How to Protect Your Rankings As Google’s Priorities Change
By: Melissa Izor
If your website’s search rankings took a hit recently, you’re not alone. Google has been rolling out significant algorithm updates since December 2024, and many businesses are feeling the impact. Understanding these changes is key to maintaining (or recovering) your online visibility. In this article, we’ll break down the updates in simple terms and outline what businesses should be doing to stay ahead.
What Changed in Google’s Algorithm?
Google frequently updates its search algorithm to improve user experience, eliminate spam, and deliver the most relevant search results. Here are the key updates that have shaken up search rankings in recent months:
- December 2024 Core Update: This broad update refined how Google ranks websites based on quality, relevance, and user experience. Some businesses saw drastic shifts in their rankings as Google reassessed content authority and trustworthiness.
- December 2024 Spam Update: This update cracked down on websites using manipulative tactics such as keyword stuffing, low-quality AI-generated content, and link spam. If a website was overly optimized with outdated SEO tactics, it may have seen a drop in rankings.
- Unconfirmed February 2025 Update (a.k.a. “February Fallout”): Though not officially announced, SEO experts noticed major ranking fluctuations at the end of February 2025. Many suspect this was a targeted adjustment affecting sites with thin content, slow page speeds, and poor engagement metrics.
What This Means for Your Business
If your search rankings have dropped, it’s crucial to assess your website and SEO strategy. Google’s updates reinforce its long-standing preference for quality content, user experience, and ethical SEO practices. Here’s what you should do next:
Questions to Ask Your SEO Consultant
- How has my website been impacted by recent updates? – Request an SEO audit to determine which pages lost rankings and why.
- Is my content optimized for E-E-A-T? (Experience, Expertise, Authoritativeness, and Trust) – Google prioritizes well-researched, authoritative content.
- Are my backlinks high-quality and natural? – Avoid spammy or manipulative link-building tactics.
- Is my website’s user experience up to par? – Ask about site speed, mobile optimization, and navigation.
- Are we using AI content the right way? – AI-generated content should be reviewed and edited for quality and originality.
What You Can Do In-House to Improve Rankings
- Focus on High-Quality Content: Regularly publish valuable, well-researched articles that address your audience’s needs.
- Enhance Website Performance: Improve site speed, mobile responsiveness, and user experience to meet Google’s expectations.
- Review & Improve On-Page SEO: Ensure proper use of headings, alt text, and meta descriptions.
- Build Organic Backlinks: Partner with reputable sites to earn high-quality backlinks rather than relying on link schemes.
- Monitor & Adapt: Keep track of your rankings and traffic, and adjust your strategy based on data.
Google’s updates may feel overwhelming, but businesses that prioritize quality content, user experience, and ethical SEO will always have an advantage. By asking the right questions and making smart adjustments, you can protect your rankings and continue to grow your online presence. Need help navigating these changes? Contact markit360 for expert SEO strategy and content creation tailored to your business needs.