Five search marketers contributed opinions on Google’s December 2020 Core Update. The observations offer interesting feedback on what may have happened.

In my opinion, Google updates have increasingly been less about ranking factors and more about improving how queries and web pages are understood.

Some have offered the opinion that Google is randomizing search results in order to fool those who try to reverse engineer Google’s algorithm.

I don’t share that opinion.

Certain algorithm features are hard to detect in the search results. It’s not easy to to point at a search result and say it is ranking because of the BERT algorithm or Neural Matching.

But it is easy to point to backlinks, E-A-T or user experience as reasons to explain why a site is ranking or not ranking if that’s what’s sticking out, even when the actual reason might be more related to BERT.

So the Search Engine Results Pages (SERPs) may appear confusing and random to those who are scrutinizing the SERPs looking for traditional old school ranking factors to explain why pages are ranking or why they lost rankings in an update.

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