2014 Updates Page Layout #3 February 6, 2014

Google "refreshed" the r page layout algor th!, also "#o$# as "top hea%y"& 'r g #ally lau#(hed # )a#uary 2012, the page layout algor th! pe#al *es s tes $ th too !a#y ads abo%e the fold&

Google Updates +ts Page Layout ,lgor th! -o Go ,fter . tes "-op /ea%y" 0 th ,ds 1.2L3 2013 Updates ,uthorsh p .ha"e4up 5e(e!ber 16, 2013

,s pred (ted by 7att 8utts at Pub(o# Las 9egas, authorsh p !ar"4up d sappeared fro! roughly 1:; of <uer es o%er a per od of about a !o#th& -he fall botto!ed out arou#d 5e(e!ber 16th, but the #u!bers re!a # %olat le a#d ha%e #ot re(o%ered to earl er h ghs&

Google=s 5e(e!ber ,uthorsh p .ha"e4up 17o*3

,uthorsh po(alypse> -he Great Google ,uthorsh p Purge /as ?egu# 19 ra#te3 U##a!ed Update 5e(e!ber 1@, 2013

,l!ost all global fluA tra("ers reg stered h stor (ally h gh a(t % ty& Google $ould #ot (o#f r! a# update, suggest #g that they a%o d updates #ear the hol days& 7o*8ast also reg stered a r se # so!e Part al47at(h 5o!a #s 1P75s3, but the patter#s $ere u#(lear&

-he ? ggest .2BP FluA . #(e Pe#gu # 2&0 15eCa# .2'3

Google 5e# es , 7aCor Update '# 5e(e!ber 1@th 1.2L3

U##a!ed Update Do%e!ber 14, 2013

7ult ple Google tra("ers p ("ed up u#usual a(t % ty, $h (h (o4o((urred $ th a report of $ despread 5D. errors # Google 0eb!aster -ools& Google d d #ot (o#f r! a# update, a#d the (ause a#d #ature of th s fluA $as u#(lear&

0as -here a Do%e!ber 14th Google UpdateE 17o*3

0as -here , Google Update '# Do%e!ber 14thE 1.2B3 Pe#gu # 2&1 1#:3 '(tober 4, 2013

,fter a 441F2 !o#th gap, Google lau#(hed a#other Pe#gu # update& G %e# the 2&1 des g#at o#, th s $as probably a data update 1pr !ar ly3 a#d #ot a !aCor (ha#ge to the Pe#gu # algor th!& -he o%erall !pa(t see!ed to be !oderate, although so!e $eb!asters reported be #g h t hard&

Pe#gu # :, 0 th -he Pe#gu # 2&1 .pa!4F lter #g ,lgor th!, +s Do$ L %e 1.2L3

Google Pe#gu # 2&1 0as , ? g / t 1.2B3 /u!! #gb rd ,ugust 20, 2013

,##ou#(ed o# .epte!ber 26th, Google suggested that the "/u!! #gb rd" update rolled out about a !o#th earl er& 'ur best guess t es t to a 7o*8ast sp "e o# ,ugust 20th a#d !a#y reports of fluA fro! ,ugust 20422& /u!! #gb rd has bee# (o!pared to 8affe #e, a#d see!s to be a (ore algor th! update that !ay po$er (ha#ges to se!a#t ( sear(h a#d the G#o$ledge Graph for !o#ths to (o!e&

F,HI ,ll ,bout -he De$ Google "/u!! #gb rd" ,lgor th! 1.2L3

.o!e Beports 'f ,# ,ugust 21F22 Google Update 1.2B3

+#4depth ,rt (les ,ugust 6, 2013

Google added a #e$ type of #e$s result (alled " #4depth art (les", ded (ated to !ore e%ergree#, lo#g4for! (o#te#t& ,t lau#(h, t #(luded l #"s to three art (les, a#d appeared a(ross about 3; of the sear(hes that 7o*8ast tra("s&

+#4depth art (les # sear(h results 1Google3

+#s de +#4depth ,rt (lesI 5 sse(t #g Google=s Latest Feature 17o*3 U##a!ed Update )uly 26, 2013

7o*8ast tra("ed a large Fr day sp "e 110:J F3, $ th other sour(es sho$ #g s g# f (a#t a(t % ty o%er the $ee"e#d& Google has #ot (o#f r!ed th s update&

0as -here , 0ee"e#d Google UpdateE 1.2B3

7o*8ast Update 1GoogleK3 G#o$ledge Graph 2Apa#s o# )uly 16, 2013

.ee! #gly o%er# ght, <uer es $ th G#o$ledge Graph 1GG3 e#tr es eApa#ded by !ore tha# half 1K:0&4;3 a(ross the 7o*8ast data set, $ th !ore tha# a <uarter of all sear(hes sho$ #g so!e " #d of GG e#try&

-he 5ay the G#o$ledge Graph 2Aploded 17o*3 Pa#da Be(o%ery )uly 1L, 2013

Google (o#f r!ed a Pa#da update, but t $as u#(lear $hether th s $as o#e of the 104 day roll #g updates or so!eth #g #e$& -he !pl (at o# $as that th s $as algor th! ( a#d !ay ha%e "softe#ed" so!e pre% ous Pa#da pe#alt es&

8o#f r!edI Google Pa#da UpdateI -he ".ofter" Pa#da ,lgor th! 1.2B3 7ult 40ee" Update )u#e 2@, 2013

Google=s 7att 8utts t$eeted a reply suggest #g a "!ult 4$ee"" algor th! update bet$ee# roughly )u#e 12th a#d "the $ee" after )uly 4th"& -he #ature of the update $as u#(lear, but there $as !ass %e ra#" #gs %olat l ty dur #g that t !e per od, pea" #g o# )u#e 2@th 1a((ord #g to 7o*8ast data3& +t appears that Google !ay ha%e bee# test #g so!e (ha#ges that $ere later rolled ba("&

Google=s "7ult 40ee"" ,lgor th! Update 17o*3

Google=s 7att 8uttsI 7ult 40ee" Update Boll #g 'ut 1.2B3 Pa#da 5a#(e )u#e 11, 2013

0h le #ot a# a(tual Pa#da update, 7att 8utts !ade a# !porta#t (lar f (at o# at .7M ,d%a#(ed, suggest #g that Pa#da $as st ll updat #g !o#thly, but ea(h update rolled out o%er about 10 days& -h s $as #ot the "e%erfluA" !a#y people had eApe(ted after Pa#da #2:&

GoogleNs Pa#da 5a#(eI 7att 8utts 8o#f r!s Pa#da Bolls 'ut 7o#thly '%er 10 'f 30 5ays 1.2L3 "Payday Loa#" Update )u#e 11, 2013

Google a##ou#(ed a targeted algor th! update to ta"e o# # (hes $ th #otor ously spa!!y results, spe( f (ally !e#t o# #g payday loa#s a#d por#& -he update $as a##ou#(ed o# )u#e 11th, but 7att 8utts suggested t $ould roll out o%er a 142 !o#th per od&

Google Payday Loa# ,lgor th!I Google .ear(h ,lgor th! Update -o -arget .pa!!y Huer es 1.2L3

Google .pa! ,lgor th! For .pa!!y Huer esI Pay 5ay Loa#sK 1.2B3

Pe#gu # 2&0 1#43 7ay 22, 2013

,fter !o#ths of spe(ulat o# border #g o# hype, the 4th Pe#gu # update 1dubbed "2&0" by Google3 arr %ed $ th o#ly !oderate !pa(t& -he eAa(t #ature of the (ha#ges $ere u#(lear, but so!e e% de#(e suggested that Pe#gu # 2&0 $as !ore f #ely targeted to the page le%el&

