Key takeaways
- Google changes its systems constantly and confirms some larger updates publicly.
- Wait for an update to finish rolling out before judging impact.
- Compare affected pages with what now ranks, then improve quality, not tricks.
- Tell clients early, with facts, and explain what you will and will not do.
Updates are part of the job for any team running white label SEO for agencies. A written process turns them from a crisis into a routine check. If a client's traffic did fall, follow how to diagnose a traffic drop.
What is a Google algorithm update?
An algorithm update is a change to the systems Google uses to rank results. Google makes many changes every year and publicly confirms some of the larger ones, such as core updates and spam updates. Updates can move rankings up or down as Google re-evaluates which pages best answer each search.
Google keeps a list of ranking updates with dates. Whatever the name of the update, the lesson is usually the same: match intent and be genuinely useful.
How do you know if a client was affected?
Wait until the update is confirmed complete, then compare the weeks before and after in Search Console, by page and by query. Look for drops that start on the rollout dates and affect groups of similar pages. Normal daily movement during a rollout is not a verdict. Check other causes before blaming the update.
The Performance report lets you compare periods by page and query.
What should you tell the client?
Tell them before they ask: an update is rolling out, you are monitoring, and you will share findings once it finishes. If they were affected, explain which pages, what the new top results do better and the plan. If they gained or held, say so too. Never blame Google for everything, and never promise a quick recovery.
- Short note when a confirmed update starts.
- Findings once it finishes, with evidence.
- A plan focused on usefulness, not tricks.
- A date for the next check.
What should you change after an update?
Usually the pages, not the technical setup. Compare affected pages with the new winners: depth, first-hand experience, clarity, freshness and trust. Improve where your pages fall short, merge thin pages and remove what does not help readers. Google's own advice after core updates points to its guidance on helpful content.
See Google's helpful content guidance and its search quality rater guidelines, which describe what high-quality pages look like.
What agencies should avoid after an update
- Rewriting every page at once, which hides what worked.
- Buying links to compensate.
- Changing URLs or site structure without a clear reason.
- Promising the client a recovery date.
Clear communication keeps accounts during rough months; see how to explain SEO to clients and how to reduce SEO client churn.
Frequently asked questions
How long do core updates take to roll out?
Google announces start and completion; rollouts usually take days to a few weeks.
Can you recover before the next update?
Sometimes, as Google re-evaluates over time, but there is no fixed date.
Should we notify every client?
A short note helps, especially for clients who watch rankings closely.
Are updates penalties?
No. Penalties are manual actions; updates are system changes.
Do updates affect AI Overviews too?
Google's systems evolve together; monitor both clicks and impressions.
About the author
Juan José Giraldo is a senior SEO specialist with 5+ years of experience. He works on technical and local SEO for 600+ US car dealerships and supervises the SEO of 18 US e-commerce stores. He runs White Label SEO LATAM from Medellín, Colombia, and delivers white label SEO for agencies in the US, UK, Canada and Australia. Read more · LinkedIn.