At the beginning of May 2015, thousands of webmasters noticed significant ranking volatility—some rising, some falling, and some just noticing their competitors juggled around in a new order. As you can imagine, this fueled rampant speculation as to whether this was part of some new Google GOOGL -0.64% update, if it was a temporary experiment, or if it was just some hiccup in the search engine’s typical data processing.
Immediately, search marketers turned to the possibility of a Google Panda refresh. Since the last major update from Google was the “Mobilegeddon” update at the end of April, it seemed unlikely that this was the result of some major algorithm update. Plus, since Panda hadn’t seen a refresh in some time, search marketers assumed that it was long overdue. Google, however, immediately dispelled the rumors by announcing that the temporary search volatility was not Panda-related.
It took some time before Google officially confirmed the source of the update, but it finally did. After a few weeks of being unofficially named the “Phantom Update,” thanks to its lack of official acknowledgement, Google recognized that yes, there had been some fundamental changes released to the core algorithm.
The New Quality Assessment
Panda and Penguin, the two most noteworthy updates in Google’s history, were intended to improve results for users with one function in mind: weeding out spam that annoyed and complicated users’ searches. This new unnamed update, which I’ll call the “Quality Update” (in line with other search marketers) takes a different approach. Rather than focusing on penalizing or eliminating spam, it only introduced a handful of new quality assessment indicators that help Google understand how “good” or how authoritative a site is. Essentially, there are new factors that Google uses to determine how worthy a site is to rank.
What New Factors Are in Effect?
Google is notoriously tight-lipped when it comes to the specifics of its ranking algorithm—in fact, it’s even holding firm against pressure from multiple European government forces. It certainly isn’t going to explain the inner workings of its system just because you asked nicely. Most of the factors we knew before the update are only known to us because of skilled trial-and-error-style experiments done by dozens of search marketers over the course of months.
Now, we aren’t even sure whether Google has added new ranking factors. It might have only rebalanced the factors that were already there, making some factors more important and some less important, or making minor tweaks to the process the algorithm uses to calculate those factors.
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