Pe#gu # 4, 0 th Pe#gu # 2&0 Ge#erat o# .pa!4F ght #g, +s Do$ L %e 1.2L3

Pe#gu # 2&0F4 4 0ere Oou )arred a#dFor )oltedE 1.2'!o*3 5o!a # 8ro$d #g 7ay 21, 2013

Google released a# update to (o#trol do!a # (ro$d #gFd %ers ty deep # the .2BPs 1pages 2K3& -he t ! #g $as u#(lear, but t see!ed to roll out Cust pr or to Pe#gu # 2&0 # the U. a#d poss bly the sa!e day #ter#at o#ally&

Google 5o!a # 8ro$d #g UpdateI 7ay 2013 1/ gh Pos t o#3

Google 5o!a # 8luster #g Update 1)ust # ?r ggs3 "Pha#to!" 7ay 6, 2013

+# the per od arou#d 7ay 6th, there $ere !a#y reports of a# algor th! update 1also %er f ed by h gh 7o*8ast a(t % ty3& -he eAa(t #ature of th s update $as u#"#o$#, but !a#y s tes reported s g# f (a#t traff ( loss&

, Google Update +s /appe# #g 1GoogleI Doth #g -o ,##ou#(e Do$3 1.2B3

.2' F #d #gs Fro! GoogleNs Pha#to! Update 1G.H 3 Pa#da #2: 7ar(h 14, 2013

7att 8utts pre4a##ou#(ed a Pa#da update at .7M 0est, a#d suggested t $ould be the last update before Pa#da $as #tegrated #to the (ore algor th!& -he eAa(t date $as u#(o#f r!ed, but 7o*8ast data suggests 3F1343F14&

Google=s F #al 7a#ual Pa#da Befresh /ereE #2: 1.2B3

Google Pa#da Update 2: .ee!s -o /a%e / t 1.2L3 Pa#da #24 )a#uary 22, 2013

Google a##ou#(ed ts f rst off ( al update of 2013, (la ! #g 1&2; of <uer es affe(ted& -h s d d #ot see! related to tal" of a# update arou#d 1F1@41L 1$h (h Google d d #ot (o#f r!3&

Google ,##ou#(es 24th Pa#da BefreshP Dot Belated -o )a#uary 1@th 1.2B3

Google Pa#da Update 9ers o# #24P 1&2; 'f .ear(h Huer es +!pa(ted 1.2L3 2012 Updates Pa#da #23 5e(e!ber 21, 2012

B ght before the 8hr st!as hol day, Google rolled out a#other Pa#da update& -hey off ( ally (alled t a "refresh", !pa(t #g 1&3; of 2#gl sh <uer es& -h s $as a sl ghtly h gher !pa(t tha# Pa#das #21 a#d #22&

8o#f r!edI , Pa#da Befresh, 9ers o# #23 1.2B3

G#o$ledge Graph 2Apa#s o# 5e(e!ber 4, 2012

Google added G#o$ledge Graph fu#(t o#al ty to #o#42#gl sh <uer es, #(lud #g .pa# sh, Fre#(h, Ger!a#, Portuguese, )apa#ese, Buss a#, a#d +tal a#& -h s update $as "!ore tha# Cust tra#slat o#" a#d added e#ha#(ed GG (apab l t es&

Get s!arter a#s$ers fro! the G#o$ledge Graph fro! PortuguQs to )apa#ese to Buss a# 1Google3

GoogleNs G#o$ledge Graph 2Apa#ds -o 7ore La#guages, +#(lud #g +tal a#, Fre#(h, )apa#ese ,#d Buss a# 1-e(h8ru#(h3 Pa#da #22 Do%e!ber 21, 2012

,fter so!e ! Aed s g#als, Google (o#f r!ed the 22#d Pa#da update, $h (h appears to ha%e bee# data4o#ly& -h s (a!e o# the heels of a larger, but u##a!ed update arou#d Do%e!ber 16th&

'ff ( al Google Pa#da #22 UpdateI Do%e!ber 21 1.2B3

8o#f r!edI Google Pa#da Befresh #22 '# Do%e!ber 21stP 0&L; 'f Huer es +!pa(ted 1.2L3 Pa#da #21 Do%e!ber :, 2012

Google rolled out the r 21st Pa#da update, roughly :41F2 $ee"s after Pa#da #20& -h s update $as reported to be s!aller, off ( ally !pa(t #g 1&1; of 2#gl sh <uer es&

Google Beleases Pa#da Update 21, +!pa(ts 1&1; 'f U. Huer es +# 2#gl sh 1.2L3

'ff ( alI Google Pa#da Befresh '# Do%e!ber :th 19ers o# 213 1.2B3

Page Layout #2 '(tober 6, 2012

Google a##ou#(ed a# update to ts or g #al page layout algor th! (ha#ge ba(" # )a#uary, $h (h targeted pages $ th too !a#y ads abo%e the fold& +t=s u#(lear $hether th s $as a# algor th! (ha#ge or a Pa#da4style data refresh&

+tNs R-op /ea%y 2S ,s Google Bolls 'ut Update -o +ts Page Layout ,lgor th! 1.2L3

Google Page Layout ,lgor th! 'ff ( ally Updated 1.2B3 Pe#gu # #3 '(tober :, 2012

,fter suggest #g the #eAt Pe#gu # update $ould be !aCor, Google released a ! #or Pe#gu # data update, !pa(t #g "0&3; of <uer es"& Pe#gu # update #u!ber #g $as rebooted, s ! lar to Pa#da 4 th s $as the 3rd Pe#gu # release&

Google Pe#gu # Update 3 Beleased, +!pa(ts 0&3; 'f 2#gl sh4La#guage Huer es 1.2L3

Google Beleased 3rd Pe#gu # UpdateI Dot )arr #g 'r )olt #g 1.2B3 ,ugustF.epte!ber 6:4Pa(" '(tober 4, 2012

Google publ shed the r !o#thly 1b 4!o#thlyE3 l st of sear(h h ghl ghts& -he 6: updates for ,ugust a#d .epte!ber #(luded @4result .2BPs, G#o$ledge Graph eApa#s o#, updates to ho$ "page <ual ty" s (al(ulated, a#d (ha#ges to ho$ lo(al results are deter! #ed&

.ear(h <ual ty h ghl ghtsI 6: (ha#ges for ,ugust a#d .epte!ber 1Google3 2Aa(t47at(h 5o!a # 12753 Update .epte!ber 2@, 2012

Google a##ou#(ed a (ha#ge # the $ay t $as ha#dl #g eAa(t4!at(h do!a #s 1275s3& -h s led to large4s(ale de%aluat o#, redu( #g the prese#(e of 275s # the 7o*8ast data

set by o%er 10;& 'ff ( al $ord s that th s (ha#ge !pa(ted 0&6; of <uer es 1by %olu!e3&

Google=s 275 ,lgo Update 4 2arly 5ata 1.2'!o*3

-he 275 UpdateI Google +ssues R0eather BeportT 'f 8ra(" 5o$# '# Lo$ Hual ty 2Aa(t 7at(h 5o!a #s 1.2L3 Pa#da #20 .epte!ber 2@, 2012

'%erlapp #g the 275 update, a fa rly !aCor Pa#da update 1algo K data3 rolled out, off ( ally affe(t #g 2&4; of <uer es& ,s the 3&M ser es $as gett #g odd, #dustry sour(es opted to start #a! #g Pa#da updates # order 1th s $as the 20th3&

20th Google Pa#da ,lgor th! UpdateI Fa rly 7aCor 1.2B3

/o$ 5o Oou G#o$ +f Google Pa#da 'r 275 /urt Oour . teE 1.2B3 Pa#da 3&6&2 1#163 .epte!ber 1L, 2012

Google rolled out a#other Pa#da refresh, $h (h appears to ha%e bee# data4o#ly& Ba#" #g fluA $as !oderate but #ot o# par $ th a large4s(ale algor th! update&

