The impact of Google's algorithms on online stores 

The ultimate guide

Written by Manuel Lamas | Updated: August 3, 2025 

UNDERSTANDING GOOGLE'S ALGORITHMS: ESSENTIAL FOR ONLINE STORES

 

Definition of Google's algorithms and their role in SEO

Google's algorithms are complex systems that determine how web pages are ranked in search results. These algorithms analyze hundreds of factors such as content quality, technical performance, and links to provide users with the most relevant results.

 

As the founder of KingEshop, having supported over 130,000 online stores since 2007, I know how crucial SEO and understanding Google's algorithms are to succeed in e-commerce .

 

Importance of algorithms for ranking in search results

Google's algorithms constantly evolve to provide a better user experience. Being well ranked means increased visibility, which increases organic traffic and qualified traffic for your store. However, poor adaptation to Google updates can lead to lower rankings and a direct impact on sales.

 

With KingEshop, I've found that stores aligning their strategy with algorithm expectations gain a clear competitive edge.

 

Direct impact on sales and visibility of online stores

A good ranking in search results can turn an online store into a sales machine. Potential customers quickly find your products, increasing the chances of conversion. To achieve this, it is essential not only to optimize your content, but also to build high-quality backlinks pointing to your site — a key factor in boosting your visibility in the eyes of Google's algorithms. On the other hand, poor visibility can limit your audience and slow down your growth.  

 

By integrating SEO best practices from the very beginning, as we do on KingEshop, you give yourself every chance to maximize your online performance.

General functioning of Google's algorithms

 

The foundations of algorithms: relevance, quality, and user experience

Google's algorithms are designed to deliver the most relevant results to users based on their queries. They consider factors such as content relevance to the search, the quality of web pages, and the user experience provided by the site.

 

• Example:

A site with clear, well-organized content and fast loading will have a better chance of ranking at the top of the results.

 

Understanding how the search engine works (indexing, ranking, crawling)

The search engine follows a three-step process:

 

• Crawling:

Google's bots browse web pages to discover new content.

 

• Indexing:

Discovered pages are analyzed and added to Google's index if they meet quality criteria.

 

• Ranking:

Algorithms determine the order in which pages appear in search results.

 

Différences entre les mises à jour mineures et les mises à jour principales (core updates)

Google makes minor adjustments to its algorithm on a daily basis, but major updates or "core updates" are less frequent and have a significant impact on rankings.

 

• Minor updates:

They may affect specific aspects such as loading speed or mobile performance.

 

• Core updates:

They modify the core criteria for evaluating web pages, such as the weight given to user experience or content.

 

3. Key ranking factors for Google

 

• Content: Quality, relevance, and regular updates

Content is king for Google. It must meet user expectations, be informative, well structured, and regularly updated.

 

• Tip:

Publish blog articles or enriched product descriptions to showcase your expertise and attract visitors.

 

• Links: Quality backlinks and internal link structure

Links, whether internal or external, play a key role in SEO.

 

• Quality backlinks:

Get links from trusted sites to strengthen your store's authority.

 

• Internal links:

Improve your site navigation by logically linking your pages together.

 

• Example:

An organic products store can link blog posts about the benefits of organic farming to product pages to improve visibility and navigation.

 

User experience (UX): Loading speed, smooth navigation, and mobile-friendly design

Google favors websites that provide an optimal user experience.

 

• Fast loading time:

Reduce image sizes and use high-performance hosting.

 

• Smooth navigation:

Organize your menus and categories intuitively.

 

• Mobile-friendly design:

Make sure your site is optimized for smartphone and tablet screens.

 

• Technical: HTTPS, URL structure and structured data (schema.org)

Technical aspects also influence rankings.

 

• HTTPS:

Secure websites are favored by Google.

 

• URL structure:

Use clear and descriptive URLs to make indexing easier.

 

• Structured data:

Implement schema.org tags to provide additional information about your pages to search engines.

 

• Tip:

Use tools like Google Search Console to identify areas for improvement on your site.

