Why Does Google Perform Algorithm Updates?

Since it was established, Google’s mission has been “to organize the world’s information and make it universally accessible and useful.” As the tech giant has evolved, Google has also focused on providing the best user experience with its search engine results pages (or, SERPs). With technology, information, and consumer behavior always changing, Google continuously adapts to these variables. And that’s why algorithm updates exist. 

Google’s algorithm used to seldom change in the company’s early years, but now it’s constantly changing. Most updates are so small that users likely can’t even notice. In fact, in 2020 alone Google made 4,500 “improvements” to Google Search (or just “Search” as it’s succinctly called). Within those 4,500 changes, Google performed 3 broad core updates, occurring in January, May, and December of 2020. 

For “how do beginners do makeup” and “hamilton review” the first result is a video. While a video isn’t first for “how to make eggs,” video results are creeping up in the rankings for that keyword. This might indicate there’s a shift happening within cooking and recipe queries, too. (Notice how those search examples also correlate with what Gen Z uses TikTok search for: fashion, food, and things to do.) Users will likely see more top video results going forward, especially as algorithm updates continuously happen. Things people used to read for advice are now evolving into things people watch for advice. For the time being, it’s clear that videos are providing a better user experience for certain searches, and Google will always default to and aim for the best user experience possible.

#2 e-commerce websites are getting more visibility

Another “winner” of the May 2022 Google broad core update is large eCommerce retailers. Specifically, Amazon and eBay had the largest visibility increase with Etsy close behind it at #9. This is evidence of consumers going directly online to shop versus visiting brick-and-mortar stores. It also indicates that the digital storefront will be getting more difficult for smaller companies to compete with the 800-pound gorilla that is Amazon. Gaining visibility for what your target audience is searching for requires thorough strategy and creativity. The digital landscape’s growing more crowded, but hiring an SEO consultant can help you stand out.

#3 increase in rich results

A key SERP feature implemented around the time of the May update is increased rich results. “Rich results,” as Google itself explains, “are experiences on Google surfaces that go beyond the standard blue link.” These primarily include images or carousels—essentially non-textual elements. Experts have noticed these more with transactional searches, where products appear, such as “hair dryer” or “car tires.” Here are some rich result examples that appear when you search those keywords: