Google’s August 2023 broad core update rolled out on 23 August 2023, marking the second major algorithm shift of the year. If you’ve noticed ranking fluctuations in recent weeks, this update explains why. Here’s what Perth businesses need to know about the changes and how to respond effectively.
Core updates happen 2-4 times per year, and this one took up to two weeks to fully deploy. Unlike targeted updates that focus on specific ranking factors, broad core updates reassess how Google evaluates content quality across the entire web. The result? Significant ranking shifts for websites across all industries.
What Changed in the August 2023 Update
Google announced this update through their usual channels — Twitter and their search ranking updates page. The announcement was brief: “Today we released the August 2023 core update. We’ll update our ranking release history page when the rollout is complete.” But the impact was anything but brief.
This update came five months after the March 2023 core update, following Google’s typical 3-6 month interval between major algorithm changes. The timing suggests Google had been testing and refining their quality assessment algorithms throughout the winter months.
Key Technical Changes in August
Several technical updates accompanied the core algorithm change:
- August 15: Google clarified support only for standard schema.org enumeration values for local business opening hours, requiring English-language values
- August 9: Release of SEO Office Hours transcript with actionable SEO insights
- August 2: Removal of “@id” from site names documentation and updated local business structured data guidelines
The structured data changes particularly affected local businesses using schema markup incorrectly. Many Perth businesses discovered their review snippets disappeared overnight because they violated the self-serving review guidelines.
How to Diagnose Update Impact on Your Site
Many business owners panic when they see traffic drops during algorithm updates. But ranking fluctuations don’t automatically mean your site is broken. Here’s how to assess the real impact:
Check Your Analytics Timeline
Log into Google Analytics and Search Console. Set your date range to cover 23 August through early September 2023. Look for:
- Sudden traffic drops or spikes starting around 23 August
- Changes in average position for your main keywords
- Shifts in which pages drive the most organic traffic
- Changes in click-through rates from search results
Evaluate Content Quality
Google recommends asking these questions about your content:
- Does your content contain original information, research, or analysis?
- Does your content provide substantial, complete coverage of topics?
- Do you add meaningful value beyond simply copying other sources?
- Do your headlines accurately represent the content?
- Would people willingly share your content on social media?
- Are you creating content people actually want to read?
These aren’t just theoretical questions. Google’s algorithms have become sophisticated at detecting thin, copied, or manipulative content. The August update particularly affected sites failing these quality tests.
Strategic Response to Algorithm Changes
Don’t make hasty changes when your rankings drop. Google specifically advises against immediate corrective actions because there aren’t guaranteed steps to restore rankings quickly. Instead, focus on long-term improvements.
Content Audit and Enhancement
Review your existing content systematically. Look for pages that lost rankings and ask why Google might favour competitors instead. Common issues we find include:
- Outdated information that competitors have refreshed
- Shallow content that doesn’t fully answer user questions
- Poor user experience with slow loading or difficult navigation
- Technical SEO issues affecting crawlability
Technical Infrastructure Review
The August update’s emphasis on structured data highlights the importance of technical SEO foundations. Audit your:
- Schema markup implementation and validation
- Site speed and Core Web Vitals
- Mobile responsiveness and usability
- Internal linking structure and hierarchy
Historical Context: Recent Core Updates
Understanding recent update patterns helps predict Google’s direction and prepare for future changes:
- April 2023: Reviews update targeting fake and manipulated reviews
- March 2023: Core update focusing on content quality and user experience
- February 2023: Product reviews update affecting e-commerce and affiliate sites
- September 2022: Minor core update with limited impact
- May 2022: Fast-rolling, significant core update
The pattern shows Google’s increasing focus on content authenticity and user value. Each update refines how the algorithm identifies and rewards genuinely helpful content while penalising manipulative tactics.
PWD’s Post-Update Action Plan
Based on our analysis of the August 2023 update’s impact across client websites, we’ve identified specific strategies that work:
Content Strategy Refinement
Fresh, regularly updated content remains the foundation of SEO success. We recommend:
- Hiring specialist copywriters who understand SEO content optimisation
- Establishing content update schedules for evergreen pages
- Creating original research and insights rather than rehashing existing information
- Focusing on user intent and satisfaction over keyword density
Technical Excellence
The August update reinforced that correct technical implementation matters. Schema.org compliance isn’t optional — it’s essential for modern SEO success. We ensure:
- Proper structured data implementation following schema.org standards
- Regular technical audits using proven technical SEO methodologies
- Monitoring for algorithm update impacts and swift response protocols
- Integration of SEO-friendly content management systems
Preparing for Future Algorithm Changes
Algorithm updates will continue. Google typically releases 2-4 core updates annually, plus numerous smaller updates. The businesses that thrive are those that build resilient SEO strategies rather than chasing quick fixes.
