There has been a lot of chatter recently surrounding the latest change to Google’s algorithm. While the changes hinted at are nothing earth shaking, anytime the phrase “algo-change” comes up, people start to worry. An algorithm change usually means that search engine results, rankings and other performance measuring metrics will get shaken up a little bit. In the world of search engine optimization, this can be cause for concern. However, with the proper preparation and a healthy dose of perspective, an algorithm change shouldn’t make you nervous.

1. !""#$%&
'())%*+%&,
-.&/(0%1&
/%&
2%34"51
!"##"$%&'()"*+,-./%-0+$" %
*1%'2-1(+*34%53',-"/
6778

2. !"#$#%"&'%(##)%&%*+,%+-%."&,,#$%$#.#),*/%'0$$+0)12)3%,"#%*&,#',%."&)3#%,+%4++3*#5'%&*3+$2,"67%8"2*#%,"#%."&)3#' %
"2),#1%&,%&$#%)+,"2)3%#&$,"%'"&92)3:%&)/,26#%,"#%;"$&'#%<&*3+=."&)3#>%.+6#'%0;:%;#+;*#%',&$,%,+%?+$$/7%@)%&*3+$2,"6 %
."&)3#%0'0&**/%6#&)'%,"&,%'#&$."%#)32)#%$#'0*,':%$&)92)3'%&)1%+,"#$%;#$-+$6&).#%6#&'0$2)3%6#,$2.'%?2**%3#,%'"&9#) %
0;%&%*2,,*#%(2,7%A)%,"#%?+$*1%+-%'#&$."%#)32)#%+;,262B&,2+):%,"2'%.&)%(#%.&0'#%-+$%.+).#$)7%C+?#D#$:%?2,"%,"#%;$+;#$ %
;$#;&$&,2+)%&)1%&%"#&*,"/%1+'#%+-%;#$';#.,2D#:%&)%&*3+$2,"6%."&)3#%'"+0*1)5,%6&9#%/+0%)#$D+0'7
!"#$%&#'#()*$+,$-%.
!"#$%&'%#($#)'(#*#)$$&#+&'*#*,$-(#(.'#,*/+0#'1'2'"(/#$3#/'*%0.#'")+"'#$4(+2+5*(+$"6#+(#.'14/#($#%'7+'8#(.'#,*/+0#
4%+"0+41'/#$3#/'*%0.#'")+"'/#(.'2/'17'/9#:.'#4-%4$/'#$3#*#/'*%0.#'")+"'#+/#($#.'14#*#-/'%#3+"&#(.'#2$/(#*00-%*('#*"&#
%'1'7*"(#0$"('"(#$"#(.'#!"('%"'(#8.'"#(.*(#+"&+7+&-*1#/'*%0.'/#3$%#*#4*%(+0-1*%#('%2#$%#4.%*/'9#:.'#8*;#(.'#/'*%0.#
'")+"'#+/#*,1'#($#&'('%2+"'#8.+0.#$3#(.'#2+11+$"/#-4$"#2+11+$"/#$3#<',#4*)'/#+/#2$/(#%'1'7*"(#($#*#4*%(+0-1*%#/'*%0.#+/#
,;#+"&'=+")6#0*(')$%+5+")#*"&#%*">+")#<',#4*)'/9#:.'#/'*%0.#'")+"'#0%'*('/#*#0$241+0*('&#*1)$%+(.2#$%#3$%2-1*#($#
