The year 2016 saw another series of changes made to Google’s algorithm, and while many of these changes were refinements to previous ranking signals, others aimed at enhancing users’ experience and combating spammy SEO techniques. It also proceeded to enhance and improve the mobile-friendly ranking signals, site speed, user engagement, and continued to penalize sites that tried to mislead Google through black-hat techniques. Now let us turn the spotlight onto the major 2016 Google Algorithm Updates and their impact on SEO.
Introduction: 2016 Google Algorithm Updates.
These updates came one after the other through out 2016 and they all aimed at setting new standards of what was considered as a quality website. With the emphasis given to the user satisfaction, websites had to address the need for the efficient and timely delivery, relevance, and interactivity across devices. With mobile-first indexing and main focus set ondelivering quality user experiences to site visitors and customers instead of focusing on technicalities of SEO, Google was signaling that the future is here.
Google RankBrain Update (January 2016): Enhancing Machine Learning and Search Intent
Later on, in January 2016, Google released an official statement acknowledging that RankBrain was now a feature of the Search Rankings. Although RankBrain was announced in late 2015, it is widely used in 2016 as Google consistently tweaked the algorithm to improve its ability to interpret queries that can be ambiguous or have unclear intention.
Key Features of RankBrain
- Machine Learning for Search Queries: RankBrain is an artificial intelligence system that is designed to decipher the intent of the search, especially in cases where the search is a long one or not in the usual format of searches done before.
- Improved Search Relevance: One of the key features of RankBrain is its ability to learn and evolve based on past trends and user engagement with search results.
- Behavioral Signals Influence Rankings: When RankBrain started taking into consideration the user actions, other indicators such as CTR, bounce rate, and time on the page became even more important in terms of ranking.
Actionable Insights Post RankBrain Update
- Optimize for User Intent: Create content that answers the questions and provides the information your target audience is looking for. This means that the results have to be more pertinent to the types of questions that people are posing.
- Improve User Engagement: Optimise your interaction rates on your site and the time spent per page by offering relevant and rich material that effectively fulfils users’ educational needs.
Google Mobile-Friendly Update (May 2016): Greater Reach of Mobile Optimization Influence
It was also important to note that mobile optimization remained one of the key factors impacting ranking in 2016. Later in May, Google admitted that it was broadening its Mobile Friendly Update as well. This update aimed at mobile usability even further and the websites that were not mobile-friendly witnessed a deeper decline in their ranking on mobile search results.
Uncover the impact of the 2015 Google algorithm update  and its influence on search rankings. Learn more in this detailed analysis
Speaking briefly about the key features of the Mobile-Friendly Update, one should mention the following:
- Mobile Usability Signals: The mobile friendly update reiterated that site with poor mobile usability were heavily penalized in terms of ranking especially for mobile searches.
- Mobile-First Indexing Preparing Groundwork: Although mobile-first indexing was not announced until 2018, the framework for this change was established in 2016. Google started with its mobile-friendly update as a part of the overall strategy to make the web more mobile-friendly.
Insights After the Mobile-Friendly Update
- Ensure Mobile Optimization: Another impact was the ranking penalties for those websites that failed to optimize their layout for mobile browsing. Make sure your site is friendly to handheld devices, loads fast, and is optimized for user experience on mobile devices.
- Use Google’s Mobile Usability Tool: To ensure that your site is not a problem for users of mobile devices, you can use the Google mobile friendly test and check for any defects.
Google Penguin 4.0 (September 23, 2016): Real-Time Penguin and the End of Manual Penalties
Penguin 4.0, which was released in September of 2016, was a highly-anticipated update, as it represented a significant shift in the way in which Google’s Penguin dealt with what it considered to be spammy or otherwise manipulative link-building strategies. Penguin 4.0 also included real-time updates in which spammy backlink penalties were enforced without the need of a manual refresh. It also became more focused meaning that it could target particular pages or segments of the website rather than the full site.
Key Features of Penguin 4.0
- Real-Time Updates: Unlike previous versions, Penguin 4.0 was real-time, this meant that Google could begin punishing sites with spammy backlinks immediately.
- Granular Penalties: While Penguin 3.0 was said to be more selective and able to target low-quality links directly on a website, Penguin 4.0 ensured that the penalties were even more refined than the previous version, and could affect individual pages.
- Reduction in Manual Penalties: Due to real-time penalties, the manual scrutiny or penalties for backlink manipulation became less usual since the Penguin filter could effectively identify and address spammy backlinks.
