Google Core Updates: 5 Ways to Future-Proof Your Website

Whenever Google Core Updates occur it is always a mix of excitement, uncertainty and confusion. But you don’t necessarily have to fear them if you take the right approach to your websites.

In this article, Bruce Clay will delve into five tips on how to make your website Google Core Updates-proof so that you are always ready.

• What Do Google Core Updates Do?
• 5 Ways to Future Proof Your Website Against Google Core Updates
  • Know Why You’re Creating the Content
  • Dive into the SQRG and E-E-A-T
  • Handle AI Content with Care
  • Invest in Technical SEO for User Experience
  • Get a Website Audit
• Final Thoughts
• FAQ: How to determine whether your website has been positively or negatively impacted by Google Core updates?

What Do Google Core Updates Do?

What happens during a Google Core Update? Picture this: you and your competitors have all followed SEO best practices, creating a level playing field in search rankings. Then, Google Core Updates roll in, shaking things up. Some sites climb higher, while others take a hit.

Why does this happen? Google’s algorithm shifts focus, adjusting the weight of certain factors, prioritizing different content types (like informational over navigational), or refining how relevance is measured.

Your competitors’ sites might now align better with these new priorities, making them the “least imperfect” in Google’s eyes. That’s the key—no site is ever perfectly optimized for the algorithm, but some get closer than others.

And here’s the kicker: those who come out on top didn’t necessarily work harder; they just had the right mix of elements at the right time. So, how do you become the “least imperfect” and regain lost rankings?

Stay proactive. Strengthen your site by focusing on quality, relevance, and usability—three pillars that will keep you ahead, no matter how the algorithm evolves.

Now, let’s dive into the five key areas where your SEO efforts should go.

5 Ways to Future Proof Your Website Against Google Core Updates

1. Know Why You’re Creating the Content

Reality check: why are you creating content for SEO?

Be honest—if your answer is “to rank for a keyword,” you’re not alone. But here’s the catch: while rankings matter, they shouldn’t be the ultimate goal. Think of it this way: ranking is just a means to an end.

The real purpose? Serving your audience. Google’s guidance on creating helpful, reliable, people-first content challenges us to ask: why are we making this content in the first place?

The best answer? To help people. Your content should be valuable on its own—something users would find useful even if they landed on your site directly. When you do this, you naturally align with Google’s E-E-A-T principles and what its ranking systems aim to reward.

But if your main reason is simply to attract search traffic, you’re missing the mark. Google’s algorithm is built to favor content that prioritizes real user value over keyword stuffing and mass production.

So, take a step back. Ask yourself this deeper question. You might be surprised at how shifting your focus from search engines to people can transform your SEO strategy for the better.

2. Dive into the SQRG and E-E-A-T

It’s now time to explore some of SEO’s key acronyms, like SQRG (Search Quality Rater Guidelines) and E-E-A-T (Experience, Expertise, Authoritativeness, and Trust).

These resources offer valuable insights into what Google considers quality content—the kind that Google Core Updates tend to reward.

Back in 2018, Google’s Danny Sullivan reminded us of something important: understanding search quality helps us understand what Google values.

The SQRG provide a behind-the-scenes look at how Google defines quality. Google hires evaluators to assess search results based on these guidelines, offering feedback that helps refine its ranking algorithms.

For SEO professionals, the SQRG is a goldmine—it gives us a clearer picture of what Google wants from content.

A major theme in the SQRG is E-E-A-T, a framework that breaks down the core elements of content quality:

• Trust – The foundation of E-E-A-T. Content must be accurate, honest, safe, and reliable.
• Experience – First-hand knowledge of a topic, gained through direct involvement.
• Expertise – The depth of knowledge or skill required to cover a topic effectively.
• Authoritativeness – Building on expertise, this is about being a go-to source in your field.

3. Handle AI Content with Care

With AI making content creation accessible to everyone, it’s starting to feel like the Wild West out there. But as content creators, we have a responsibility to uphold quality standards—because Google is already cracking down on low-value, mass-produced AI content with new spam guidelines.

