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The May 2023 core update highlights how different types of businesses are affected.

In the past, Google created and publicized named algorithm updates like ‘Panda’, ‘Penguin’ and ‘Hummingbird’ focused on introducing a major change to improve results quality. Google was fairly open about the goal of an update and the impact it could have.

Today, named updates are less common, instead, you will probably have noticed that Google makes several ‘Core updates’ each year that it may announce through its Search liaison Twitter channel or its Webmaster Tools blog.

In May we have seen a core update notified as usual via the Google Search Liaison Twitter channel that we recommend you follow:

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all ‘hands-on’ marketers need to understand the main factors so they can ask the tough questions of SEO specialists and agencies.

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In their post What webmasters should know about Google’s core updates Google explains these like this:

“Each day, Google usually releases one or more changes designed to improve our search results. Most aren’t noticeable but help us incrementally continue to improve.

Sometimes, an update may be more noticeable. We aim to confirm such updates when we feel there is actionable information that webmasters, content producers, or others might take about them.

Several times a year, we make significant, broad changes to our search algorithms and systems. We refer to these as “core updates.”

In the Webmaster tools blog post, Google notes that usually there is nothing wrong with pages that perform less well after a core update. Instead, the changes are about improving Google’s systems to assess content overall.

Actions for businesses to take?

Given that the core updates could make a significant difference to your traffic and business you should ensure you routinely track the impact of these through monthly or weekly reviews.

We recommend you either use Google Analytics or Google Search Console to track changes each month or you could implement a dedicated change monitoring dashboard like this created by Google Analytics consultant Aleyda Solis.

4 case studies to provide further insight into how google core updates affect businesses in different ways

Article by Glen McCabe has four insightful case studies that show how core updates affect businesses in different ways. 

Here are some of the insights from Glen McCabe’s review that identified key areas to be considered:

Case 1 – Recovery From The March 2023 Core Update

The first case study is how a site recovered from the March 2023 core update which experienced a 40% drop in traffic.

The site had several key UX issues, including having giant calls to action pushing down the main content throughout the site.

The site combined some important content on one page that should have been on multiple pages.

As the site specialized in the health/medical sector it’s categorized as “Your money or your life” (YMYL). This means, any site that can “impact a person’s future happiness, health, financial stability, or safety” is held to a higher standard. So, it’s important to make sure that content is written by expert-level authors to maintain this level of standard.

Several technical SEO problems were discovered. For example, the site’s internal linking structure was effecting key pages throughout the site from linking directly to other key pages.

Case 2 – From Medieval Panda to Core Updates and Beyond

The second case study is an example of how a large-scale, complex site in the news sector addressed overall site improvements and introduced a continuous audit process to help manage core updates.

This case study highlights the importance of identifying important lower-quality URLs that can affect performance to help a site maintain high-quality indexation.

When managing complex sites, more technical SEO issues can occur. So, the lesson from the case study is to continually analyze the site to surface those issues and fix them as quickly as possible. For example, canonical problems, render problems, meta robots tag issues, chúng tôi issues, performance problems, are some technical issues to review.

In line with the E-AT acronym, it is important to recognize the strengths of your content and site performance. Authority was a strength for this news organization, so the action taken was critiquing content to be consistently positioned in this way.

Case 3 – The Ghost of Fred And A Reminder To Continually Analyze

The third case study is an example of a site that has experienced challenges from major algorithm updates and how they have recovered from these updates. This is common when sites are operating in a competitive niche where there is very similar content to the competition.

Tough Niche and The Need To Differentiate Your Site

Google organic traffic had dropped by 40% since the May update. An audit on the site identified that too many similarities in content were being featured on the site vs other competitors in the market. This means sites need to differentiate as much as possible from competitors in the market, as it becomes very hard for Google to determine which site should rank well over other players.

The depth of content across the site, specific to the niche sector was identified as a factor affecting performance. When this occurs it is important to review and update low-quality index pages, to support the improvement of the overall quality indexation of the site.