Build Update-Resistant SEO
Focus on fundamentals that remain constant across algorithm changes:
- Create content that genuinely helps your audience
- Maintain excellent user experience across all devices
- Build natural, relevant backlinks through quality content and outreach
- Stay current with Google’s official guidelines and best practices
These principles protect against negative update impacts while positioning you for positive ranking changes when Google rewards quality improvements.
Monitoring and Response Systems
Establish monitoring systems to detect algorithm impacts early:
- Daily ranking tracking for key terms
- Weekly traffic and conversion analysis
- Monthly technical SEO health checks
- Quarterly content audits and refresh cycles
Early detection allows for measured responses rather than panic-driven changes that often worsen problems.
Working with SEO Professionals During Updates
Algorithm updates can be stressful for business owners who depend on organic search traffic. Working with experienced SEO professionals provides several advantages:
- Historical context from managing clients through previous updates
- Access to industry data and insights about update impacts
- Objective analysis free from the emotional stress of traffic drops
- Proven recovery strategies based on successful past implementations
At PWD Digital Agency, we’ve guided clients through dozens of algorithm updates over 15+ years. Our approach combines immediate impact assessment with long-term strategic planning to ensure sustained organic growth.
Whether you need a full SEO audit, ongoing optimisation, or guidance through algorithm changes, our team provides the expertise Perth businesses need to succeed in search. We don’t just monitor updates — we help you build SEO strategies that thrive regardless of Google’s next algorithmic shift.
How long do Google core updates take to complete?
Google core updates typically take 1-2 weeks to fully roll out. The August 2023 update began on 23 August and completed deployment within two weeks. Ranking changes can continue for several days after the official completion.
Should I make immediate changes if my rankings drop during an update?
No, Google specifically advises against making immediate changes during core updates. There are no guaranteed quick fixes, and hasty changes often worsen problems. Focus on long-term content quality improvements instead.
How often does Google release core algorithm updates?
Google typically releases 2-4 broad core updates per year, usually spaced 3-6 months apart. The August 2023 update was the second core update of 2023, following the March update.
Can websites recover from negative core update impacts?
Yes, websites can recover from core update impacts by improving content quality and user experience. However, substantial positive changes usually require waiting for the next core update, which may be several months away.
What schema markup changes affected the August 2023 update?
Google clarified that only standard schema.org enumeration values in English are supported for local business opening hours. Many sites using non-standard or foreign language values lost their structured data features.
How can I prepare my website for future Google algorithm updates?
Focus on creating genuinely helpful content, maintaining excellent technical SEO, building natural backlinks, and following Google’s quality guidelines. These fundamentals protect against negative update impacts while positioning for positive changes.
Frequently Asked Questions
How long do Google core updates take to complete?
Google core updates typically take 1-2 weeks to fully roll out. The August 2023 update began on 23 August and completed deployment within two weeks. Ranking changes can continue for several days after the official completion.
Should I make immediate changes if my rankings drop during an update?
No, Google specifically advises against making immediate changes during core updates. There are no guaranteed quick fixes, and hasty changes often worsen problems. Focus on long-term content quality improvements instead.
How often does Google release core algorithm updates?
Google typically releases 2-4 broad core updates per year, usually spaced 3-6 months apart. The August 2023 update was the second core update of 2023, following the March update.
Can websites recover from negative core update impacts?
Yes, websites can recover from core update impacts by improving content quality and user experience. However, substantial positive changes usually require waiting for the next core update, which may be several months away.
What schema markup changes affected the August 2023 update?
Google clarified that only standard schema.org enumeration values in English are supported for local business opening hours. Many sites using non-standard or foreign language values lost their structured data features.
How can I prepare my website for future Google algorithm updates?
Focus on creating genuinely helpful content, maintaining excellent technical SEO, building natural backlinks, and following Google’s quality guidelines. These fundamentals protect against negative update impacts while positioning for positive changes.