Google Bolls 'ut Pa#da 3&6&2 Befresh 1.2B3

Pa#da Update 3&62 Boll #g 'ut 1'r +s +t Pa#da 20 - !eE3 1.2L3 Pa#da 3&6&1 1#1L3 ,ugust 20, 2012

Google rolled out yet a#other Pa#da data update, but the !pa(t see!ed to be fa rly s!all& . #(e the Pa#da 3&0 ser es ra# out of #u!bers at 3&6, the #e$ update $as dubbed 3&6&1&

8o#f r!edI Google Pa#da 3&6&1 Update 1.2B3

Google Pa#da Befresh '# ,ugust 16thI 9ers o# 3&6&1 1.2L3 @4Besult .2BPs ,ugust 14, 2012

Google !ade a s g# f (a#t (ha#ge to the -op 10, l ! t #g t to @ results for !a#y <uer es& 'ur resear(h sho$ed that th s (ha#ge rolled out o%er a (ouple of days, f #ally !pa(t #g about 1L; of the "ey$ords $e tra("ed&

.2BP 8ro$d #g U .hr #"ageI +t=s Dot Oour +!ag #at o# 1.2'!o*3

@ +s -he De$ 10E Google .ho$ #g Fe$er Besults U 7ore Fro! .a!e 5o!a # 1.2L3 578, Pe#alty ,ugust 10, 2012

Google a##ou#(ed that they $ould start pe#al * #g s tes $ th repeat (opyr ght % olat o#s, probably % a 578, ta"edo$# re<uests& - ! #g $as stated as "start #g #eAt $ee"" 1LF13E3&

,# update to our sear(h algor th!s 1Google3

-he 2!a#uel UpdateI Google 0 ll Pe#al *e . tes Bepeatedly ,((used 'f 8opyr ght +#fr #ge!e#t 1.2L3 )u#eF)uly L64Pa(" ,ugust 10, 2012

,fter a su!!er h atus, the )u#e a#d )uly .ear(h Hual ty / ghl ghts $ere rolled out # o#e !ega4post& 7aCor updates #(luded Pa#da data a#d algor th! refreshes, a# !pro%ed ra#"4order #g fu#(t o# 1E3, a ra#" #g boost for "trusted sour(es", a#d (ha#ges to s te (luster #g&

.ear(h <ual ty h ghl ghtsI L6 (ha#ges for )u#e a#d )uly 1Google3

GoogleNs )u#e4)uly UpdatesI . te 8luster #g, . tel #"s 8ha#ges U Fo(us '# Page Hual ty 1.2L3 Pa#da 3&6 1#1@3 )uly 24, 2012

, !o#th after Pa#da 3&L, Google rolled out a #e$ Pa#da update& Ba#" #gs flu(tuated for :46 days, although #o s #gle day $as h gh e#ough to sta#d out& Google (la !ed V1; of <uer es $ere !pa(ted&

'ff ( alI Google Pa#da 3&6 Befresh 1.2B3 L #" 0ar# #gs )uly 16, 2012

+# a repeat of 7ar(hF,pr l, Google se#t out a large #u!ber of u##atural l #" $ar# #gs % a Google 0eb!aster -ools& +# a (o!plete tur#4arou#d, they the# a##ou#(ed that these #e$ $ar# #gs !ay #ot a(tually represe#t a ser ous proble!&

+#sa# tyI Google .e#ds De$ L #" 0ar# #gs, -he# .ays Oou 8a# +g#ore -he! 1.2L3

Google .e#ds 'ut De$ ?at(h 'f U##atural L #" Dot f (at o#s 1.2B3 Pa#da 3&L 1#163 )u#e 2:, 2012

Google rolled out a#other Pa#da data refresh, but th s appeared to be data o#ly 1#o algor th! (ha#ges3 a#d had a !u(h s!aller !pa(t tha# Pa#da 3&@&

'ff ( al Google Pa#da Update 9ers o# 3&L '# )u#e 2:th 1.2L3

Google Pa#da 3&L L %eI )u#e 2:th U Befresh '#ly 1.2B3 Pa#da 3&@ 1#1:3 )u#e L, 2012

Google rolled out yet a#other Pa#da data update, (la ! #g that less tha# 1; of <uer es $ere affe(t& Ba#" #g flu(tuat o# data suggested that the !pa(t $as substa#t ally h gher tha# pre% ous Pa#da updates 13&:, 3&63&

8o#f r!edI Google Pa#da 3&@ Update 1.2B3

-he ? gfoot Update 1,G, 5r& Pete Goes 8ra*y3 1.2'!o*3 7ay 364Pa(" )u#e @, 2012

Google released the r !o#thly .ear(h / ghl ghts, $ th 36 updates # 7ay& 7aCor (ha#ges #(luded Pe#gu # !pro%e!e#ts, better l #"4s(he!e dete(t o#, (ha#ges to t tleFs# ppet re$r t #g, a#d updates to Google De$s&

.ear(h <ual ty h ghl ghtsI 36 (ha#ges for 7ay 1Google3

GoogleNs 7ay UpdatesI +#orga# ( ?a("l #"s, Page - tles, Fresh Besults U 7ore 1.2L3 Pe#gu # 1&1 1#23 7ay 2:, 2012

Google rolled out ts f rst targeted data update after the "Pe#gu #" algor th! update& -h s (o#f r!ed that Pe#gu # data $as be #g pro(essed outs de of the !a # sear(h #deA, !u(h l "e Pa#da data&

Google Beleases Pe#gu # Update 1&1 1.2L3 G#o$ledge Graph 7ay 16, 2012

+# a !aCor step to$ard se!a#t ( sear(h, Google started roll #g out "G#o$ledge Graph", a .2BP4 #tegrated d splay pro% d #g supple!e#tal obCe(t about (erta # people, pla(es, a#d th #gs& 2Ape(t to see ""#o$ledge pa#els" appear o# !ore a#d !ore .2BPs o%er t !e& ,lso, 5a##y .ull %a#=s fa%or te -re" s .-I9oyagerE>

+#trodu( #g the G#o$ledge GraphI th #gs, #ot str #gs 1Google3

Google Lau#(hes G#o$ledge Graph -o Pro% de ,#s$ers, Dot )ust L #"s 1.2L3 ,pr l :24Pa(" 7ay 4, 2012

Google publ shed deta ls of :2 updates # ,pr l, #(lud #g (ha#ges that $ere t ed to the "Pe#gu #" update& 'ther h ghl ghts #(luded a 1:; larger "base" #deA, !pro%ed pag #at o# ha#dl #g, a#d a #u!ber of updates to s tel #"s&

.ear(h <ual ty h ghl ghtsI :2 (ha#ges for ,pr l 1Google3

GoogleNs ,pr l UpdatesI ? gger U - ered +#deA, 5o(u!e#t Ba#" #g, . tel #" 8ha#ges U 7ore 1.2L3 Pa#da 3&6 1#143 ,pr l 2@, 2012

?arely a $ee" after Pa#da 3&:, Google rolled out yet a#other Pa#da data update& -he !pl (at o#s of th s update $ere u#(lear, a#d t see!ed that the !pa(t $as relat %ely s!all&

8o#f r!edI Pa#da Update 3&6 /appe#ed '# ,pr l 2@th 1.2L3 Pe#gu # ,pr l 24, 2012

,fter $ee"s of spe(ulat o# about a# "'%er4opt ! *at o# pe#alty", Google f #ally rolled out the "0ebspa! Update", $h (h $as soo# after dubbed "Pe#gu #&" Pe#gu # adCusted a #u!ber of spa! fa(tors, #(lud #g "ey$ord stuff #g, a#d !pa(ted a# est !ated 3&1; of