History of major Google updates

 

Google Panda: Impact on low-quality content and duplicate content

Launched in 2011, this update aimed to improve search result quality by penalizing sites with:

 

• Duplicate content:

Repeated pages or pages copying other sites.

 

• Low-quality content:

Uninformative or over-optimized articles.

 

• Tip:

To avoid Panda penalties, focus on original, relevant and valuable content for your visitors.

 

Google Penguin: Penalties for low-quality links and keyword stuffing

Introduced in 2012, Penguin targeted abusive SEO practices, including:

 

• Low-quality links:

Backlinks from link farms or unreliable websites.

 

• Keyword stuffing:

Excessive and unnatural use of keywords in the content.

 

• Example:

An online store must ensure that its backlinks come from credible partners and that its product descriptions are natural and fluid.

 

Google Hummingbird: Understanding user intent

In 2013, this update marked a turning point in understanding user queries by focusing on:

 

• User intent:

Google no longer relies on exact keywords, but aims to understand what the user truly wants.

 

• Semantic search:

Inclusion of synonyms and related terms.

 

• Tip:

Create content that directly answers your potential customers' questions to improve your ranking chances.

 

Google RankBrain: Introduction of AI to interpret complex queries

Launched in 2015, RankBrain uses artificial intelligence to:

 

• Understand complex queries:

Identify relationships between words and concepts.

 

• Adapt results based on user behavior:

Adjust rankings based on clicks and engagement.

 

• Example:

An online store specialized in innovative products can improve its ranking by creating detailed and informative content that meets customers' needs.

 

Helpful Content Update: Prioritizing helpful and informative content

Deployed in 2022, this update encourages websites to produce content focused on:

 

• The user:

Meet visitors' expectations and answer their questions.

 

• Expertise:

Provide detailed and reliable information.

 

• Tip:

Showcase your industry knowledge in blog posts or guides to capture your visitors' attention.

 

E-E-A-T (Experience, Expertise, Authoritativeness, Trust): Importance of credibility and real-world experience

E-E-A-T, an extension of the E-A-T concept, now emphasizes:

 

• Experience:

Show that you have genuinely used or tested your products.

 

• Authority:

Be recognized as a reliable source in your field.

 

• Trust:

Inspire trust through customer reviews, certificates, or guarantees.

 

• Example:

Including authentic testimonials and quality certifications on your store can improve your ranking and build user trust.

Identify opportunities for online stores

 

Optimize product descriptions to match search intent

Product descriptions should not just list features; they should address users' needs and expectations.

 

• Include relevant keywords :

Identify the terms your customers use to search for your products.

 

• Adopt a conversational tone :

Write descriptions that speak directly to your visitors.

 

• Highlight the benefits :

Highlight the tangible benefits the product brings to the user.

 

• Tip:

Use tools like Google Keyword Planner to find targeted keywords and optimize your descriptions.

 

Create useful and informative content around your products (blogs, guides)

Rich and informative content not only attracts visitors, but also improves your SEO ranking.

 

• Write blog articles :

Provide tips or tutorials related to the use of your products.

 

• Offer detailed guides :

Create educational resources such as comparisons or manuals.

 

• Include multimedia elements :

Add videos, infographics, or images to enrich the content.

 

• Example:

If you sell kitchen equipment, publish a guide titled « How to choose the best blender for your needs ».

 

Improve the user experience to reduce bounce rates and increase time spent on site

A smooth and pleasant navigation encourages visitors to stay longer on your store.

 

• Optimize loading time :

Reduce image sizes and use high-performance hosting.

 

• Structure your pages :

Use clear headings, bullet points and a clean design.

 

• Add visible calls to action :

Encourage visitors to explore other pages or products.

 

• Tip:

Regularly test the user experience on different devices to identify areas for improvement

 

Conclusion

By taking advantage of these opportunities, you can not only improve your Google ranking but also turn your visitors into loyal customers.

Adapting your SEO strategy to algorithms

 

Implementing keywords based on user intent

Understanding the intent behind each search is essential to align your content with user expectations.

 

• Intent analysis :

Identify whether a query is informational, navigational, or transactional.

 

• Choosing relevant keywords :

Use tools like Google Keyword Planner to find keywords aligned with your audience's intent.

