A Level-Headed SEO Approach to Google Algorithm Changes

Let’s face it – when Google announces algorithm updates, it can feel like bracing ourselves for stormy weather. But just as with any challenge, and following the British maxim, stay calm & carry on, a methodical approach is the key to success.

The digital marketing world has recently weathered two significant Google algorithm updates, with the November Core Update running from 11th November to 5th December 2024, followed by the December Core Update from 12th to 18th December 2024.

Whilst these sequential updates have created quite a stir in the SEO community, there’s no need for clients to panic.

Understanding the Winter Updates

As NYC-based SEO expert Lily Ray observed during the December update: “So far my biggest observation has been HCU (Helpful Content Update) sites that gained visibility, dropping again” (Seroundtable). This insight highlights the volatile nature of these sequential updates and the importance of maintaining consistent quality rather than chasing quick wins.

As of right now, SEO tools suggest that the search landscape has largely stabilised. This return to calmer waters provides an excellent opportunity to assess the impact and implement strategic improvements.

Volatility Analysis

SEO tool data shows distinct patterns since the start of January (Semrush):

• The early January volatility (1-10 Jan) shows a consistent pattern in the orange “High” zone, hovering around 7.0
• The three distinct spikes in mid-January are clearly visible on 16 Jan, 22 Jan, and 24 Jan
• The stabilisation after 25 Jan shows a consistent downward trend to the current 3.7/10

Source: https://www.semrush.com/sensor?db=UK, accessed 28th January 2025.

Current State of Search

As of 28th January 2025, we’re experiencing what SEO tool, SEMrush, describes as “another ordinary day” in the normal range at 3.7/10. This welcome stability follows a particularly volatile period between 16th and 25th January (Seroundtable), where we observed three distinct spikes in the high volatility range (orange zone). The current green zone reading suggests optimal conditions for implementing strategic SEO improvements.

Digital Detective Work and Data-informed SEO Monitoring

At RMS, we approach algorithm updates like digital detectives, methodically piecing together evidence from multiple sources to build a comprehensive picture. Our 10+ years of experience in SEO and our sophisticated monitoring framework combines various tools and metrics to provide a complete view of search performance and market dynamics.

Multiple Data Sources

Our analytical toolkit has been carefully curated to provide comprehensive insights:

Ubersuggest and Ahrefs have become an integral part of our basic toolkit for competitor analysis. They excel at:

• Detailed keyword tracking across markets
• Content gap identification with pinpoint accuracy
• Uncovering new ranking opportunities
• Monitoring competitor content strategies in real-time

The SEMrush Sensor serves as our early warning system, providing daily volatility tracking that helps us identify unusual patterns in search results before they impact rankings. This proactive approach allows us to adjust strategies before significant ranking changes occur.

Google Search Console  data rounds out our foundational toolkit, offering precise insights into how Google interacts with and understands website content. This first-party data is invaluable for understanding search performance from Google’s perspective.

What This Means for Your Website

Technical Monitoring

Think of this as your website’s health check. We’re not just ticking boxes; we’re ensuring your digital presence is fighting fit. Our technical assessment framework examines four critical areas:

• Core Web Vitals – your website’s vital signs, measuring loading performance, interactivity, and visual stability.
• Mobile optimisation – because most of your visitors will be on their phones
• Site architecture – ensuring Google can easily navigate your content
• Performance metrics – keeping everything running smoothly

Content Assessment

Content quality and relevance remains at the heart of search success. Through Ubersuggest’s content insights, we identify topics that resonate with your audience and analyse competitor content strategies.

Our content quality framework evaluates:

• User engagement metrics
• Content depth and comprehensiveness
• Authority signals
• Topic relevance and expertise
• Content freshness and updates

Moving Forward with Confidence

Regular Monitoring

Our monitoring framework combines daily SEMrush Sensor readings (currently showing a normal range of 3.7/10), trend analysis across high volatility periods, and comprehensive performance tracking across multiple tools. This multi-faceted approach to SEO helps us spot patterns and adjust strategies accordingly.

Data-informed Decisions

We don’t jump the gun. Our approach is more like a game of chess – strategic, thoughtful, and always several moves ahead. We avoid reactive changes based on temporary fluctuations. Instead, we rely on analysing trends across multiple data sources before making strategic adjustments. This methodical process has proven effective in maintaining stable, sustainable rankings throughout algorithm updates.

Remember, algorithm updates are like weather changes – they are inevitable. The key isn’t to fear them but to be prepared. Our team of SEO and Web Development specialists is here to help you navigate these changes with confidence and clarity.

Want to weather-proof your website against future updates? Explore our SEO, copy and content services.

📞 Call us: 0161 927 3131

✉️ Email us: hello@thisisrms.co.uk