2#gl sh <uer es&

,#other step to re$ard h gh4<ual ty s tes 1Google3

-he Pe#gu # UpdateI GoogleNs 0ebspa! ,lgor th! Gets 'ff ( al Da!e 1.2L3

Google Pe#gu # Update Be(o%ery - ps U ,d% (e 1.2L3

-$o 0ee"s +#, Google -al"s Pe#gu # Update, 0ays -o Be(o%er U Degat %e .2' 1.2L3 Pa#da 3&: 1#133 ,pr l 16, 2012

+# the ! ddle of a busy $ee" for the algorth !, Google <u etly rolled out a Pa#da data update& , ! A of (ha#ges !ade the !pa(t d ff (ult to !easure, but th s appears to ha%e bee# a fa rly rout #e update $ th ! # !al !pa(t&

Google 7o("s 7e For 7 ss #g Pa#da 3&: 1.2B3 Par"ed 5o!a # ?ug ,pr l 16, 2012

,fter a #u!ber of $eb!asters reported ra#" #g shuffles, Google (o#f r!ed that a data error had (aused so!e do!a #s to be ! sta"e#ly treated as par"ed do!a #s 1a#d thereby de%alued3& -h s $as #ot a# #te#t o#al algor th! (ha#ge&

5ropped +# Ba#" #gsE GoogleNs 7 sta"e '%er Par"ed 5o!a #s 7 ght ?e -o ?la!e 1.2L3

UpdatedI Google Update ,pr l 2012E '%er .2' Pe#altyE 1.2B3 7ar(h :04Pa(" ,pr l 3, 2012

Google posted a#other bat(h of update h ghl ghts, (o%er #g :0 (ha#ges # 7ar(h& -hese #(luded (o#f r!at o# of Pa#da 3&4, (ha#ges to a#(hor4teAt "s(or #g", updates to !age sear(h, a#d (ha#ges to ho$ <uer es $ th lo(al #te#t are #terpreted&

.ear(h <ual ty h ghl ghtsI :0 (ha#ges for 7ar(h 1Google3

GoogleNs 7ar(h UpdatesI ,#(hor -eAt, +!age .ear(h, Da% gat o#al .ear(h U 7ore 1.2L3 Pa#da 3&4 1#123 7ar(h 23, 2012

Google a##ou#(ed a#other Pa#da update, th s t !e % a -$ tter as the update $as roll #g out& -he r publ ( state!e#ts est !ated that Pa#da 3&4 !pa(ted about 1&6; of sear(h results&

Google .ays Pa#da 3&4 +s WBoll #g 'ut Do$N 1.2L3 .ear(h Hual ty 9 deo 7ar(h 12, 2012

-h s $as#=t a# algor th! update, but Google publ shed a rare pee" #to a sear(h <ual ty !eet #g& For a#yo#e #terested # the algor th!, the % deo pro% des a lot of (o#teAt to both Google=s pro(ess a#d the r pr or t es& +t=s also a (ha#(e to see ,! t . #ghal # a(t o#&

9 deo> -he sear(h <ual ty !eet #g, u#(ut 1Google3 Pa#da 3&3 1#113 February 2@, 2012

Google rolled out a#other post4"fluA" Pa#da update, $h (h appeared to be relat %ely ! #or& -h s (a!e Cust 3 days after the 14year a## %ersary of Pa#da, a# u#pre(ede#ted l fespa# for a #a!ed update&

Google 8o#f r!s Pa#da 3&3 Update 1.2L3

8o#f r!edI Google Pa#da 3&3 1.2B3 February 404Pa(" 123 February 2@, 2012

Google publ shed a se(o#d set of "sear(h <ual ty h ghl ghts" at the e#d of the !o#th, (la ! #g !ore tha# 40 (ha#ges # February& Dotable (ha#ges #(luded !ult ple !age4 sear(h updates, !ult ple fresh#ess updates 1 #(lud #g phas #g out 2 old b ts of the algor th!3, a#d a Pa#da update&

.ear(h <ual ty h ghl ghtsI 40 (ha#ges for February 1Google3 9e# (e February 2@, 2012

,s part of the r !o#thly update, Google !e#t o#ed (ode4#a!e "9e# (e"& -h s lo(al update appeared to !ore aggress %ely lo(al *e orga# ( results a#d !ore t ghtly #tegrate lo(al sear(h data& -he eAa(t roll4out date $as u#(lear&

U#dersta#d a#d Bo(" the Google 9e# (e Update 1.2'!o*3

Google 9e# (e Update X De$ Ba#" #g 'pportu# t es for Lo(al .2' 18atalyst e7ar"et #g3 February 1@4Pa(" February 3, 2012

Google released a#other rou#d of "sear(h <ual ty h ghl ghts" 11@ # all3& 7a#y related to speed, fresh#ess, a#d spell4(he(" #g, but o#e !aCor a##ou#(e!e#t $as t ghter #tegrat o# of Pa#da #to the !a # sear(h #deA&

1@ sear(h <ual ty h ghl ghtsI )a#uary 1Google3

GoogleNs )a#uary .ear(h UpdateI Pa#da +# -he P pel #es, Fresher Besults, 5ate 5ete(t o# U 7ore 1.2L3

,ds ,bo%e -he Fold )a#uary 16, 2012

Google updated the r page layout algor th!s to de%alue s tes $ th too !u(h ad4spa(e abo%e the "fold"& +t $as pre% ously suspe(ted that a s ! lar fa(tor $as # play # Pa#da& -he update had #o off ( al #a!e, although t $as refere#(ed as "-op /ea%y" by so!e .2's&

Page layout algor th! !pro%e!e#t 1Google3

Pages 0 th -oo 7a#y ,ds R,bo%e -he FoldT Do$ Pe#al *ed ?y GoogleNs RPage LayoutT ,lgor th! 1.2L3 Pa#da 3&2 1#103 )a#uary 1L, 2012

Google (o#f r!ed a Pa#da data update, although suggested that the algor th! had#=t (ha#ged& +t $as u#(lear ho$ th s f t #to the "Pa#da FluA" s(he!e of !ore fre<ue#t data updates&

8o#f r!edI Google Pa#da 3&2 Update 1.203

Google Pa#da 3&2 Update 8o#f r!ed 1.2L3 .ear(h K Oour 0orld )a#uary 10, 2012

Google a##ou#(ed a rad (al sh ft # perso#al *at o# 4 aggress %ely push #g GoogleK so( al data a#d user prof les #to .2BPs& Google also added a #e$, pro! #e#t toggle butto# to shut off perso#al *at o#&

.ear(h, plus Oour 0orld 1Google3

Beal4L fe 2Aa!ples 'f /o$ GoogleNs R.ear(h PlusT Pushes GoogleK '%er Bele%a#(y 1.2L3

)a#uary 304Pa(" )a#uary :, 2012

Google a##ou#(ed 30 (ha#ges o%er the pre% ous !o#th, #(lud #g !age sear(h la#d #g4page <ual ty dete(t o#, !ore rele%a#t s te4l #"s, !ore r (h s# ppets, a#d related4 <uery !pro%e!e#ts& -he l #e bet$ee# a# "algo update" a#d a "feature" got a b t !ore blurred&

30 sear(h <ual ty h ghl ghts 4 $ th (ode#a!es> 1Google3

Google ,##ou#(es R7egas tel #"s,T +!age .ear(h +!pro%e!e#ts U ?etter ?yl #e 5ates 1.2L3 2011 Updates 5e(e!ber 104Pa(" 5e(e!ber 1, 2011

Google outl #ed a se(o#d set of 10 updates, a##ou#( #g that these posts $ould (o!e e%ery !o#th& Updates #(luded related <uery ref #e!e#ts, par"ed do!a # dete(t o#, blog sear(h fresh#ess, a#d !age sear(h fresh#ess& -he eAa(t dates of ea(h update $ere #ot pro% ded&

.ear(h <ual ty h ghl ghtsI #e$ !o#thly ser es o# algor th! (ha#ges 1Google3

GoogleI Par"ed 5o!a #s, .(raper . tes -argeted ,!o#g De$ .ear(h 8ha#ges 1.2L3 Pa#da 3&1 1#63 Do%e!ber 1L, 2011