This is usually the case after the update of the Penguin 4.0 algorithm in particular since it is commonly known as the real-time filter.
- Disavow Toxic Backlinks: Instead, concentrate your efforts on gaining natural, relevant, and authoritative links to your blog. To remove any questionable or negative link pointing towards the website, use the Disavow Tool provided by Google.
- Monitor Link Profiles Regularly: It is recommended to periodically check your backlinks and filter out those that are spammy or manipulative for your website.
- Focus on Link Diversity: It is also important that one does not make a large number of backlinks from a single link source. Concentrate on obtaining a variety of high-quality, authoritative backlinks from different relevant sources.
Google Quality Update (May 2016): Refining Site Quality Signals
The second major update happened in May 2016, and it was targeted at enhancing Google’s capacity to evaluate website quality. This update placed more focus on content relevance, user satisfaction, and on-site signals that informed whether the site was delivering useful information to users.
Key features of the Quality Update The following are the key features of the Quality Update:
- Improved Content Assessment: Google improved its methods of filtering and penalizing low-quality thin or duplicate content while promoting information-rich, authoritative content.
- Focus on User Experience Signals: More emphasis was placed on such things as the ease of navigation, time spent on the site, and how interactive the content of the site was.
- Shift Toward E-A-T (Expertise, Authoritativeness, and Trustworthiness): This was to mean that websites with high levels of expertise, authority, and trust in their respective fields experienced positive results while those with low levels of these qualities experienced negative impacts.
Implications for Practice following Quality Update
- Create High-Quality, Authoritative Content: Try to write useful, informative articles which can give the readers valuable information and show that you are an expert in a certain subject.
- Focus on User Experience (UX): Make sure that your web layout is user-friendly, optimized for fast loading, and has a responsive design to retain the users’ interest.
- Build Trustworthiness: Improve your site ranking by including credible sources on your website, getting authoritative backlinks and offering reliable and factual information.
Google RankBrain Update (Ongoing): Enhancing the Interpretation of User Intent
It is essential to note that even though RankBrain was launched in 2015, it was further strengthened in 2016. By 2016, RankBrain is not only included in the algorithm of Google, but it also plays an even greater role in the ranking process of the search results, especially for those queries that Google finds difficult to interpret. Further enhancements made to RankBrain also helped Google to better understand search intent, thus making results more relevant to what a user may have been seeking.
Conclusion: Google Algorithm Updates of 2016 and the Way Forward
The changes in the algorithm of 2016 cemented Google’s long-term focus on improving user experience, rewarding quality content and punishing black-hat SEO techniques. Mobile optimization, content quality, and site speed were some of the crucial factors that comprised  SEO plans and activities. Sites that provided useful, informative, and easy to navigate content were favored while those that employed spam and keyword stuffing were penalized. To remain relevant in the search namespace, keeping abreast of these updates and adapting marketing strategies was crucial for business.
Some of the most asked questions regarding Google 2016 algorithm updates are provided below.
1. How does RankBrain affect my overall SEO strategy?
RankBrain, in particular, is designed to consider the user intent and bring more relevant results to Google. Here are a few tips to consider when optimizing for RankBrain: The content should be relevant to the keyword the user searched for, it should be valuable to the viewer, and the user should engage with the site.
2. Why was Penguin 4.0 so critical?
However, with the Penguin 4.0 update, the real-time update was implemented, and this saw the penalties for bad backlinks imposed instantly. It also evolved into being more targeted which means that only certain pages would be affected rather than the whole website.
3. Let us explore the impact of the Mobile-Friendly Update on ranking in the year 2016.
This mobile-friendly update also focused on mobile-friendly websites by giving a greater preference to the mobile-optimized sites only in the mobile search engine results. Some websites suffered severe ranking penalties, particularly on mobile devices, if they had not implemented mobile-friendly designs.
4. What can I do to overcome the Penguin penalties?
To undo Penguin penalties, refine your backlink profile. Reject the links that are not useful or spammy and focus on acquiring links from authoritative sources.
5. What measures can I take to guarantee a quality user experience on my website?
It is crucial to stress on speedy page loading, ease of navigation, interesting content, and the responsiveness of the site. Make sure your website is intuitive and easy to navigate and that the user can quickly locate the desired information.
If you wish to read more information on how to increase traffic to the website, just check on the Ranksmagzine or contact me here.
