Google's Search Advocate, John Mueller, has recently provided insights into the recovery process for websites impacted by Google's algorithm updates, specifically addressing concerns from the SEO community about the September helpful content update.
During an exchange on X, SEO professional Thomas Jepsen questioned whether Google still maintains its stance that it “doesn't hold a grudge” against sites impacted by updates. Mueller confirmed this, stating, “That's still the case,” but he also noted that recovery could be a lengthy process, sometimes taking months and often requiring another update cycle for more significant changes.
@JohnMu Google has previously said Google doesn't hold a grudge and sites will recover once issues have been solved. Is that still the case after HCU?
— Thomas Jepsen (@JepsenThomas) April 29, 2024
Addressing misconceptions and future growth
There is a prevailing uncertainty about whether sites need a new core update to recover. Mueller clarified that while not all changes necessitate another update cycle, the more substantial effects likely would. He explained that core updates often involve adjustments in ranking formulas and thresholds, which might require further updates.
Mueller also tackled the concern that sites affected by the helpful content update might be permanently disadvantaged. He reassured that sites could regain traffic by improving quality, though he cautioned that returning to pre-update conditions is unrealistic due to the dynamic nature of the web and evolving user expectations.
The path to recovery
Continuing the dialogue on LinkedIn, Mueller emphasised that the recovery process applies broadly across various Google systems and updates, not just to the helpful content update. He stated that some types of changes inherently take longer to manifest.
Mueller further elaborated that recovery involves more than just quick fixes. It requires deep analysis to understand how to make a website relevant in today's context and significant efforts to implement the necessary changes. This might mean realigning the website's strategy to meet Google's standards for helpful, reliable content.
Lastly, Mueller pointed out that recovery goes beyond rectifying technical issues; it may also entail a shift in business priorities, which might not always align with a business's initial goals.
Google's core algorithm updates can significantly affect a website's visibility and traffic. For sites that have suffered from these updates, Mueller's guidance is crucial for setting realistic expectations and outlining a practical approach to recovery. His advice underscores that improvement is possible but requires patience, thorough analysis, and consistent effort over time.
How this can help you
For website owners and SEO professionals affected by Google's updates, Mueller's insights are invaluable. They help set realistic expectations for recovery and highlight the importance of evolving with the internet's changing landscape. Sites looking to regain visibility must be prepared to invest significant effort across multiple update cycles, continually adapt to meet new user needs, and conduct a thorough analysis to realign their content strategies.
