{"id":144261,"date":"2022-11-03T16:07:44","date_gmt":"2022-11-03T16:07:44","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=144261"},"modified":"2022-11-03T16:07:44","modified_gmt":"2022-11-03T16:07:44","slug":"is-google-headed-towards-a-continuous-real-time-algorithm","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2022\/11\/03\/is-google-headed-towards-a-continuous-real-time-algorithm\/","title":{"rendered":"Is Google headed towards a continuous \u201creal-time\u201d algorithm?"},"content":{"rendered":"<div class=\"well\">\n<h3><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144273\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Is-Google-headed-towards-a-continuous-real-time-algorithm-1024x273.png\" alt=\"Is Google headed towards a continuous \u201creal-time\u201d algorithm\" width=\"640\" height=\"171\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Is-Google-headed-towards-a-continuous-real-time-algorithm-1024x273.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Is-Google-headed-towards-a-continuous-real-time-algorithm-300x80.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Is-Google-headed-towards-a-continuous-real-time-algorithm-768x205.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Is-Google-headed-towards-a-continuous-real-time-algorithm.png 1200w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/h3>\n<h3>30-second summary:<\/h3>\n<ul>\n<li>The present reality is that Google presses the button and updates its algorithm, which in turn can update site rankings<\/li>\n<li>What if we are entering a world where it is less of Google pressing a button and more of the algorithm automatically updating rankings in \u201creal-time\u201d?<\/li>\n<li>Advisory Board member and Wix&#8217;s Head of SEO Branding, Mordy Oberstein shares his data observations and insights<\/li>\n<\/ul>\n<\/div>\n<p><span style=\"font-weight: 400;\">If you\u2019ve been doing SEO even for a short while, chances are you\u2019re familiar with a Google algorithm update. Every so often, whether we like it or not, Google presses the button and updates its algorithm, which in turn can update our rankings. The key phrase here is \u201cpresses the button.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, what if we are entering a world where it&#8217;s less of Google pressing a button and more of the algorithm automatically updating rankings in \u201creal-time\u201d? What would that world look like and who would it benefit?\u00a0<\/span><\/p>\n<h2><strong>What do we mean by continuous real-time algorithm updates?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It is obvious that technology is constantly evolving but what needs to be made clear is that this applies to Google\u2019s algorithm as well. As the technology available to Google improves, the search engine can do things like better understand the content and assess websites. However, this technology needs to be interjected into the algorithm. In other words, as new technology becomes available to Google or as the current technology improves (we might refer to this as machine learning \u201cgetting smarter\u201d) Google, in order to utilize these advancements, needs to \u201cmake them a part\u201d of its algorithms.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take MUM for example. Google has started to use aspects of <a href=\"https:\/\/searchenginewatch.com\/2021\/09\/02\/everything-you-need-to-know-about-the-google-mum-update\/\" target=\"_blank\" rel=\"noopener\">MUM<\/a> in the algorithm. However, (at the time of writing) MUM is not fully implemented. As time goes on and based on Google\u2019s previous announcements, MUM is almost certainly going to be applied to additional algorithmic tasks.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Of course, once Google introduces new technology or has refined its current capabilities it will likely want to reassess rankings. If Google is better at understanding content or assessing site quality, wouldn\u2019t it want to apply these capabilities to the rankings? When it does so, Google \u201cpresses the button\u201d and releases an algorithm update.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, say one of Google\u2019s current machine-learning properties has evolved. It\u2019s taken the input over time and has been refined &#8211; it\u2019s \u201csmarter\u201d for lack of a better word. Google may elect to \u201creintroduce\u201d this refined machine learning property into the algorithm and reassess the pages being ranked accordingly.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">These updates are specific and purposeful. Google is \u201cpushing the button.\u201d This is most clearly seen when Google announces something like a core update or product review update or even a spam update.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, perhaps nothing better concretizes what I\u2019ve been saying here than what Google said about its <\/span><a href=\"https:\/\/developers.google.com\/search\/updates\/spam-updates\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">spam updates<\/span><\/a><span style=\"font-weight: 400;\">:\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201cWhile Google\u2019s automated systems to detect search spam are constantly operating, we occasionally make notable improvements to how they work\u2026. From time to time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.\u201d\u00a0<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">In other words, Google was able to develop an improvement to a current machine learning property and released an update so that this improvement could be applied to ranking pages.