The Fred Update

Launched in March 2017, the Fred Update was an algorithm change that targeted websites violating Google’s webmaster guidelines, particularly those with low-quality content and aggressive monetisation tactics. The name “Fred” was unofficially given by the SEO community, as Google initially didn’t confirm or name the update.

 

Fallouts and Highlights from the Update

The Fred Update caused significant fluctuations in search rankings, with many websites experiencing dramatic drops in organic traffic overnight.

One of the most notable impacts was on ad-heavy websites with thin content. For instance, several popular affiliate marketing blogs reported traffic losses of up to 90%. These sites often featured content that was created primarily to generate ad revenue or affiliate sales, rather than to provide value to users.

The update also affected sites with low-quality backlink profiles, particularly those that had engaged in excessive link exchanges or used private blog networks (PBNs) for link building.

The SEO community was initially confused by the sudden ranking changes, leading to widespread speculation and analysis. Google’s Gary Illyes jokingly suggested naming the update “Fred”, and the name stuck, highlighting the sometimes playful relationship between Google and the SEO industry.

While Google didn’t officially confirm the update at first, they later acknowledged it as part of their regular quality updates. This led to discussions about the increasing frequency and subtlety of Google’s algorithm changes.

 

Strategy Evolution

The Fred Update necessitated several shifts in SEO and content strategy:

1. Increased focus on creating high-quality, valuable content for users
2. Greater emphasis on balancing monetisation with user experience
3. More attention to natural, ethical link-building practices
4. Development of strategies to diversify traffic sources beyond Google search
5. Renewed importance of adhering to Google’s webmaster guidelines

This update marked a significant shift in how websites approached content creation and monetisation. It encouraged a more user-centric approach, where the primary goal was to provide value to visitors rather than to maximise ad revenue.

For many affiliate and ad-supported websites, this meant reassessing their content strategies. Instead of creating large volumes of thin, keyword-stuffed content, they needed to focus on producing fewer, but more comprehensive and valuable pieces.

The update also led to a re-evaluation of ad placement and density. Websites had to find a balance between generating revenue and providing a good user experience, often leading to a reduction in the number of ads per page.

In terms of link building, the Fred Update reinforced the importance of earning links naturally through high-quality content rather than using manipulative tactics. Many SEO professionals shifted their focus towards digital PR and content marketing as more sustainable ways to build authority.

Overall, the Fred Update pushed the SEO industry towards more ethical, user-focused practices. It underscored Google’s ongoing efforts to reward sites that prioritise user experience and valuable content, while penalising those that prioritise short-term gains over long-term quality.