A good friend of mine and truly the best SEO expert I have had the privilege working with, Gregory Gromov, once referred to the Google algorithm updates and tests as “Google storms.” The coined phrase made all the sense in the world. Per Gregory, a solid SEO program provides the ballast to weather the storm, but if a storm hits and flips you over… well, it is time to right the ship. A Google algorithm update is actually a rare opportunity. While in some cases it may appear to be more of a nightmare than a dream come true, understanding how to capitalize on the event is key to succeeding in SEO — and as your program matures, you will look forward to the updates. The following is a process I have used for years to evaluate Google updates at a site level to glean new opportunities for improvement and to determine what is already working. This is a Search Engine Land Source
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