Case 4 – Recovery From A Non-Core Update During The May 2023 Core Update

The final case study is of an affiliate site that experienced a 44% drop in traffic, pretty much overnight.

Although the site was centered around an affiliate platform, the CTAs on-site were large and disruptive across the site. This positioning on-site, also affected how content was featured on-site, which most of the time was pushed to the bottom of the page, creating UX issues.

Across the case studies, a recurring theme is on a lack of depth to quality content across sites. This is especially important when reviewing actions to take with google core updates, as low-quality content is evaluated by goggle during updates as well.

Reviewing redirecting and followed links on-site is another area to review during the updates. This example identified redirects set up from several older URLs on-site to a sister site of the company.


Based on the insights from the above case studies. Google core updates can make a significant impact on site performance and these drops in traffic can be instant. As for many marketers, this would be quite an alarming position to be stuck in, if you started work one morning and experienced these drops.

Following the guidelines, regular monitoring of the SEO technical performance of a site and committing to high quality and relevant content across the site appears to be a good start point. Some of the insights shared from the case studies demonstrate areas for marketers to review from the lastest google core update.

Additional Resources and tools to help marketers monitor the latest google core update

Aleyda Solis: Analyzing A Recent Google Update Impact via Search Console Data w/ a Segmented Google Data Studio Report

Google Webmaster tools blog: What webmasters should know about Google’s core updates

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Big Data Case Studies: Parking To Media To Hr

You expect to see Big Data analytics used in the technology sector for all types of applications, including social media, sales, user logins, and security violations. You also expect to see Big Data applied to medicine, travel, retail business, demographics, and the television and film industries.

But there are a few places that you might not expect to find the application of Big Data and analytics – situations that the uninitiated might refer to as mundane. These so-called mundane Big Data applications result in billions of dollars in revenue to start-up companies as well as blue chips. Big Data is big business and data collectors are everywhere.

Big Data is one of those terms that appears so often in technology articles that it could have its own analytics realm associated with it. One can imagine a data warehouse query that asks how many unique appearances of the term “Big Data” have there been since January 1, 2000. One can also imagine a numerical result in the hundreds of thousands.

This article offers case studies of some of the unusual places that you’ll find Big Data and analytics. Some of them will surprise you, while others will make you wonder why it’s important to know what the data offers. But Big Data proponents maintain that all these collected data points form patterns that, in some cases, promise to improve the quality of your life, while others may not be so beneficial.

These six Big Data applications are in no particular order.

1. Parking

With at least two parking spaces available for every man, woman, and child in the US, you’d think that parking wouldn’t be a problem, but it is. It’s a big problem—a big problem that companies like Smarking want to solve with Big Data analytics.

You might find it surprising, but parking facilities lose large amounts of money due to unused spaces. During busy times most of these business lack a demand control tool.

Smarking’s data allows parking businesses to improve their operations, boost their revenues, and increase their customer satisfaction. Its data helps parking managers to optimize staffing by reducing the number of staff during predictably slow times and by increasing staff during busy times.

Smarking’s other Big Data information allows facility managers to access competitive pricing data, customer segmentation data, demand predictions, staffing tables, and even a revenue simulator. The next time you park, you might want to consider the science behind what you’re doing and your contribution to it.

2. Skiing

In 2003, SKI magazine conducted a study about ticket fraud at ski resorts and estimated that eight percent of ticket revenue is lost due to theft. Now, ski resorts use RFID tags inserted into the tickets. The result is that ski resorts can gather data on the busiest slopes, help track skiers, supply skiers with their own statistics, and have decreased ticket fraud to near zero. The new tickets also speed up the often long lift lines by allowing automated scanners to track tickets.

Big Data doesn’t just happen with tickets. Ski resort managers rely on complex data from weather prediction sources to tell them when and where to make snow or to not make snow on a daily basis during ski season. Without this continuous stream of data, managers would have to rely on weather reports that might have a several hour lag time.