 

• Content optimization :

Adapt your descriptions, articles, and other site pages based on the identified keywords.

 

• Tip:

Create specific pages for each stage of the customer journey (research, comparison, purchase).

 

Creating a natural and high-quality link profile

Backlinks play a key role in Google's ranking algorithms, but their quality is essential.

 

• Favor authoritative site links :

Look for partnerships or opportunities to get backlinks from reputable websites.

 

• Avoid artificial links :

Spam practices or buying links can result in penalties.

 

• Vary your anchor texts :

Use natural anchors and avoid over-optimizing your anchor texts.

 

• Example:

A clothing store can earn a quality backlink by partnering with a fashion blogger for a sponsored post.

 

Importance of site structure: clear navigation, breadcrumb trail, and internal linking

A good structure makes it easier for Google bots to crawl and improves user experience.

 

• Intuitive navigation :

Organize your categories and subcategories to help visitors easily find what they're looking for.

 

• Integrate a breadcrumb trail :

This helps guide users and improves your structure for search engines.

 

• Internal linking :

Add internal links to connect your pages and encourage deeper exploration of your site.

 

• Tip:

Use a tool like Screaming Frog to identify structural issues and fix them quickly.

 

Conclusion

By adapting your SEO strategy to Google's algorithms, you can improve your rankings while offering a superior user experience.

Common mistakes to avoid

 

Keyword stuffing and over-optimization

Excessive use of keywords in content or tags can harm your ranking.

 

• Why is it a problem?

Google penalizes websites that use keywords artificially, as it affects the quality of the user experience.

 

• Solution:

Naturally integrate your keywords into smooth and informative content.

 

• Tip:

Focus on user intent rather than keyword density.

 

Use of low-quality or purchased backlinks

Links from untrustworthy or artificially created sites can lead to penalties.

 

• Why is it a problem?

Google favors backlinks from authoritative sites and penalizes those from questionable practices.

 

• Solution:

Choose an ethical link-building strategy by collaborating with quality websites or publishing attractive content.

 

• Example:

Instead of buying links, write a guide or article that naturally attracts backlinks.

 

Neglecting the mobile version of your site

Google uses a mobile-first index to rank websites. If your site isn't optimized for mobile devices, you may lose rankings.

 

• Why is it a problem?

A poor mobile experience leads to high bounce rates and negatively affects SEO.

 

• Solution:

Make sure your site is responsive and loads quickly on mobile devices.

 

• Tip:

Use the Google Mobile-Friendly Test tool to check your site's optimization for mobile devices.

 

Ignoring structured data and rich snippets

Structured data helps Google better understand your content and display rich snippets in search results.

 

• Why is it a problem?

By neglecting these elements, you miss opportunities to improve your pages' visibility in the SERPs.

 

• Solution:

Implement schema.org tags to provide clear and detailed information about your products or services.

 

• Example:

Add tags to display customer reviews, prices, or product availability directly in search results.

 

Conclusion

By avoiding these common mistakes, you increase your chances of maintaining strong SEO performance while improving the user experience.

Tools to track updates and analyze their impact

 

Official tools: Google Analytics, Google Search Console

These free tools offered by Google are essential for tracking your site's performance.

 

• Google Analytics:

Provides detailed information on traffic, acquisition sources, and user behavior.

 

• Example:

Identify whether a drop in traffic coincides with an algorithm update.

 

• Google Search Console:

Allows you to monitor your keyword performance, index coverage, and potential technical issues.

 

• Tip:

- Check performance reports regularly to spot unusual fluctuations.

 

• Key tip:

- Enable alerts in Google Search Console to be informed of critical issues affecting your site.

 

Third-party platforms: Moz, Ahrefs, Semrush

These paid tools offer advanced features to analyze update impact and optimize your SEO.

 

• Moz:

Provides data on algorithm fluctuations and suggestions to adapt to changes.

 

• Ahrefs:

Ideal for analyzing backlinks and tracking keyword performance.

 

• Semrush:

Allows you to track keyword rankings and identify opportunities to improve your strategy.

