Even Google’s updates take a holiday

The Helpful Content and Spam updates which were released by Google in December, are still continuing to roll out, which may explain the current turbulence in the search results. These sorts of updates typically take a couple of weeks to fully roll out but the December updates have not yet finished, and it’s been nearly a month now. Danny Sullivan, Search Liaison at Google, stated that the the reason why this is taking so long is because Google pauses the release of the updates during the holidays.

There was some speculation that the length of an update is relative to its impact, but this seems not to be the case. There is still no news as to when these updates will be completed but the search results have been in a high level of flux recently, so we hope it won’t be too long now before things settle down again.