,fter Pa#da 2&:, Google e#tered a per od of "Pa#da FluA" $here updates started to happe# !ore fre<ue#tly a#d $ere relat %ely ! #or& .o!e #dustry a#alysts (alled the 11F1L update 3&1, e%e# though there $as #o off ( al 3&0& For the purposes of th s h story, $e $ ll d s(o#t #ue #u!ber #g Pa#da updates eA(ept for %ery h gh4 !pa(t (ha#ges&

Google Pa#da 3&1 UpdateI 11F1L 1.2B3

104Pa(" of Updates Do%e!ber 14, 2011

-h s o#e $as a b t u#usual& +# a b d to be !ore tra#spare#t, 7att 8utts released a post $ th 10 re(e#t algor th! updates& +t=s #ot (lear $hat the t !el #e $as, a#d !ost $ere s!all updates, but t d d s g#al a sh ft # ho$ Google (o!!u# (ates algor th! (ha#ges&

-e# re(e#t algor th! (ha#ges 1Google3

+!pro%ed .# ppets, Ba#" ?oost For R'ff ( alT Pages ,!o#g 10 De$ Google ,lgor th! 8ha#ges 1.2L3 Fresh#ess Update Do%e!ber 3, 2011

Google a##ou#(ed that a# algor th! (ha#ge re$ard #g fresh#ess $ould !pa(t up to 3:; of <uer es 1al!ost 3M the publ (ly stated !pa(t of Pa#da 1&03& -h s update pr !arly affe(ted t !e4se#s t %e results, but s g#alled a !u(h stro#ger fo(us o# re(e#t (o#te#t&

G % #g you fresher, !ore re(e#t sear(h results 1Google3

Google .ear(h ,lgor th! 8ha#ge For Fresh#ess -o +!pa(t 3:; 'f .ear(hes 1.2L3 Huery 2#(rypt o# '(tober 1L, 2011

Google a##ou#(ed they $ould be e#(rypt #g sear(h <uer es, for pr %a(y reaso#s& U#fortu#ately, th s d srupted orga# ( "ey$ord referral data, retur# #g "1#ot pro% ded3" for so!e orga# ( traff (& -h s #u!ber #(reased # the $ee"s follo$ #g the lau#(h&

7a" #g sear(h !ore se(ure 1Google3

Google / des .ear(h Beferral 5ata $ th De$ ..L +!ple!e#tat o# 1.2'!o*3 Pa#da "FluA" 1#L3 '(tober :, 2011

7att 8utts t$eetedI "eApe(t so!e Pa#da4related fluA # the #eAt fe$ $ee"s" a#d ga%e a f gure of "V2;"& 'ther ! #or Pa#da updates o((urred o# 10F3, 10F13, a#d 11F1L&

-a" #g a 8loser Loo" at the GoogleNs Pa#da 2&: RFluAT 1.2L3

R7 #orT Google Pa#da Update '# Do%e!ber 1Lth 1.2L3 Pa#da 2&: 1#@3 .epte!ber 2L, 2011

,fter !ore tha# !o#th, Google rolled out a#other Pa#da update& .pe( f ( deta ls of $hat (ha#ged $ere u#(lear, but so!e s tes reported large4s(ale losses&

8o#f r!edI Google Pa#da 2&: Update ,rr %ed -h s 0ee" 1.2L3

Google Pa#da 2&:I Losers +#(lude -oday .ho$, -he DeAt 0ebP 0 ##ers +#(lude Oou-ube, FoA De$s 1.2L3 :16 ,lgo Updates .epte!ber 21, 2011

-h s $as#=t a# update, but t $as a# a!a* #g re%elat o#& Google 82' 2r ( .(h! dt told 8o#gress that Google !ade :16 updates # 2010& -he real sho("erE -hey tested o%er 13,000 updates&

2r ( .(h! dt=s 8o#gress o#al -est !o#y 1.2L3 Pag #at o# 2le!e#ts .epte!ber 1:, 2011

-o help f A (ra$l a#d dupl (at o# proble!s (reated by pag #at o#, Google #trodu(ed the relY"#eAt" a#d relY"pre%" l #" attr butes& Google also a##ou#(ed that they had !pro%ed auto!at ( (o#sol dat o# a#d (a#o# (al *at o# for "9 e$ ,ll" pages&

Pag #at o# $ th relYR#eAtT a#d relYRpre%T 1Google3

Google Pro% des De$ 'pt o#s for Pag #ated 8o#te#t 1.2L3 2Apa#ded . tel #"s ,ugust 16, 2011

,fter eAper !e#t #g for a $h le, Google off ( ally rolled out eApa#ded s te4l #"s, !ost ofte# for bra#d <uer es& ,t f rst, these $ere 124pa("s, but Google appeared to l ! t the eApa#ded s te4l #"s to 6 shortly after the roll4out&

-he e%olut o# of s tel #"sI eApa#ded a#d !pro%ed 1Google3

'ff ( alI Google . tel #"s 2Apa#ds -o 12 Pa(" 1.2L3 Pa#da 2&4 1#63 ,ugust 12, 2011

Google rolled Pa#da out #ter#at o#ally, both for 2#gl sh4la#guage <uer es globally a#d #o#42#gl sh <uer es eA(ept for 8h #ese, )apa#ese, a#d Gorea#& Google reported that th s !pa(ted 646; of <uer es # affe(ted (ou#tr es&

/ gh4<ual ty s tes algor th! lau#(hed # add t o#al la#guages 1Google3

GoogleNs Pa#da Update Lau#(hes +#ter#at o#ally # 7ost La#guages 1.2L3 Pa#da 2&3 1#:3 )uly 23, 2011

0eb!aster (hatter suggested that Google rolled out yet a#other update& +t $as u#(lear $hether #e$ fa(tors $ere #trodu(ed, or th s $as s !ply a# update to the Pa#da data a#d ra#" #g fa(tors&

'ff ( alI Google Pa#da 2&3 Update +s L %e 1.2L3

, /ol st ( Loo" at Pa#da $ th 9a#essa FoA 1.to#e -e!ple3 GoogleK )u#e 2L, 2011

,fter a #u!ber of so( al !ed a fa lures, Google lau#(hed a ser ous atta(" o# Fa(eboo" $ th GoogleK& GoogleK re%ol%ed arou#d ( r(les for shar #g (o#te#t, a#d $as t ghtly #tegrated #to produ(ts l "e G!a l& 2arly adopters $ere <u (" to Cu!p o# board, a#d $ th # 2 $ee"s GoogleK rea(hed 107 users&

+#trodu( #g the GoogleK proCe(tI Beal4l fe shar #g, rethought for the $eb 1Google3

Larry Page '# GoogleKI '%er 10 7 ll o# Users, 1 ? ll o# +te!s ?e #g .hared Per 5ay 1-e(h8ru#(h3 Pa#da 2&2 1#43 )u#e 21, 2011

Google (o#t #ued to update Pa#da4 !pa(ted s tes a#d data, a#d %ers o# 2&2 $as off ( ally a("#o$ledged& Pa#da updates o((urred separately fro! the !a # #deA a#d #ot # real4t !e, re! # s(e#t of early Google 5a#(e updates&

'ff ( alI Google Pa#da Update 2&2 +s L %e 1.2L3

0hy Google Pa#da +s 7ore , Ba#" #g Fa(tor -ha# ,lgor th! Update 1.2L3 .(he!a&org )u#e 2, 2011

Google, Oahoo a#d 7 (rosoft Co #tly a##ou#(ed support for a (o#sol dated approa(h to stru(tured data& -hey also (reated a #u!ber of #e$ "s(he!as", # a# appare#t b d to !o%e to$ard e%e# r (her sear(h results&

