too.
RolloutStarted February 22, 2022 and took 9 days. Google status dashboard
The lessonCore Web Vitals now count on desktop too. Test speed and stability there, not just on phones.
Source: Google Search Central
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2022
The Reshuffle
May 2022 Core Update
May 25, 2022 · Confirmed by Google
Exhibit 54 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted May 25, 2022 and took 15 days. Google status dashboard
The lessonCheck Google's status dashboard for exact dates before you blame an update.
Source: Google Search Status Dashboard
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2022
The Ghostwriters
Helpful Content Update (2022)
August 25, 2022 · Confirmed by Google
Exhibit 55 Content made to rank instead of to help. A new sitewide signal meant enough unhelpful pages could drag the whole site down.
Search was filling with content written mainly to attract search traffic, not to help readers. Google added a sitewide signal, so a site with a lot of unhelpful content could see even its good pages rank lower. Many niche affiliate and SEO driven content sites lost traffic. In March 2024 the system became part of Google's core ranking.
Where the name came fromGoogle named it the helpful content update when it announced it on August 18, 2022.
Why we call it The GhostwritersContent written to rank instead of to help, often by people who never did the work. Ghostwriters.
RolloutStarted August 25, 2022 and took 15 days. Google status dashboard
The lessonPublish from real experience. Cut pages that exist only to catch search traffic.
Sources: Google Search Central, Google Search Status Dashboard, Google Search Central: A guide to Google Search ranking systems
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2022
The Reshuffle
September 2022 Core Update
September 12, 2022 · Confirmed by Google
Exhibit 56 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted September 12, 2022 and took 14 days. Google status dashboard
The lessonWhen updates pile into one month, judge the whole month, not one update.
Source: Google Search Status Dashboard
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2022
The Ghostwriters, Again
December 2022 Helpful Content Update
December 5, 2022 · Confirmed by Google
Exhibit 57 Why we call it The Ghostwriters, AgainAnother round of the helpful content system, going after pages written to rank instead of to help.
RolloutStarted December 5, 2022 and took 38 days. Google status dashboard
The lessonCut or fix pages written only to rank.
Source: Google Search Status Dashboard
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2022
The Machine Takes Over
SpamBrain Link Spam Update (2022)
December 14, 2022 · Confirmed by Google
Exhibit 58 Google turned its AI spam system, SpamBrain, on sites that buy links or exist only to pass links, and wiped out the value of those links.
Link selling and link buying continued despite earlier crackdowns. Announced December 14, 2022, the update used SpamBrain to detect not just spam links but also sites that buy links and sites used to pass outgoing links. Those links were neutralized, so any ranking credit they passed was lost, in all languages.
Where the name came fromGoogle named it the December 2022 link spam update. SpamBrain is Google's own name for its AI based spam prevention system.
Why we call it The Machine Takes OverGoogle handed link spam to its AI system, SpamBrain. The machine took over the job.
RolloutStarted December 14, 2022 and took 29 days. Google status dashboard
The lessonBought links now usually count for nothing. Spend that money earning real mentions.
Source: Google Search Central
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2023
The Reshuffle
March 2023 Core Update
March 15, 2023 · Confirmed by Google
Exhibit 59 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted March 15, 2023 and took 13 days. Google status dashboard
The lessonJudge your pages by how helpful they are, not by quick fixes.
Source: Google Search Status Dashboard
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2023
Show Your Work, Again
Reviews Update (2023)
April 12, 2023 · Confirmed by Google
Exhibit 60 Why we call it Show Your Work, AgainAnother reviews update, now covering services too.
Reviews update rolloutStarted April 12, 2023 and took 13 days. Google status dashboard
Reviews update rolloutStarted November 8, 2023 and took 29 days. Google status dashboard
The lessonThe reviews system now covers services too. If you compare or review anything, base it on real experience.
Source: Google Search Status Dashboard
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2023
The Rehearsal
Search Generative Experience (2023)
May 10, 2023 · Confirmed by Google
Exhibit 61 Google opened an opt in test of AI written answers at the top of search in the US. A year later it grew into AI Overviews.
Chatbots were changing how people expected to get answers. SGE put an AI generated overview at the top of some results, with links and follow up questions, for US English users who opted in through Search Labs. It was the test run for AI Overviews and raised early worries that AI answers would replace clicks to websites.