That said, Google’s stance on AI is nuanced. It doesn’t care how content is created, but it does care about quality. In other words, whether you use AI or not, your content must still meet E-E-A-T principles (Experience, Expertise, Authoritativeness, and Trust).

Google has even suggested that transparency about AI usage could be beneficial. Here’s an excerpt from its official guidelines:

“Many types of content may have a ‘How’ component to them. That can include automated, AI-generated, and AI-assisted content. Sharing details about the processes involved can help readers and visitors better understand any unique and useful role automation may have served.”

If AI plays a major role in your content creation, consider asking yourself:

• Is it clear to visitors that AI was used?
• Are you providing context on how AI contributed to the content?
• Have you explained why AI was a valuable tool in the process?

Bruce Clay has developed a proprietary AI tool, the Prewriter.ai, to help writers, companies, and content teams by fundamentally changing the way content is created, scaled, and optimized.

While many companies remain hesitant to disclose AI use, being upfront about it can build trust with your audience.

4. Invest in Technical SEO for User Experience

A well-optimized site isn’t just about content—it’s about how smoothly your site runs. A solid technical SEO foundation ensures both users and search engines can navigate your site effortlessly, improving rankings and overall performance.

Technical SEO focuses on elements you don’t see but that impact user experience and search visibility.

Google has made page experience a priority, incorporating it into ranking factors. Sites that deliver a seamless user experience gain a competitive edge in search results.

One crucial area of technical SEO is site structure, which should be clear and logical to help both search engines and users easily find content. Another important aspect is Core Web Vitals, which involves optimizing loading speed, interactivity, and visual stability to enhance the user experience. Additionally, mobile-friendliness is essential, with responsive designs ensuring seamless browsing on all devices. HTTPS & security also play a vital role, as SSL encryption not only builds trust with visitors but also positively impacts rankings. Finally, optimizing for crawlability and indexing ensures that search engines can easily understand and rank your pages, using tools like sitemaps, robots.txt, and clean URLs.

Technical SEO is the foundation of a well-performing website. By optimizing these elements, you’ll improve user experience, enhance search visibility, and stay ahead of the competition.

5. Get a Website Audit

Can your site withstand a Google Algorithm Update? How can you to find out? A technical SEO audit.

A technical SEO audit uncovers hidden performance issues that may be preventing your site from ranking well. While some audits only scratch the surface, the most comprehensive ones take time, expertise, and a deep understanding of SEO strategy.

Not all audits are created equal. Here are the three main types:

• Software-Driven SEO Audit

Uses SEO tools to scan for basic issues (broken links, missing metadata, slow page speeds, etc.).
Generates a generic report—useful for quick checks but lacks in-depth analysis.
Best for those on a budget or looking to diagnose surface-level problems before working with an SEO expert.

• Blended SEO Audit

A mix of SEO software + expert insights.
Goes deeper than an automated scan, identifying issues that data alone might miss.
Provides some direction but lacks comprehensive solutions.

• In-Depth Technical SEO Audit

Conducted by an SEO expert, combining manual review with advanced tools.
Analyzes site structure, indexing, Core Web Vitals, crawlability, security, and more.
Requires extensive time and expertise—some audits take 100+ hours to complete.

If you want actionable insights and a real SEO strategy, an in-depth audit is the way to go. While automated reports are a good starting point, a thorough manual review ensures your site is truly optimized for long-term success.

Final Thoughts

Google Core Updates are unpredictable. Google won’t allow us to control their algorithm, but we can take steps with our sites that ensure they’re ready for any future updates.

Remember: your goal is to beat the competition, not the algorithm.

Follow the five steps outlined in this article, and you’ll be able to better weather any core updates that come your way.

FAQ: How do I determine whether my website has been positively or negatively impacted by Google core updates?

Google Core Updates can shake up search rankings, impacting visibility and traffic—positively or negatively. These updates aim to improve search quality, meaning your site could see shifts depending on how well it aligns with Google’s evolving standards.

If you want to stay ahead of Google Core Updates, you must monitor your rankings and traffic. Use Google Search Console and Google Analytics to track changes. A sudden drop in rankings or traffic may indicate that your site was negatively affected, while an increase could mean you’re on the right track. Always compare ranking shifts with update dates to identify correlations.