Big Data analytics also informs resorts of how often skiers visit the resort in order to make discount offers to them.

But the most surprising use of Big Data and skiing comes from ski equipment manufacturers who use Big Data analytics to manage purchasing and production. Production cycles have been reduced to a few weeks. And Tecnica Group, one of Europe’s largest sportswear brands, and maker of Blizzard Skis, Nordica skis and boots, Moon Boots and Rollerblade uses IBM Cognos to reconfigure its production lines. Tecnica Group reports that its Big Data analytics has helped it become 48 percent more accurate in predicting demand and has resulted in 30 percent less idle time on the production line.

3. Outdoor media

Route’s initial research project includes 160 million records and 1,600 towns. This vast amount of data was gathered from interviews, eye-tracking information, and GPS information from participants. Some of the data points extracted from the survey and study provide insight into travel times, distances, age ranges, day of week information, and peak travel times.

4. Traffic

Big Data analytics supplies wear and tear data to rock-dropping truck drivers  and flag waving construction crews. Traffic data assists city planners in creating alternate routes during events. It also provides valuable feedback in timing traffic lights that seem to spend more time on red than green.

You might be surprised that clever city engineers are actually using your Bluetooth, Wi-Fi, GPS, and cellular data to gather information about commuter travel and traffic habits. That’s right, they’re using your transmissions to gather data. And they use it because setting up equipment to monitor major roadways is very expensive – and monitoring every tributary along the way would empty the coffers of the country’s financially flushest cities.

Using relatively inexpensive sensors allows city planners and engineers to divert traffic in cases of accidents, construction, events, funerals, or weather conditions. But the solution doesn’t stop at simply monitoring and diverting traffic to less congested routes. The future of connected car technology will allow messages to be sent directly to drivers during their commutes. In the meantime, apps such as Waze are providing communities with real-time traffic information from the app users themselves.

5. Employee hiring

Cornerstone, formerly Evolv, helps companies to recruit, train, and manage their employees. The company also assists government agencies, schools, non-profits, and medical facilities manage the entire employee life cycle. Yet it’s how Cornerstone helps companies manage employees that’s so interesting.

Its analysts pore through millions of human resources records to find out who succeeds at work and who does not. The company can also tell you who will stay longer, miss less work, and better adhere to company protocols.

Some Cornerstone clients develop their own hiring exams that focus on the traits that the companies desire in their new employees. Interesting findings that have come from Cornerstone’s research include:

·  Older employees have about half the attrition rate as younger ones.

·  Rehired employees leave companies 44 percent faster than new hires.

·  Employees with criminal backgrounds perform better than their non-criminal counterparts.

Big Data analytics plays a key role in using millions of records to extract personality traits, job success, retention information, job satisfaction, job mobility, and other data points relevant to the employee life cycle.

Cornerstone is one of three leaders, for the third year in a row, in Gartner’s Magic Quadrant for Talent Management Suites. The other two companies in the Leaders Quadrant are SAP (SuccessFactors), and Oracle (Talent Management Cloud).

6. Gambling

Big Data analytics is also used to find out what makes gamblers engage with a game and what makes them stay longer at a machine or at a table. And online gambling Big Data analytics are used for the same purpose—engagement, which translates to spending more time and money with a game. The more engagement a user has, the more likely he or she is to spend, and lose, to the house.

Photo courtesy of Shutterstock.

Future Of Cash: Impact Of Covid

The intersection of global emergency and revolutionary changes in international payment and transaction methods has called for a new way to maintain financial liquidity in markets.

Since the onset of the epidemic in December, businesses across the country have been facing volatile financial markets and concerns over future cash flows and uncertainty of revenue are increasing.

The whole world of small and medium-sized companies is on a constant struggle for survival due to frozen demands and the contingent government announced the lockdown.

