The Algorithm and You

 I have been thinking about how big an impact Google’s algorithm changes can have on small businesses since reading Ch. 7 The Search Economy in The Search by John Battelle. I wondered, how frequently the algorithm is updated? How big an impact is this typically to small businesses? Big businesses?

The first source of information I found was The Moz’s Google Algorithm Update tracker (a little tongue in cheek, Moz also puts out a Weather Report which visualizes the current turbulence in Google’s algorithm). In 2020 there have been 4 confirmed algorithm changes, and 4 additional unconfirmed changes. Already I’m surprised! Unconfirmed changes? Turns out that there are changes Google makes with the intent of updating the algorithm, and changes Google makes that have an affect on the algorithm, without their explicit intent or acknowledgement. These changes reportedly range from small bug fixes to major updates to the core of the algorithm.

Turns out Google’s algorithm is subject to such frequent volatility that whole businesses have popped up just to track it! Now imagine you are Neil Moncrief, without any experience in SEO, SEM, or the like – just trying to sell your big shoes online. Daunting and defeated are the first words that come to my mind.

Not all of the Google algorithm trackers always agree. For instance, SEJ only cites 3 algorithm changes in 2020. Interestingly, Google provided feedback to the world on what they touched in their most recent confirmed change. Features that will send you to the top of the list (or bottom of the pile) these days include asset load time, input delays, and layout shifts.

Small businesses and savvy digital marketers alike rely on some level of SEO to drive organic growth. Finding a trustworthy set of tools and trackers to react quickly to Google’s updates is critically important (if you figure out how to be proactive, call me, let’s start a business).