Learn professional IT Courses Online in 35 Hours
                     DIGITAL MARKETING 
Online Training by RH 
SoftTech
           
            Emaiill  ––  [email protected]
                      Webssiitte  ––  httttpss::////rrhssoffttttecch..ccom
Phone  No..--  +91  9356913849
 
                    
DIGITAL 
MARKETING 
COURSE
Topic-1 
Google Updates
           
                                                                                                                                        
                                                                                                                                                        https://rhsofttech.com
 
GOOGLE ALGORITHMIC UPDATES
https://rhsofttech.com
What are Google 
Algorithms?
Google algorithms are a complex system used to retrieve data 
from its search index and instantly deliver the best possible 
results for a query. The search engine uses a combination of 
algorithms and numerous ranking signals to deliver webpages 
ranked by relevance on its search engine results pages (SERPs).
In its early years, Google only made a handful of updates to its 
algorithms. Now, Google makes thousands of changes every 
year.
Most of these updates are so slight that they go completely 
unnoticed. However, on occasion, the search engine rolls out 
major algorithmic updates that significantly impact the SERPs
                                                                     
https://rhsofttech.com
Google Search Algorithm
Understanding the meaning of your search is 
crucial to returning good answers.  Google 
synonym system helps Search know what you 
mean, even if a word has multiple definitions. 
This system took over five years to develop 
and significantly improves results in over 30% 
of searches across languages. For example: 
Why is the Google algorithm So 
important ?
Finding useful information on the World Wide Web is something 
many of us take for granted.
According to the Internet research firm Netcraft, there are nearly 
150,000,000 active Web sites on the Internet today .
The task of shifting through all those sites to find helpful information 
is monumental. That's why search engines use complex algorithms - 
mathematical instructions that tell computers how to complete 
assigned tasks
                                                                       https://rhsofttech.com
Google's algorithm does the work for you by 
searching out Web pages that contain 
the keywords you used to search, then assigning 
a rank to each page based several factors, 
including how many times the keywords appear 
on the page.
Higher ranked pages appear further up in 
Google's search engine results page (SERP), 
meaning that the best links relating to your 
search query are theoretically the first ones 
Google lists.
https://rhsofttech.com
      What is Google Panda?
Google Panda Update is a search 
filter introduced on 24th February 2011 meant to 
stop 
sites with poor quality content from working 
their way into Google top search results.
Panda is updated from time-to-time. When this 
happens, sites previously hit may escape, if 
they’ve made the right changes.
Panda may also catch sites that escaped before. 
A refresh also means false positives might get 
released.
  What is Google Penguin?
Google launched the Penguin Update on 24th April 
2012 
to better catch sites deemed to be spamming its 
search results, in particular those doing so by 
buying links or obtaining them through link 
networks designed primarily to boost Google 
rankings.
When a new Penguin Update is released, sites 
that 
have taken action to remove bad links (such as 
through the Google disavow links tool or to 
remove spam may regain rankings.
      What is Google Hummingbird?
Hummingbird is the name of the new search 
platform that Google is using as of September 
2013, the name comes from being precise and 
fast and is designed to better focus on the 
meaning behind the words.
Hummingbird is paying more attention to each word 
in a query, ensuring that the whole query the 
whole sentence or conversation or meaning is 
taken into account, rather than particular words. 
The goal is that pages matching the meaning do 
better, rather than pages matching just a few 
words.
HUMMING BIRD
Shows high quality result on the basis of user 
intent.
   For example – If someone searches a query “car 
driving school”, he will be delivered with the most 
relevant results on the basis of website trust-flow.
Preference to long tail keywords as it clarifies the 
user intention completely.
https://rhsofttech.com
What is Mobilegeddon?
21st april, 2015, also known as Mobile 
Updates.
Google also wants more and more viewers. 
Google never want to show low quality result 
to the user or to disrupt the UX. 
If your site is not mobile friendly then it will 
not get good rank on mobile devices.
Google market share is more than 80% in 
every country when it comes to conversion 
rates via search engine results.
https://rhsofttech.com
EMD Exact Match Domain
Google released EMD update in Sept 2012, in 
which sites having domain matching exactly 
to the keywords will be penalized if it didn’t 
have any quality content in it.
According to this algorithm, sites in which the 
main keyword was appearing in a domain 
name will not come in ranking in absence of 
quality stuff on the website. 
As a consequence of this algorithm, all such 
sites were removed from Google indexing. 
FRED 
Google Fred was released by Google on 7 or 8 
March , 2017. According to this algorithm, 
sites or blogs focusing on ads are to be 
removed from the search result as such sites 
delivers a bad user experience to a visitor.
Penalize sites/ blogs focusing on ads, because 
users browsing such sites can’t read the 
information .
Offer a bad experience to the user because of 
    Ads.
RANK BRAIN
26th Oct ,2015 works on the principle of 
Artificial Intelligence. It is a part of web 3.0.
Web 1.0 & 2.0 shows results on the basis of 
keywords
Example – On a search query “Who is the PM 
of India”
   Web1.0&2.0, represents result based on 
‘blogs & posts consisting Prime Minister as a 
search term’ but with web 3.0, Google can 
interpret the query and show the clear result 
“Narendra Modi” as an answer on the top of 
search engine result. 
POSSUM
 Released on September 2016.
Show local result on the basis of visitor’s 
location.
Example-  If a user enters a keyword ‘restaurant 
near me’ on Google then he will be delivered 
with the details of restaurants nearest to 
his/her current location.
Such results are shown to the user tracking 
his/her IP address.
It will not show the global result. 
PIRATE
Released by Google on Aug, 2012
According to this update, sites having 
duplicate content issue became  a victim of 
penalty for violating the rules of DMCA i.e. 
Digital Millennium Copyright Act.
As a consequence of this algorithm, all sites 
with copied content were penalized if they 
regularly ignore the warning message in 
Search Google regarding violation of DMCA 
guidelines.
Medic 
On 1st August 2018, Google started a policy, YMYL.
Sites related to health as well as finance industry 
are specially monitored to verify whether they’re 
delivering the right message to the audience or 
not? As a consequence of this algorithm, Google 
removed the major keywords which promoting 
wrong information's. 
However, ranking of some medical based website 
were also affected even if they were giving the 
right information to the user because of not 
meeting E.A.T factors.
What is YMYL?
YMYL stands for “Your Money or Your Life” websites. These websites come under the intense 
scrutiny of search engines. The reason is that these sites provide tips on health and finance 
related topics that impacts the life of internet users.
WHICH WEBSITES FALL UNDER THE CATEGORY OF YMYL?
Sites that ask users Personal Identifiable Information such as personal identification number, 
license details, bank account number, health information, medical history, etc. fall under the 
category of YMYL.
Not all websites that seek these details come under scrutiny. Sites that are authentic and 
super trustworthy are immune to the frowned glance of search engines. Search engines 
prefer these kinds of high authority websites, especially Google as the users highly 
appreciate them.
Now, since we are talking about YMYL websites, the topic cannot be complete without 
talking about E.A.T, which is a Google standard for websites. E-A-T stands for Expertise, 
Authoritativeness, Trustworthiness. Google has several metrics to give signals 
regarding a website’s EAT quality.
                                                                                                                                        
