Google: Evolution and How to Adapt to Algorithm Changes

Larry Page and Sergey Brin met in 1996 while they were both PhD students in computer science. Their first joint project was called BackRub, designed to analyze the relationships between websites to organize them more efficiently. BackRub became the foundation for what would later be Google Inc., officially founded in 1998.

Google quickly became the world’s most popular search engine thanks to its unique way of delivering more relevant results in less time. In the beginning, this was largely due to the algorithm developed by Larry Page: PageRank. This early system assigned a visible score to each webpage based on its internal links and how often its link appeared on other sites—in other words, the concepts of authority and backlinks were already in play.

More than 25 years have passed since the founding of one of the most important tech companies in the world. And while Google has expanded into other areas, the search engine remains one of its core products. That’s why, although some of the original concepts are still there, Google’s algorithm has evolved and become increasingly sophisticated. After all, the company’s main goal is still to deliver the most relevant results for each search query.

To this day, there is no way to rank well on Google without working within its algorithm. To move up in the rankings, we need to understand exactly what the company prioritizes and what it penalizes, as well as stay on top of its constant updates. Let’s break down the key points to keep up.

What You Need to Know About Google’s Algorithm

What do we mean by “algorithm” when we talk about Google?

According to Semrush, “Google’s search algorithm is a complex system that determines how pages are ranked in search results.” In other words, the algorithm is part of Google’s sophisticated robot that scans and interprets every webpage indexed on its platform.

How does Google’s algorithm work and what is its goal?

Once a website is indexed (meaning Google has analyzed and stored it in its database), the algorithm evaluates its relevance and quality. The criteria it uses are extensive, constantly changing, and, most importantly, never fully disclosed by the company. Some of the key factors that Google has made public include originality, authority, loading speed, mobile optimization, keyword relevance, and backlinks, among others.

All of this is done to organize search results based on relevance and importance. The company’s main objective is to provide the most accurate answer and meaningful information related to the user’s search intent, ensuring a positive experience on the platform.

A Timeline of Google’s Algorithm Updates

As we’ve mentioned, Google’s algorithm has been constantly evolving since its creation. Over the years, there have been several updates, introducing new concepts while making others obsolete. Some of the most significant historical updates include:

2011–2014: Panda, Penguin, Hummingbird, and Pigeon

• Panda (2011): Focused on content quality, improving rankings for sites with valuable, original information and penalizing those with low-quality or thin content. It also prioritized user experience by cracking down on spam and excessive ads.
• Penguin (2012): Shifted attention to backlink quality. Google began favoring diverse, natural links and penalizing manipulative practices like excessive link exchanges or paid links that disrupted the user experience.
• Hummingbird (2013): Allowed Google to better understand natural language and interpret complex searches. This update introduced semantic search and entity-based indexing, moving away from rigid keyword matching. Once again, user experience became a key factor in rankings.
• Pigeon (2014): Focused on local search results, factoring in the user’s location. Businesses were now required to have contact information and a Google My Business presence to rank well locally.

2015–2021: Mobilegeddon, RankBrain, Medic, BERT, and MUM

• Mobilegeddon (2015): Also known as the Mobile-Friendly Update, it prioritized websites optimized for smartphones.
• RankBrain (2015): Introduced AI to help Google understand search intent, especially for new or uncommon queries. This update reinforced the semantic search principles introduced with Hummingbird.
• Medic (2018): Though Google never confirmed it officially, SEO experts noted that this update primarily affected Your Money, Your Life (YMYL) sites, emphasizing the importance of E-A-T (Expertise, Authority, and Trustworthiness).
• BERT (2019): Leveraged natural language processing (NLP) to better understand prepositions, pronouns, context, and long-tail queries. This update forced SEO writers to abandon outdated keyword stuffing techniques in favor of clear, user-focused content.
• MUM (2021): An advanced version of BERT that can process information across multiple formats, including text, images, and videos. This update pushed SEO professionals to interconnect information and create websites that fully address user needs.

What’s the Current State of Google’s Algorithm?

Many algorithm updates have come and gone, but today’s system still incorporates elements from almost all of them. The key takeaway? Google will always prioritize user experience, ensuring that search results lead to relevant and useful content. In recent years, the company has even started penalizing sites that create content solely for search engines rather than for people.

However, in 2024, a massive leak revealed previously unknown details about the algorithm. Among other things, it confirmed that user clicks influence rankings and that certain “whitelisted” websites—such as official sources on elections, COVID-19, and other sensitive topics—are exempt from algorithmic penalties.

How to Adapt to Google’s Constant Changes

Google’s algorithm is always evolving, but if there’s one thing we can be sure of, it’s that user experience will remain the top priority. Throughout the search engine’s history, certain factors have remained essential: high-quality writing, clear messaging, mobile optimization, strong backlinks, and natural language use.

In the end, the best strategy is to design and structure a website with the user in mind. If the content is genuinely useful, Google’s algorithm will reward it—no matter how many updates come our way.