How to Recover from a Google Algorithm Update

Just like cleaning up after a big party with loads of house guests, recovering from a Google algorithm update takes a lot of work. Just imagine your website as the venue for one never-ending party. Every now and then Google reviews the experience it offers. Its (re)evaluation aims to ensure that people using Google search are directed to websites that offer the best experience.

It’s nothing personal.

So don’t take it the wrong way.

And don’t panic.

It All Comes Down to Keywords

You’ve managed to rank for some keywords, maintaining good positions for months or even years, only to eventually lose them.

Often, the scenario is that you quickly rank for high-volume keywords and maintain top positions for less than a year. This results in a sharp growth curve followed by an equally sharp drop.

A less common scenario is when a website has kept high search volume keyword positions on the first page for over a year.

In the first scenario, many webmasters are often left speechless having expected the sharp growth to continue, convinced it was due to their website’s quality.

Well, this is not the case.

When you start a content-rich website with a steady influx of new posts and pages, you often receive a significant initial boost from Google.

Think of this as a reward for sharing fresh content.

However, during this period, Google patiently collects data about your website from various sources, including your off-page SEO efforts.

Then comes the Core Update, and Google decides to assess and make some changes on page one.

This goes for well-established websites as well; although credibility is earned over a long period, these sites can also be hit hard.

In either scenario, you need to determine:

1. Which keywords lost most traffic. Sometimes, a simple solution may be found by going through a technical SEO checklist and fixing bugs.
2. The nature of keywords. Understanding the nature of keywords is crucial, as not all topics suit every website. For example, you wouldn’t want a car mechanic to fix your teeth; similarly, Google does not want unqualified individuals writing about serious topics like health and YMYL (Your Money or Your Life).

Six Step Recovery Plan

Recovering from a Google algorithm update isn’t a one-time fix.

Want to recover?

First, change how you think about SEO.

What you need is a holistic approach, which includes technical and on-page SEO, content auditing, trust signal improvement, and finally, using Google Search Console.

Sounds hard, but it’s really not.

So let’s start.

1. Technical SEO Audit and Fixes

No matter the tools you use to analyse your website’s health, focus on:

• Dead Links: Find and fix them. Useful tool: Ahref’s SEO Site Audit tool
• Crawl Depth: Improve through enhanced menus and internal linking. Improve through better menus (consider introducing mega-menus) and internal linking. Useful tool: Screaming Frog.
• Image SEO: Optimize image size, scale, names, and alt texts. Useful tool: Adobe’s Free Image Resizer.
• Schema Markup: Remove duplicate Schema Markups and fix any errors. Useful tool: Schema Markup validator

2. Optimising Rich SERP Snippets

More often than not, we tend to look at meta titles and meta descriptions separately from other elements within the SERP.

This might be one of the reasons why, even after optimising the most obvious site-wide elements, such as meta titles and descriptions, we are still not seeing a full recovery after an algorithm update. The issue may be that we are not viewing these elements as part of a bigger picture, which is what both our potential website visitors and Google expect us to do.

The overall user experience is not focused only on the “blue title” or the text below it. Users look at the SERP as a whole. That is why we should focus on making sure websites provide as much clear, structured information as possible for Google to display, if it considers that information credible.

Favicon

This is where SEO crosses over into branding.

Your favicon is one of the first visual impressions people may notice about your brand in search results. Google may not judge the design choice itself, but it can be affected by practical issues such as:

• not specifying a favicon
• using a blurry or low-quality favicon

Website name

This is your trade name.

Ideally, it should match the trade name you use across other platforms, including social media. This helps avoid confusion and improves brand recognition.

Breadcrumbs

Google pays a lot of attention to breadcrumbs because they are not just decorative. They are an important part of your website’s navigation and help both users and search engines understand where a page sits within the site structure.

It is also important to pay attention to space limitations. Breadcrumbs can become too long, especially when the website URL and breadcrumb separators are included.

This can be improved by:

• structuring your website properly
• removing unnecessary words
• avoiding repetition

For example:

Women’s > Sports > Shoes

is better than:

Women’s > Women’s Sports > Women’s Sports Shoes

Pro tip: When organising main categories and subcategories, use breadcrumbs as a starting point. Think about how they will look in search results, not just how they will appear on the website.

Meta title and meta description

There are several ways to write a strong SEO title and meta description. The best approach often depends on three things:

• the length of your trade name
• the length, number, and variation of your core keywords
• whether you have clear differentiators compared with your competitors

Schema Markup

Finally, to complete the snippet and give it the best chance of becoming a richer search result, we need to look at schema markup.

