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Google’s latest algorithm update has caused widespread volatility across search results, with industry data showing that more than 66% of websites have seen visibility losses since it began rolling out. Some reports suggest that around 77% of monitored sites have experienced some form of decline. The update, which targets spam and manipulative content practices, strengthens Google’s automated detection systems and continues its long-term effort to clean up low-quality results. While Google has shared little detail about the specific changes, the early impact is clear: Google is getting stricter about what it considers valuable, relevant and authentic content.
This update builds on years of gradual algorithm refinements designed to reward high-quality, experience-led and trustworthy information. It is not an overnight overhaul but the next logical step in Google’s mission to prioritise genuinely helpful results. What is new is the scale of its enforcement. The update appears to have tightened how Google identifies content that feels formulaic or created primarily for rankings rather than users. Pages built around keyword density, duplicated topics, or AI-generated copy without editorial oversight are being hit hardest, alongside sites with weak or inflated backlink profiles. For businesses, the message remains the same but louder than ever: quality, depth and intent-driven content now define success in organic search.
For brands and marketers, this latest update reinforces a direction Google has been moving toward for several years. The search engine’s ranking systems have consistently evolved to reward clarity, originality and helpfulness over mechanical optimisation. This update simply makes that reality unavoidable. Businesses that still depend on volume-driven content strategies are seeing diminishing returns, while those that invest in authority and user value are gaining stability. The rules have not changed overnight, but the threshold for what counts as quality has clearly risen.
This is especially relevant for teams producing large quantities of content or using automation at scale. Keyword-heavy or AI-written material that lacks genuine insight now carries real risk. The same applies to link building tactics that prioritise quantity over authenticity. The algorithm has become better at identifying when something exists to serve rankings rather than audiences, and that distinction matters more than ever.
The good news is that this update continues to reward genuine expertise and human value. Businesses that demonstrate experience, trust and originality through their content will continue to grow in visibility and authority. The key shift is one of mindset: success in search now depends less on output volume and more on meaningful communication.
1. Prioritise intent over keywords.
Start every piece of content by understanding what users actually want to achieve, not just which phrases they use. Google’s systems now recognise intent far better than before, and content that aligns with real user needs will outperform keyword-heavy pages. Go beyond simple keyword research and look for the motivation behind searches, identifying where your expertise can genuinely solve a problem or add value.
2. Build visible expertise and authority.
Follow Google’s E-E-A-T principles: Experience, Expertise, Authoritativeness and Trustworthiness. Make it clear who is behind your content and why they are credible. Use bios and evidence of real-world experience to build confidence and visibility. Showing genuine credentials, linking to supporting research and maintaining a consistent professional voice all reinforce the perception that your business knows its subject deeply.
3. Create depth, not just coverage.
Thin summaries no longer cut through. To earn and maintain rankings, content must show substance through original perspectives, case studies, data and examples that set it apart from competitors. Demonstrate understanding rather than repetition. Where possible, include first-hand insights from your team or customers to prove authority. This level of depth signals quality to both users and algorithms.
4. Audit and refine regularly.
Poor or outdated pages can now drag down an entire site’s perceived quality. Conduct regular audits to identify underperforming or duplicate content, and decide whether to update, merge or remove it. Consistent refinement signals authority and care. Make this a structured part of your SEO process rather than an occasional clean-up; pruning weak content often improves the performance of stronger pages.
5. Strengthen your link and content integrity.
Quality matters more than ever in link building. Focus on relevance and authenticity, earning links through valuable content and trusted partnerships rather than large-scale guest posting or low-quality placements. A smaller number of strong, relevant links will always outweigh a long list of superficial ones. Likewise, ensure any external contributions to your site maintain the same standards as your own content, as weak associations can still affect perceived trustworthiness.
This update does not rewrite the rules of SEO but reinforces where Google has been heading for years. The company continues to move away from rewarding mechanical optimisation and towards recognising value, expertise and intent. Businesses that have already embraced that approach are likely to weather this update well. Those still focused on shortcuts or quantity will need to adapt quickly to maintain visibility.
The direction of travel is clear. Google’s systems will keep evolving to filter out manipulative practices and reward content that genuinely helps users. The brands that commit to authenticity, authority and long-term quality will not just survive these updates but build stronger, more sustainable organic growth as a result.