COVID-19 is the result of a decrease in cash being used as a medium of exchange. Part of the reason is the inability to have physical access to execute such payments during lockdown.

The potential threat of money bills being the carrier of the virus made it a more discouraging option. These people have been forced to switch to digital payments as an urge to obtain essential goods.

Cash processing agencies, such as banks, are run in short hours or only for important transactions. Cashless payments can then become a permanent fixture in the economic exchange ecosystem.

However, a strong digital payment system has not yet been achieved in the country due to the many structural challenges that impede the growth in cashless transactions.

Electronic payments that faced many obstacles and hurdles in bricks and mortar shops, as well as challenges such as cybercrime, fraud, and privacy concerns.

The widespread move to contactless, cashless payment systems gives rise to concerns about the impact on low-income consumers, often mobile members and members of minority groups who do not have access to credit or debit cards.

For now, moving away from cash is obvious and cannot be dismissed completely. While a society that is not fully redeemed may not be the approach for the time being, the following factors are likely to affect market participants because the Kovid-19 epidemic will likely have a long-term impact on consumer behavior.

Reduced cash transactions in the system are facilitated by concerted efforts of various stakeholders.

Important considerations for Future of Cash

A complex Digital Payment Setup

A number of choice available with distinct technological frame and regulations make it hard to work for a normal citizen. What’s more, the absence of uniform technological progress has kept customers from embracing digital payment methods wholeheartedly.

The climbing rural inhabitants getting connected to high-speed net and smartphones, electronic startups have concentrated on creating bonded consumer-friendly methods to be able to construct confidence and induce adoption.

Aadhar-based welfare delivery along with a constant push towards formalization of trades are the cornerstones of their present government’s policies.

The introduction of the Unified Transaction Interface (UPI) and the Bharat Interface for Money (BHIM) program is accelerating the movement towards a cashless economy.

It has given an impetus to the emerging electronic transactions industry in India. What’s more, the government has come to the help of troubled citizens announcing simpler means of trade, moving cashless.

Also read: Top 10 Helpful GitHub Storage For Web Developers

The Intermediary interference and charges

The expenses related to internet payment via RTGS and NEFT programs also have produced a hindrance.

These methods aren’t only costly but also time-consuming in a time when there are lots of technologies available offering real-time fund transport. Startups are now focusing on technology providing faster digital payment options to the customers will have a better chance to get forward, POS terminals, Biometric Authentication Integration, QR Codes are used by onboard retailers.

Among the chief challenges in electronic payments is that the interchange fee. The Finance Ministry has announced relaxations like elimination of debit card ATM fees to help raise the amount of trades.

Maintenance of Data Security

Data storage is among the most crucial and essential facets of cashless payment procedures. The large risks related to cybersecurity have kept customers threatened by embracing digital payment.

Digital obligations Banks and E-Wallet businesses have set up secure, secure, and compliant information centres in their assumptions.

For improved safety measures, wallets and banks are currently utilizing Aadhar Based payment methods using Biometrics, OTP (One Time Password), EMV (Chip+Pin) technologies for card approval.

Collaboratively those have consistently helped in keeping data security for businesses in addition to customers.

Adherence to Regulatory Compliances

For electronic payments especially during pockets, you will find guidelines issued by RBI in India. These guidelines become revised on a timely basis that makes way for a more transparent ecosystem in the payments area.

Also read: Top 10 Best Artificial Intelligence Software

Response time 

There’s another significant challenge these payment methods face reaction time to perform a trade. The intricate authentication method and connected chances of payment frauds and failure have disheartened the consumers in several cases.

In spite of the motives behind it, each unsuccessful trade causes aggravation to a client. Repeated failures might even lead to customers feeling frustrated regarding the lender’s service quality and capacities.

These answers are recognized immediately for corrective steps to be undertaken. The contemporary UPI system which makes the authentication in-built in the smartphone has eliminated the time required to execute a trade.

Cryptocurrency – The new era of digital transaction

It’s not possible to delete or change information previously saved on the series because blocks are duplicated across several ledgers.