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If this process is \u201cmanual\u201d (to use a crude word), what then would continuous \u201creal-time\u201d updates be? Let\u2019s take Google\u2019s Product Review Updates. Initially released in April of 2021, Google\u2019s Product Review Updates aim at weeding out product review pages that are thin, unhelpful, and (if we\u2019re going to call a spade a spade) exists essentially to earn affiliate revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To do this, Google is using machine learning in a specific way, looking at specific criteria. With each iteration of the update (such as there was in December 2021, March 2022, etc.) these machine learning apparatuses have the opportunity to recalibrate and refine. Meaning, they can be potentially more effective over time as the machine \u201clearns\u201d &#8211; which is kind of the point when it comes to machine learning.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What I theorize, at this point, is that as these machine learning properties refine themselves, rank fluctuates accordingly. Meaning, Google allows machine learning properties to \u201crecalibrate\u201d and impact the rankings. Google then reviews and analyzes and sees if the changes are to its liking.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We may know this process as unconfirmed algorithm updates (for the record I am 100% not saying that all unconfirmed updates are as such). It\u2019s why I believe there is such a strong tendency towards rank reversals in between official algorithm updates.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s quite common that the SERP will see a noticeable increase in rank fluctuations that can impact a page\u2019s rankings only to see those rankings reverse back to their original position with the next wave of rank fluctuations (whether that be a few days later or weeks later). In fact, this process can repeat itself multiple times. The net effect is a given page seeing rank changes followed by reversals or a series of reversals.\u00a0\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144270\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/across-the-board-fluctuations-Google-moving-towards-a-real-time-algorithm-1024x435.png\" alt=\"across the board fluctuations - Google moving towards a \u201creal-time\u201d algorithm\" width=\"640\" height=\"272\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/across-the-board-fluctuations-Google-moving-towards-a-real-time-algorithm-1024x435.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/across-the-board-fluctuations-Google-moving-towards-a-real-time-algorithm-300x127.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/across-the-board-fluctuations-Google-moving-towards-a-real-time-algorithm-768x326.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/across-the-board-fluctuations-Google-moving-towards-a-real-time-algorithm.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">A series of rank reversals impacting almost all pages ranking between position 5 and 20 that align with across-the-board heightened rank fluctuations\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">This trend, as I see it, is Google allowing its machine learning properties to evolve or recalibrate (or however you\u2019d like to describe it) in real-time. Meaning, no one is pushing a button over at Google but rather the algorithm is adjusting to the continuous \u201creal-time\u201d recalibration of the machine learning properties.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s this dynamic that I am referring to when I question if we are heading toward \u201creal-time\u201d or \u201ccontinuous\u201d algorithmic rank adjustments.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\"><strong>What would a continuous real-time google algorithm mean?<\/strong>\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">So what? What if Google adopted a continuous real-time model? What would the practical implications be?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a nutshell, it would mean that rank volatility would be far more of a constant. Instead of waiting for Google to push the button on an algorithm update in order to rank to be significantly impacted as a construct, this would simply be the norm. The algorithm would be constantly evaluating pages\/sites \u201con its own\u201d and making adjustments to rank in more real-time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another implication would be a lack of having to wait for the next update for restoration. While not a hard-fast rule, if you are significantly impacted by an official Google update, such as a core update, you generally won\u2019t see rank restoration occur until the release of the next version of the update &#8211; whereupon your pages will be evaluated. In a real-time scenario, pages are constantly being evaluated, much the way links are with <\/span><a href=\"https:\/\/searchenginewatch.com\/2016\/09\/28\/penguin-4-0-what-does-it-mean-for-seo-practitioners\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Penguin 4.0 <\/span><\/a><span style=\"font-weight: 400;\">which was released in 2016. To me, this would be a major change to the current \u201cSERP ecosystem.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I would even argue that, to an extent, we already have a continuous \u201creal-time\u201d algorithm. In fact, that we at least partially have a real-time Google algorithm is simply fact. As mentioned, In 2016, Google released Penguin 4.0 which removed the need to wait for another version of the update as this specific algorithm evaluates pages on a constant basis.