https://rhsofttech.com
What are Google Penalties?
Google penalties are very similar to sports 
penalties. At their core, they're designed to 
punish websites that have done something 
wrong. These penalties aren't always handed 
out manually, and they may impact websites 
built by those who had no idea what they did 
wrong, but they can still greatly impact a 
site's performance in search results—and 
beyond.
https://rhsofttech.com
 Why do sites get a Google Penalty
Google's job is to provide the most relevant search results. 
From Google's point of view, any website that tries to 
manipulate the search results is harming the Google product. 
Google wouldn't be Google if it returned unhelpful results, or 
gave its users a negative exprience, would it?
A Google penalty is the result of a highly evolved, constantly 
changing algorithm that Google utilizes to crawl and inspect 
websites. While there are some specific actions that can result 
in immediate penalties handed down by a Google employee, 
there are others not publicly advertised, or some that can 
result in a reduction in rankings that happens over time. This is 
to protect Google from websites trying to outsmart it, or 
further manipulate its results.
How to avoid Google 
Penalty
Content Quality: What to Do
Make sure you have the following:
Expertly-written content
Plentiful visual elements of images, videos, and/or 
illustrations
Structured content in the form of: tables of contents, 
headers, bullet points, pull quotes, and metadata
A good number of dofollow outbound links (external 
links) to high quality, relevant sources for reference
Author Bio or Author Markup to link a real person to 
the page
Google Penalty Triggers
To ensure your site doesn't receive a Google penalty, make sure your site 
does not have:
spyware, adware, or viruses
hidden links or text
cloaking (displaying a different version of a webpage to the search 
engine robots)
deceptive redirects (when a visitor is automatically taken to another 
page without clicking anything)
pages loaded with irrelevant keywords
keyword stuffing
a substantial amount of duplicate content
The list of Google penalty triggers is extensive, but they can easily be 
summed up: penalties are triggered by any action a website takes to 
fool a search engine or harm the user experience in some way.
https://rhsofttech.com
How to recover from Google Penalty?
Manual penalties are handed down by a Google employee. They're 
most often given when your website is found to be doing something 
against Google's Terms of Service. This may include a virus infection, 
cloaking, redirects, or buying links. When you receive a manual 
penalty, you will need to make an appeal to Google to reindex your 
website—that is, put it back into the search engine results—before 
anyone will be able to find you again.
On the other hand, an algorithmic penalty happens automatically, 
without manual intervention from Google. These are often the result of 
an algorithm change designed to rank websites of value higher than 
those with weaker content or relevance. Algorithmic penalties, like 
Panda, Penguin, and Hummingbird, may impact websites that have 
thin or duplicate content, keyword-stuffed copy, slow loading times, or 
a lack of incoming links. With this kind of penalty, you will still be 
ranking in search, but probably much lower.
                                 THANK 
                   YOU