For the aforementioned mentioned reasons, blockchain is extremely secure. Each user has a exceptional private and public key. The public important acts as a username or an email address.

It enables users to move a cryptocurrency to and from other customers straight. The private key is comparable to a private password which provides individual users access to their own cryptocurrency accounts or electronic wallets.

Their end of the medical catastrophe is past anticipation, the main implication of the exact same would lead citizens becoming habituated to using digital payment systems, practically by force.

The technological set up of smartphone penetration improving considerably, with nearly 5.1 billion absolute unique cellular consumers and 3.7 billion exceptional cellular internet users, will help smooth adoption of electronic programs for payments.

Google’s John Mueller Discusses June 2023 Update Recovery

Google’s John Mueller was asked in a Webmaster Hangout what to do if a site is suffering a traffic loss due to Google’s June 2023 broad core algorithm update. John Mueller’s answer provided insights into understanding what is happening.

Then Mueller provided hope that Google may offer further guidance on what to do.

Webmaster Asks If It’s a Content Issue?

The person making the question states they’re a news publisher. They ask that because they deal in content, that it may be that the core update issue for them is content related.

Here is the question:

“We’re a news publisher website, primarily focusing on the business finance vertical. we probably have been impacted by the June Core Update as we’ve seen a drastic traffic drop from the June 1st week.

Agreed that the update specifies that there are no fixes and no major changes that need to be made to lower the impact.

But for a publisher whose core area is content news, doesn’t it signal that it’s probably the content, the quality or the quantity which triggered Google’s algorithm to lower down the quality signal of the content being put up on the website which could have led to a drop of traffic? “

The questioner states that webmasters need more guidance:

Not site specific, but category or vertical specific at least on how to take corrective measures and actions to mitigate the impact of core updates.

It would go a long way in helping websites who are now clueless as to what impacted them.”

Why Nothing to Fix

John Mueller did not suggest fixing anything specific. He explained that the reason there’s nothing specific to fix is because a core update encompasses a broader range of factors.

Google’s John Mueller explains:

“I think it’s a bit tricky because we’re not focusing on something very specific where we’d say like for example when we rolled out the speed update.

That was something where we could talk about specifically, this is how we’re using mobile speed and this is how it affects your website, therefore you should focus on speed as well.”

Core Update, Relevance and Quality

John Mueller then discussed the core updates within the context of relevance and quality updates. He did not say that core algo updates were specifically just about relevance or just about quality. He seemed to mention those to aspects as a way to show how these kinds of updates do not have specific fixes.

Here is how John Mueller explained it:

“With a lot of the relevance updates, a lot of the kind of quality updates, the core updates that we make, there is no specific thing where we’d be able to say you did this and you should have done that and therefore we’re showing things differently.”

John Mueller then explained, as an example, of how changes that are external to a website could impact how Google ranks websites.

This is what he said:

“Sometimes the web just evolved. Sometimes what users expect evolves and similarly, sometimes our algorithms are, the way that we try to determine relevance, they evolve as well.”

That may be the most a Googler has said so far to explain about core algorithm updates.

John mentions quality, but he also mentioned how users and the web evolve. That’s not a quality issue. Those are factors that are external to a website that need to be considered.

Nothing to Fix

John Mueller related that there aren’t specific things to fix. But he suggested that it may be useful to understand how users see your site, how useful your site is to users.

Here’s what John Mueller said:

“And with that, like you mentioned, you’ve probably seen the tweets from Search Liaison, there’s often nothing explicit that you can do to kind of change that.

What we do have is an older blog post from Amit Singhal which covers a lot of questions that you can ask yourself, about the quality of your website. That’s something I always recommend going through. , That’s something that I would also go through with people who are not associated with your website.”

John Mueller may have been citing a Webmaster Central blog post from 2011 titled, More Guidance on Building High-quality Sites

In it, the author provides a large number of questions a site owner should ask themselves about their content.