Where the name came fromGoogle named it. On May 10, 2023, Google said it was starting an experiment in Search Labs called SGE, short for Search Generative Experience.
Why we call it The RehearsalGoogle tested AI answers in public for a year before the real launch. A rehearsal.
The lessonWrite clear, direct answers to customer questions so AI summaries pick up and cite your business.
Source: Google blog
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2023
The Reshuffle
August 2023 Core Update
August 22, 2023 · Confirmed by Google
Exhibit 62 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted August 22, 2023 and took 16 days. Google status dashboard
The lessonWait for the rollout to finish, then compare before and after in Search Console.
Source: Google Search Status Dashboard
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2023
The Ghostwriters, Again
September 2023 Helpful Content Update
September 14, 2023 · Confirmed by Google
Exhibit 63 Why we call it The Ghostwriters, AgainAnother round of the helpful content system, going after pages written to rank instead of to help.
RolloutStarted September 14, 2023 and took 13 days. Google status dashboard
The lessonReview old blog posts and keep only the ones that truly help customers.
Source: Google Search Status Dashboard
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2023
The Double Tap
October 2023 Spam and Core Updates
October 4 and 5, 2023 · Confirmed by Google
Exhibit 64 Why we call it The Double TapA spam update and a core update back to back. Two hits, one right after the other.
Spam update rolloutStarted October 4, 2023 and took 16 days. Google status dashboard
Core update rolloutStarted October 5, 2023 and took 14 days. Google status dashboard
The lessonStay clean so a spam update never piles onto a core update swing.
Source: Google Search Status Dashboard
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2023
Phone First, For Good
Mobile First Indexing Complete (2023)
October 31, 2023 · Confirmed by Google
Exhibit 65 Why we call it Phone First, For GoodGoogle finished moving every site to phone first indexing.
The lessonIf something is missing from your phone site, Google treats it as missing everywhere.
Source: Google Search Central
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2023
The Reshuffle
November 2023 Core Update
November 2, 2023 · Confirmed by Google
Exhibit 66 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted November 2, 2023 and took 26 days. Google status dashboard
The lessonKeep improving your most important pages instead of chasing each update.
Source: Google Search Status Dashboard
Google update history, 2024 to nowThe AI Era
The answer shows up before the links. Now the AI decides who gets named.
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2024
The Merger
March 2024 Core Update
March 5, 2024 · Confirmed by Google
Exhibit 67 A bigger, more complex core update aimed at unhelpful, unoriginal content. The helpful content system was folded into the core ranking systems for good.
Google said too much content in results felt like it was made to attract clicks. This core update changed several ranking systems at once to show more useful content, and the helpful content system became part of core ranking. Google called it more complex than usual, with a rollout of up to a month. Many content sites that depended on search traffic were hit hard.
Where the name came fromGoogle named it under its month and year naming practice, announcing it on March 5, 2024.
Why we call it The MergerGoogle folded the helpful content system into its core ranking systems. Two operations merged into one.
RolloutStarted March 5, 2024 and took 45 days. Google status dashboard
45% less low quality, unoriginal content in results
The lessonHelpfulness is judged by the main ranking systems now. Every page has to earn its spot.
Sources: Google Search Status Dashboard, Google blog, Google ranking systems guide, Google Search Central Blog: March 2024 core update and new spam policies
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2024
The Big Sweep
March 2024 Spam Update
March 5, 2024 · Confirmed by Google
Exhibit 68 Three new spam policies at once: scaled content abuse (mass produced pages, by machines or people), site reputation abuse (renting out a trusted site to third parties) and expired domain abuse (buying old domains for their reputation).
Spammers were mass producing pages with AI or cheap writers, renting space on trusted sites, and buying expired domains to reuse their old authority. Google made each of these a spam policy. Scaled content abuse covers making many pages mainly to manipulate rankings, however they are produced. Site reputation abuse took effect May 5, 2024.
Where the name came fromGoogle named it. The three new spam policies are Google's own terms: scaled content abuse, site reputation abuse and expired domain abuse.
Why we call it The Big SweepThree new spam policies at once: mass produced pages, rented out sites and recycled old domains. One big sweep.
RolloutStarted March 5, 2024 and took 15 days. Google status dashboard
The lessonNever mass produce pages, rent out space on your site, or buy an old domain to borrow its rankings.
