Google Phantom Update

Algorithm optimizations have in some cases led to dramatic ranking changes around the world. But there was no clear pattern here compared to the Penguin update or the Panda update.

Background ghost update

In May 2015, many SEOs around the world reported significant changes in search results. Several websites have lost more than half of their visibility. Websites of all shapes and sizes are affected. This meant that the updates had a significant impact on consultant websites, as well as e-commerce or news websites.

Google is suspected of implementing a new version of the Panda or Penguin algorithm. In June 2015, Google confirmed that it had made changes to the algorithm, mainly related to the site's Quality Score. Gary Illies and John Mueller also commented on the changes to Google's algorithm.

In the SEO world, the update phenomenon quickly became known as a ghost. The alternative description was only a quality improvement. The algorithm tweak has been repeatedly referred to as a phantom update, as Google has not yet specified which areas of the website will be affected.

Ghost update timeline

Since May 2013, there have been five Google Phantom updates.

Phantom I, early May 2015: Google releases another update to its core algorithm, but doesn't provide details.
Phantom II, Mid-June 2015 - Traffic dropped by more than 50% on some websites. Google didn't confirm the update initially, but its impact on the rankings was felt around the world » Phantom II Update Review
Phantom III, December 2015: There have been some fluctuations in the SERPs since Google released its quality guidelines. The Phantom III update is believed to have taken into account both user intent and content quality » Phantom III update overview
Phantom IV, July 2016 – More than six months after Google overestimated the Phantom III's signal quality, leading to significant ranking swings. The update has not been confirmed by Google, but is considered the fourth iteration of the Phantom update » Phantom IV Update overview
Phantom V February 2017 – After much movement in the search results, the review showed well-known models from the Phantom series » Phantom V Update Review

What are the implications and goals of the Ghost update?

Since the release of the Phantom update, no sequential series of sites have been affected. However, one thing was clear: the ratings of several affected websites deteriorated in a short time.

The updates, also known as ghosting, were mainly intended to improve the quality of websites and thus the quality of the search results. Google's underlying algorithm is constantly adapting for this. The website elements that are affected by this are not reported to Google.

However, when it comes to the quality of the website as a whole, several aspects of the optimization can be associated with the Phantom update.

How can webmasters respond to a ghost update?

As cryptic as ghost updates may seem, the solution for webmasters seems simple. High quality websites can be easily customized, including:

Recommendations for webmasters. In the so-called Webmaster Guidelines, Google outlines the steps SEOs and webmasters can take to ensure that the quality of websites meets the requirements of search engines and users. The Guide expressly excludes any form of spam or manipulative measures, such as keyword stuffing.
Content: Quality websites use unique content that adds value to the user. This content must be maintained and updated regularly. Therefore, the high relevance of the content and the ability to adapt the content to the user's intentions are important. At the same time, it goes without saying that online content should be simple and error-free for users.
Technology: For websites, quality means that they are easy to use by both users and search engines and that they offer a high degree of usability. This ease of use starts with fast loading and ends with a simple user menu. The quality of use must also be at the same level, regardless of the terminal device used.

In addition to these core factors in the quality of a website, other factors such as inbound links, outbound links, internal links, and proper use of meta information can be critical to a ghost algorithm.

Perspectives and conclusions

The date of the next update of Google's core algorithm is unknown. In any case, the group of search engines has increasingly drawn the attention of webmasters to the quality of the site. Due to the lack of information on the details of the update, it is the responsibility of the webmasters to ensure the highest possible quality in all areas.

With its mobile update, Google has shown how it can aggressively implement a new algorithm change that will be followed by webmasters around the world. It seems that the tactic of showing as little detail as possible has worked with ghost updates so that website operators even try to optimize their websites. Of course, Google's interest in quality websites is not altruistic. If Google presents search results with beautiful pages, it has a positive effect on your reputation. This positive branding effect then pays off in the form of more ad placements and clicks on those ads.

Presumably, Phantom updates like Penguin and Panda will be constantly updated one day, so the impact won't be felt as much as with previous Phantom updates.

Literal Meanings of Google Phantom Update

Phantom:

Meanings of Phantom:

or apparition.
Something that appears to be seen, heard, or tangible, but has no physical reality, an image that appears to be only an illusion or delusion in the mind.
A placeholder for a pair of players when playing an odd number of pairs.
(medical imaging) Subject.
Illusory.
Fictional or non-existent.

Sentences of Phantom

Ghost member.

Update:

Meanings of Update:

Notice containing more recent information than is currently known.
Change information, change existing or known data.
The following information. Supplement to existing information.
Going from something to a newer, more current version (in software) is a minor upgrade.
A version of something that is newer than other versions.
Update (one thing).
Briefing (one person): Informing (one person) about current affairs.