Here is a sample of the kinds of questions Google suggests you should ask yourself:

“Would you trust the information presented in this article?

Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?

Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?

Would you be comfortable giving your credit card information to this site?

Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?

Does the page provide substantial value when compared to other pages in search results?”

Ask a Third Party For a Critique

John Mueller then suggested that a third party that is unfamiliar with your site may be able to see issues that are not apparent to you.

What John Mueller said:

“So, often you as a site owner you have an intimate relationship with your website you know exactly that it’s perfect. But someone who is not associated with your website might look at your website and compare it to other websites and say, well, I don’t know if I could really trust your website because it looks outdated or because I don’t know who these people are who are writing about things.

All of these things play a small role and it’s not so much that there’s any technical thing that you can change in your line of HTML or server setting.

It’s more about the overall picture where users nowadays would look at it and say, well I don’t know if this is as relevant as it used to be because these vague things that I might be thinking about.

So that’s where I’d really try to get people who are un-associated with your website to give you feedback on that.”

John Mueller suggested asking in web communities, including the Webmaster Help Forums, to see how others see your site, if they could spot problems.

One issue with that is that every community have specific points of views that sometimes don’t allow them to get past their biases to see what the real problem is. That’s not a criticism but an observation on the nature of opinions is that they tend to vary.

Here’s what he said:

“…you can talk with other people who’ve seen a lot of websites and who can look at your websites and say well, I don’t know the layout looks outdated or the authors are people that nobody knows or you have stock photos images of instead of author photos. It’s like, why do you have that?

All of these things are not explicit elements that our algorithms would be trying to pinpoint but rather things that kind of combine to create a bigger picture.”

I know from experience that it’s not uncommon for a site owner who comes to me for help with their site is sometimes surprised that their site contains problems with their content, is outdated in some way or has room for improvement in the way the content is written.

Sometimes they intuit that something is wrong but they can’t see it. I once had a site owner come to me with a negative SEO problem but the feedback I received directly from Google was that they were suffering from content issues related to Google’s Panda algorithm.

It was a shock for them to hear that their content was bad. But having it confirmed by Google made them better able to see that yes, there were problems with the content.

Google May Provide Additional Official Guidance

Mueller then offered hope by suggesting he would inquire about providing additional guidance for web publishers.

Takeaway: See the Big Picture

The important takeaways are to be able to step back and see the big picture, which means:

Some issues are external to the website. For example, many fashion brands no longer publish blogs. An SEO recently attributed that to a failure in the content strategy. But that’s missing the big picture. The reason many fashion brands no longer publish blog posts is because users don’t consume that kind of content. They consume content on Instagram, Facebook, Twitter and other social media websites.

That’s an example of how users evolve and how it’s not a problem with your site, but rather a change in user habits that may be reflected in the kinds of pages that Google shows in the search results.

Takeaway: Algorithms Evolve

Google’s algorithm does not really match keywords to web pages. It’s about solving problems for users. Google’s increasingly updating how it understands what users want when they type a query. Google is also updating how it understands the problems that a web page solves.

A website that focuses too much on keywords and not enough on providing quick information to users who need it quickly and deep information to users who need depth, may find that Google’s algorithms no longer favor them. Not because your site is broken and needs fixing. But because it does not solve the problem for the user in the way Google has determined users want them solved.

Takeaway: Have a Third Party Review Your Site

Lastly, it may be helpful to have a fresh set of eyes review your website. If that doesn’t provide insights, then someone with experience diagnosing relevance issues may be useful.

Read: June 2023 Broad Core Algo Update: It’s More than E-A-T

Read: What is a Broad Core Algorithm Update?

Watch: Webmaster Hangout

Screenshots by Author, Modified by Author 

Your Guide To Google’s Exact Match Domain Algorithm Update

The EMD, or Exact Match Domain update, was a 2012 Google algorithm update that targeted exactly what it is named: exact match domain names.