Google, ? #g U Oahoo U# te -o 7a"e .ear(h L st #gs B (her -hrough .tru(tured 5ata 1.2L3 0hat s .(he!a&orgE 1.(he!a&org3

Pa#da 2&1 1#33 7ay 6, 2011

+# t ally dubbed RPa#da 3&0T, Google appeared to roll out yet a#other rou#d of (ha#ges& -hese (ha#ges $ere#Nt d s(ussed # deta l by Google a#d see!ed to be relat %ely ! #or&

+tNs Pa#da Update 2&1, Dot Pa#da 3&0, Google .ays 1.2L3

Google Pa#da 3&0 1.2Bou#dtable3 Pa#da 2&0 1#23 ,pr l 11, 2011

Google rolled out the Pa#da update to all 2#gl sh <uer es $orld$ de 1#ot l ! ted to 2#gl sh4spea" #g (ou#tr es3& De$ s g#als $ere also #tegrated, #(lud #g data about s tes users blo("ed % a the .2BPs d re(tly or the 8hro!e bro$ser&

/ gh4<ual ty s tes algor th! goes global, #(orporates user feedba(" 1Google3

Pa#da 2&0I Google Bolls 'ut Pa#da Update +#ter#at o#ally U +#(orporates .ear(her ?lo(" #g 5ata 1.2L3 -he K1 ?utto# 7ar(h 30, 2011

Bespo#d #g to (o!pet t o# by !aCor so( al s tes, #(lud #g Fa(eboo" a#d -$ tter, Google lau#(hed the K1 butto# 1d re(tly #eAt to results l #"s3& 8l (" #g ZK1[ allo$ed users to #flue#(e sear(h results $ th # the r so( al ( r(le, a(ross both orga# ( a#d pa d results&

Be(o!!e#dat o#s $he# you $a#t the! 1Google3

7eet K1I Google=s ,#s$er -o -he Fa(eboo" L "e ?utto# 1.2L3 Pa#daFFar!er February 23, 2011

, !aCor algor th! update h t s tes hard, affe(t #g up to 12; of sear(h results 1a #u!ber that (a!e d re(tly fro! Google3& Pa#da see!ed to (ra(" do$# o# th # (o#te#t, (o#te#t far!s, s tes $ th h gh ad4to4(o#te#t rat os, a#d a #u!ber of other <ual ty ssues& Pa#da rolled out o%er at least a (ouple of !o#ths, h tt #g 2urope # ,pr l 2011&

-he =Pa#da= -hat /ates Far!sI , HU, 0 th Google=s -op .ear(h 2#g #eers 10 red3

Google=s Far!erFPa#da UpdateI ,#alys s of 0 ##ers %s& Losers 1.2'!o*3 ,ttr but o# Update )a#uary 2L, 2011

+# respo#se to h gh4prof le spa! (ases, Google rolled out a# update to help better sort out (o#te#t attr but o# a#d stop s(rapers& ,((ord #g to 7att 8utts, th s affe(ted about 2; of <uer es& +t $as a (lear pre(ursor to the Pa#da updates&

,lgor th! 8ha#ge Lau#(hed 17att 8utts3

Latest Google ,lgor th! (ha#ge 1.ear(h De$s 8e#tral3 '%ersto("&(o! Pe#alty )a#uary 2011

+# a rare tur# of e%e#ts, a publ ( out #g of shady .2' pra(t (es by '%ersto("&(o! resulted # a %ery publ ( Google pe#alty& )8Pe##ey $as h t $ th a pe#alty # February for s ! lar bad beha% or& ?oth s tuat o#s represe#ted a sh ft # Google=s att tude a#d foreshado$ed the Pa#da update&

Google Pe#al *es '%ersto(" for .ear(h -a(t (s 10.)3

'%ersto("&(o!=s Google Ba#" #gs 4 -oo GoodE 10703 2010 Updates

.o( al . g#als 5e(e!ber 2010

Google a#d ? #g (o#f r!ed that they use so( al s g#als # deter! # #g ra#" #g, #(lud #g data fro! -$ tter a#d Fa(eboo"& 7att 8utts (o#f r!ed that th s $as a relat %ely #e$ de%elop!e#t for Google, although !a#y .2's had lo#g suspe(ted t $ould happe#&

0hat .o( al . g#als 5o Google U ? #g Beally 8ou#tE 1.2L3

Google 0eb!aster 9 deo Be(o#f r!s Use 'f .o( al . g#als 1.2L3 Degat %e Be% e$s 5e(e!ber 2010

,fter a# eApose # the De$ Oor" - !es about ho$ e4(o!!er(e s te 5e(or7y2yes $as ra#" #g based o# #egat %e re% e$s, Google !ade a rare !o%e a#d rea(t %ely adCusted the algor th! to target s tes us #g s ! lar ta(t (s&

, ?ully F #ds a Pulp t o# the 0eb 1DO - !es3

?e #g bad to your (usto!ers s bad for bus #ess 1Google3 +#sta#t Pre% e$s Do%e!ber 2010

, !ag# fy #g glass (o# appeared o# Google sear(h results, allo$ #g sear(h % s tors to <u ("ly % e$ a pre% e$ of la#d #g pages d re(tly fro! .2BPs& -h s s g#aled a re#e$ed fo(us for Google o# la#d #g page <ual ty, des g#, a#d usab l ty&

?eyo#d +#sta#t BesultsI +#sta#t Pre% e$s 1Google3 Google +#sta#t .epte!ber 2010

2Apa#d #g o# Google .uggest, Google +#sta#t lau#(hed, d splay #g sear(h results as a <uery $as be #g typed& .2's e%ery$here #early spo#ta#eously (o!busted, o#ly to

real *e that the !pa(t $as ult !ately fa rly s!all&

,bout Google +#sta#t 1Google3

Google +#sta#tI Fe$er 8ha#ges to .2' tha# the ,%erage ,lgo Update 1.2'!o*3 ?ra#d Update ,ugust 2010

,lthough #ot a trad t o#al algor th! update, Google started allo$ #g the sa!e do!a # to appear !ult ple t !es o# a .2BP& Pre% ously, do!a #s $ere l ! ted to 142 l st #gs, or 1 l st #g $ th #de#ted results&

Google .ear(h Besults 5o! #ated ?y '#e 5o!a # 1.2L3 8affe #e 1Bollout3 )u#e 2010

,fter !o#ths of test #g, Google f # shed roll #g out the 8affe #e #frastru(ture& 8affe #e #ot o#ly boosted Google=s ra$ speed, but #tegrated (ra$l #g a#d #deAat o# !u(h !ore t ghtly, result #g # 1a((ord #g to Google3 a :0; fresher #deA&

'ur #e$ sear(h #deAI 8affe #e 1Google3

GoogleNs De$ +#deA #g +#frastru(ture R8affe #eT Do$ L %e 1.2L3 7ay 5ay 7ay 2010

+# late ,pr l a#d early 7ay, $eb!asters #ot (ed s g# f (a#t drops # the r lo#g4ta l traff (& 7att 8utts later (o#f r!ed that 7ay 5ay $as a# algor th! (ha#ge !pa(t #g the lo#g4 ta l& . tes $ th large4s(ale th # (o#te#t see!ed to be h t espe( ally hard, foreshado$ #g the Pa#da update&

Google .ear(h Besults 5o! #ated ?y '#e 5o!a # 1.2L3

9 deoI Google=s 7att 8utts '# 7ay 5ay Update 1.2Bou#dtable3 Google Pla(es ,pr l 2010

,lthough "Pla(es" pages $ere rolled out # .epte!ber of 2006, they $ere or g #ally o#ly a part of Google 7aps& -he off ( al lau#(h of Google Pla(es re4bra#ded the Lo(al ?us #ess 8e#ter, #tegrated Pla(es pages !ore (losely $ th lo(al sear(h results, a#d added a #u!ber of features, #(lud #g #e$ lo(al ad%ert s #g opt o#s&