*00$241+/.#(.+/#(*/>9
?#/'*%0.#'")+"'#+/#&'/+)"'&#3%$2#(.'#4'%/4'0(+7'#$3#
(.'#/'*%0.'%9#?11#$3#(.'#3$%2-1*/#*"&#3*0($%/#(.*(#)$#
+"($#+(/#*1)$%+(.2#*%'#%'1*('&#($#$"'#$3#(.%''#*%'*/@#
%'1'7*"0'6#+24$%(*"0'#*"&#*00'//+,+1+(;9#:.'#/'*%0.#
'")+"'A/#%$,$(#B#*#0$24-('%#(.*(#0%*81/#(.'#4*)'/#$3#
(.'#!"('%"'(#(.%$-).#*"#+"('%'/(+")#*"&#%*"&$2#
C$-%"';#$3#1+">/#B#-/'/#(.'#*1)$%+(.2#($#&'('%2+"'#.$8#
*#<',#4*)'#3*%'/#+"#'*0.#$3#(.'#(.%''#*%'*/9#:.'#'"&#
%'/-1(#+/#*#%*">+")#%'1*(+7'#($#*11#$3#(.'#$(.'%#4*)'/#
(.*(#(.'#/'*%0.#'")+"'#%$,$(#.*/#7+/+('&9##
D'*%0.#'")+"'#$4(+2+5*(+$"#,')*"#8.'"#4'$41'#/(*%('&#"$(+0+")#(.*(#(.'%'#8'%'#0'%(*+"#0$"(%$11*,1'#3*0($%/#(.*(#
*33'0('&#.$8#(.'#%$,$(#%*">'&#*#<',#4*)'9#:.'/'#3*0($%/#*%'#%'1*('&#($#+"0%'*/+")#(.'#%$,$(A/#4'%0'4(+$"#$3#*#<',#
/+('#%'1*(+7'#($#(.'#(.%''#>';#*%'*/9#E''4+")#3%'/.6#$%+)+"*1#0$"('"(#(.*(#+/#>';8$%&#%+0.#8+11#1+>'1;#+"0%'*/'#(.'#
%'1'7*"0'#/0$%'#3$%#*#4*%(+0-1*%#4*)'9#F+>'8+/'6#,-+1&+")#G-*1+(;#1+">/#,*0>#($#*#4*)'#8+11#+"0%'*/'#,$(.#(.'#+24$%(*"0'#
*"&#*00'//+,+1+(;#+"#(.'#2+"&#$3#(.'#%$,$(9#H$8'7'%6#4'$41'#/$$"#1'*%"'&#(.*(#(.'/'#*((%+,-('/#8'%'#%*(.'%#'*/;#($#
2*"+4-1*('9
I$%(-"*('1;6#(.'#&*;/#$3#C-"+$%#1'*)-'#,1*0>#.*(#DJK#4%*0(+0'/6#/-0.#*/#>';8$%&#/(-33+")#*"&#1+">#3*%2+")6#*%'#$7'%9#
:.'#/'*%0.#'")+"'#%$,$(/#*%'#/2*%('%#*"&#(.'#*1)$%+(.2/#*%'#2$%'#0$241'=9#L$(#$"1;#+/#+(#2$%'#&+33+0-1(#($#(%+0>#(.'#
/'*%0.#'")+"'#%$,$(6#+(A/#2$%'#$3#*#%+/>9#!3#(.'#/'*%0.#'")+"'#&'0+&'/#(.*(#*#<',#/+('#+/#(%;+")#($#3$%0'#+(/#8*;#-4#(.'#
4*)'#%*">+")#/(%-0(-%'#,;#-"'(.+0*1#2'*"/6#(.'#'"(+%'#&$2*+"#0*"#,'#,1*0>1+/('&#3%$2#(.'#/'*%0.#+"&'=9#:.*(#2'*"/#
"$#4*)'/#8+11#%'(-%"#$"#*#/'*%0.9
:.'#2$&'%"#DJK#4%*0(+0'/#*%'#G-+('#/+241'#*"&#/(%*+).(3$%8*%&9#:.'%'#+/#"$#(%+0>'%;#B#"$#0$241'=#/0.'2+")#$%#
