If you’ve had a website or worked with one for very long, you know one thing for certain.
Google’s algorithm updates are relentless.
It’s frustrating. About the time you think you have a handle on the last update, another one rolls out.
It’s driven more than one website owner to throw up their hands in frustration and walk away.
And why not? Chasing Google’s updates is a losing game.
For lasting success, adopt a strategy aligned with Google’s core mission instead of reacting to algorithm changes.
What’s the Real Problem?
After all, sometimes it seems like Google is out to wreak havoc on website owners.
The reality, though, is that Google’s updates exist to improve search quality by prioritizing content that provides value. If your traffic tanks after an update, it’s a sign that your site is not as helpful, relevant, or authoritative as Google now expects.
The key? Focus on what Google has always rewarded: quality, user experience (UX) and authority.
What to Do Instead of Chasing Updates
1. Quality: Focus on Search Intent, Not Just Keywords
To my horror, many businesses still rely on outdated keyword stuffing tactics.
I get it. It’s easier to write a single page of text stuffed with keywords. Taking the time to write something that fully answers your visitors’ questions is much more work.
The fact is that numerous websites have provided helpful information, so Google can demand helpful from everyone.
Not fair?
I think it is. After all, you wouldn’t expect an Olympic medal just because you, too, ran a 100-meter sprint. No, you would expect to have to run as fast as Olympians do and at the same Olympic event to get that medal.
But now Google prioritizes intent. In other words, on pages where people are expecting to make a purchase, Google expects you to provide all the information they need:
- About your product or service
- How it will solve their problems
- Whose problems does it solve
- How to complete the purchase or move forward.
On your blog, Google expects to see complete and multifaceted answers to your visitors’ questions. Check out my article on Semantic SEO for a more detailed explanation of how Google prioritizes intent.
In short, instead of obsessing over ranking for a specific phrase, ensure your content fully addresses the searcher’s question. It’s really that simple.
Example: If someone searches for “best running shoes,” they don’t just want a list—they want comparisons, reviews, and buying guides. Answer the why behind the search, not just the what.
If someone searches for “buy running shoes,” don’t just offer a list of shoes to purchase; provide complete descriptions of the benefits of each shoe you offer.
2. Prioritize User Experience Over Algorithms
What is User Experience? It’s not a complicated question. In fact, its simplicity is what throws people. User Experience is the discipline that examines what creates the most user-friendly experience.
That’s why I suggest that instead of gaming the system, you should ask yourself:
- Is my site easy to navigate?
- Can my visitors quickly find the information they need?
- Is it mobile-friendly?
- Does it load quickly?
Google favors sites that create a frictionless experience. If your site frustrates users, rankings will drop. I won’t matter how well-optimized your keywords are. Are you uncertain about your website’s UX? Check out my article, The 5-Second Rule: Does Your Website Pass the First Impression Test?
3. Build Authority the Right Way
Good SEO means creating a website that is authoritative and credible. That means Google is evaluating whether your website is worth your visitors’ time. To do that, you need to show that you live up to the standard.
Google’s EEAT principles—Experience, Expertise, Authoritativeness, and Trustworthiness—are the foundation of strong rankings. Here’s how to build them:
- Get credible backlinks from high-quality sites in your industry.
- Showcase your expertise with well-researched, insightful content.
- Make sure your About page, author bios, and credentials reinforce your authority.
4. Make Timeless, High-Quality Content
Chasing trends can lead to temporary spikes in traffic. Evergreen content, however, generates consistent results over time.
- Write comprehensive, timeless guides on topics in your industry.
- Update existing content to keep it fresh and relevant.
- Focus on depth over volume—a few high-value articles outperform dozens of shallow posts.
Concerned that the writing on your website doesn’t meet high-quality standards? Check out ‘3 Steps to Improve the Writing on Your Website’. It’s a primer on crafting effective website content.
5. Optimize for Humans First, AI Second
Yes, AI is shaping search results, but humans are still behind those searches. That’s why Google’s ultimate goal remains the same: to provide users with the best possible experience.
- Use clear, concise, engaging writing—not robotic, keyword-stuffed text.
- Format content with bullet points, headers, and short paragraphs for readability.
- Answer questions directly and efficiently—think about how people search.
The Bottom Line
The secret to surviving Google updates? Stop chasing them. Instead, build a site that Google wants to rank: one that prioritizes user experience, content quality, and authority.
If your rankings are struggling, it’s time for a website content audit. I offer a complimentary 30-minute audit consultation. During which, I’ll review your site’s key opportunities and provide you with 2–3 actionable steps to enhance it. Book your session today!