{"id":67530,"date":"2025-07-04T14:09:00","date_gmt":"2025-07-04T14:09:00","guid":{"rendered":"https:\/\/morningtrain.dk\/timeline-and-description-of-googles-updates-over-the-past-12-years\/"},"modified":"2026-04-17T12:11:11","modified_gmt":"2026-04-17T12:11:11","slug":"timeline-and-description-of-googles-updates-over-the-past-12-years","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/timeline-and-description-of-googles-updates-over-the-past-12-years\/","title":{"rendered":"Timeline and description of Google\u2019s updates over the past 12 years"},"content":{"rendered":"\n

Leadgenerering<\/p>

4. juli 2025<\/p>

Timeline and description of Google\u2019s updates over the past 12 years<\/h1><\/div>

For all of you who have thought: \u201cI wonder what Google\u2019s core updates over the past 10 years have meant for SEO\u201d, look no further. We have created a timeline of all updates from the past 10 years, including names, descriptions, and whether the update is still relevant to you. Catalogued from newest to oldest. <\/p><\/div>\n\n

\"\"<\/figure><\/div><\/section>\n\n
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\n Indhold\n <\/p>\n \n 2025 – AI Mode\n <\/a>\n \n 2024 – AI Overviews\n <\/a>\n \n 2024 – Explicit fake content\n <\/a>\n \n 2023 – MUM\n <\/a>\n \n 2022 – Helpfull content\n <\/a>\n \n 2021 – Passage indexing\n <\/a>\n \n 2021 – Core web vitals\n <\/a>\n \n 2019 – Bert\n <\/a>\n \n 2018 \u2013 Medic update<\/strong>\n <\/a>\n \n 2016 – Penguin 4.0\n <\/a>\n \n 2015 – RankBrain\n <\/a>\n \n 2015 – Phantom 2\n <\/a>\n \n 2013 – Hummingbird\n <\/a>\n \n Sp\u00e5dom om fremtiden\n <\/a>\n <\/div>\n

\n \n\n

2025 \u2013 AI Mode (Search Labs)<\/h2>\n\n\n\n

What happened?<\/strong>Interactive AI mode in search results, handling complex, multi-step queries with multimodal input.<\/p>\n\n\n\n

Is it still relevant?<\/strong>Highly current, in testing \u2013 defining the future of search behaviour.<\/p>\n\n\n\n

\n\n\n\n

2024 \u2013 Explicit Fake Content Update<\/strong><\/h2>\n\n\n\n

What happened<\/strong>: Targeting deepfake images\/videos \u2013 removes or demotes deepfakes<\/p>\n\n\n\n

Is it still relevant:<\/strong>Critical for credibility and media security. So yes, very relevant<\/strong>. <\/p>\n\n\n\n

\n\n\n\n

2024 \u2013 AI Overviews (formerly SGE)<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google<\/a> began showing AI-generated answers<\/a> directly in the search results. The content comes from various sources, and the click-through rate on \u201cnormal\u201d results dropped. <\/p>\n\n\n\n

Is it still relevant?<\/strong>It will<\/em> be relevant \u2013 in a big way. It changes the game for how you get found. Structured data<\/a> and semantic<\/a> depth are the way in. Not keyword stuffing and clickbait. <\/p>\n\n\n\n

Read \u201chow to rank in Google AI Overviews<\/a>\u201d.<\/p>\n\n\n\n

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2023\u201324 \u2013 Spam Updates & Link Fatigue<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google began seriously deprioritising manipulative links<\/a> and affiliate sites with thin content.<\/p>\n\n\n\n

Is it still relevant?<\/strong>Yes. Links still work, but it is not<\/em> the goldmine it used to be. Organic authority beats link spamming any day. <\/p>\n\n\n\n

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2023 \u2013 MUM (Multitask Unified Model)<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google took BERT, multiplied it by 1,000, and added images, video, and contextual understanding across languages and formats.<\/p>\n\n\n\n

Is it still relevant?<\/strong>Yes \u2013 MUM is an important building block in Google\u2019s AI Overviews and multimodal understanding. This means, among other things, that Google increasingly does not<\/em> need your keyword \u2013 it understands what people mean. <\/p>\n\n\n\n

