As just about anyone in the SEO field can tell you, April was a pretty wild ride with rankings and traffic for a lot of sites. We saw some of the highest volatility in rankings that we’ve seen in years. At the beginning of April, that volatility hit a 9.5 to 10 on a ten-point scale according to Advanced Web Rankings. Some of the clients I work with were seeing big swings in their rankings on a regular basis over the first half of the month.
So, what was going on? The short answer is that Google released and began rolling out a core algorithm update. Google rarely ever provides details on exactly what the updates do, but we can make a few guesses. It seems that this one was focused on content quality and authority, and manipulative backlinks.
In this post I’ll provide you with information on what a core algorithm update is, what those of us in the industry have been able to figure out, and what our approach to this is here at ES.
What Is a Google Core Algorithm Update?
Before getting too far into what changed, it’s worth taking a step back and talking about what a core update actually is.
A core algorithm update is a broad update to how Google evaluates and ranks content across the web. Unlike smaller updates that target a specific issue (like spam or product reviews), core updates tend to impact multiple ranking factors at once. That’s why they often cause widespread volatility across industries.
Google has consistently said that core updates are less about penalizing specific tactics and more about reassessing what content deserves to rank. In other words, it’s not always that your site did something wrong. Sometimes it’s just that Google found something it believes is better.
That said, when we see updates with this level of volatility, there are usually clear patterns in what types of sites gained visibility and which ones lost it.
What We Saw During the March/April 2026 Update
This update started rolling out in late March and wrapped up in mid-April, and during that window, rankings were anything but stable. Tools across the industry showed extreme fluctuations, and Google even acknowledged some temporary search disruptions during the rollout.
There are a few key trends that stood out:
1. A Shift Away from Aggregator Content
One of the more noticeable changes was a drop in visibility for aggregator-style websites. These are sites that primarily compile or summarize information from other sources without adding much original value.
Google has been signaling for a while that it wants to prioritize original, firsthand content, and this update seems to have pushed that further. Sites that relied heavily on “roundups” or lightly rewritten summaries appear to have taken a hit.
2. Increased Emphasis on EEAT
Google’s focus on EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) wasn’t new, but this update reinforced just how important it is.
Content that clearly demonstrates real-world experience or subject matter expertise seems to have performed better. On the flip side, generic content that could have been written by just about anyone struggled to maintain rankings.
This is also where things like authorship, credentials, and brand reputation start to matter more. If Google can’t easily understand who is behind the content and why they should be trusted, that’s becoming a bigger problem.
3. Crackdown on Manipulative Backlinks
Another major theme was backlinks. Specifically, Google appeared to push down sites with questionable link-building practices. This may have been related to a spam update. But that update rolled out at the same time, so it is difficult to determine which update this was related to.
Regardless of which update this was part of, sites that relied on low-quality link networks or overly aggressive link-building strategies saw declines. This isn’t exactly new, but the impact seemed more pronounced this time around.
The takeaway here is pretty straightforward: natural, earned links continue to be the safest and most effective long-term strategy.
4. AI Content Under More Scrutiny
Let’s address the elephant in the room. AI-generated content.
There’s nothing inherently wrong with using AI as part of a content process, but this update seemed to draw a clearer line between useful, well-edited content and what many are calling “AI slop.”
Sites publishing large volumes of low-value, lightly edited AI content appear to have been hit the hardest. Meanwhile, content that used AI as a starting point but was heavily refined and improved by real people held up much better.
What This Means for Your Website
If your rankings moved around during this update, you’re not alone. One of my clients saw significant swings right at the rollout. That volatility continued throughout the rollout.
Seeing that kind of volatility could cause you to panic. But the important thing is how you respond and not to second guess where you may have made missteps.
Based on what we’ve seen, there are a few areas that are worth focusing on moving forward.
Want to stay up to date with the news and resources from EdwardsSchoen?
Sign up for our monthly newsletter to stay in the know!
Clean Up Your Backlink Profile
Take a close look at your backlinks. If there are links that look unnatural or come from low-quality sources, it’s worth addressing them.
This doesn’t mean you need to panic and disavow everything, but having a clean, natural link profile is more important than ever.
Double Down on Content Quality
This is the big one. Content needs to be original, helpful, and written with a clear purpose.
If you have pages that aren’t performing well, it’s worth asking why. Are they too thin? Too generic? Are they saying anything new or useful?
In many cases, improving or consolidating existing content can have a bigger impact than just creating more of it.
Establish Clear Authorship
One of the more actionable takeaways from this update is authorship.
If your content doesn’t have a clear author, now is the time to fix that. Those authors should be real people with some kind of online presence. Linking to profiles or credentials helps reinforce trust and authority.
Be Thoughtful About AI Use
AI can be a useful tool, but it shouldn’t be the final product.
Content should go through a real editorial process. That means adding insights, refining the messaging, and making sure it actually provides value to the reader. If it reads like it could have been generated in bulk, there’s a good chance it won’t perform well long term.
Our Approach at ES
From our perspective, this update reinforces a lot of the direction we’ve already been moving in.
We moved away from risky backlink strategies years ago, so this isn’t an area where we’re scrambling to adjust. That said, we’ll still be reviewing backlink profiles to make sure everything looks clean and natural.
On the content side, we’re putting a stronger emphasis on quality over quantity. That includes:
- Reviewing existing content and improving or removing underperforming pages
- Making sure every piece of content has a clear purpose and adds value
- Incorporating real expertise and insights wherever possible
We’re also taking a closer look at authorship. Assigning real authors to content and reinforcing their credibility is something we expect to play a bigger role moving forward.
Where Things Go From Here
If there’s one consistent theme with Google updates, it’s that they tend to reward the same fundamentals over time.
Create helpful content. Build real authority. Avoid shortcuts.
This update didn’t rewrite the rules as much as it enforced them more aggressively. Sites that were already aligned with those principles are in a good position. Those that weren’t now have a clearer idea of what needs to change. And if April was any indication, it’s probably safe to assume we haven’t seen the last of this level of volatility.
