Carolyn asks, “A major update to Google’s core algorithm just came out and our site is down 30% for organic traffic overnight. How do you deal with situations like this?”
Algorithm updates happen all the time, though Google does deploy large ones a few times a year. If there’s any advanced warning, plan campaigns on channels other than search to temporarily drive different traffic if you’re anticipating a problem, especially on paid search.
Monitor forums like SE Roundtable and Black Hat World to see what other SEO professionals are saying about the changes and what they have in common.
If your business permits, let the dust settle for a few days afterwards and a consensus form among the community about what the change might have impacted most, then work to remediate it if possible.
And play the long game – continue building great content to answer search queries with expertise and authority.
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