Overview
Eminence’s SEO experts have worked on the history of Google algorithms to help you understand their evolution and decrypte the latest major updates: the 2025 Core Updates.
Best practices to detect negative impacts, adapt to new requirements, and anticipate the future of SEO—this article gives you all the keys to strengthening your SEO approach.
I. Historical context of Google algorithms
Why are Google updates so frequent?
To remain the leading search engine, Google adopts a user-centric strategy. Its primary goal is to provide users with the most relevant response to their query.
To achieve this, it seeks to minimize spam and low-quality content. Conversely, it promotes sites that offer real value to users and provide a concrete answer to their request.
Quality content is the key phrase. And since our habits and expectations constantly evolve, so does the platform's ranking system. That’s why Google algorithm updates have become more frequent.
1. From Panda to Penguin: A New Era of Quality
In the early 2010s, the rules of the web were quite different, and many low-quality sites relied on keyword volume strategies to rank at the top. Google developed two algorithms to penalize bad practices that affected rankings and made searches more tedious for users.
First came Panda in 2011, targeting duplicate or low-quality content.
Then Penguin in 2012, designed to tackle dubious link-building practices.
These two updates marked the beginning of a long list of new best practices that would require companies to continuously improve both their content quality and site structure.
2. Hummingbird, RankBrain and BERT: The Rise of Artificial Intelligence
Google’s next focus was to create a stronger connection between the user's search intent and the content triggered by keywords. This meant not just focusing on keyword presence, but ensuring content met a set of criteria related to a specific theme. This was the goal of the Hummingbird algorithm, launched in 2013.
This update was followed two years later by RankBrain, which took a similar approach but focused on interpreting previously unseen queries.
Finally, in 2019, the BERT algorithm introduced a new era of SEO with the integration of NLP (Natural Language Processing). It was essentially Hummingbird 2.0—more sophisticated and more nuanced.
In just 10 years, Google shifted from a basic syntax-based logic to a semantic approach closely tied to user needs.
II. Major Recent Google Updates
1. Core Updates 2025: A User-First Search Experience
Following the rise of Artificial Intelligence in the early 2020s, Google’s teams developed even more powerful algorithms to refocus on user experience and content that delivers genuine value. This led to the launch of the Google Core Updates in early 2025. “SEO-first” content is no longer favored, giving way to user-centric content.
Among the new ranking criteria are originality, clarity, information freshness, and demonstrated expertise. Google now severely penalizes websites trying to manipulate the algorithm at the expense of user interest.
2. Reviews Update and Link Spam Update: A Clear Message
As you may have guessed, Google is cracking down on spam and fake content creators. In line with this, the Reviews Update was launched to end the era of superficial customer reviews. Since April 2023, websites must enhance the quality of published comparisons and rely on real user feedback—or risk dropping in rankings.
On a more technical front, the Link Spam Update, released in late 2022, improved the detection of unnatural link schemes such as cloaking or disguised link exchanges.
Google is committed to promoting transparency and authenticity in websites, delivering increasingly high-quality content to users.
3. AI Innovations and SEO
Generative AI is proving to be a true game-changer, pushing publishers to produce rich, relevant, and verified content. Presentation now matters as much as content, and site UX heavily influences rankings. For instance, site loading speed is a ranking factor in Google’s scoring grid. Everything is designed to provide users with a smooth, enriching experience.
To learn more on this topic, check out our full article on the impact of LLMs on SEO, where we explore the opportunities and risks of this technology in the context of organic visibility.
III. Impact on SEO
For several years now, Google’s Core Updates have significantly affected even the largest websites. In 2024, for example, following the latest updates, Forbes Advisor lost a major portion of its organic traffic (source: SEMrush). That same year, House Fresh lost 91% of its traffic due to the decline of unsponsored publishers (Source: Search Engine Land). So, what are the key risks and concerns?
III.1. Ranking Volatility
The first consequence of these updates is a high level of instability in search results. Companies must be increasingly vigilant and use multiple monitoring platforms to clearly identify affected pages and content that need to be reworked. These spikes or dips in activity can be tracked using tools like SEMrush Sensor, MozCast, or Algoroo.
III.2. Traffic Drops and Immediate Actions
If your site has been downgraded, you’ll notice it fairly quickly when monitoring performance : if your site traffic or certain category views drastically drop overnight (or nearly), chances are your content didn’t meet the criteria of the 2025 Core Updates.