Sources: Google Search Central, Google Search Status Dashboard
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2024
The Answer
AI Overviews (2024)
May 14, 2024 · Confirmed by Google
Exhibit 69 AI written summaries started showing at the top of results for everyone in the US. The answer now shows up before the links.
Liz Reid announced AI written answers at the top of results, with Google aiming for over a billion people by the end of 2024. Searchers get answers without clicking, so many sites, especially informational ones, saw fewer clicks. Being cited as a source in the overview became a new kind of visibility.
Where the name came fromGoogle named it AI Overviews when it rolled the feature out to everyone in the US on May 14, 2024. It grew out of the SGE experiment in Search Labs.
Why we call it The AnswerThe answer now shows up at the top, before any links. Google answers first.
Hundreds of millions of users at launch
The lessonAnswer common customer questions clearly on your own site so the AI cites you.
Source: Google blog
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2024
Renting the Name
Site Reputation Abuse Update (2024)
May 5, 2024 · Confirmed by Google
It goes after third party pages placed on trusted sites mainly to borrow those sites' ranking power, such as outside coupon or review sections. Google enforces it with manual actions from human reviewers.
Big publishers were renting out sections of their sites to third parties who posted coupons, reviews and other content that ranked because of the host's reputation. Enforcement started with manual actions in May 2024, and many publishers removed those sections. In November 2024 Google clarified that the policy applies even when the host has some first party involvement or oversight, and that moving the content to a subdomain or subfolder does not avoid it.
Where the name came fromSite reputation abuse is Google's own name for the policy, which it announced in March 2024. SEOs had long called the tactic parasite SEO.
Why we call it Renting the NameBig trusted sites were renting out pages to strangers who borrowed the site's good name to rank. Google shut the rentals down.
The lessonDo not rent out space on your site for outside content you do not control, and do not count on guest content on big sites to outrank you forever.
Sources: Google Search Central Blog: Updating our site reputation abuse policy, Search Engine Journal: Google Confirms Site Reputation Abuse Update
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2024
The Cleanup Crew
June 2024 Spam Update
June 20, 2024 · Confirmed by Google
Exhibit 70 Why we call it The Cleanup CrewSpam updates clean house. They target spam tactics, not regular sites.
RolloutStarted June 20, 2024 and took 7 days. Google status dashboard
The lessonRead Google's spam policies once. Make sure nothing on your site comes close.
Source: Google Search Status Dashboard
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2024
The Fakes
Explicit Fake Content Update (2024)
July 31, 2024 · Confirmed by Google
It lowered explicit fake images, such as deepfakes, in searches that include a person's name. It also demoted sites that get many removal requests for fake explicit imagery.
AI tools made it easy to create fake explicit images of real people, and those images were showing up in search. Google changed ranking so searches seeking this content with a person's name surface high quality, non explicit content like news articles instead, and it demotes sites with many removals. Google said the year's changes cut exposure to explicit image results on these searches by over 70%.
Where the name came fromIt is Google's own description. Product manager Emma Higham announced on July 31, 2024 how Google was addressing explicit fake content in Search.
Why we call it The FakesFake explicit images of real people got pushed down, and sites hosting them paid for it.
Over 70% less exposure to explicit image results on these types of queries
The lessonIf fake or harmful images of you or your business show up, use Google's removal request tools, because a high volume of removals now hurts the sites hosting them.
Source: Google Blog: How we're addressing explicit fake content in Search
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2024
The Reshuffle
August 2024 Core Update
August 15, 2024 · Confirmed by Google
Exhibit 71 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted August 15, 2024 and took 19 days. Google status dashboard
The lessonContent that serves customers wins the long game.
Source: Google Search Status Dashboard
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2024
The Reshuffle
November 2024 Core Update
November 11, 2024 · Confirmed by Google
Exhibit 72 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted November 11, 2024 and took 24 days. Google status dashboard
The lessonA week later Google closed the site reputation loophole. Publish only content that fits your own business, even when a partner offers to pay.
Sources: Google Search Status Dashboard, Google Search Central
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2024
The Holiday Special
December 2024 Core and Spam Updates
December 12 and 19, 2024 · Confirmed by Google
Exhibit 73 Why we call it The Holiday SpecialCore and spam updates landing right in the holiday shopping season.
Core update rolloutStarted December 12, 2024 and took 6 days. Google status dashboard
Spam update rolloutStarted December 19, 2024 and took 7 days. Google status dashboard
The lessonPlan big site changes away from the holidays, when updates love to land.