Google Lo(al ?us #ess 8e#ter ?e(o!es "Google Pla(es" 1.2L3

+#trodu( #g Google Pla(es 1Google3 2006 Updates Beal4t !e .ear(h 5e(e!ber 2006

-h s t !e, real4t !e sear(h $as for real4 -$ tter feeds, Google De$s, #e$ly #deAed (o#te#t, a#d a #u!ber of other sour(es $ere #tegrated #to a real4t !e feed o# so!e .2BPs& .our(es (o#t #ued to eApa#d o%er t !e, #(lud #g so( al !ed a&

Google Lau#(hes Beal - !e .ear(h Besults 1.2L3 8affe #e 1Pre% e$3 ,ugust 2006

Google released a pre% e$ of a !ass %e #frastru(ture (ha#ge, des g#ed to speed (ra$l #g, eApa#d the #deA, a#d #tegrate #deAat o# a#d ra#" #g # #early real4t !e& -he t !el #e spa##ed !o#ths, $ th the f #al rollout start #g # the U. # early 2010 a#d last #g u#t l the su!!er&

Google 8affe #eI , 5eta led -est of the De$ Google 17ashable3

/elp test so!e #eAt4ge#erat o# #frastru(ture 1Google3 Bel4(a#o# (al -ag February 2006

Google, 7 (rosoft, a#d Oahoo Co #tly a##ou#(ed support for the 8a#o# (al -ag, allo$ #g $eb!asters to se#d (a#o# (al *at o# s g#als to sear(h bots $ thout !pa(t #g hu!a# % s tors&

Lear# about the 8a#o# (al L #" 2le!e#t # : ! #utes 17att8utts&(o!3

8a#o# (al UBL -ag 4 -he 7ost +!porta#t ,d%a#(e!e#t # .2' Pra(t (es . #(e . te!aps 1.2'!o*3 9 #(e February 2006

.2's reported a !aCor update that see!ed to stro#gly fa%or b g bra#ds& 7att 8utts (alled 9 #(e a "! #or (ha#ge", but others felt t had profou#d, lo#g4ter! !pl (at o#s&

? g ?ra#ds 4 Google ?ra#d Pro!ot o#I De$ .ear(h 2#g #e Ba#" #gs Pla(e /ea%y 2!phas s o# ?ra#d #g 1.2' ?oo"3

Google=s 9 #(e Update Produ(es ? g ?ra#d Ba#" #gsP Google 8alls +t , -rust "8ha#ge" 1.2L3 200L Updates Google .uggest ,ugust 200L

+# a !aCor (ha#ge to the r logo4a#d4a4boA ho!e4page Google #trodu(ed .uggest, d splay #g suggested sear(hes # a dropdo$# belo$ the sear(h boA as % s tors typed the r <uer es& .uggest $ould later go o# to po$er Google +#sta#t&

Google&(o! F #ally Gets Google .uggest Feature 1.2L3

5e$ey ,pr l 200L

, large4s(ale shuffle see!ed to o((ur at the e#d of 7ar(h a#d #to early ,pr l, but the spe( f (s $ere u#(lear& .o!e suspe(ted Google $as push #g ts o$# #ter#al propert es, #(lud #g Google ?oo"s, but the e% de#(e of that $as l ! ted& Google=s 8utts ,s" #g for Feedba(" o# 7ar(hF,pr l =0L Update 1.2Bou#dtable3 200@ Updates ?uffy )u#e 200@

+# ho#or of 9a#essa FoA lea% #g Google, the "?uffy" update $as (hr ste#ed& Do o#e $as <u te sure $hat happe#ed, a#d 7att 8utts suggested that ?uffy $as Cust a# a((u!ulat o# of s!aller (ha#ges&

Google "?uffy" Update 4 )u#e Google&(o! Update 1.2Bou#dtable3

.7M .eattle $rap4up 17att8utts&(o!3 U# %ersal .ear(h 7ay 200@

0h le #ot your typ (al algor th! update, Google #tegrated trad t o#al sear(h results $ th De$s, 9 deo, +!ages, Lo(al, a#d other %ert (als, dra!at (ally (ha#g #g the r for!at& -he old 104l st #g .2BP $as off ( ally dead& Lo#g l %e the old 104l st #g .2BP&

Google 2&0I Google U# %ersal .ear(h 1.2L3 2006 Updates False ,lar! 5e(e!ber 2006

-here $ere st rr #gs about a# update # 5e(e!ber, alo#g $ th so!e reports of !aCor ra#" #g (ha#ges # Do%e!ber, but Google reported #o !aCor (ha#ges&

Google Update 5ebu#"ed ?y 7att 8utts 1.2Bou#dtable3 .upple!e#tal Update Do%e!ber 2006

-hroughout 2006, Google see!ed to !a"e (ha#ges to the supple!e#tal #deA a#d ho$ f ltered pages $ere treated& -hey (la !ed # late 2006 that supple!e#tal $as #ot a pe#alty 1e%e# f t so!et !es felt that $ay3&

8o#fus o# '%er Google=s .upple!e#tal +#deA 1.2Bou#dtable3 200: Updates ? g 5addy 5e(e!ber 200:

-e(h# (ally, ? g 5addy $as a# #frastru(ture update 1l "e the !ore re(e#t "8affe #e"3, a#d t rolled out o%er a fe$ !o#ths, $rapp #g up # 7ar(h of 2006& ? g 5addy (ha#ged the $ay Google ha#dled UBL (a#o# (al *at o#, red re(ts 1301F3023 a#d other te(h# (al ssues&

+#deA #g t !el #e 17att8utts&(o!3

-odd, Greg U 7att 8utts o# 0eb7asterBad o 1.2'!o*3 )agger '(tober 200:

Google released a ser es of updates, !ostly targeted at lo$4<ual ty l #"s, #(lud #g re( pro(al l #"s, l #" far!s, a#d pa d l #"s& )agger rolled out # at least 3 stages, fro! roughly .epte!ber to Do%e!ber of 200:, $ th the greatest !pa(t o((urr #g # '(tober&

, Be% e$ 'f -he )agger 2 Update 1.2Bou#dtable3

5eal #g 0 th 8o#se<ue#(es of )agger Update 10703 Google Lo(alF7aps '(tober 200:

,fter lau#(h #g the Lo(al ?us #ess 8e#ter # 7ar(h 200: a#d e#(ourag #g bus #esses to update the r #for!at o#, Google !erged ts 7aps data #to the L?8, # a !o%e that $ould e%e#tually dr %e a #u!ber of (ha#ges # lo(al .2'&

Google 7erges Lo(al a#d 7aps Produ(ts 1Google3 G ll ga# .epte!ber 200:

,lso (alled the "False" update E $eb!asters sa$ (ha#ges 1probably o#go #g3, but Google (la !ed #o !aCor algor th! update o((urred& 7att 8utts $rote a blog post eApla # #g that Google updated 1at the t !e3 #deA data da ly but -oolbar PB a#d so!e other !etr (s o#ly o#(e e%ery 3 !o#ths&

Google=s 8utts .ays Dot ,# Update 4 + .ay ,# Update, )ust Dot , 5a#(e 1.203

0hatEs a# updateE 17att8utts&(o!3 Perso#al *ed .ear(h )u#e 200:

U#l "e pre% ous atte!pts at perso#al *at o#, $h (h re<u red (usto! sett #gs a#d prof les, the 200: roll4out of perso#al *ed sear(h tapped d re(tly #to usersE sear(h h stor es to auto!at (ally adCust results& ,lthough the !pa(t $as s!all at f rst, Google $ould go o# to use sear(h h story for !a#y appl (at o#s&

Google Belau#(hes Perso#al .ear(h 4 -h s - !e, +t Beally +s Perso#al 1.203

.ear(h gets perso#al 1Google3 M7L . te!aps )u#e 200:

