Google released another core update in August 2023, adding more volatility to a year already full of search changes. For businesses that rely on organic traffic, the update reinforced a practical point: SEO is not something to dust off once a year.

Core updates can reward better content and expose weak content. They can also make performance look unpredictable when a site has been neglected. SMBs that maintain service pages, update examples, improve technical health and monitor Search Console are less likely to be surprised by every update.

SEO maintenance is risk management

Many small businesses only review SEO when leads slow down. By then, the issue may be months old: outdated service pages, broken tracking, slow pages, content decay, missing reviews or competitors improving their sites.

Brand Fuel Digital CEO/Founder Paul Burns says SEO should be part of the operating rhythm. “A core update is not the time to discover your best pages are outdated. SMBs should review search visibility, lead quality and page usefulness regularly so they are improving before the algorithm forces the conversation.”

What to review after an update

• Search Console trends: Look at queries, pages and impressions before assuming traffic loss is random.
• Page freshness: Update outdated offers, service details, locations, examples and FAQs.
• Internal linking: Important pages should be easy to find from related content.
• Conversion quality: Organic traffic is only valuable if it creates qualified demand.

Brand Fuel Digital’s View

The August 2023 core update was another reminder that SEO rewards steady improvement. SMBs should treat search visibility like a living asset: monitor it, maintain it and keep proving why the business deserves to be found.

Sources: Search Engine Journal on the August 2023 core update and Google ranking updates history.