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Hey Reader, It's happening again. Google's third core algorithm update of the year is rolling out right now, just in time for the holidays. These core updates happen several times a year, and they often pass without anyone noticing. In other cases (quite famously in 2024), it can be incredibly disruptive. A core update can put keyword rankings on a rollercoaster, or rewrite some of the (non-fundamental) rules of SEO and send folks scrambling. The tough part is, we really don't know what it will look like until it's over, and SEO nerds have had time to weigh in on what actually changed. Google estimates it will be all done in three weeks, so expect more insights in the first few weeks of the year. Until then, what should you be doing to protect your own (or your clients') website? I've written a protocol for precisely this moment, which I'll reprint here: The first step is to not panic. We don't have enough information right now to know what's going to happen, and anyone claiming to know more than what I'm sharing with you in this email is a liar (unless they actually work for Google, in which case they aren't lying but they are definitely breaching their contract).
The next step is to take some time to analyze your site metrics, so that you have some benchmarks to compare them to in two weeks, when this is all done and dusted.
Using Google Analytics, Google Search Console, and your fave SEO tool (I use Semrush), here's information to jot down:
- Average organic traffic figures over the last few weeks/months
- Top performing content pieces
- Spread across traffic sources (organic, social, referral, etc.)
- Top keywords pulling in traffic and their ranking positions
- Technical SEO ratings (always good to run a report before and after the rollout!)
Check in every few days over the next few weeks, and look for any major changes. This will help you know how you will or won't be affected by this update.
👆🏻 If you need help tracking down this information, just reply to this email. I'm always happy to help. 😉 And if you know someone who would find this guidance useful, send them this email! In about three weeks, once it's done rolling out and we have time for the dust to settle, we'll know a lot more about what Google's intention was with this update. And you can bet I'll be sending you another email to let you know what we've discovered You'll hear from me before then, but probably not before the new year. So happy holidays and a happy New Year to you, and I'll see back here in 2026! Liam
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Get all my best SEO, Content Marketing, & Freelance Tips
Want to make the most of your content marketing and SEO efforts? Looking for a guide to help you with your new freelance career? Sign up below, and you'll receive my best tips and my weekly newsletter.