Whenever the search marketing industry gets wind of a Google algorithm update, it becomes a major topic of discussion. Articles are inevitably published on the specifics of the latest update and how to recover lost rankings for penalized sites. With the exception of historic changes to Google’s algorithm, such as the Panda and Penguin updates that fundamentally changed the way website publishers had to approach their optimization strategies, algorithm updates should not receive nearly as much attention as they currently do. Google Algorithm Updates Are Constant Google updates its algorithm constantly. According to Moz , Google changes its algorithm 500 to 600 times per year. However, we only know about the updates that Google wants us to know about. Why? So, we can help Google serve higher-quality search results to their users. Essentially, Google’s algorithm updates remind us to constantly improve our websites. In return, we are rewarded with better rankin...