 

• Example:

Use Semrush to monitor ranking changes after a major Google update.

 

How to interpret traffic and ranking fluctuations

Traffic and ranking fluctuations are often the first signs of an algorithm impact.

 

• Historical data analysis:

Compare performance before and after an update to identify affected pages.

 

• Traffic segmentation:

Check whether the drop concerns a specific channel, such as organic traffic.

 

• Evaluation of affected content:

Check whether the impacted pages meet recent algorithm criteria (relevance, quality, UX).

 

• Tip:

Create a custom dashboard to monitor key variations, such as bounce rate and organic clicks, so you can respond quickly.

 

Conclusion

By using these tools and correctly interpreting the data, you can adjust your strategies to minimize the impact of algorithm updates and maximize your site's performance.

Practical case studies

 

Example 1: Fashion store increasing sales through RankBrain optimization

An online fashion store saw a significant increase in sales after optimizing its content based on user intent.

 

• Context:

Product pages were not detailed, and descriptions didn't meet customer expectations.

 

• Solution:

The store integrated detailed descriptions including keywords based on frequent customer searches.

 

• Result:

A 30% increase in organic traffic and a 20% rise in conversions.

 

• Tip:

Use tools like Google Keyword Planner to identify user intent and optimize your content accordingly.

 

Example 2: Gadget store penalized by Penguin and its recovery path

A store selling tech gadgets was severely impacted by the Penguin algorithm due to low-quality backlinks.

 

• Context:

The store had purchased links to improve its ranking, but these practices led to a penalty.

 

• Solution:

She disavowed toxic backlinks via Google Search Console and built a natural link profile through quality content.

 

• Result:

A gradual recovery of its ranking in search results within three months.

 

• Tip:

Avoid black hat SEO practices and focus on backlinks from relevant and authoritative sites.

 

Example 3: Success of an organic store thanks to E-E-A-T optimization

An online store offering organic products strengthened its credibility by optimizing its content according to E-E-A-T guidelines.

 

• Context:

Customers were skeptical due to the lack of information about the origin of the products.

 

• Solution:

The store added organic certificates, customer testimonials, and educational guides on the benefits of organic products.

 

• Result:

A 40% increase in conversions and improved Google ranking.

 

• Tip:

Highlight your certifications, social proof, and informative content to strengthen your authority and gain customer trust.

 

Conclusion

These case studies highlight the importance of adapting your SEO strategy to Google's algorithm requirements to achieve measurable and lasting results.

Preparing your store for future updates

 

Tracking SEO trends

Google's algorithms are constantly evolving, integrating new technologies and priorities. Anticipating these changes is essential to maintain or improve your ranking.

 

- AI and machine learning: Integrate tools based on artificial intelligence to optimize your content and understand user intent.

 

- Voice searches: Adapt your content to respond to voice queries by using natural phrases and frequently asked questions.

 

- Visual content: Use high-quality images, videos, and infographics to enhance the user experience.

 

• Tip:

Monitor Google's official updates and SEO reports to stay informed about emerging trends.

 

Invest in content quality and transparency

Google's priority is to deliver relevant and reliable results to users. Make sure your store meets those expectations.

 

- Products and descriptions: Provide detailed and genuine descriptions, along with original images.

 

- Commitment to transparency: Display clear policies on returns, shipping, and personal data.

 

- Regularly update your content: Remove outdated information and replace it with fresh and relevant data.

 

• Tip:

Create a blog linked to your store to regularly publish educational and informative content.

 

Automate SEO audits to quickly identify issues

Regular audits are essential to detect and resolve issues before they affect your performance.

 

- SEO audit tools: Use platforms like Ahrefs, SEMrush, or Screaming Frog to automate your analyses.

 

- Monitor technical performance: Check loading speed, broken links, and indexing issues.

 

- Regular reports: Set up alerts to be immediately informed of traffic or ranking fluctuations.

 

• Tip:

Schedule quarterly SEO audits to maintain an overview of your shop's health.

 

Conclusion

By anticipating future updates and investing in strong SEO practices, you prepare your online store to adapt to Google's evolving algorithm requirements.

