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Surviving Google Updates

Surviving Google Updates

According to Google "the goal (of this update) is to improve the quality of search by showing less content that looks like it was created to attract clicks and more content that is useful to users", but what is really behind so many updates?

In the last two years, Google has released more than one Core Update (algorithm update) that has sent marketers into a frenzy. Normally, these updates are rolled out over two weeks, but the last one started on 5 March and ended on 19 April. When this happens all websites are affected and when the process is over they try to get back to normal, but in the meantime traffic and revenue has been lost.

Imagine the repercussions of an update lasting a month and a half!

But it doesn't end there. Although some say otherwise, it can take months, even more than a year, to recover from such an update. When these updates are recurrent over time, companies do not have the capacity to repair the damage and this leads to losses in the millions of dollars. This has a negative impact on the visibility of websites and returning to pre-update levels requires a change of strategy, which implies a major effort for SEOs.


The website debacle

As is well known, Google makes regular updates, which they claim are to improve the quality and safety of the network. Are you sure?

In 2022 there were two major algorithm updates, called Helpful Content Update (HCU). In 2023 there were four, plus one for helpful content, and in 2024, so far, we have one. It was in the September 2023 update that websites had a huge debacle in their visibility index that companies have not been able to solve to this day.

And from what has followed, they still can't solve it because the updates haven't stopped, so there's no way back up!


March Core Update

But what is different about the March update? As we have already mentioned, the duration has been anomalous, reaching 46 days when it is normally 15. In addition, not one, but two updates have arrived at the same time, as if that were not enough. On the one hand we have the Core Update and on the other the Spam Update.


Core Update

This update aims to boost websites with useful content for users and weaken those that use AI to create empty content of little value.

What is the basis for saying that it is not quality content? Using AI does not imply poor quality content. We will not deny that AI is a tool that can help to write content and it is advisable that someone who understands the subject reviews it, but can we say that everything written by AI is of low quality?

Moreover, the most serious aspect of this update is that it does not only affect pages created with AI, but it drags down the whole website, even if the content is useful and of high quality. Low quality SERPs have also been affected.

Spam Update

This update aims to put an end to some inappropriate SEO practices that are on the rise (abuse of expired domains, content and site reputation).


Google Updates are necessary

According to Google these Updates are necessary in order to increase the quality of the search engine results.

The March update is causing a headache for all web content publishers. Google sees the use of AI as a harmful practice and treats it with the same rigour as spam.

Google's algorithms are becoming more and more effective and sites de-indexed due to the use of AI in their content are more frequent. Penalties for large websites have already started and there is no end in sight.



Google's aim is to remove unhelpful content from the networks, but with so many updates it is taking its credibility with it. Few people any longer believe that Google is only doing this to protect users. With the advent of AI a world has opened up and, whether we like it or not, it is here to stay and, however much its use is penalised, it will continue to be used.

With all these moves, Google is giving wings to the big media to rank well, while those companies that bring quality and interesting content to users are relegated to less advantageous positions.

We need to be prepared for what may come in the next Core Update in July and August. Google wants to clean up the web of low quality content and will be cracking down on anyone who is doing malpractice either with AI or using sites that manipulate search rankings.


If your business has suffered from these effects and you need to get it back to the levels it was at before all these updates, BCM Marketing can help. Contact us and we will provide you with a solution.

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