If you’ve noticed changes to your keyword rankings over the last several weeks, it may be because Google rolled out another Core Update. Google regularly updates its ranking algorithm throughout the year in order to provide users with a better search experience and more relevant search results.

But for those site owners that see their SEO performance suffer as a result of algorithm updates, it can be a frustrating experience. Core Updates can be particularly painful if your site had web pages ranking on page one for valuable keywords that then dropped to page two, or worse, stopped being promoted entirely.

So, when it comes to algorithm updates, how exactly should site owners respond?

Some updates may have a temporary impact while others require you to reevaluate how you are implementing your SEO strategy.

For any site owner or digital marketer who has experienced the highs and lows of algorithm updates, here’s how to know whether to ride out the volatility or to start doing the work of regaining your site’s lost visibility.

How often does Google update its algorithm?

Experts estimate that Google updates its algorithm somewhere between 500-600 times per year. Most of those changes are small and do not drastically impact rankings, while major updates, like BERT or Passage Ranking, can impact a significant percentage of all keyword searches.

In general, site owners should pay attention to the larger algorithm updates and the core rankings factors that they are refining. In...

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