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, outside of Penguin, what do I mean when I say that, to an extent, we already have a continuous real-time algorithm?\u00a0<\/span><\/p>\n<h2><strong>The case for real-time algorithm adjustments<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The constant \u201creal-time\u201d rank adjustments that occur in the ecosystem are so significant that they refined the volatility landscape.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Per <\/span><a href=\"https:\/\/www.semrush.com\/blog\/state-of-search\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Semrush data<\/span><\/a><span style=\"font-weight: 400;\"> I pulled, there was a 58% increase in the number of days that reflected high-rank volatility in 2021 as compared to 2020. Similarly, there was a 59% increase in the number of days that reflected either high or very high levels of rank volatility:\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-144271\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Data-showing-volatility-Google-moving-towards-a-real-time-algorithm.png\" alt=\"Data showing volatility - Google moving towards a \u201creal-time\u201d algorithm\" width=\"400\" height=\"598\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Data-showing-volatility-Google-moving-towards-a-real-time-algorithm.png 400w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Data-showing-volatility-Google-moving-towards-a-real-time-algorithm-201x300.png 201w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Simply put, there is a significant increase in the number of instances that reflect elevated levels of rank volatility. After studying these trends and looking at the ranking patterns, I believe the aforementioned rank reversals are the cause. Meaning, a large portion of the increased instances in rank volatility are coming from what I believe to be machine learning continually recalibrating in \u201creal-time,\u201d thereby producing unprecedented levels of rank reversals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Supporting this is the fact (that along with the increased instances of rank volatility) we did not see increases in how drastic the rank movement is. Meaning, there are more instances of rank volatility but the degree of volatility did not increase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In fact, there was a decrease in how dramatic the average rank movement was in 2021 relative to 2020!\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why? Again, I chalk this up to the recalibration of machine learning properties and their \u201creal-time\u201d impact on rankings. In other words, we\u2019re starting to see more micro-movements that align with the natural evolution of Google\u2019s machine-learning properties.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When a machine learning property is refined as its intake\/learning advances, you\u2019re unlikely to see enormous swings in the rankings. Rather, you will see a refinement in the rankings that align with refinement in the machine learning itself.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hence, the rank movement we\u2019re seeing, as a rule, is far more constant yet not as drastic.\u00a0<\/span><\/p>\n<h2><strong>The final step towards continuous real-time algorithm updates<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">While much of the ranking movement that occurs is continuous in that it is not dependent on specific algorithmic refreshes, we\u2019re not fully there yet. As I mentioned, much of the rank volatility is a series of reversing rank positions. Changes to these ranking patterns, again, are often not solidified until the rollout of an official Google update, most commonly, an official core algorithm update.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Until the longer-lasting ranking patterns are set without the need to\u00a0 \u201cpress the button\u201d we don\u2019t have a full-on continuous or \u201creal-time\u201d Google algorithm.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, I have to wonder if the trend is not heading toward that. For starters, Google\u2019s Helpful Content Update (HCU) does function in real-time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Per <\/span><a href=\"https:\/\/developers.google.com\/search\/blog\/2022\/08\/helpful-content-update\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Google<\/span><\/a><span style=\"font-weight: 400;\">:\u00a0<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">\u201c<\/span><span style=\"font-weight: 400;\">Our classifier for this update runs continuously, allowing it to monitor newly-launched sites and existing ones. As it determines that the unhelpful content has not returned in the long-term, the classification will no longer apply.\u201d<\/span><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">How is this so? The same as what we\u2019ve been saying all along here &#8211; Google has allowed its machine learning to have the autonomy it would need to be \u201creal-time\u201d or as Google calls it, \u201ccontinuous\u201d:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201c<\/span><span style=\"font-weight: 400;\">This classifier process is entirely automated, using a machine-learning model.