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Rankings would change, but it would be a combination of many things, not due to one specific factor or cause. Obviously it isn’t that simple, but that’s a good way to think about a core update. Here’s a purely made up, slightly more complicated example of what Google wouldn’t tell us: “In this core update, we increased the value of keywords in H1 tags by 2%, increased the value of HTTPS by 18%, decreased the value of keyword in title tag by 9%, changed the D value in our PageRank calculation from .85 to .70, and started using a TF-iDUF retrieval method for logged in users instead of the traditional TF-PDF method.” (I swear these are real things. I just have no idea if they’re real things used by Google.) For starters, many SEO pros wouldn’t understand it. Basically, it means Google may have changed the way they calculate term importance on a page, or the the weighting of links in PageRank, or both, or a whole bunch of other factors that they can’t talk about without giving away the algorithm. Put simply: Google changed the weight and importance of many ranking factors. That’s the simple explanation. At its most complex form, Google ran a new training set through their machine learning ranking model and quality raters picked this new set of results as more relevant than the previous set, and the engineers have no idea what weights changed or how they changed because that’s just how machine learning works . (We all know Google users quality raters to rate search results. These ratings are how they choose one algorithm change over another – not how they rate your site.

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