1. Google Updates
Evolution
Barry Schwartz
SMX Israel 2012

2. Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail

3. Google Dance
• Monthly Index Updates
• 2000 - 2003
• Data Centers Update
• Danced For ~ Week
• PageRank Watchers

4. Rolling Updates

5. Types Of Updates
• Algorithm Updates (i.e. Panda)
• Data Refreshes (i.e. Individual Complaints)
• Index Update (i.e. Caffeine)

6. Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail

7. Famous Updates
• Fritz (Summer 2003) • Paid Links (October 2007)
• Florida (November 2003) • Dewey Update (Mar 2008)
• Austin Update (Jan 2004) • Vince / Brand (March 2009)
• The Sandbox (April 2004) • May Day (May 2010)
• Bourbon (May 2005) • Caffeine (June 2010)
• Big Daddy (October 2005) • Scraper Filter (Jan. 2011)
• Supplemental (Jan 2007) • Panda (February 2011)

8. Fritz Update
• Summer 2003
• Index Update
• Google Dance Over
• Daily Index Updates
• AKA “Everflux”

9. Florida Update
• November 2003
• Algorithm Update
• Before Holiday Season
• Overly SEO’d Sites &
Affiliate Sites
• Businesses Went Bust
• Theories on AdWords

10. Austin Update
• January 2004
• Algorithm Update
• Revision To Florida
• Targets More SEO Techn
• Link Farms, Stuff
Keywords, etc
• Easy SEO Dead

11. Google Sandbox
• April 2004
• Algorithm Update
• New Sites Won’t Rank
• Buying Old Sites
• Bourbon Update Fixes
It? May 2005

12. Bourbon Update
• May - June 2005
• Algorithm Update
• Off-Page Factors
• Reciprocal Links
• Irrelevant Links
• Duplicate Content

13. Big Daddy / Jagger
• Oct. 2005 - Mar. 2006
• Index/Algorithm Update
• Infrastructure Change
• Low Value Pages Gone
• Supplemental Index?
• Faster Index Updates

14. Goodbye Supplemental
• Dec. 2006 - Jan. 2007
• Index Update
• Supplemental Index Gone
• Main Index Goes Deeper,
Faster & Comprehensive

15. Paid Links
• October 2007
• Algorithm Update
• Paid Links Targeted
• PageRank Penalties
• Forbes, NewsDay, Blogs
& SERoundtable.com
• Why Now?

16. Dewey Update
• March/April 2008
• Index Update
• Google Dance Like
• Targets:
• SEO’d Content
• Links

17. Vince / Brand Update
• March 2009
• Algorithm Update
• Big Brands Take Over
• Google Said Not Brands
• Trust, Authority,
Quality & PageRank

18. May Day Update
• April - May 2010
• Algorithm Update
• Long Tail Impact
• Quality Change
• Many Sites Hurt
• Quality vs Off Topic

19. Caffeine Update
• August 2009 - June 2010
• Infrastructure Update
• No Ranking Change
• Pages Missing From Index
• Faster, Fresher, Deeper
Index, Within Minutes

20. Scraper Update
• January 2011
• Targets Low Quality
Scraper Sites
• Warned Days Prior
• Panda Soon To Come

21. Panda Update
• Late February 2011
• Algorithm Update
• 12% Of Results Changed
• Targets Low Quality
Sites, Less Useful Sites,
Little Content, Little
Value

22. Famous Updates
• Fritz (Summer 2003) • Paid Links (October 2007)
• Florida (November 2003) • Dewey Update (Mar 2008)
• Austin Update (Jan 2004) • Vince / Brand (March 2009)
• The Sandbox (April 2004) • May Day (May 2010)
• Bourbon (May 2005) • Caffeine (June 2010)
• Big Daddy (October 2005) • Scraper Filter (Jan. 2011)
• Supplemental (Jan 2007) • Panda (February 2011)

23. Google Updates
• How Google Updates
• Famous Updates
• Panda In Detail

24. Panda In Detail