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For the record, continuous does not mean ever-changing. In the case of the HCU, there\u2019s a logical <\/span><a href=\"https:\/\/www.seroundtable.com\/google-helpful-content-update-33949.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">validation period before restoration<\/span><\/a><span style=\"font-weight: 400;\">. Should we ever see a \u201ctruly\u201d continuous real-time algorithm, this may apply in various ways as well. I don\u2019t want to let on that the second you make a change to a page, there will be a ranking response should we ever see a \u201creal-time\u201d algorithm.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the same time, the \u201ctraditional\u201d officially \u201cbutton-pushed\u201d algorithm update has become less impactful over time. In a study I conducted back in late 2021, I noticed that Semrush data indicated that since 2018\u2019s Medic Update, the core updates being released were becoming significantly less impactful.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144268\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/the-relation-between-Googles-updates-and-rank-volatility-Google-moving-towards-a-real-time-algorithm-1024x793.png\" alt=\"the relation between Google's updates and rank volatility - Google moving towards a \u201creal-time\u201d algorithm\" width=\"640\" height=\"496\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/the-relation-between-Googles-updates-and-rank-volatility-Google-moving-towards-a-real-time-algorithm-1024x793.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/the-relation-between-Googles-updates-and-rank-volatility-Google-moving-towards-a-real-time-algorithm-300x232.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/the-relation-between-Googles-updates-and-rank-volatility-Google-moving-towards-a-real-time-algorithm-768x595.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/the-relation-between-Googles-updates-and-rank-volatility-Google-moving-towards-a-real-time-algorithm-1536x1189.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/the-relation-between-Googles-updates-and-rank-volatility-Google-moving-towards-a-real-time-algorithm.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Data indicates that Google\u2019s core updates are presenting less rank volatility overall as time goes on<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Subsequently, this trend has continued. Per my <\/span><a href=\"https:\/\/www.semrush.com\/blog\/september-2022-core-update-impact\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">analysis of the September 2022 Core Update<\/span><\/a><span style=\"font-weight: 400;\">, there was a noticeable drop-off in the volatility seen relative to the <\/span><a href=\"https:\/\/www.wix.com\/seo\/learn\/resource\/content-lessons-google-may-2022-update\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">May 2022 Core Update<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-144267\" src=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/lesser-rank-volatility-seen-during-Googles-core-update-in-Sep-2022-Google-moving-towards-a-real-time-algorithm-1024x635.png\" alt=\"lesser rank volatility seen during Google's core update in Sep 2022 - Google moving towards a \u201creal-time\u201d algorithm\" width=\"640\" height=\"397\" srcset=\"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/lesser-rank-volatility-seen-during-Googles-core-update-in-Sep-2022-Google-moving-towards-a-real-time-algorithm-1024x635.png 1024w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/lesser-rank-volatility-seen-during-Googles-core-update-in-Sep-2022-Google-moving-towards-a-real-time-algorithm-300x186.png 300w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/lesser-rank-volatility-seen-during-Googles-core-update-in-Sep-2022-Google-moving-towards-a-real-time-algorithm-768x476.png 768w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/lesser-rank-volatility-seen-during-Googles-core-update-in-Sep-2022-Google-moving-towards-a-real-time-algorithm-1536x952.png 1536w, https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/lesser-rank-volatility-seen-during-Googles-core-update-in-Sep-2022-Google-moving-towards-a-real-time-algorithm.png 728w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/p>\n<p><i><span style=\"font-weight: 400;\">Rank volatility change was far less dramatic during the September 2022 Core Update relative to the May 2022 Core Update\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a dual convergence. Google\u2019s core update releases seem to be less impactful overall (obviously, individual sites can get slammed just as hard) while at the same time its latest update (the HCU) is continuous.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To me, it all points towards Google looking to abandon the traditional algorithm update release model in favor of a more continuous construct. (Further evidence could be in how the release of official updates has changed. If you look back at the various outlets covering these updates, the data will show you that the roll-out now tends to be slower with fewer days of increased volatility and, again, with less overall impact).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question is, why would Google want to go to a more continuous real-time model?\u00a0<\/span><\/p>\n<h2><strong>Why a continuous real-time google algorithm is beneficial<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">A real-time continuous algorithm? Why would Google want that? It\u2019s pretty simple, I think. Having an update that continuously refreshes rankings to reward the appropriate pages and sites is a win for Google (again, I don\u2019t mean instant content revision or optimization resulting in instant rank change).