-"&'%.*"&'&#(*0(+0/9#!(A/#2$%'#*,$-(#31*81'//#'='0-(+$"#*"&#*#,+(#$3#0%'*(+7+(;9#M-*1+(;#0$"('"(#*"&#+",$-"&#1+">/#*%'#
/(+11#*#2-/(9#?"&#+(#+/#+24$%(*"(#($#.*7'#*#/$1+&#>"$81'&)'#$3#>';8$%&#(%'"&/#*"&#$4(+2+5'#<',#/+('/#*00$%&+")1;9
!"##"$ %&'()"*+,- 9&!"#$%"$#&'(%)$#*"+&,*#-&.$(/&.$01/#0 6

3. -+$/"0)$1*$0($2&3+41)"'$5670)#$2(8/089$$$
D'*%0.#'")+"'/#*%'#0$"/(*"(1;#0%*81+")#(.'#!"('%"'(#*"&#-4&*(+")#(.'#+"&'=6#,*0>1+">/#*"&#4*)'#%*">+")#0%+('%+*9#
I$0-/+")#$"#N$$)1'6#(.'#+"3$%2*(+$"#0$"0'%"+")#(.'/'#-4&*('/#+/#2*&'#*7*+1*,1'#($#(.'#4-,1+0#O(;4+0*11;#'7'%;#(.%''#
2$"(./#$%#/$P9#H$8'7'%6#$"0'#(.'#"'8/#$3#(.'/'#0.*")'/#+/#2*&'#4-,1+06#(.';#.*7'#*1%'*&;#,''"#+"#'33'0(#3$%#/'7'%*1#
8''>/9#:.'/'#/2*116#3%'G-'"(#-4&*('/#*%'#"$(#*1)$%+(.2#-4&*('/9#:.+">#$3#(.'2#2$%'#*/#*>+"#($#(.'#8''>1;#7$(+")#
4$11/#(.*(#(*>'#41*0'#+"#2$/(#*(.1'(+0#$%)*"+5*(+$"/Q#/*2'#/;/('2#+"#41*0'6#C-/(#-4&*(+")#(.'#3+)-%'/9
?"#*0(-*1#*1)$%+(.2#-4&*('#+/#*#0.*")'#($#(.'#'"(+%'#/;/('29#!(#+/#*#0.*")'#($#(.'#/0$%+")#2'(.$&/9#!(#+/#*#0.*")'#($#
(.'#0$%'#7*1-'/9#!(#+/#*#0.*")'#($#(.'#3-"&*2'"(*1#3*0($%/#(.*(#(.'#%$,$(#-/'/#($#&'('%2+"'#*#<',#4*)'A/#4#&#:0(;#6#
1'6+4)0(;##*"&#0;;#**1<1&1)8#B#*"#'"(+%'#/;/('2#0.*")'9#:.+">#$3#*1)$%+(.2#-4&*('/#*/#*>+"#($#*"#*(.1'(+0#
$%)*"+5*(+$"#/0%*44+")#(.'#7$(+")#*11#($)'(.'%#*"&#2$7+")#($#*#41*;$339#
="8$>0,,#1(#9$="8$?+/9
?00$%&+")#($#N$$)1'A/#$8"#/(*('2'"(/6#*#/'*%0.#'")+"'#/.$-1&#,'#*,1'#($#&$#(.%''#(.+")/#*"&#+(#/.$-1&#&$#(.'2#8'11@
R9 S%*81#*#1$(#$3#<',#4*)'/
T9 !"&'=#(.$/'#4*)'/#*"&#&'('%2+"'#(.'+%#0%'&+,+1+(;
:; U*">#(.'#2$/(#%'1'7*"(#4*)'/#3$%#!"('%"'(#/'*%0.'%/#V#,0*)
U*">#(.'#2$/(#%'1'7*"(#4*)'/#3$%#!"('%"'(#/'*%0.'%/#V#,0*)
:.'#4'$41'#*(#N$$)1'#3''1#(.*(#(.'#0-%%'"(#*1)$%+(.2#+/#"$(#4'%3$%2+")#(.'/'#,*/+0#3-"0(+$"/#*/#,'/(#+(#0$-1&9#