So how should you react? First step: don’t panic—implement a structured response to quickly regain a positive ranking:
- Evaluate the traffic drop’s scope: is it site-wide or isolated to specific sections?
- Check targeted content: is it duplicate? outdated? overly SEO-driven?
- Review technical aspects: is loading time optimal? is content accessible to all?
A detailed audit and user experience-based optimizations can reverse the trend. Discover how the combination of CRO and SEO can boost your conversions while improving your Google ranking.
IV. SEO Optimization Strategies in the Age of Modern Algorithms
1. Content and E-E-A-T: The New Standard
To ensure SEO stability, you must play by Google’s new rules, which encourage you to aim for excellence in customer experience—ultimately benefiting your brand.
Content on your site must meet the E-E-A-T criteria:
- Expertise: Show the writer's knowledge of the topic
- Experience: Provide real-life use cases of the product or service
- Authority: Backed by recognition from credible third parties
- Trustworthiness: Deliver content that is verifiable, up-to-date, and transparent
Don’t hesitate to include external references and tangible evidence to enhance these signals. E-E-A-T is at the core of Google’s guidelines for creating useful and legitimate content. For a deeper understanding, see our analysis of the Google Helpful Content Update and its SEO implications.
2. Technical SEO and User Experience
Content is crucial for SEO, but not the only factor. For optimal results, the technical side of SEO plays a major role in your site’s ranking and user experience. You should ensure:
- Compliance with Core Web Vitals (LCP, FID, CLS)
- A mobile-first design aligned with current user behaviors
- Intuitive navigation and coherent URL structure
Be cautious when working on your site’s structure and internal linking. Inconsistencies in exploration or content hierarchy can lead to Google penalties, even if your content is high-quality. For complete optimization, we recommend a holistic SEO approach. Explore our Geneva-based SEO expertise, including technical audits, mobile optimization, and data structure design.
3. Content Updates and Refreshes
To keep your rankings stable and remain at the top of relevant queries, don’t rest on your laurels.
The digital world evolves constantly, and algorithms keep pace. It is therefore essential to review your content regularly—ideally every 3 to 6 months. Without redesigning your entire site, you can integrate emerging keywords and remove outdated information.
This low-effort habit helps you maintain strong visibility.
4. Secure Link-Building Strategy
Using the Link Spam algorithm, Google hunts down and penalizes spammy links.
To stay compliant and avoid penalties, aim for as many natural backlinks as possible from diverse sources. Regularly monitor your backlink profile and keep only high-quality links. Fewer quality backlinks are better than many from low-authority sites.
Here, quality truly outweighs quantity. A valuable backlink must come from a well-known site, ideally within the same editorial niche. Link-building should be part of a broader, structured customer acquisition strategy. We support you in this effort through a targeted strategy that combines SEO, content, and performance.
Conclusion
The rise of generative AI and multimodal search will drive ongoing changes to Google’s algorithms. As a marketer, it’s essential to understand how these algorithms work and maintain strategic monitoring to anticipate changes and secure your SEO strategy.
Tools like Google Search Status Dashboard, Sistrix, or SEMrush Sensor can help support this effort. Given the latest updates, the trend is clearly toward a user-focused approach. Prioritize high-quality content and a technically sound structure to deliver a unique user experience. This combination of best practices will minimize penalty risks and ensure efficient visibility.
At Eminence, we understand that navigating this ever-changing digital marketing landscape can feel overwhelming. That’s why our SEO experts are here to support you—from strategic thinking to daily adjustments—to keep your brand aligned with market practices and platform constraints.
Reach out to us today and climb to the top of the rankings in no time!
FAQ
What is a Core Update?
A major update to Google’s algorithm aimed at improving the relevance of results. It impacts how page quality is assessed overall.
How can I know if I’ve been affected by an update?
Monitor traffic fluctuation dates via Google Analytics and compare them with the update calendar. Use tools like SEMrush or Search Console.
How often should I audit my content?
Every 3 to 6 months, depending on competition, seasonality, and search trends.
How do I recover from a manual penalty?
Identify the cause (content, links, technical), correct it, and submit a reconsideration request via Google Search Console.
Contact us for more information.
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