If you’ve ever felt like Google is playing a never-ending game of "now you rank, now you don’t," you’re not alone. One day, your content is basking in the spotlight at the top of the SERPs, and the next, it's taken an unexplained backseat. Sound familiar?
Welcome to the wild world of search. It's unpredictable, occasionally frustrating, and constantly evolving, which is exactly why we're here.
At BFO, we live and breathe SEO (along with the sacred art of choosing the correct hot dog condiments—we are based in Chicago, after all). But beyond the rankings and data, what we really love is helping businesses like yours make sense of all this digital chaos. Algorithm updates may be out of your control, but how you respond? That’s where the magic happens.
So take a deep breath, grab your coffee (or your stress snack of choice), and let’s walk through the five questions you need to ask after any search shake-up. Because staying calm and strategic is how you not only survive these updates, but actually use them to your advantage.
Before you hit the panic button or start rewriting every blog post from 2012, let’s see if anything changed.
Not every algorithm update will impact your site, and sometimes the SEO chatter online can make it feel like the sky is falling (it’s usually not). That’s why this question is your calm-in-the-storm moment: Did we see a noticeable dip or spike in organic traffic or keyword rankings?
Start by popping into Google Search Console and Google Analytics. Look at the last 7, 14, or 28 days and compare them to the previous period. Are clicks down? Is your most-visited page suddenly MIA in the rankings? Or (bonus!) did something unexpectedly jump up the charts?
A few things to keep an eye on:
And hey, if you do spot a dip, don’t freak out. It might be a temporary shake or part of the natural ebb and flow. But if the trends are significant or sticking around, that’s your cue to dig deeper.
Our team uses multiple tools to compare rankings across locations, devices, and even search intent shifts. So if your dashboards are making your head spin, we’re more than happy to take a look with you.
Now it’s time to figure out what kind of shake-up we’re dealing with.
Not all algorithm updates are created equal. Some are like a gentle breeze nudging things around a bit, while others feel like a full-blown tornado just swept through your keyword rankings. The difference? Whether it’s a broad core update or a specific update.
Let’s break it down:
Why does this matter? Because knowing what kind of update hit helps you know how or if you need to respond.
If it’s a broad core update, the best move is to revisit your content quality, user experience, and overall SEO health (don’t worry—we’ll get to all that soon). But if it’s a niche update and you’re not in that niche, you might be off the hook.
We track Google updates like it’s our full-time job (because…well, it is). Our team stays plugged into industry chatter, data shifts, and official announcements so we can give clients a heads-up and a strategy, not just a “¯\_(ツ)_/¯” when rankings move.
Now we’re getting to the heart of the matter: your content. It’s easy to blame Google when rankings dip, but sometimes the real issue is closer to home. So ask yourself honestly: Is our content helpful, relevant, and created with our audience in mind?
Because here’s the truth: Google’s ultimate goal (despite its mysterious ways) is to serve searchers the best, most useful content out there. That means if your blog posts, product pages, or FAQs are outdated, overly salesy, stuffed with keywords, or (*gasp*) just plain boring, an update might expose the cracks.
Here’s a quick gut-check:
This is where that Google acronym E-E-A-T comes into play: Experience, Expertise, Authoritativeness, and Trustworthiness. If your content checks those boxes, you’re in a good place, even if an update temporarily shakes things up.
Our team has helped clients recover and improve their rankings by leaning into content that speaks directly to their audience’s needs. One client even saw a 113% year-over-year increase in clicks and an 88% increase in impressions (s/o to our search experts!).
So, if your content strategy hasn’t had a heart-to-heart with your audience in a while, this might be the perfect time to reconnect. Updates don’t just reveal weaknesses—they’re also great opportunities to level up.
Your content could be *chef’s kiss* perfect, but if your site’s technical foundation is shaky, that beautiful blog might never get the spotlight it deserves.
Technical SEO isn’t flashy, but it’s essential. Think of it like the plumbing in your house. When it’s working, no one notices. But when something’s off? Oh, you’ll know. And after an algorithm update, Google definitely knows too.
So, it’s time for a quick tech check. Ask yourself (or your friendly neighborhood SEO team):
Even small issues like bloated code, duplicate meta tags, or missing alt text can add up and impact how search engines crawl and rank your site.
At BFO, we perform technical audits with every algorithm update in mind. We dig into site speed, indexing quirks, and page structure to ensure nothing quietly sabotages your SEO from behind the scenes.
Google wants to serve users not just great content, but content on great websites. Making sure yours checks those technical boxes is one of the smartest moves you can make after any update.
Let’s say you’ve reviewed your traffic, understood the type of update, assessed your content, and double-checked your technical setup. Now comes the big-picture question: Is it time to pivot, tweak, or totally rethink our strategy?
Sometimes the answer is “nope, we’re good, just ride it out!” Other times? An algorithm update is a clear signal that the digital landscape is shifting, and your game plan should shift with it.
This doesn’t mean scrapping everything and starting from scratch (unless your site was built in 2003 and hasn’t changed since, then we should probably talk). It’s more about stepping back and asking:
Algorithm updates are part of a bigger digital conversation. They often reflect changing user behavior, new technologies, or evolving expectations around content quality and trust. That’s why we don’t just “fix” rankings. Instead, we help clients build smarter, more adaptive strategies that evolve with the trends, not just in reaction to them.
Sometimes that means rethinking your content calendar. Sometimes it’s doubling down on areas where you’re already winning. And sometimes, it’s making bold moves into new territory with confidence.
Bottom line? The brands that win in search aren’t the ones who panic. They’re the ones who plan.
If there’s one thing we’ve learned in all our years navigating the ever-shifting world of search, it’s this: algorithm updates aren’t the end of the world.
Yes, they can feel frustrating (especially when your rankings take a hit for no clear reason), but they’re also valuable checkpoints. These changes are opportunities to pause, reassess, and ensure your digital presence is aligned with your audience's needs.
Let’s recap the five questions you should ask after any update:
Still feel overwhelmed? You don’t have to figure it out alone.
Our team is more than digital marketing experts—we’re collaborators, strategists, and full-on nerds for this stuff. We believe in long-term partnerships and solutions that actually make sense for you.
Let’s figure it out together. Reach out today for a strategy session, audit, or just a chat about what’s on your mind. The algorithms may keep changing, but we’ll be here, keeping you ahead of the curve!