:.'%'3$%'6#N$$)1'#+/#.*%&#*(#8$%>#&'7'1$4+")#*#2*C$%#0.*")'#($#(.'#*1)$%+(.26#0$&'#"*2'&#W0*33'+"'9X#N$$)1'#
S*33'+"'#4%$2+/'/#($#&'1+7'%#3*/('%#%'/-1(/6#*#,+))'%#+"&'=6#+24%$7'&#*00-%*0;#*"&#2$%'#0-%%'"(#+"3$%2*(+$"9
?&&+(+$"*11;6#(.'%'#+/#/$2'#/4'0-1*(+$"#(.*(#N$$)1'#8*"(/#($#(8'*>#+(/#0-%%'"(#*1)$%+(.2#($#>''4#-4#8+(.#(.'#1*%)'#
G-*"(+(+'/#$3#"'8#0$"('"(#(.*(#*%'#,'+")#)'"'%*('&#'7'%;#2+"-('#$"#%*4+&1;#)%$8+")#/$0+*1#2'&+*#<',#/+('/6#/-0.#*/#
:8+(('%#*"&#I*0',$$>9
2$-(#0@$A##@9
<.+1'#S*33'+"'#+/#/(+11#-"&'%#&'7'1$42'"(6#(.'#4'$41'#*(#N$$)1'#.*7'#&'0+&'&#($#2*>'#*#/*"&,$=#7'%/+$"#*00'//+,1'#
($#(.'#4-,1+0#+"#.$4'/#$3#)*+"+")#0$"/(%-0(+7'#0%+(+0+/2#3%$2#<',#/'*%0.'%/9#Y'1$8#+/#*#,%'*>&$8"#$3#.$8#(.'#"'8#
N$$)1'#8$%>/#+"#0$24*%+/$"#8+(.#$1&#N$$)1'9#:.'#'=*0(#/*2'#/'*%0.#('%2/#8'%'#'"('%'&#*(#(.'#'=*0(#/*2'#(+2'#+"($#
N$$)1'A/#0-%%'"(#/'*%0.#'")+"'#*"&#(.'#S*33'+"'#/*"&,$=9
!"##"$ %&'()"*+,- 9&!"#$%"$#&'(%)$#*"+&,*#-&.$(/&.$01/#0 :

4. .&7$B++3&#$C
?#/$B++3&#$C$
-6##7$C$ D(7#E$C$
Z$-#0*"#/''#(.*(#S*33'+"'#/1+).(1;#$-(4'%3$%2/#(.'#
Z$-#0*"#/''#(.*(#S*33'+"'#/1+).(1;#$-(4'%3$%2/#(.'# !(A/#.*%&#($#('11#,;#/+241;#1$$>+")#*(#(.'#/'*%0.#%'/-1(/#
!(A/#.*%&#($#('11#,;#/+241;#1$$>+")#*(#(.'#/'*%0.#%'/-1(/#
0-%%'"(#7'%/+$"#$3#N$$)1'#+"#('%2/#$3#G-+0>"'//#+"#
0-%%'"(#7'%/+$"#$3#N$$)1'#+"#('%2/#$3#G-+0>"'//#+"# 8.'(.'%#$%#"$(#*#/'*%0.#'")+"'A/#+"&'=#.*/#)%$8"#
8.'(.'%#$%#"$(#*#/'*%0.#'")+"'A/#+"&'=#.*/#)%$8"#
%'(-%"+")#/'*%0.#%'/-1(/9#H$8'7'%6#(.'#(.+%(''"#
%'(-%"+")#/'*%0.#%'/-1(/9#H$8'7'%6#(.'#(.+%(''"# /+)"+3+0*"(1;9#Z'/6#S*33'+"'#%'(-%"'&#FGHHH#2$%'#
/+)"+3+0*"(1;9#Z'/6#S*33'+"'#%'(-%"'&#FGHHH#2$%'#
.-"&%'&(./#$3#*#/'0$"&#/*7'&#2+).(#"$(#2*>'#2-0.#
.-"&%'&(./#$3#*#/'0$"&#/*7'&#2+).(#"$(#2*>'#2-0.# %'/-1(/#(.*"#N$$)1'A/#0-%%'"(#'")+"'Q#.$8'7'%6#$(.'%#
%'/-1(/#(.*"#N$$)1'A/#0-%%'"(#'")+"'Q#.$8'7'%6#$(.'%#
