Google’s Latest Broad Core Ranking Update: Florida 2

Alex Deleon Headshot

Florida 2 Algorithm Update

What’s Going On?

On March 12th, Google released what being referred to as the Florida 2 algorithm update. Website owners are already noticing significant shifts across their keyword rankings. While Google’s algorithm updates vary in terms of how often they receive broad notice, the Florida 2 update is one that every marketer needs to be paying close attention to.

Who Was Impacted by the Florida 2 Algorithm Update?

Google makes several broad ranking algorithm updates each year, but only confirms updates that result in widespread impact. Google did confirm Florida 2, and there are SEOs out there already calling it the “biggest update [Google has made] in years.” Unlike last August’s Medic Update, Florida 2 isn’t targeting a specific niche or vertical, which means the entire search community needs to be paying attention as we try to better understand the changes Google is making to its search algorithm.

While it’s still too early for our team to pinpoint what exactly is being impacted by Florida 2, we’re going to keep a very close eye on where things fall out over the next several days (and weeks).

Here’s what we’ve seen so far:

  • Indiscriminate swings in site traffic & ranking, with some websites reporting zero traffic after the update.
  • Evidence of traffic increases for site owners who are prioritizing quality content and page speed.
  • A worldwide impact – this is not a niche specific or region specific update.
  • Potential adjustments in how Google is interpreting particular search queries.
  • Backlink quality possibly being a very important factor.
  • Short term keyword ranking changes (declines in ranking that then back to “normal” after a few hours).

My Rankings Took a Hit. What Can I Do?

In short? Nothing. But don’t panic.

As with any Google algorithm update, websites will see increases or declines in their rankings. There is no quick fix for sites or web pages that experience negative results from the update; don’t make the mistake of aggressively changing aspects of your site without fully understanding the broader impact those changes will have. If you are being negatively impacted by Florida 2 (or any other algorithm update), your best bet is continuing to focus on offering the best content you can, as that is what Google always seeks to reward.

For advice on how to produce great content, a good starting point is to review Google’s Search Quality Guidelines. For recommendations on copywriting tips and strategies check out the copywriting section of the Portent blog.

We’ll continue to update this post as we gather more information.

Alex Deleon Headshot
Director of Search & Social

Alex oversees the search, social, and small business teams at Portent. A graduate of the University of Washington, he spent the first five years of his career in public relations and communications, including time in two of the largest PR agencies in Seattle. Alex's experience spans multiple verticals, including technology, sports entertainment, health tech, eCommerce, non-profit education, and the gaming. He maintains an unhealthy obsession with the NBA in his free time, and enjoys showing off his poor man's poor man version of the Dream Shake while posting up on the low block at local pick up games.

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