Unofficial Google updates that refine content quality signals, often impacting rankings.
Ever feel like your website’s ranking just dropped for no reason at all? You are not alone. It can be super frustrating when Google changes things and does not tell anyone what happened. I am here to talk about one of those sneaky changes, known as a Quality Update or “Phantom Update.” I have seen these happen many times over my career, and I have learned how to handle them. I am going to share what I know, so you can stop worrying and start making your website better than ever. I will give you some simple, actionable steps to take if you think you have been hit by one of these.
So, what is a Quality Update (Phantom Update)? It is a change to Google’s search algorithm that is not officially announced. Unlike a major Core Update that Google often confirms, these “phantom” updates happen quietly in the background. They are often less about specific new features and more about adjusting how Google evaluates the quality of websites overall, usually related to E-A-T (Expertise, Authoritativeness, and Trustworthiness).
The name “Phantom Update” comes from the fact that they are hard to see and often lead to a lot of confusion in the SEO community. A site might suddenly see a big change in traffic or rankings, and the cause is not clear. The best way to deal with them is to focus on improving your website’s quality from the ground up, following Google’s general guidelines.
Quality Updates’ Impact on Different CMS Platforms
No matter what system you use to run your website, a Quality Update can affect you. The good news is that the same principles for recovery apply to all of them. I am going to show you how to think about this in the context of different platforms. The key is to focus on content quality and user experience.
WordPress
With WordPress, you have a lot of tools to help you after a Quality Update. You can use plugins to improve site speed, check for broken links, and manage your content. My advice is to review your old content; make sure it is up-to-date, accurate, and easy to read. This is a great time to remove any low-quality, thin pages that might be dragging your site down.
Shopify
For Shopify, a Quality Update often hits because of trust and authority issues. To fix this, I suggest you focus on your product pages and customer reviews. Make sure your product descriptions are detailed and helpful, and you have clear shipping and return policies. High-quality product images and customer testimonials also help to build that all-important trust.
Wix
If you use Wix, you may not have as much control over the technical side, but you can absolutely fix content issues. After a Quality Update, take a hard look at your blog posts and main pages. Are they well-written? Are they comprehensive? Focus on making every single piece of content the best it can be, answering all your users’ questions.
Webflow
Webflow’s great for building a clean, fast site, which is a big part of quality. If you see a ranking drop, it might be due to a content issue rather than a technical one. Review your main pages and content to see if it truly demonstrates your expertise. Consider adding an “About Us” page with your team’s bios to build more authority.
Custom CMS
With a custom CMS, you have the most control, which means you also have the most work to do. After a Quality Update, you need to look at both the technical and content sides. I would recommend running a full audit of your site’s speed, security, and content quality. You can then make changes quickly to address any weaknesses you find.
How Quality Updates Apply to Different Industries
A Quality Update can impact every kind of website, but the things you need to fix will look different depending on your industry. It is all about how you show expertise and trustworthiness to your specific audience. I will show you how to apply this to a few key sectors.
Ecommerce
For ecommerce, a Quality Update is often about trust. Do you have a lot of one-line product descriptions and no customer reviews? That is a red flag for Google. I suggest you add detailed descriptions, high-quality photos, and prominently display social proof like testimonials and ratings to show you are a trustworthy business.
Local Businesses
If you run a local business, a Quality Update often comes down to your local reputation. You should focus on getting more customer reviews on Google Maps and other platforms. Also, make sure your contact information and business hours are correct and easy to find everywhere on your website and across the web.
SaaS
For a SaaS company, a Quality Update is usually about your expertise. Does your content show you are a leader in your field? I recommend you create in-depth case studies, white papers, and detailed tutorials that show you truly understand your product and your industry. Highlighting team credentials and positive media mentions also helps a lot.
Blogs
If you run a blog, a Quality Update can really hit you if your content is not unique or authoritative. My advice is to go back and update your old articles with fresh information and new research. Also, make sure your author bio is detailed, showing your experience and credentials, to prove you are a knowledgeable source.
FAQ Section
What is the difference between a Core Update and a Quality Update?
A Core Update is a broad, officially announced change to Google’s main algorithm, affecting many sites at once. A Quality Update (or Phantom Update) is a smaller, unannounced change that is more about how Google measures the quality of your website, often related to E-A-T principles.
How do I know if my site was hit by a Quality Update?
You may see a sudden drop in rankings and organic traffic without a clear reason or official Google announcement. The changes are often site-wide, not just affecting one or two pages. The best way to know is to check your traffic in Google Analytics and compare it to known SEO update dates.
What is the first thing I should do after a suspected Quality Update?
The first thing I would do is not panic. The best step is to conduct a quality audit of your website. Check for low-quality content, slow pages, and anything that makes your site seem less trustworthy. You should focus on making your site the best possible resource for your users, and the rankings will often follow.
Do I need to hire an expert to fix my site after a Quality Update?
For most sites, you do not need to hire an expert right away. A lot of the fixes are things you can do yourself, like improving your content, updating old articles, and making sure your site is easy to use. I always tell people to start with the basics; if you are still stuck after that, then consider getting professional help.