Source: Google Search Status Dashboard
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2025
The New Boss
AI Mode (2025)
March 5, 2025 · Confirmed by Google
Exhibit 74 AI Mode launched as a Labs experiment: full conversational answers with deeper reasoning. In May 2025 it opened to everyone in the US.
AI Overviews handled quick questions, but complex questions still needed many searches. AI Mode is a chat style search that uses a custom version of Gemini 2.0 and runs many related searches at once, called query fan out, then combines them into one answer with links. It sends fewer people to websites, so being one of the cited sources matters more.
Where the name came fromGoogle named it. Robby Stein announced AI Mode on March 5, 2025 as an opt in experiment in Google Labs.
Why we call it The New BossA full AI conversation in place of the results page. A new boss for search.
AI Overviews passed one billion users
The lessonSpell out your services, prices, hours and area online so AI describes you correctly.
Sources: Google blog, Google blog
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2025
The Reshuffle
March 2025 Core Update
March 13, 2025 · Confirmed by Google
Exhibit 75 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted March 13, 2025 and took 14 days. Google status dashboard
The lessonLook at which pages gained and which lost, then fix the losers.
Source: Google Search Status Dashboard
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2025
The Reshuffle
June 2025 Core Update
June 30, 2025 · Confirmed by Google
Exhibit 76 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted June 30, 2025 and took 17 days. Google status dashboard
The lessonPublish helpful pages on a steady schedule instead of reacting to every swing.
Source: Google Search Status Dashboard
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2025
The Cleanup Crew
August 2025 Spam Update
August 26, 2025 · Confirmed by Google
Exhibit 77 Why we call it The Cleanup CrewSpam updates clean house. They target spam tactics, not regular sites.
RolloutStarted August 26, 2025 and took 27 days. Google status dashboard
The lessonWalk away from anyone promising fast rankings through shortcuts.
Source: Google Search Status Dashboard
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2025
The Reshuffle
December 2025 Core Update
December 11, 2025 · Confirmed by Google
Exhibit 78 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted December 11, 2025 and took 18 days. Google status dashboard
The lessonGive your money pages a yearly review to keep them accurate and useful.
Source: Google Search Status Dashboard
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2026
The Side Door
February 2026 Discover Update
February 5, 2026 · Confirmed by Google
Why we call it The Side DoorA core update aimed only at Discover, the article feed in the Google app. A different way in to the same house.
RolloutStarted February 5, 2026 and took 22 days. Google status dashboard
The lessonIf Discover sends you traffic, publish original, timely stories with real photos, not clickbait headlines.
Source: Google Search Status Dashboard
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2026
The Double Tap
March 2026 Spam and Core Updates
March 24 and 27, 2026 · Confirmed by Google
Why we call it The Double TapA spam update and a core update back to back. Two hits, one right after the other.
Spam update rolloutStarted March 24, 2026 and took 1 day. Google status dashboard
Core update rolloutStarted March 27, 2026 and took 12 days. Google status dashboard
The lessonThe spam update finished in a day. Stay clean and fast updates pass you by.
Sources: Google Search Status Dashboard, Google Search Status Dashboard
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2026
The Takeover
The New Search Box (2026)
May 19, 2026 · Confirmed by Google
Exhibit 79 At Google I/O, a new AI search box rolled out everywhere AI Mode is available, and AI Overviews now lead straight into a conversation in AI Mode.
The box grows as you type longer, conversational questions, suggests fuller questions with AI, and lets you attach images and files. It has shortcuts to AI Mode, Search Live and image creation. Search is moving further from typed keywords toward AI conversations, which makes clear, trustworthy content that AI can cite even more important.
Where the name came fromGoogle calls it the intelligent Search box. It was announced at Google I/O on May 19, 2026, and described as the biggest upgrade to the Search box in more than two decades.
Why we call it The TakeoverThe AI search box rolled out everywhere AI Mode is available. A takeover of the front page.
AI Mode passed one billion monthly users
The lessonMake sure AI tools can find and understand your hours, services, reviews and contact details.
Sources: Google blog, 9to5Google: Google gets intelligent Search box redesign
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2026
The Reshuffle
May 2026 Core Update
May 21, 2026 · Confirmed by Google
Exhibit 80 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted May 21, 2026 and took 12 days. Google status dashboard
The lessonUseful content and a good site experience. Every core update rewards both.
