Check out the latest blog in the series of helpful monthly SEO articles from Network Albion, Network Oval and Network Hampshire members, Artemis Marketing!

Last month, Google published an interesting blog post on how they keep their search results relevant and useful. It’s worth reading to understand a little more about how they generate featured snippets, knowledge panels and continually update their core algorithm to maintain and improve the quality of their search results.

This quote from the article is of particular interest:

Our search algorithms are complex math equations that rely on hundreds of variables, and last year alone, we made more than 3,200 changes to our search systems. Some of these were visible launches of new features, while many others were regular updates meant to keep our results relevant as content on the web changes.

3,200 changes last year – that’s more than 8 changes per day! This is a significant number, and goes some way towards explaining why search results are constantly evolving and fluctuating.

It’s very rare for the top 10 results of a given search query to remain fixed for any significant length of time. In fact, we see nearly all the search results we monitor – all several thousand of them – change on a daily basis.

The number of changes that Google makes to its algorithm appears to be increasing every year. This means that, moving forward, we can potentially expect even more fluctuations in the search results, as Google continues to refine its algorithm.

Fluctuations in rankings are normal and a very important part of organic search – a constant drive to deliver the most relevant, useful and spam-free search results. With any change, there are winners and losers, so when one website loses some ranking positions, another one gains.

What these regular algorithm updates teach us is that, as website owners, we have to continuously focus and ensure our content is relevant, up-to-date and the best possible result for a given search query.

Search engine rankings cannot be taken for granted; they have to be earned. Continuously refining the content and growing the strength and usability of a website are the only ways to do this, ensuring content is relevant and worthy of the top rankings.

If you’d like to discuss more about how to be ready for Mobile First, please don’t hesitate to shoot me an email for a chat and a coffee:

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