Wade Morris
- Jul 13, 2021
- 2 min read

July 2021 Core Update Completes 12-Day Launch

SEOs have kept their eyes peeled all summer for information pertaining to Google’s various updates. Finally, Google has announced that its pair of summer core updates has finished rolling out.

Google launched its first core update of the year on June 2. With the launch, Google said that it would be splitting the core update into two launches – one for June and one for July.

The June update completed its rollout on June 12, and the July update began its rollout on July 1, finishing yesterday, as per an announcement from Google:

The July 2021 core update rollout is now effectively complete. — Google SearchLiaison (@searchliaison) July 12, 2021

The core update is a particularly significant type of update. Upon a core update launch, Google makes broad changes to its search algorithms, in turn affecting what metrics are used to rank pages on SERPs. Following a launch, SEOs and site owners should pay close attention to their sites’ performance.

Not Done Cooling Down Yet

Even though the July core update is finished rolling out, tracking tools are still showing plenty of heat. Over the last twelve days, there have been two ‘spikes’ of activity – one on July 2 and one on July 9. It’s possible that sites are still reacting or catching up, even though Google isn’t making more explicit changes.

SEMRush as of July 13 at 10:00 a.m.

Have You Been Affected?

It’s not always clear following a core update which sites or pages will be affected. Most SEOs would agree that the update phase feels like a rollercoaster.

SEO Barry Schwartz writes that he’s ready plenty of theories about the recent updates on forums and social media. These posts speculate on what the update’s actual outcomes were, and what site owners should do to recover. However, Schwartz warns not to feed into these theories without proof.

I don’t think any of those theories have anything to do with what a core update is about or what it actually does,” he says. “Please be careful when reading these theories and associating them with the core update. I really think they are unrelated and lead you to fishing for the wrong thing.”

SEO Glenn Gabe, meanwhile, writes that he’s seen volatile results across sites from certain categories.

Specifically, sites with content pertaining to finances or the health and medical industry seemed to be hit hardest. Additionally, sites with product reviews have been hit hard, especially considering that the product reviews update was launched in the spring.

Gabe provides plenty of tips for SEOs who want their sites to recover. He points out that, unfortunately, you may have to wait for the next update to see favourable results.

“Sites that are heavily impacted by broad core updates typically cannot see recovery until another broad core updates rolls out,” he says.

Still, site owners should take an ‘everything but the kitchen sink’ approach to fixing their rankings. This means checking every possible factor rather than assuming a drop in rankings comes from one specific thing.