Google Phantom Update

Google's "Phantom update" refers to a series of largely unverified updates by Google, which began to roll out in mid-May 2015. These algorithm tweaks have caused significant fluctuations in search rankings globally, but unlike the Penguin update or the Panda update, no consistent pattern has been observed.

Background on the Phantom update

In May 2015, numerous SEO experts globally noted dramatic shifts in search results. Several websites experienced a significant drop in visibility, affecting various types of websites, from advisory platforms to e-commerce and news sites. There was speculation about a new iteration of the Panda or Penguin algorithms. In June 2015, Google confirmed updates related to website quality assessment; both Gary Illyes and John Müller commented on these changes. The SEO community dubbed it the "Phantom" update, or simply a "quality update," due to Google's silence on the specific website areas impacted.

Chronology of the Phantom updates

Since May 2013, there have been five Phantom updates:

• Phantom I, May 2015: A new core algorithm update was rolled out by Google with no additional details.
• Phantom II, June 2015: Many websites experienced over 50% traffic loss. Initially unconfirmed, this update had global ranking impacts. Analysis of the Phantom II update
• Phantom III, December 2015: Following the release of Google's quality rater guidelines, ranking fluctuations were observed, possibly considering user intent and content quality. Analysis of the Phantom III update
• Phantom IV, July 2016: Google reassessed quality signals, causing significant ranking changes, though the update wasn't officially confirmed. Analysis of the Phantom IV update
• Phantom V, February 2017: Notable movements in SERPs were analyzed, showing patterns of the Phantom series. Analysis of the Phantom V update

What are the effects and goals of the Phantom update?

The "Phantom" updates did not target a specific group of websites, but they did lead to a rapid decline in rankings for many. The primary goal of these updates was to enhance website quality and, consequently, improve search result quality. Google continually adjusts its core algorithm to achieve this, though it doesn't specify which website elements are impacted.

When focusing on website quality, various optimization aspects can be relevant to the Phantom update.

How can webmasters react to the Phantom update?

Despite the elusive nature of Phantom updates, the solution for webmasters is straightforward: enhance website quality. Key areas include:

• Webmaster guidelines: Google's guidelines for webmasters outline actions for SEOs and webmasters to ensure website quality meets search engine and user expectations, explicitly excluding spam and manipulative practices like keyword stuffing.
• Content: High-quality websites feature unique, valuable content that is regularly updated. Content relevance and alignment with user intent are crucial, as is ensuring content is easily consumable and error-free.
• Technology: Quality websites are user-friendly for both visitors and search engines, offering a seamless user experience from fast loading times to intuitive navigation. Consistent usability across all devices is also critical.

Additional quality factors, such as internal linking, meta information usage, and incoming/outgoing links, can also influence the Phantom algorithm.

Outlook and conclusion

The timing of Google's next core algorithm update remains uncertain. However, the focus on "website quality" persists. Due to limited update details, webmasters must prioritize optimal quality across all website aspects. Google's mobile update demonstrated its ability to announce changes clearly, prompting global webmaster compliance. With Phantom updates, Google's strategy of minimal detail disclosure appears to encourage rigorous website optimization. Google's interest in high-quality websites is strategic, as superior search results enhance its reputation, ultimately boosting advertising placements and clicks.

It is likely that Phantom updates will eventually become continuous like Penguin and Panda, reducing the stark impact observed in previous updates.