The intent behind this update was not to target exact match domain names exclusively, but to target sites with the following combination of spammy tactics: exact match domains that were also poor quality sites with thin content.

There were really no other nicknames for this update. It went by the EMD update, or Exact Match Domain update.

The major weakness that these websites had was the fact that SEOs would buy domains with exact match keyword phrases, build a site out, but have extremely thin content with little to no value on them. It was extremely easy to do. So easy, in fact, that it was almost like taking candy from a baby in terms of easy SEO wins.

Before the update happened, Google’s Matt Cutts warned the industry that this was going to be a focus of a future update in a webmaster video published on March 7, 2011.

Dr. Pete Meyers at Moz published an article just prior to the release of the EMD update, asking whether EMDs were in decline. His accompanying data showed a sharp decrease in the influence that exact match domains had on actual rankings.

Cutts announced the EMD update on Twitter on September 28, 2012:

Industry Reactions & Discussions

Here are some industry reactions (for more, check out this thread on WebmasterWorld.

It makes me wonder what they mean by “Low Quality”.

-The second is not a quality site but not terrible. It is a two word keyword phrase .org without dashes. I could see it not being on page one based on it’s content, but there is no reason for it to be outside of the top 100. It is not that bad.

The EMD Update Was to be Run Periodically

Danny Sullivan at SearchEngineLand wrote that Google confirmed that the EMD algorithm is going to be run periodically, so that those that have been hit stay filtered or have a chance to escape the filter. This is also in place so that Google can catch what they may have missed during the last update.

Spammy Sites & Thin Content Were Big Hits

The goal of this update was to target spammy sites and sites with significant amounts of thin content providing little value beyond exact match words in the domain. Sites with stronger brand recognition and high quality content were less likely to be hit.

What If You Were Hit By the EMD Update?

If you were hit by the update, and you wanted to recover, the general consensus of the proper plan of attack was very similar to Panda:

You would want to get rid of and/or improve the poor quality content. Please note: Google has officially recommended that improving poor quality content is mostly the best solution, as opposed to removing low quality pages entirely.

A link profile audit would be beneficial to identify spammy inbound links that had low trust signals, and engage in a link remediation/removal campaign to remove them.

Then, revising your routine to add new custom, amazing content to your site every day.

And finally: engage in an SEO link acquisition campaign to increase your website’s trust and authority. After the removal of the bad links, continued acquisition would be necessary.

Was There a Pattern to Sites Hit By This Update?

Dr. Pete at Moz released a detailed study on this update. Based on his measurements of who got hit, approximately 41 EMDs fell out of the top 10, with a net change of about 36 domains after 5 new EMDs entered the top 10). One example site that fell out of the top 10 had an exact match domain. While it wasn’t exactly a spammy site, it was a fairly decent site whose only crime was choosing a keyword rich domain over the branded domain.

The majority of sites in the mix did seem to have more signals that communicated lower quality – things like low-authority, spammy link acquisition, aggressive keyword use, etc. – and they appeared to be ranking just because of the fact that they had an EMD.

There was no clear pattern discernible by Dr. Pete’s data, and thus most SEOs were forced to assume that multiple factors not identified publicly by Google were being weighed by them.

EMD Update Case Studies

In August 2023, Mark Preston published a case study that tracked the effectiveness of exact match domains and local SEO. The study was inconclusive, but results seemed to point towards at least some effectiveness of exact match domains remaining today.

This case study in late 2014 examined the effectiveness of exact match domains.

Result: It is the quality that matters. If you use an exact match domain, make sure to build out the site with quality content and quality link acquisition. Focus on the major sustainable quality factors that will help you build a successful site, and you should not incur a penalty or other negative action as a result of your efforts. These factors are: quality, uniqueness, authority, relevance, and trust.

Updates From Google Since 2012

Do Exact Match Domains Help or Hurt Google Rankings? John Mueller Weighs In.