Source: Google Search Status Dashboard
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2026
The Cleanup Crew
Three 2026 Spam Updates
June, August and September 2026 · Confirmed by Google
Exhibit 81 Why we call it The Cleanup CrewSpam updates clean house. They target spam tactics, not regular sites.
Spam update rolloutStarted June 24, 2026 and took 2 days. Google status dashboard
Spam update rolloutStarted August 18, 2026 and took 3 days. Google status dashboard
Spam update rolloutStarted September 24, 2026 and took 14 days. Google status dashboard
The lessonCheck what any agency or freelancer is doing on your site. Clear out old paid links and doorway pages.
Source: Google Search Status Dashboard
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2026
The Reshuffle
November 2026 Core UpdateRolling out
November 10, 2026 · Confirmed by Google
Exhibit 82 Where the name came fromIn March 2019 the SEO community, led by WebmasterWorld founder Brett Tabke, nicknamed a broad core update Florida 2. Google's SearchLiaison account, run by Danny Sullivan, named it the March 2019 Core Update instead and said this helps avoid confusion because it tells you the type of update and when it happened.
Why we call it The ReshuffleBroad core updates reshuffle everyone. Nothing is targeted, so some sites move up, some move down, and Google says there is nothing specific to fix.
RolloutStarted November 10, 2026. Still rolling out. Google status dashboard
The lessonRolling out now and may take up to two weeks. Wait until it finishes before you judge the damage.
Source: Google Search Status Dashboard
The full list
Every Google update. One table.
All 91 updates on the record, oldest first. Tap a name to jump to its card.
| Year | Update | Date | What it went after | Rollout | Confirmed |
|---|---|---|---|---|---|
| 2000 | The Google Dance | Summer 2000 to summer 2003 | Core | Yes | |
| 2002 | September 2002 Update | Late September 2002 | Core | No | |
| 2003 | Boston Update | Around February 2003 | Core | No | |
| 2003 | Cassandra, Dominic, Esmeralda and Fritz Updates | April to July 2003 | Links, Spam, Core | No | |
| 2003 | Florida Update | November 16, 2003 | Content, Links | No | |
| 2005 | Nofollow Link Attribute | January 18, 2005 | Links, Spam | Yes | |
| 2005 | Jagger Update | October to November 2005 | Links, Spam | Yes | |
| 2006 | Big Daddy Update | December 2005 to March 2006 | Core | Yes | |
| 2007 | Universal Search | May 16, 2007 | Content | Yes | |
| 2009 | Vince Update | Around February 2009 | Core | Yes | |
| 2010 | Mayday Update | Late April to early May 2010 | Content | Yes | |
| 2010 | Caffeine Update | June 2010 | Core | Yes | |
| 2011 | Panda Update | February 24, 2011 | Content | Yes | |
| 2011 | Keyword Not Provided Update | October 18, 2011 | Content | Yes | |
| 2011 | Freshness Update | November 3, 2011 | Content | Yes | |
| 2012 | Search Plus Your World | January 10, 2012 | Content | Yes | |
| 2012 | Page Layout Update (Top Heavy) | January 19, 2012 | Content | Yes | |
| 2012 | Venice Update | February 2012 | Local | Yes | |
| 2012 | Penguin Update | April 24, 2012 | Links, Spam | Yes | |
| 2012 | Knowledge Graph | May 16, 2012 | AI and language, Content | Yes | |
| 2012 | Pirate Update | August 10, 2012 | Content, Spam | Yes | |
| 2012 | Exact Match Domain Update | September 28, 2012 | Content | Yes | |
| 2013 | Penguin 2.0 Update | May 22, 2013 | Links, Spam | Yes | |
| 2013 | Payday Loan Update | June 11, 2013 | Spam, Links | Yes | |
| 2013 | Hummingbird Update | August 2013 | AI and language, Core | Yes | |
| 2014 | Panda 4.0 Update | May 20, 2014 | Content | Yes | |
| 2014 | Pigeon Update | July 24, 2014 | Local | Yes | |
| 2014 | HTTPS Ranking Signal | August 2014 | Speed and mobile | Yes | |
| 2015 | Mobilegeddon (Mobile Friendly Update) | April 21, 2015 | Speed and mobile | Yes | |
| 2015 | Phantom Quality Update | May 3, 2015 | Content, Core | Yes | |
| 2015 | RankBrain | October 26, 2015 | AI and language | Yes | |
| 2016 | Possum Update | September 1, 2016 | Local | No | |