Google allo$ed $eb!asters to sub! t M7L s te!aps % a 0eb!aster -ools, bypass #g trad t o#al /-7L s te!aps, a#d g % #g .2's d re(t 1albe t ! #or3 #flue#(e o%er (ra$l #g

a#d #deAat o#&

De$ "Google . te!aps" 0eb Page Feed Progra! 1.203 ?ourbo# 7ay 200:

"GoogleGuy" 1l "ely 7att 8utts3 a##ou#(ed that Google $as roll #g out "so!eth #g l "e 3&: (ha#ges # sear(h <ual ty&" Do o#e $as sure $hat 0&: of a (ha#ge $as, but 0eb!aster 0orld !e!bers spe(ulated that ?ourbo# (ha#ged ho$ dupl (ate (o#te#t a#d #o#4(a#o# (al 1$$$ %s& #o#4$$$3 UBLs $ere treated&

Google Update "?ourbo#" 1?atelle 7ed a3

?ourbo# Update .ur% %al G t 1.2Bou#dtable3 ,llegra February 200:

0eb!asters $ t#essed ra#" #g (ha#ges, but the spe( f (s of the update $ere u#(lear& .o!e thought ,llegra affe(ted the "sa#dboA" $h le others bel e%ed that L.+ had bee# t$ea"ed& ,dd t o#ally, so!e spe(ulated that Google $as beg ## #g to pe#al *e susp ( ous l #"s&

Google=s Feb& 200: Update 1.203 Dofollo$ )a#uary 200:

-o (o!bat spa! a#d (o#trol outbou#d l #" <ual ty, Google, Oahoo, a#d 7 (rosoft (olle(t %ely #trodu(e the "#ofollo$" attr bute& Dofollo$ helps (lea# up u#%ou(hed for l #"s, #(lud #g spa!!y blog (o!!e#ts& 0h le #ot a trad t o#al algor th! update, th s (ha#ge gradually has a s g# f (a#t !pa(t o# the l #" graph&

Google, Oahoo, 7.D U# te '# .upport For Dofollo$ ,ttr bute For L #"s 1.203 2004 Updates

Google +P' ,ugust 2004

,lthough ob% ously #ot a# algor th! update, a !aCor e%e#t # Google=s h story 4 Google sold 167 shares, ra sed \1&6@? # (ap tal, a#d set the r !ar"et %alue at o%er \20?& ?y )a#uary 200:, Google share pr (es !ore tha# doubled&

Google +P' pr (ed at \L: a share 18DD3 ?ra#dy February 2004

Google rolled out a %ar ety of (ha#ges, #(lud #g a !ass %e #deA eApa#s o#, Late#t .e!a#t ( +#deA #g 1L.+3, #(reased atte#t o# to a#(hor teAt rele%a#(e, a#d the (o#(ept of l #" "#e ghborhoods&" L.+ eApa#ded Google=s ab l ty to u#dersta#d sy#o#y!s a#d too" "ey$ord a#alys s to the #eAt le%el&

Google=s ?ra#dy Update 2Aposed 10ebProDe$s3

/o$ -o ?eat Google=s "?ra#dy" Update 1. tePo #t3 ,ust # )a#uary 2004

0hat Flor da ! ssed, ,ust # (a!e # to (lea# up& Google (o#t #ued to (ra("4do$# o# de(ept %e o#4page ta(t (s, #(lud #g #% s ble teAt a#d 72-,4tag stuff #g& .o!e spe(ulated that Google put the "/ lltop" algor th! #to play a#d bega# to ta"e page rele%a#(e ser ously&

-he latest o# update ,ust # 1Google=s )a#uary update3 1.2)3

Google Update ,ust #I Google Update Flor da ,ga # 1.ear(h47ar"et #g& #fo3 2003 Updates Flor da Do%e!ber 2003

-h s $as the update that put updates 1a#d probably the .2' #dustry3 o# the !ap& 7a#y s tes lost ra#" #g, a#d bus #ess o$#ers $ere fur ous& Flor da sou#ded the death "#ell for lo$4%alue late 60s .2' ta(t (s, l "e "ey$ord stuff #g, a#d !ade the ga!e a $hole lot !ore #terest #g&

0hat /appe#ed -o 7y . te '# GoogleE 1.203 .upple!e#tal +#deA .epte!ber 2003

+# order to #deA !ore do(u!e#ts $ thout sa(r f ( #g perfor!a#(e, Google spl t off so!e results #to the "supple!e#tal" #deA& -he per ls of ha% #g results go supple!e#tal be(a!e a hotly debated .2' top (, u#t l the #deA $as later re #tegrated&

.ear(h 2#g #e . *e 0ars U Google=s .upple!e#tal Besults 1.203 Fr t* )uly 2003

-he !o#thly "Google 5a#(e" f #ally (a!e to a# e#d $ th the "Fr t*" update& +#stead of (o!pletely o%erhaul #g the #deA o# a roughly !o#thly bas s, Google s$ t(hed to a# #(re!e#tal approa(h& -he #deA $as #o$ (ha#g #g da ly&

2Apla # #g algor th! updates a#d data refreshes 17att 8utts3

2A(lus %eI /o$ GoogleNs ,lgor th! Bules the 0eb 10 red3 2s!erelda )u#e 2003

-h s !ar"ed the last of the regular !o#thly Google updates, as a !ore (o#t #uous update pro(ess bega# to e!erge& -he "Google 5a#(e" $as repla(ed $ th "2%erfluA"& 2s!erelda probably heralded so!e !aCor #frastru(ture (ha#ges at Google&

Google Update 2s!eralda 1Guro:h #3

5o! # ( 7ay 2003

0h le !a#y (ha#ges $ere obser%ed # 7ay, the eAa(t #ature of 5o! # ( $as u#(lear& Google bots "Freshbot" a#d "5eep(ra$ler" s(oured the $eb, a#d !a#y s tes reported bou#(es& -he $ay Google (ou#ted or reported ba("l #"s see!ed to (ha#ge dra!at (ally&

U#dersta#d #g 5o! # ( 4 Part 2 10703 8assa#dra ,pr l 2003

Google (ra("ed do$# o# so!e bas ( l #"4<ual ty ssues, su(h as !ass %e l #" #g fro! (o4o$#ed do!a #s& 8assa#dra also (a!e do$# hard o# h dde# teAt a#d h dde# l #"s&

Google 4 Update "8assa#dra" s here 12(o#sulta#(y3 ?osto# February 2003

,##ou#(ed at .2. ?osto#, th s $as the f rst #a!ed Google update& 'r g #ally, Google a !ed at a !aCor !o#thly update, so the f rst fe$ updates $ere a (o!b #at o# of algor th! (ha#ges a#d !aCor #deA refreshes 1the so4(alled "Google 5a#(e"3& ,s updates be(a!e !ore fre<ue#t, the !o#thly dea <u ("ly d ed& 2002 Updates 1st 5o(u!e#ted Update .epte!ber 2002

?efore "?osto#" 1the f rst #a!ed update3, there $as a !aCor shuffle # the Fall of 2002& -he deta ls are u#(lear, but th s appeared to be !ore tha# the !o#thly Google 5a#(e a#d PageBa#" update& ,s o#e $eb!aster sa d of GoogleI "they !o%e the to let ! d strea!"&

.epte!ber, 2002 Google Update 5 s(uss o# 4 Part 1 10703

5a#( #g -he Google 5a#(e 1Le%el3433 2000 Updates Google -oolbar 5e(e!ber 2000

Guara#tee #g .2' argu!e#ts for years to (o!e, Google lau#(hed the r bro$ser toolbar, a#d $ th t, -oolbar PageBa#" 1-?PB3& ,s soo# as $eb!asters started $at(h #g -?PB, the Google 5a#(e bega#&

Google Lau#(hes -he Google -oolbar 1Google3