$3#*#&+33'%'"0'#+"#(.'#1$")#%-"9#!(A/#.*%&#($#+2*)+"'#
$3#*#&+33'%'"0'#+"#(.'#1$")#%-"9#!(A/#.*%&#($#+2*)+"'# /'*%0.#0$24*%+/$"/#.*7'#%'/-1('&#+"#S*33'+"'#
/'*%0.#0$24*%+/$"/#.*7'#%'/-1('&#+"#S*33'+"'#
.$8#*";#/'*%0.#%'(-%"'&#+"#-"&'%#.*13#$3#$"'#/'0$"&#
.$8#*";#/'*%0.#%'(-%"'&#+"#-"&'%#.*13#$3#$"'#/'0$"&# %'(-%"+")#/+)"+3+0*"(1;#3'8'%#%'/-1(/9
0$-1&#,'#8*/(+")#*";$"'A/#(+2'
I#471;)9
<.+1'#$(.'%#0$"(%+,-(+")#3*0($%/#*%'#&+33+0-1(#($#('11#*(#(.+/#(+2'6#+"01-&+")#*00-%*0;#*"&#%'1'7*"0'6#+(#*44'*%/#(.*(#
N$$)1'#S*33'+"'#+/#.'*&+")#+"#(.'#%+).(#&+%'0(+$"6#*00$%&+")#($#N$$)1'A/#1+/('&#)$*1/9#Y-(#(.'#1+")'%+")#G-'/(+$"#$3#.$8#
(.'#0.*")'#8+11#*33'0(#+"&+7+&-*1#,-/+"'//'/#%'2*+"/#-"*"/8'%'&9#<'#8$"A(#%'*11;#>"$8#-"(+1#(.'#3+"+/.'&#4%$&-0(#+/#
1*-"0.'&Q#*"&#(.+/#0$-1&#.*44'"#+"#*#2$"(.6#*#;'*%6#$%#1$")'%9#
!"##"$ %&'()"*+,- 9&!"#$%"$#&'(%)$#*"+&,*#-&.$(/&.$01/#0 <

5. H$8'7'%6#(.'%'#*%'#*#3'8#(*>'*8*;/#*(#(.+/#4$+"(9
• <',#/+('/#(.*(#4%$7+&'#)$$&#0$"('"(#8+11#,'"'3+(
• F+).('%#4*)'/#(.*(#1$*&#3*/('%#8+11#,'"'3+(#O(.+">#2$%'#('=(6#1'//#31*/.P
• ?#/$0+*1#2'&+*#4%'/'"0'#+/#4*%*2$-"(
• [*>'#1+">+")#$44$%(-"+(+'/#'*/;
J+4$K+4#$D(,+4'0)1+(
:$#1'*%"#2$%'#*,$-(#(.'#3-"#3+11'&#8$%1&#$3#*1)$%+(.2/6#N$$)1'#+"&'=+")#*"&#/'*%0.#'")+"'#$4(+2+5*(+$"6#0$"(*0(#Y+11#
Y*1&'%*5#$%#?2;#[*%/.*11#$3#<',,'&#[*%>'(+")#*(#]]V^^_V`aT#$%#]R_VTaRV_^]9#
2<+L)$=#<<#7$K04@#)1(3
<',,'&#[*%>'(+")#+/#*#('*2#$3#'=4'%(/#+"#(.'#!"('%"'(#2*%>'(+")#3+'1&9#:.'+%#)$*1#+/#($#)%$8#,-/+"'//'/#(.%$-).#(.'#
*441+0*(+$"#$3#!"('%"'(#%'/$-%0'/9#:.'#3+%2#/4'0+*1+5'/#+"#/'*%0.#'")+"'#$4(+2+5*(+$"6#$"1+"'#*&7'%(+/+")#*"&#/$0+*1#
2'&+*#/(%*(')+'/9#b+/+(#88898',,'&2*%>'(+")90$2#$%#3$11$8#-/#$"#:8+(('%#$%#,'0$2'#*#3*"#$"#I*0',$$>#3$%#2$%'#
+"3$%2*(+$" # 9
!"##"$ %&'()"*+,- 9&!"#$%"$#&'(%)$#*"+&,*#-&.$(/&.$01/#0 =