\n\n\n\n

2022 \u2013 Helpful Content Update<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google began rewarding pages that actually help the user<\/em> \u2013 and penalising content written \u201cfor SEO\u2019s sake\u201d.<\/p>\n\n\n\n

Is it still relevant?<\/strong>100%. It is a common thread in everything Google<\/a> does now. If your site is not made for the user, but merely to rake in traffic for yourself, you will be disregarded. <\/p>\n\n\n\n

Read \u201cWrite for your users and the search engines<\/a>\u201d.<\/p>\n\n\n\n

2021 \u2013 Passage Indexing<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google could now index parts<\/em> of a page \u2013 e.g., a specific section, not just the entire article.<\/p>\n\n\n\n

Is it still relevant?<\/strong>Yes, especially for long guides. It means that even small sections can rank if they match a search query precisely. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
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2021 \u2013 Page Experience & Core Web Vitals<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google began taking user experience more seriously: speed<\/a>, mobile-friendliness<\/a>, stability, etc.<\/p>\n\n\n\n

Read more about Core Web Vitals here<\/a>.<\/p>\n\n\n\n

Is it still relevant?<\/strong>Partly. It matters, but it is not everything. Fast pages do not automatically win \u2013 but they are not ruled out<\/em> due to poor performance. <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\n\n\n\n

2019 \u2013 BERT<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Another AI update. BERT made Google better at understanding context in sentences. For example, the difference between \u201cbank agreement\u201d and \u201cagreement with the bank\u201d. <\/p>\n\n\n\n

Is it still relevant?<\/strong>Yes, but it has become part of the package. You do not need to \u201coptimise for BERT\u201d \u2013 you simply need to write naturally and precisely. <\/p>\n\n\n\n

\n\n\n\n

2018 \u2013 Medic Update (E-A-T)<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Google began placing more weight on expertise, trustworthiness, and authority \u2013 especially for health, finance, and lifestyle content (\u201cYour Money or Your Life\u201d).<\/p>\n\n\n\n

Is it still relevant?<\/strong>Yes. E-A-T has since been expanded to E-E-A-T (an extra E for experience) and applies more broadly than just medical content today. It is about: Can people trust what you say? <\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
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2016 \u2013 Penguin 4.0<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Real-time integration into the core system; filters out spam links without penalising entire domains.<\/p>\n\n\n\n

Is it still relevant?<\/strong>It is part of the core\u2019s link evaluation, so it is still VERY relevant.<\/p>\n\n\n\n

\n\n\n\n

2015 \u2013 RankBrain<\/strong><\/h2>\n\n\n\n

What happened?<\/strong>Machine learning becomes part of the algorithm. RankBrain helps Google understand new searches and intent \u2013 even if the query has never been seen before. <\/p>\n\n\n\n

Is it still relevant?<\/strong>Absolutely. It was Google\u2019s first major AI-driven component, and it laid the foundation for everything that came after. <\/p>\n\n\n\n

\n\n\n\n

2015 \u2013 Phantom 2 (quality update)<\/h2>\n\n\n\n

What happened<\/strong>:Focus on demoting pages with low-quality content, especially thin content or over-optimised ads.<\/p>\n\n\n\n

<\/p>\n\n\n\n

Is it still relevant:<\/strong>Partly still relevant. It introduced quality signals that are still used in the core algorithm. <\/p>\n\n\n\n

\n\n\n\n

2013 \u2013 Hummingbird<\/strong><\/h2>\n\n\n\n

What happened?<\/strong><\/p>\n\n\n\n

Google moved from matching keywords to understanding the meaning<\/em> behind them. Before: \u201cshoes sale\u201d. After: \u201cwhere can I find good men\u2019s shoes on sale?\u201d. <\/p>\n\n\n\n

Is it still relevant?<\/strong>Yes. It was the start of semantic search and the whole \u201cwrite for people\u201d movement in SEO<\/a>. <\/p>\n\n\n\n