Also, focus on high-quality content. Google prioritizes depth, relevance, and trustworthiness in content. If your pages are outdated, thin, or lacking value, they may suffer. Regularly review and refresh your content to meet Google’s quality standards.

Optimize UX. Google favors sites that deliver a seamless experience. Key areas to assess:

• Page speed – Use PageSpeed Insights to find and fix slow-loading pages.
• Mobile-friendliness – Ensure your site works smoothly on all devices.
• Usability – A confusing or cluttered layout can drive visitors away.

Analyze engagement metrics like time on page, click-through rates, and return visits indicate how well users interact with your content. Low engagement suggests areas for improvement—whether in relevance, readability, or usability.

Backlinks impact rankings, but low-quality or spammy links can hurt you. Use tools to check for toxic links and disavow them if necessary. If competitors gained rankings while you lost ground, they likely adjusted their content or SEO strategy more effectively. Analyze their tactics and identify opportunities to improve your own.

SEO forums and discussions often highlight patterns and insights that may not be immediately obvious. If you’re struggling, consulting SEO specialists can provide in-depth analysis and tailored strategies to recover rankings.

Step-by-Step Procedure

1. Log into Google Search Console: Once logged into the console, access data such as impressions, clicks, and average positions for more accurate analysis.
2. Analyze Traffic Patterns: Evaluate changes in traffic prior and post Core Update implementation.
3. Analyze Rankings: To quickly and efficiently monitor ranking changes for key terms, keyword tracking tools provide invaluable visibility into these fluctuations.
4. Conduct a Content Audit: Evaluate the quality of your content against Google’s benchmarks for measuring quality content.
5. Assess User Experience Metrics: Assess metrics like speed, mobile friendliness, and usability as indicators of customer experience.
6. Evaluate Engagement Metrics: To understand engagement metrics, analyze page time on page, bounce rates, and click-through rates.
7. Monitor Backlink Profile: Utilizing tools such as SEMrush to monitor any changes or losses on your backlink profile is vital in maintaining optimal health, and identifying any possible losses or dangers.
8. Conduct Competitor Analysis: Evaluate how well your rivals are faring and what strategies they employ.
9. Join SEO Communities: By joining forums, members can exchange knowledge and receive input from other members.
10. Seek Assistance From An SEO Professional: Hire an expert consultant for assistance by conducting a full audit and evaluation.
11. Implement Changes: Once your findings are in, use them to make any necessary modifications to content and SEO strategies as a result of them.
12. Track Progress: Assess any modifications made to your website performance to ascertain their effect and any possible repercussions they might have had.
13. Remain Aware: Keep informed on SEO trends and any upcoming Google updates in order to stay one step ahead.
14. Refine Strategies: As needed, adjust your approach based on ongoing analyses and emerging best practices.
15. Target Web Vitals: Focus on increasing loading speeds, interactivity, and visual stability to meet this objective.
16. Increase Content Authority: When providing information, be sure it comes from reliable sources with expert opinions backing it up.
17. Diversify Backlinks: For increased authority, diversifying backlinks is key to creating a healthy backlink profile and should be done through diversifying them.
18. Produce Content that Satisfies User Intent: Create content that precisely fulfills user search intentions.
19. Implement Data-Driven Insights: Make informed decisions with content and strategy by employing analytics for smart decision-making.
20. Establish a Feedback Loop: Gather user input regularly in order to continuously enhance performance.
21. Uphold SEO Hygiene: Upgrade plugins and resolve technical errors regularly to maintain SEO hygiene.
22. Adjust Advertising Strategies: Coordinate ads with SEO efforts for consistent messaging.
23. Utilize Social Media: Take advantage of social platforms to drive traffic and engage your target audience.
24. Examine Long-Term Impact: Monitor changes over time in order to ascertain their long-term ramifications.

Bruce Clay is founder and president of Bruce Clay Inc., a global digital marketing firm providing search engine optimization, pay-per-click, social media marketing, SEO-friendly web architecture, and SEO tools and education. Connect with him on LinkedIn or through the BruceClay.com website.

See Bruce's author page for links to connect on social media.