Google Ghost Update

The phantom google update (or core algorithm update) is a change in search engine algorithms that led to some major changes in the SERP positions of numerous websites. Google initially denied such changes, but later confirmed the update following increased demands from experts and mainstream media. In this way, the update that was intended to address the quality of the websites was called Phantom.

General information

In early May 2015, reports of severe changes to the SERPs were circulating. Many agencies and webmasters noticed that certain sites had visibility losses. Some domains lost up to 60% of their visibility. Both small and large websites were affected. The site type could not be reduced either. Initially it was suspected that it referred mainly to advice-type websites, but information platforms and large brands were also affected.

It was originally believed that an update had been rolled out, which could be related to the Panda or Penguin updates. Google denied it.^[1] Along with an unnamed update and the mobile update, this is the third in 2015. However, Google did not initially confirm. Only when Searchengineland magazine made several inquiries did it become known that Google had improved the algorithm responsible for evaluating the quality signals of websites.^[2].

Searchengineland called it the quality upgrade, other sources spoke of the Phantom or Phantom II upgrade. However, Google did not announce any details on specific aspects of the change. Only the way the algorithm processes the quality of the sites was mentioned. Since Google probably uses more than 200 ranking factors to examine websites, webmasters they weren't sure how to react to this update ^[3].

Practical importance

The current state of knowledge regarding the Phantom update can be summarized as follows:

The update will improve the quality of the search results lists by adjusting the core algorithm.
A strategy to respond to the update is the general improvement and especially in the long term of the different websites of a domain. This refers mainly to the user value of unique content and only after that technical aspects such as usability, ability to crawl or smartphone optimization.
Google refers in this regard to the oldest blog entries,^[4], the Webmaster Guidelines, and the Webmaster Questions^[5].
Google recommends considering the update as an attempt to discover the needs of users. They don't want - here the assumption - content that was created for search engines, but value-added content for the original users.

Relevance for search engine optimization

The Phantom update is the second unannounced update in two years that was released by Google. It can be assumed that Google is silent on the update for various reasons. First of all, because the core algorithm is also the main component of Google's business model. Talking about modifications would mean giving up a competitive advantage. Second, sometimes you don't even need to publish details because Google has communicated clearly in recent years about the quality of websites.

The update surely affects aspects that are already known anyway, only the results or effects of the algorithm change were surprising to the webmasters and site operators. This content, duplicate content, and over-optimized sites without relevant content could be the focus of such updates.^[6].

As before, webmasters should work to provide high-quality content to users and make it available to search engines. You should not jump to conclusions and take short-term action. Instead, many experts advise staying calm because Google makes these changes many times. This does not mean that the basic strategy of a web page should be changed in the short term.