| 2016 | Penguin 4.0 Update | September 23, 2016 | Links, Core | Yes | |
| 2017 | Intrusive Interstitials Update | January 10, 2017 | Speed and mobile | Yes | |
| 2017 | Fred Update | March 7, 2017 | Content, Spam | Yes | |
| 2017 | Project Owl Update | April 25, 2017 | Content | Yes | |
| 2018 | March 2018 Core Update | March 7, 2018 | Core | Yes | |
| 2018 | Mobile First Indexing | March 26, 2018 | Speed and mobile | Yes | |
| 2018 | Speed Update | July 9, 2018 | Speed and mobile | Yes | |
| 2018 | Medic Update | August 1, 2018 | Content, Core | Yes | |
| 2018 | Neural Matching | September 2018 | AI and language | Yes | |
| 2019 | March 2019 Core Update | March 12, 2019 | Core | Yes | |
| 2019 | June 2019 Core Update | June 3, 2019 | Core | Yes | |
| 2019 | September 2019 Core Update | September 24, 2019 | Core | Yes | |
| 2019 | BERT Update | October 25, 2019 | AI and language | Yes | |
| 2020 | January 2020 Core Update | January 13, 2020 | Core | Yes | |
| 2020 | May 2020 Core Update | May 4, 2020 | Core | Yes | |
| 2020 | December 2020 Core Update | December 3, 2020 | Core | Yes | |
| 2021 | Passage Ranking | February 10, 2021 | AI and language, Content | Yes | |
| 2021 | Product Reviews Updates | April 2021 to February 2023 | Content | 20 days, 14 days, 6 days, 6 days, 14 days | Yes |
| 2021 | MUM Update | May 18, 2021 | AI and language | Yes | |
| 2021 | Page Experience | June 15, 2021 | Speed and mobile | Yes | |
| 2021 | June and July 2021 Core Updates | June 2 and July 1, 2021 | Core | Yes | |
| 2021 | 2021 and 2022 Spam Updates | June 2021 to October 2022 | Spam | 2 days | Yes |
| 2021 | Link Spam Update | July 26, 2021 | Links, Spam | Yes | |
| 2021 | November 2021 Core Update | November 17, 2021 | Core | 13 days | Yes |
| 2021 | Vicinity Update | November 30 to December 8, 2021 | Local | Yes | |
| 2022 | Page Experience on Desktop | February 22, 2022 | Speed and mobile | 9 days | Yes |
| 2022 | May 2022 Core Update | May 25, 2022 | Core | 15 days | Yes |
| 2022 | Helpful Content Update | August 25, 2022 | Content | 15 days | Yes |
| 2022 | September 2022 Core Update | September 12, 2022 | Core | 14 days | Yes |
| 2022 | December 2022 Helpful Content Update | December 5, 2022 | Content | 38 days | Yes |
| 2022 | SpamBrain Link Spam Update | December 14, 2022 | Links, Spam, AI and language | 29 days | Yes |
| 2023 | March 2023 Core Update | March 15, 2023 | Core | 13 days | Yes |
| 2023 | Reviews Update | April 12, 2023 | Content | 13 days, 29 days | Yes |
| 2023 | Search Generative Experience | May 10, 2023 | AI and language | Yes | |
| 2023 | August 2023 Core Update | August 22, 2023 | Core | 16 days | Yes |
| 2023 | September 2023 Helpful Content Update | September 14, 2023 | Content | 13 days | Yes |
| 2023 | October 2023 Spam and Core Updates | October 4 and 5, 2023 | Spam, Core | 16 days, 14 days | Yes |
| 2023 | Mobile First Indexing Complete | October 31, 2023 | Speed and mobile | Yes | |
| 2023 | November 2023 Core Update | November 2, 2023 | Core | 26 days | Yes |
| 2024 | March 2024 Core Update | March 5, 2024 | Core, Content | 45 days | Yes |
| 2024 | March 2024 Spam Update | March 5, 2024 | Spam, Content | 15 days | Yes |
| 2024 | AI Overviews | May 14, 2024 | AI and language | Yes | |
| 2024 | Site Reputation Abuse Update | May 5, 2024 | Spam | Yes | |
| 2024 | June 2024 Spam Update | June 20, 2024 | Spam | 7 days | Yes |
| 2024 | Explicit Fake Content Update | July 31, 2024 | Spam | Yes | |
| 2024 | August 2024 Core Update | August 15, 2024 | Core | 19 days | Yes |
| 2024 | November 2024 Core Update | November 11, 2024 | Core, Spam | 24 days | Yes |
| 2024 | December 2024 Core and Spam Updates | December 12 and 19, 2024 | Core, Spam | 6 days, 7 days | Yes |
| 2025 | AI Mode | March 5, 2025 | AI and language | Yes | |
| 2025 | March 2025 Core Update | March 13, 2025 | Core | 14 days | Yes |
| 2025 | June 2025 Core Update | June 30, 2025 | Core | 17 days | Yes |
| 2025 | August 2025 Spam Update | August 26, 2025 | Spam | 27 days | Yes |
