Google Fred Update – March 7, 2017: What It Is and How It Affects Your SEO

On March 7, 2017, Google rolled out a significant algorithm change known as the Google Fred update. While Google never officially confirmed the specifics of this update, the SEO community quickly noticed a shift in rankings, and the update was humorously dubbed “Fred.” The Fred update mainly targeted websites that prioritized ad revenue and low-quality content over user experience. In this article, we’ll explore what the Fred update entails, how it affects websites, and how you can optimize your site to ensure it stays compliant with Google’s best practices.

What Was the Google Fred Update?

The Google Fred update was aimed at penalizing websites that provided a poor user experience, often due to low-quality content stuffed with ads. These websites typically focused on generating ad clicks or affiliate revenue without offering real value to users. Before Fred, these sites could rank well because they exploited SEO tactics that prioritized quantity over quality, like creating many low-value articles filled with keywords to attract traffic.

The key takeaway from Fred was clear: Google prioritizes content that is genuinely useful to users. Websites that attempted to game the system with thin content or over-optimized ad placements saw a significant drop in rankings after this update.

What Does the Fred Update Include and Affect?

1. Content Quality and User Experience
   The primary focus of Fred was to crack down on low-quality content. Websites that offered content merely as a vehicle for advertisements were hit hard. Sites that provided little value to users or had content that was outdated, irrelevant, or stuffed with keywords saw a decline in rankings.
2. Aggressive Ad Placement
   Websites that had aggressive ad placements, such as excessive pop-ups, banner ads, and autoplay videos, were also targeted. Fred prioritized the user experience, and sites cluttered with ads that disrupted navigation or reading were penalized.
3. Affiliate-Heavy Websites
   Websites that relied heavily on affiliate links but provided little in the way of unique content were also affected. While affiliate marketing itself wasn’t the problem, sites that were solely designed to earn commissions without providing helpful information for users saw a ranking decline.

How Your Website May Be Affected

If your website was affected by the Fred update, chances are it fell into one of the following categories:

• Ad-heavy websites: Sites cluttered with ads, particularly above-the-fold placements, were penalized. Google wants to ensure that the first thing users see on your site is useful content, not ads.
• Thin or low-quality content: If your website has articles or blog posts that are overly brief or filled with fluff, they may have been flagged by Fred.
• Keyword-stuffed content: Pages that were overly optimized for keywords instead of providing real value likely saw ranking drops.
• Affiliate-heavy content: Websites that existed purely to generate affiliate commissions without offering helpful or original content were also affected.

How to Improve the Quality of Your Site Post-Fred

If your site was affected by the Google Fred update, or if you want to avoid any potential penalties in the future, here are some strategies to improve your website’s quality:

1. Focus on High-Quality Content
   The foundation of good SEO in a post-Fred world is content that serves the user. Every page on your site should be informative, well-researched, and relevant to your audience. Here’s how to improve content quality:
   • Create long-form content that covers topics in-depth.
   • Use internal linking to other relevant articles on your site to increase page value.
   • Ensure that your content is well-structured with headings, bullet points, and images to make it more digestible.
2. Optimize Ad Placement for User Experience
   If your site has ads, make sure they are not disruptive to the user experience. Google prioritizes websites that put user experience first, so:
   • Avoid placing ads above the fold that make content hard to find.
   • Reduce the number of pop-ups or intrusive ads.
   • Ensure ads are placed in a way that complements the content rather than obstructs it.
3. Avoid Keyword Stuffing
   Keyword stuffing is a thing of the past. Instead of trying to cram as many keywords as possible into a page, focus on natural language and semantic SEO. Use keywords that flow naturally in the content and make sense for the reader. You can also:
   • Use LSI (Latent Semantic Indexing) keywords to help search engines better understand the content.
   • Focus on user intent. Ensure that your content matches what users are searching for and provides the information they need.
4. Balance Affiliate Links with Value-Driven Content
   If your website relies on affiliate marketing, ensure that your content is informative and helpful. Google’s Fred update didn’t penalize affiliate links themselves, but rather websites that were solely created to push these links. Here’s how to manage affiliate-heavy content:
   • Offer original insights and product reviews that give real value to the user.
   • Use affiliate links sparingly, only when they are relevant and useful to the content.
   • Make sure the bulk of your content focuses on helping the reader, not just selling.
5. Improve Mobile Usability
   With the rise of mobile-first indexing, it’s important to ensure your site is mobile-friendly. Poor mobile usability can also affect how your site is ranked, especially after Google’s mobile-first updates:
   • Ensure your site loads quickly on mobile devices.
   • Make sure your site’s layout adjusts properly for different screen sizes.
   • Avoid using large ads or interstitials that block content on mobile devices.

How to Measure Your Website’s Performance

After implementing changes to comply with the Google Fred update, it’s crucial to monitor your site’s performance to ensure the improvements are working. Here are some tools and methods for tracking your site’s SEO health:

• Google Analytics: Track organic traffic and see if there are any drops in visits to specific pages.
• Google Search Console: Monitor search queries, click-through rates, and average position for your target keywords.
• Page Speed Insights: Use Google’s PageSpeed Insights to check how well your site is performing on desktop and mobile.

Conclusion: Staying Ahead Post-Fred

The Google Fred update serves as a reminder that quality content and user experience are paramount for SEO success. Sites that rely on clickbait, ads, or thin content risk being penalized. To ensure your website stays in Google’s good graces:

• Focus on creating valuable content that meets the needs of your users.
• Optimize your site for both desktop and mobile experiences.
• Be mindful of ad placement and ensure that affiliate marketing is balanced with user-focused content.

By following these guidelines, you can stay ahead of the curve and ensure that your website thrives even in the face of future Google algorithm updates.