\n\n\n\n

Where is Google heading (Maja\u2019s crystal ball)<\/h2>\n\n\n\n

Now we have to do a bit of guessing, but my honest conclusion is:Google is no longer a search engine. It is an information engine<\/em> that tries to understand what people mean<\/em> \u2013 not just what they type. <\/p>\n\n\n\n

So if you still think you can \u201cgame\u201d your way to results, you have misunderstood the entire direction.<\/p>\n\n\n\n

Write better. Create real value. Think in terms of the user\u2019s needs.<\/strong>And yes \u2013 keep your technical foundation in order.<\/p>\n\n\n\n

Then Google will understand you.<\/p>\n\n\n\n

These core principles have stood the test of time across all updates. Google is trying to eliminate all manipulative tactics and promote a strong user journey, customer experience, and high-quality content. <\/p>\n\n\n\n

Brief summary of the updates and their focus<\/h2>\n\n\n\n
Year<\/th>Update<\/th>Description<\/th>Focus area<\/th><\/tr><\/thead>
2013<\/td>Hummingbird<\/td>Understood the intent behind searches, not just keywords<\/td>Semantics & intent<\/td><\/tr>
2015<\/td>Phantom 2<\/td>Demotion of pages with low-quality content<\/td>Semantics and intent<\/td><\/tr>
2015<\/td>RankBrain<\/td>Machine learning to interpret new searches<\/td>AI & user intent<\/td><\/tr>
2016<\/td>Penguin 4.0<\/td>Filters out spam links without penalising entire domains.<\/td>Links and authority<\/td><\/tr>
2018<\/td>Medic Update (E-A-T)<\/td>Focus on expertise, authority, and trustworthiness \u2013 especially in YMYL content<\/td>Authority & trustworthiness<\/td><\/tr>
2019<\/td>BERT<\/td>Understanding context in searches with NLP<\/td>Semantics & context<\/td><\/tr>
2021<\/td>Page Experience \/ Core Web Vitals<\/td>User experience (speed, stability, mobile-friendliness)<\/td>UX & performance<\/td><\/tr>
2021<\/td>Passage Indexing<\/td>Indexes specific sections \u2013 not only entire pages<\/td>Content depth<\/td><\/tr>
2022<\/td>Helpful Content Update<\/td>Devalues content written \u201cfor Google\u201d rather than for people<\/td>User focus & quality<\/td><\/tr>
2023<\/td>MUM<\/td>AI model with multimodal input (text, image, language understanding)<\/td>AI & context<\/td><\/tr>
2023-24<\/td>Spam Updates & link devaluation<\/td>Focus on downplaying manipulated links and thin affiliate content<\/td>Link quality & content<\/td><\/tr>
2024<\/td>Explicit Fake Content<\/td>Removes or demotes deepfakes<\/td>Fake content production<\/td><\/tr>
2024<\/td>AI Overviews<\/td>Google generates answers itself based on AI and multiple sources<\/td>AI & information extraction<\/td><\/tr>
2025<\/td>AI Mode<\/td>Interactive AI mode in search results<\/td>AI search results<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n <\/div>\n
\n <\/div>\n <\/div>\n <\/section>\n\n","protected":false},"excerpt":{"rendered":"

For all of you who have thought: \u201cI wonder what Google\u2019s core updates over the past 10 years have meant for SEO\u201d<\/em>, look no further. We have created a timeline of all updates from the past 10 years<\/strong>, including names, descriptions, and whether the update is still relevant to you. Catalogued from newest to oldest. <\/p>\n","protected":false},"author":2,"featured_media":67531,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[396,390],"tags":[],"class_list":["post-67530","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-insights","category-lead-generation"],"acf":[],"yoast_head":"\nTimeline and description of Google\u2019s updates over the past 12 years - Morningtrain<\/title>\n<meta name=\"description\" content=\"We have created a timeline of all updates from the past 10 years, including names, descriptions, and whether the update is still relevant to you.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/morningtrain.dk\/en\/timeline-and-description-of-googles-updates-over-the-past-12-years\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Timeline and description of Google\u2019s updates over the past 12 years - 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