Google’s search algorithms are constantly evolving to ensure users find the most relevant and high-quality results. While updates like Panda and Penguin often get the spotlight, other significant updates—Fred, Page Layout, Pigeon, Possum, and Pirate—have also reshaped SEO strategies. Let’s explore what each of these updates means and why they matter.
1. Fred Algorithm (2017)
Fred targeted websites that prioritized monetization over user value. Sites filled with excessive ads, thin content, and clickbait headlines were hit hard. The goal was to reward pages offering genuine, useful content and penalize those cluttered with revenue-driven elements at the expense of user experience. If your site focuses only on affiliate links or ads with little original value, Fred could drop your rankings.
2. Page Layout Algorithm (2012, updated over time)
This update addressed sites that made users scroll past large ad sections before reaching the main content. Google emphasized that the “above the fold” section should contain valuable, relevant information not just banners or pop-ups. Websites with poor initial user experience saw ranking penalties, pushing webmasters to rethink content placement.
3. Pigeon Update (2014)
Pigeon improved local search results by connecting Google’s local algorithm more closely with traditional web ranking signals. It enhanced location-based searches and refined map results, making “near me” searches more accurate. Small businesses had to optimize both their websites and Google Business Profiles to remain competitive.
4. Possum Update (2016)
Possum refined local search filtering. It broadened the location radius, allowing businesses slightly outside city limits to appear in city-based searches. It also filtered out near-duplicate listings, especially those sharing the same address or ownership, resulting in cleaner and more relevant local search results.
5. Pirate Update (2012, refreshed later)
Pirate focused on combating online piracy. Websites that hosted or linked to pirated content, or had repeated copyright infringement notices under the DMCA, saw major ranking drops. The update was a step toward protecting creators and ensuring search results favored legitimate content sources.
Why These Updates Matter
Although each update targeted different SEO issues—ads, layout, local results, or copyright violations—the core mission was the same: improve the user’s search experience. Google’s ultimate goal is to connect people with trustworthy, relevant, and high-quality content.
Key Takeaways for Website Owners:
- Provide valuable, original content.
- Avoid excessive ads, especially above the fold.
- Optimize for local SEO and maintain an updated Google Business Profile.
- Respect copyright laws and use licensed content.
By focusing on user experience and ethical practices, your site can adapt to algorithm updates and maintain strong search rankings.