Google’s latest core update leaves publishers rattled, but its consequences are still to be determined

Last month’s Google core update was no cake walk for some publishers.

Several publishers told Digiday that unlike the March Google core update — which had minimal effects on publisher search traffic — the latest one was the more typical, Google nail-biting rollercoaster regarding search referrals and rankings/visibility. Every core update can change how publishers’ sites and pages are ranked and that impacts impressions and CTRs.

One head of audience at a news publisher said there were a few moments during the 16-day roll-out period where things were looking “grim,” as traffic tanked, albeit temporarily, though they declined to share specific figures.

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