The Broad Core Algorithm Update 2018

Launched in March 2018, the Broad Core Algorithm Update was a significant change to Google’s core ranking algorithm. Unlike many previous updates that targeted specific issues, this was a broad update aimed at improving the overall quality of search results.

 

Fallouts and Highlights from the Update

The Broad Core Algorithm Update caused considerable fluctuations in search rankings across various industries. Unlike some previous updates, there wasn’t a clear pattern of “winners” and “losers” based on specific factors.

One notable impact was in the health and medical niche. Many health-related websites, including some well-established ones, saw significant drops in traffic. For instance, Dr. Axe, a popular natural health website, reportedly lost 33% of its organic traffic following the update.

The update sparked intense debate in the SEO community about the nature of “quality” in Google’s eyes. Many speculated that the update was related to E-A-T (Expertise, Authoritativeness, Trustworthiness), particularly for YMYL (Your Money or Your Life) pages.

Google’s public liaison of search, Danny Sullivan, took to Twitter to explain the update, stating that there was “no fix” for pages that performed less well, and that the changes were about improving how Google’s systems assess content overall. This led to discussions about the increasing complexity of Google’s algorithm and the limitations of traditional SEO tactics.

The SEO community’s reaction was mixed, with many struggling to provide clear guidance to clients affected by the update. This uncertainty highlighted the growing importance of holistic, quality-focused SEO strategies.

 

Strategy Evolution

The Broad Core Algorithm Update necessitated several shifts in SEO strategy:

1. Increased focus on overall site quality and user experience
2. Greater emphasis on demonstrating expertise and authoritativeness in content
3. More attention to understanding user intent and delivering comprehensive answers
4. Development of strategies to improve E-A-T signals, especially for YMYL pages
5. Renewed importance of diversifying traffic sources beyond Google search

 

This update marked a significant shift in how SEO professionals approached optimisation. It encouraged a more holistic view of SEO, where the focus was on improving the overall quality and value of a website rather than tweaking specific ranking factors.

For many websites, this meant reassessing their content strategies. Instead of focusing solely on keywords and backlinks, they needed to consider factors like the credentials of their authors, the comprehensiveness of their content, and how well they addressed user needs.

The update also led to an increased emphasis on building brand authority and trust. Many SEO professionals began to incorporate more branding and PR tactics into their strategies, recognising that Google was increasingly trying to understand and reward brand authority in search results.

Overall, the Broad Core Algorithm Update pushed the SEO industry towards more sophisticated, quality-focused practices. It underscored Google’s ongoing efforts to reward sites that provide genuine value to users, and highlighted the limitations of trying to “game” the algorithm with tactical optimisations.