Page Experience update. Here's a slide from my SMX Advanced presentation on signal strength (with one of my tweets based on a video by Google's Martin Splitt): Also, and I've covered this in other articles on general kernel updates, but it's important to analyze dropped requests and landing pages based on a general kernel update. Ghost Mannequin Effect There could be multiple reasons for the drop, including relevance adjustments, intent changes, overall site quality issues (or a mix of reasons). You can read my article on this subject for more information.

Turnarounds from June to July. We were warned about this… When rolling out the June 2021 General Update, Google explained that some sites may see reversals with the July 2021 General Update. Needless to say, I was interested in seeing how it would be. I also tweeted that no one should declare victory with the main June update until the July full rollout. And after the rollout of the general July update, I saw some sites backtracking. There weren't a ton of site-based reversals in my dataset, but there were quite a few. Ghost Mannequin Effect Here are some examples of visibility changes for sites that have experienced reversals (either up, then down, or down, then up):Google: June and July core updates were distinct and unique.

Based on some sites seeing an impact in one update, and not the other, Google's John Mueller was asked about it during a Search Central Hangout video. John explained that the main June and July updates were separate and unique updates. And just because they're "core updates" doesn't mean they affect the same core parts of the ranking system. This is why some sites may see an impact during one major update, but not the other. Ghost Mannequin Effect Here's John explaining this (at 30:25 in the video):Tremors: This is no surprise, just like the other major algorithm updates. After rolling out major algorithm updates, it's not unusual for Google to make small changes to the algorithm based on what it sees in the SERPs. You can think of them as minor tweaks to fine-tune the results. Google's John Mueller publicly explained this in Medieval Panda.