Schema allows us to communicate additional pieces of information to Google in a structured way.

Once you start seeing a search result as more than just a blue title and a short description, you begin to look at meta titles and meta descriptions differently. They are still important, but they are only part of the overall SERP experience.

Pay attention to ASOS using “Free 28-day returns” as a rich result element. This type of selling point is often placed directly in the meta description. However, when information such as returns, ratings, price range or delivery can be communicated through structured data and other trusted signals, it can leave more space in the meta description for important keywords and product context.

For example, phrases such as “women’s running trainers”, “women’s gym trainers” and “comfortable walking shoes” serve a dual purpose. They help target relevant searches while also showing potential customers that the products can be used in different situations, from gym training to running and everyday walking.

3. H1 Tags

Once you have turned a potential visitor into an actual website visitor, you need to start delivering on what you promised in the snippets.

That starts with the H1 tag.

The H1 should clearly align with the title, but it does not have to be identical.

At this stage, you are no longer trying to convince someone to click through to your store. You are showing them where they are and making it clear which department or section they have landed on.

If you want your H1s to support your SEO, rather than quietly work against it, you need to look at both sides of the issue: the technical markup and the way your pages are named.

On their own, H1 issues are unlikely to be the only reason for an algorithmic hit. But when they are part of a wider pattern of weak markup, unclear page targeting, duplicated content signals, or poor on-page structure, they can contribute to the problem.

And make recovery slower after an update.

4. Content Audit

You’ve just completed your website content, and you might wonder why further changes are necessary.

Well, they are.

Why?

Because your visitors will always crave a better experience.

Focus on:

• Keywords: If you sell ‘black gym leggings with pockets’, make sure to mention this in your title and description. But don’t repeat it excessively; nobody likes a spammer, including your customers and search engines.
• Rewrite Content: This might end up being the most time consuming job; but a full refresh can be especially helpful, as this way you are showing to Google that your content is worthy of a re-crawl.
• Spice Up Your Content: Include different formats like graphics, lists, tables, FAQs, and embedded videos. Don’t just rely on plain text – it’s no longer 2001.
• Outdated Content: Remove any outdated content. If you still have content about how your company is dealing with Covid-19, it’s time to delete it.

Arguably, content audits have become easier because of AI, as it can greatly help you understand both:

• The connection between the content and the main topic of the page
• The usefulness of your content

On the other hand, they have also become more difficult because of AI – Google’s new best friend in search.

Your content should pass three tests:

• Usefulness
• Expertise
• Credibility

Tricks no longer help.

If you cannot imagine anyone reading your content and then taking a desired action on your website – whether that is subscribing to a newsletter, emailing you, or adding your product to the cart – your content needs further updating.

5. Trust Signals

Trust signals are more than just links. They include reviews, citations, and entities, which also deserve your attention.

• Backlinks: Were those content farm links really necessary? Consider disavowing them.
• Reviews: Nowadays, reviews are arguably even more important than links.
• E-E-A-T (Experience, Expertise, Authority, and Trust): Complex concept to many, but it really shouldn’t be. Link your blog authors’ profiles to their LinkedIn or Twitter accounts and include a rel=’author’ tag.

Quick steps you can take to help these three areas work in your favour and support faster recovery after a Google algorithmic hit:

• List your website in credible directories, join a local Chamber of Commerce, and offer to guest post on relevant websites where you can share your genuine knowledge and explain why you are in this business. This can also help you earn relevant backlinks.
• Ask previous customers to leave reviews on your Google Business Profile and other relevant platforms, such as your Facebook page and Trustpilot.
• Create a strong About Us page with details about the people behind the brand. Then repeat this on LinkedIn and make sure each person associated with the website has a strong LinkedIn profile.

6. Google Search Console is Your Best Friend

At first glance, Google Search Console doesn’t seem to show much data about your website, which is why many webmasters ignore it. However, consider two things: it’s owned by Google (where you aim to rank), and it selectively displays data. This should be a sign. Could it be that Google is really interested in how your website performs in these highlighted areas?

Address and optimise these aspects:

1. Core Web Vitals: Switch to better hosting, resize and lazy-load images, and optimise the database. Useful tool: PageSpeed Insights.
2. Crawl Errors: Fix crawl errors by implementing 301 redirects.

Final Thoughts

Don’t stress too much about the situation with your competitors, and don’t simply try to copy their solutions. Your most important task is to think about the people who will be browsing your website. Offer them something new, a reason to come, stay, and return to your website.

Need help? Contact us today and find out how we can help you recover from the latest Google Update.