Last Updated on November 21, 2021
Each year, Google evolves and introduces more updates to its algorithm to improve the search experience. This ensures its users browse on secure, accurate, and more relevant pages. Understanding Google’s major algorithm updates and their impact will help you improve your small business’ search engine rankings and your website traffic. Keep reading to discover important Google algorithm updates of 2021 to help ensure your small business stays on top.
This update is aimed at using AI (artificial intelligence) to better understand your page’s content and context. As a result, it is now easier for Google to rank a particular web page for both an overall topic, as well as subtopics or “passages” within the page’s content.
Google noted mobile traffic rising in 2010 and began emphasizing mobile friendliness in 2015. They introduced mobile first indexing in 2016 and made mobile-first indexing default for new websites in 2019. As of March 2020, Google announced that mobile-first indexing will be made the default for all websites, both old and new, by September 2020. Partially due to COVID-19 this was later delayed until March 2021.
In order to ensure your small business website keeps up with this Google algorithm update and improve your search engine rankings, it is important to ensure your website is using responsive design. Not only should you make sure your website adapts well for mobile devices, but you need to also adopt a mobile-first design mentality since the majority of your visitors may actually be accessing your website from smartphones. Specifically, Google has adjusted their algorithms to rank your website in search based upon the mobile/responsive version of your website, not the desktop version.
So, if you were hiding or removing certain content on mobile layouts to keep it simpler on smartphones, you might actually be shooting yourself in the foot as it relates to SEO.
This update was designed to thwart companies and affiliates who simply generate a list of products with only high-level details. Instead, Google is looking for in-depth expert knowledge of products, far beyond what the manufacturer would state. Quantitative data, expert opinions, product comparisons, and more are helpful in showing the authority necessary for ranking well for a product review.
Google’s May 2021 MUM update is a natural language known as Multitask Unifies Model (MUM) designed to help users when there is not an easy or direct answer. More powerful than Google’s BERT update, MUM uses contextual information from many sources to answer complex questions. MUM can also identify relevant answers in a different language other than the one in which the search query was written.
To keep your small business website optimized for MUM, be sure to target relevant, long-tail and question keywords within your website content and have your content exceptionally well structured. For the long version, check out the video below:
Google released an interesting two-part core update. The first part started rolling on out June 2nd and was completed by June 12th. However, this was noted by Google in advance that this would be a two-part update, and the second part began rolling out on July 1st and was completed by July 12th.
Originally, these two core updates were supposed to be implemented as a single update, but some of Google’s planned changes were not completed in time. Thus, instead of delaying the update altogether, Google split the core update into two parts.
The SEO community saw impacts of this two-part core update in a significant way with the search engine rankings fluctuating greatly. There was much speculation on the focus of these updates ranging from assessing overall site quality to rebalancing rewarding sites which have an established history of credibility and authority.
However, the focus of this core update has not been confirmed by Google. Additionally, since there were so many overlapping updates near the same time, it is difficult to assess what was a result of the June/July Core Update vs. another update like the Link Spam Update or Page Experience Update.
There were actually two parts to the Link Spam Update. Part 1 was implemented in June and Part 2 of the update rolled out at the end of August. The goal of this update was to improve how Google understands a quality website, particularly in its use of incoming backlinks to extend credibility to the website. Ultimately, Google is cracking down on malicious or sketchy tactics that some site owners utilize.
Google’s page experience updates have re-introduced metrics known as Core Web Vitals in addition to several other factors to measure overall page experience. Google prioritized these metrics to quantify the user's web page experience. They include:
While Google’s Core Web Vitals have existed for some time, these metrics now have a greater impact on your small business rankings via the full Page Experience update. To keep your rankings up, it is crucial to ensure your website is optimized for quality user experience.
Google has been occasionally changing page titles on an as-needed basis in search engine result pages (SERPs) for nearly a decade. However, starting on August 16th, Google started more drastically changing websites’ page titles, and, in some cases, the titles were far worse leading to misinformation or drastically lower click-through rate (CTR).
This update is ongoing, and Google continues to listen to the SEO and web developer community as feedback and criticism is provided.
The November core update started rolling out on November 17th, 2021. Google specifically stated this is another update specifically geared towards fighting spam within the search engine results. The update is slated to take approximately 1 week to fully roll out.
Even though this is labeled as a spam update, many in the digital marketing and SEO community have voiced concerns with a core algorithm update being released so closely to the holiday shopping season, particularly Black Friday and Cyber Monday.
While we mentioned only a handful of algorithm updates, there were literally thousands. According to Google, in 2020, they performed 17,523 live traffic experiments and implemented 3,620 changes to how the search engine works. Additionally, when exploring the research study by SEO and SEM tool giant, Semrush, volatility of the search engine rankings is drastically higher in 2021 than it was in 2020.
Most of these updates focused on surfacing quality, relevant content specifically from credible and authoritative businesses and resources online. As such, we still recommend focusing on what we describe as the three pillars of SEO:
We understand not everyone has a budget to hire an SEO agency like ours. However, we still want to help you! As such, check out a couple of our favorite SEO tools below to keep you ahead in the SEO world:
Semrush’s tools provide unparalleled SEO and digital marketing tools for keyword research, SEO auditing, content marketing, link research and building, competitive insights, and more. Semrush is exceptionally robust and may take a bit of time to learn, but it’s one of the absolute best on the market in our opinion. Redeem a free trial of Semrush!
BrightLocal is one of our favorite tools for tracking and reporting on search engine rankings. Additionally, they have great tools for local citation building and monitoring, local SEO audits, and reputation management. Start a 14-day free trial of BrightLocal!
At Igniting Business, our SEO specialists are here to help you keep up with complex algorithm updates and adapt your SEO strategies to keep your small business ahead. To learn more about our ongoing SEO services, contact us today!
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