| 2025 | December 2025 Core Update | December 11, 2025 | Core | 18 days | Yes |
| 2026 | February 2026 Discover Update | February 5, 2026 | Core, Content | 22 days | Yes |
| 2026 | March 2026 Spam and Core Updates | March 24 and 27, 2026 | Spam, Core | 1 days, 12 days | Yes |
| 2026 | The New Search Box | May 19, 2026 | AI and language | Yes | |
| 2026 | May 2026 Core Update | May 21, 2026 | Core | 12 days | Yes |
| 2026 | Three 2026 Spam Updates | June, August and September 2026 | Spam | 2 days, 3 days, 14 days | Yes |
| 2026 | November 2026 Core Update | November 10, 2026 | Core | Rolling out | Yes |
The count
How often does Google update? Year by year.
Updates on this timeline by year. Gold is confirmed by Google, grey is named by the industry. Since 2018 Google has confirmed 55 updates here, about 6 a year. The busiest year on the record is 2021, with 9.
The playbook
How to recover from a Google update. Six moves.
The same steps whether it was Panda in 2011 or the latest core update.
- 1
Match the drop to a date
Open Google Search Console and find the day your traffic fell. Line it up with the dates on this timeline and on Google's Search Status Dashboard. If nothing matches, it may be your site, not Google.
- 2
Wait for the rollout to finish
Core updates usually take about two weeks to roll out. Rankings bounce the whole time. Do not tear the site apart in the middle of it.
- 3
Find the pages that lost
Compare the two weeks before the update with the two weeks after it finished. Sort by pages and by searches. Usually a handful of pages took most of the hit.
- 4
Read what the update went after
Find the card for that update above. If it went after links, look at your links. If it went after thin or unhelpful content, look at those pages. Fix the cause, not the symptom.
- 5
Make the pages genuinely better
Add real detail, real photos and real experience. Remove or combine pages that exist only to catch searches. Fix speed and pop ups on phones.
- 6
Give it time
Google has said some improvements only show up after the next core update. Keep improving and measure again after the next one.
The interrogation
Was your site hit by a Google update?
Check every one that is true. No email, and nothing leaves your browser. Be honest. The algorithm will be.
Check the boxes above to see which hits have your name on them.
The questions
Google update history. Straight answers.
What was the first Google update?
The first ranking shakeup anyone documented came in September 2002. The first update with a name was Boston, in early 2003, named by the WebmasterWorld forum. Florida, in November 2003, was the first major algorithm update, and it wiped out thousands of small business sites right before the holidays.
What is a Google core update?
A broad change to the main systems Google uses to rank pages. It is not aimed at one tactic, so some sites rise and some fall, and Google says there is often nothing specific to fix. Since 2019 Google names them by month and year, like the March 2024 core update.
How often does Google update its algorithm?
Google changes search all the time and confirms only the bigger updates. This timeline lists 91 updates since 2000, including 22 broad core updates since 2018, usually several a year.
What is the latest Google update?
The latest update on this timeline is the November 2026 Core Update, November 10, 2026. It is still rolling out.
Why do Google updates have names like Panda and Penguin?
Some names come from Google itself, like Panda, Penguin, Hummingbird and RankBrain. Others come from the SEO industry, like Florida, Possum, Medic and Fred, usually from forums or search news sites naming an update Google would not explain. Every card on this timeline says where its name came from.
How do I know if a Google update hit my site?
Compare your traffic in Google Search Console with the dates on this timeline. If a drop lines up with an update, read what that update went after and fix that first. Or take the quiz on this page to see which updates match your site.