How to Be Prepared the Next Time Google Changes Its Algorithm

There will inevitably be more ‘updates’

Google logo with clocks.
When Google changes its algorithm, it can be quite a shock for brands who see a massive drop in traffic. Illustration: Trent Joaquin; Sources: Google, Unsplash

A core Google update can hit like a force of nature. It can rip through the internet like a wildfire or an earthquake, leaving a trail of damage in its wake. While Google does issue warnings, it’s hard to predict exactly how a specific update will play out once it’s released. Sometimes businesses don’t know what hit them even as the ground beneath their feet is shaking.

Stephan Spencer is co-author of The Art of SEO, author of Google Power Search and co-author of Social eCommerce.