SEO & search updates, analysed
When Google, YouTube or the search world ships something, we break down what changed and what it means for you — technical, first-hand, no hype.
What we cover
Search changes constantly, but most of what changes does not matter. We only write when something actually affects how a page gets found — a ranking system update, a change to how Google renders or indexes pages, a new surface that sends traffic (AI Overviews, ChatGPT, Perplexity, YouTube search), or a shift in how link and authority signals are treated. Product announcements that change nothing for site owners are left alone.
How we analyse an update
Every piece follows the same three steps. First, what changed— the primary source, quoted, with a link, never a paraphrase of someone else's paraphrase. Second, what it means — read against how search actually works, not against speculation on social media. Third, what to do— a concrete action, or an explicit “nothing, ignore this” when that is the honest answer, which it often is.
Where a claim can be tested against data, we test it. We run our own crawler and an open index of 7.1 billion links between 250+ million domains, so statements about authority, link growth or how rare a given link profile is are measured on that index rather than repeated from a vendor's blog post. When we cannot measure something, we say we cannot measure it.
Editorial standards
- No affiliate links. Nothing on this site is paid placement, including tool comparisons.
- Primary sources only. If we cannot link the original announcement or dataset, we do not publish the claim.
- Corrections stay visible. When we get something wrong we mark the correction in place instead of quietly editing.
- No AI slop. Drafts may be machine-assisted, but nothing is published without a human check of every factual claim.
Start here in the meantime
If you are looking for something to read right now, our evergreen work is a better starting point than update coverage:
- Domain authority statistics — what a normal link profile looks like, measured across the open web
- What is domain authority — what the score is, and what it is not
- What is a backlink — which links move a site and which do nothing
- Referring domains — why the count of unique linking sites beats the raw link count
- AI Search Visibility — whether AI assistants mention you when someone asks about your category