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which is more beneficial to Google\u2019s users? A continuous-like updating of the best results or periodic updates that can take months to present change?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The idea of Google continuously analyzing and updating in a more real-time scenario is simply better for users. How does it help a user looking for the best result to have rankings that reset periodically with each new iteration of an official algorithm update?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Wouldn\u2019t it be better for users if a site, upon seeing its rankings slip, made changes that resulted in some great content, and instead of waiting months to have it rank well, users could access it on the SERP far sooner?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Continuous algorithmic implementation means that Google can get better content in front of users far faster.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also better for websites. Do you really enjoy implementing a change in response to ranking loss and then having to wait perhaps months for restoration?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, the fact that Google would so heavily rely on machine learning and trust the adjustments it was making only happens if Google is confident in its ability to understand content, relevancy, authority, etc. SEOs and site owners should want this. It means that Google could rely less on secondary signals and more directly on the primary commodity, content and its relevance, trustworthiness, etc.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google being able to more directly assess content, pages, and domains overall is healthy for the web. It also opens the door for <a href=\"https:\/\/searchenginewatch.com\/2022\/11\/01\/in-a-sea-of-signals-is-your-on-page-on-point\/\" target=\"_blank\" rel=\"noopener\">niche sites<\/a> and sites that are not massive super-authorities (think the Amazons and WebMDs of the world).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google&#8217;s better understanding of content creates more parity. Google moving towards a more real-time model would be a manifestation of that better understanding.<\/span><\/p>\n<h2><strong>A new way of thinking about google updates<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">A continuous real-time algorithm would intrinsically change the way we would have to think about Google updates. It would, to a greater or lesser extent, make tracking updates as we now know them essentially obsolete. It would change the way we look at SEO weather tools in that, instead of looking for specific moments of increased rank volatility, we\u2019d pay more attention to overall trends over an extended period of time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on the ranking trends we already discussed, I\u2019d argue that, to a certain extent, that time has already come. We\u2019re already living in an environment where rankings fluctuate far more than they used to and to an extent has redefined what stable rankings mean in many situations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To both conclude and put things simply, edging closer to a continuous real-time algorithm is part and parcel of a new era in ranking organically on Google\u2019s SERP.<\/span><\/p>\n<hr \/>\n<p><em><a href=\"https:\/\/www.linkedin.com\/in\/mordy-oberstein-12551715\/\" target=\"_blank\" rel=\"noopener\">Mordy Oberstein<\/a> is Head of SEO Branding at Wix. Mordy can be found on Twitter <a href=\"https:\/\/twitter.com\/MordyOberstein\" target=\"_blank\" rel=\"noopener\">@MordyOberstein<\/a>.<\/em><\/p>\n<p><strong>Subscribe to the\u00a0<a href=\"https:\/\/searchenginewatch.com\/#newsletter-modal\" target=\"_blank\" rel=\"noopener\">Search Engine Watch newsletter<\/a>\u00a0for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.<\/strong><\/p>\n<p><strong>Join the conversation with us on\u00a0<a href=\"https:\/\/www.linkedin.com\/groups\/61126\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a>\u00a0and\u00a0<a href=\"https:\/\/twitter.com\/sewatch\" target=\"_blank\" rel=\"noopener\">Twitter<\/a>.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What a future-focused search landscape would look like and who could benefit<\/p>\n","protected":false},"author":1092,"featured_media":144273,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,5],"tags":[27452,37,341,342],"content_type":[],"class_list":["post-144261","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry","category-seo","tag-ai-for-seo","tag-google","tag-google-algorithm","tag-google-algorithm-updates"],"acf":{"tad_independentcommercial":"Independent","tad_content_format":"Expert commentary"},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/11\/Is-Google-headed-towards-a-continuous-real-time-algorithm.png","category":"Industry","timeago":"3y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/144261","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=144261"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/144261\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/144273"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=144261"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=144261"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=144261"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=144261"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}