Lingering Myths & Misconceptions About the EMD Update

Despite Google’s public stance about the EMD update closing the exact match domain name optimization loophole, some misconceptions remain that buying exact match domains actually works.

Well, it does, to a point.

When purchasing an exact match domain, most webmasters today have good intentions. They have higher quality standards when it comes to building websites. They’ve learned from their mistakes, and there won’t always be situations where these sites are built just for the sake of the EMD.

This author believes that the situation where you have a real gray hat SEO going after exact match domains with gusto is something that is extremely rare nowadays. The filter has been in place, (almost) everyone learned from their mistakes, and most (if not all) webmasters want to stay on Google’s good side. This author thinks that there is less of a misconception nowadays than there used to be.

The biggest misconception back then was that Google was going after all exact match domains. They had in fact stated they were going after low-quality exact match domains, so not all exact match domains were affected negatively by this update. It is important to define the distinction here, because this misconception still continues to linger.

How Did the EMD Update Change SEO?

Even back in 2012, using exact match domains was never a valid technique per Google’s webmaster guidelines. It was considered gray hat, because you were technically manipulating the search results even though it was never clearly black hat.

Because of the prevalence of the technique at that time, Google felt it was necessary to close this loophole.

There were many issues that Panda attempted to solve when it came to sites with low quality content. But, when it came to exact match domains, Panda was not doing much of a great job.

The arrival of the EMD update meant that SEOs could not just purchase a site with exact-match domains, build out some low quality content, and let it sit there and call it a day.

This update meant that SEO was about to get more complex, not quite as easy, and everyone knew that easy ranking wins for clients were over. Now, it would be necessary to plan out everything: on-page SEO, content marketing, link acquisition, everything. It would not be as simple as building out a site instantly and seeing almost immediate rankings benefits.

Resources & Further Reading on Google’s EMD Update

Windows Update Pending Install? 4 Ways To Fix It

Windows Update Pending Install? 4 Ways to Fix It Everything you need to complete the installation of your updates




When you see the W

indows update pending install message

, the updates don’t install.

A solution to this issue is to run the Windows Update troubleshooter and restart your PC.

Another approach is to make system changes using a dedicated command-line app.



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Windows updates are automatically downloaded when available and are usually installed automatically. However, some users reported the downloaded updates’ status to be pending on install.

Below are some of the factors that can cause the pending install Windows Update issue:

Metered connection: Using a metered connection is one of the ways to stop automatic Windows updates. Hence, your updates will be pending until you allow them.

Issues with the update process: Sometimes, the status of your Windows update might read: pending install. This can happen if the process runs into some glitches. You can fix this quickly by running the Windows update troubleshooter.

Listed below are some troubleshooting steps you should try before moving to the sophisticated fixes in this section:

Restart the PC. Take immediate action in case of facing Windows not restarting issues.

Reboot your modem.

If you can’t install your updates after these preliminary fixes, you can move to the solutions below.

In some cases, your Windows update might be stuck on pending install, because of minor glitches. Running the built-in troubleshooter should clear this up.

2. Reset the required components

Sometimes, the Windows update pending install issue might be because the needed components run into problems. Running the commands above will help reset everything.

Some users reported that they were able to fix the issue by running only the first command. So, you can also check if you can install the update after running it.

Expert tip:

One of the ways to stop the automatic download and installation of updates is to set your internet as a metered connection. However, this can also be the reason for the Windows update pending install issue.

Hence, you should allow the update over your metered connection temporarily. Also, you can toggle the switch backwards and forward if you are not on a metered connection. This has fixed the issue for some users.

One of the things that cause the Windows update pending install issue is a faulty cache. You need to stop the Windows Update service and clear the cache before you can get past this issue.

After doing this, you can now try to download and install your updates again.

We have come to the end of this detailed guide. We hope that our solutions can help you with the Windows update pending install issue.

If Windows update is not showing for you, check this excellent guide to bring them back.

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