Advanced strategies to leverage algorithms

 

Using voice search and long-tail keywords

With the rise of voice searches, it is essential to adapt your content to users' new habits.

 

• Conversational keywords:

Include natural phrases and frequently asked questions from your potential customers.

 

• Focus on long-tail keywords:

These specific keywords attract qualified traffic and are often less competitive.

 

• Content structuring:

Organize your pages with clear subheadings (H2, H3) to directly answer users' questions.

 

• Tip:

Use tools like AnswerThePublic to discover the most frequently asked questions in your niche.

 

Integration of YouTube videos to answer frequently asked questions

Videos are a format favored by Google and increase your chances of appearing in rich results (rich snippets).

 

• Create tutorial videos:

Answer your customers' common questions or demonstrate how your products are used.

 

• Optimize your titles and descriptions

YouTube: Include relevant keywords and a link to your store.

 

• Embed videos on your site:

Add your videos to product pages or blog posts to enhance the user experience.

 

• Example:

A home decor store can publish a video titled « How to design a modern living room » and include links to its products in the description.

 

Maximize conversions with landing pages optimized for Google Ads

Landing pages are crucial for converting traffic from Google Ads campaigns.

 

• Consistency between the ad and the page:

Make sure the content of your landing page matches your ad message exactly.

 

• Clear calls to action (CTAs):

Place your CTAs visibly and use persuasive language.

 

• Mobile optimization:

Make sure your pages load quickly and offer a smooth experience on all devices.

 

• Tip:

Test different versions of your landing pages using tools like Google Optimize to maximize their effectiveness.

 

Conclusion

By combining these advanced strategies, you can not only leverage Google's algorithms but also improve your conversions and visitor satisfaction.

The importance of SEO monitoring

 

Follow official announcements from Google

To stay up to date on changes to Google's algorithms, it is essential to follow their official communications.

 

• SearchLiaison:

Check Google's official Twitter account for real-time updates.

 

• Google Blogs:

Read posts on Google's official blog detailing new features and algorithm updates.

 

• Google Alerts:

Set up alerts to receive notifications about SEO updates.

 

• Tip:

Create a weekly schedule to read the latest news and adjust your strategy accordingly.

 

Join SEO forums and communities

Specialized forums and groups are an excellent source of information and exchange about SEO best practices.

 

• Facebook and LinkedIn Groups:

Join groups like "SEO Growth Hacks" or "Advanced SEO Strategies."

 

• Specialized forums :

Join discussions on Moz, Black Hat World or Reddit.

 

• Webinars and conferences :

Attend virtual or in-person events to learn from industry experts.

 

• Example:

An online store can get specific advice on forums to solve technical issues like indexing or crawling.

 

Regularly test new approaches and tools

SEO is a constantly evolving field, and experimentation is key to discovering what works best for your store.

 

• A/B Testing :

Test different keywords, content formats, and page structures.

 

• SEO Tools :

Explore tools like Semrush, Ahrefs, or Screaming Frog to identify new opportunities.

 

• Tracking results :

Analyze the impact of your tests on traffic and conversions.

 

• Tip:

Dedicate part of your time each month to experimentation to stay competitive and innovative.

 

Conclusion

SEO monitoring allows you to stay ahead of the competition and adapt quickly to changes, thereby maximizing your online store's visibility and performance.

Future trends in Google's algorithms

 

Greater integration of artificial intelligence and machine learning

Artificial intelligence and machine learning play an increasingly central role in Google's algorithms.

 

• RankBrain and BERT :

These technologies help Google better understand the context and intent behind searches.

 

• Personalization of results :

AI makes it possible to deliver more tailored results based on user preferences and behavior.

 

• Automation of SEO tasks :

AI-powered tools can analyze data, suggest keywords, and optimize content automatically.

 

• Tip:

Invest in AI-powered SEO tools to stay competitive and improve your performance.

 

Increased importance of sustainability and ethical practices in rankings

Google increasingly values sustainable and ethical business practices.

 

• Transparent content :

Provide clear information about the origin of your products and your environmental commitments.

 

• Certifications :

Display labels or certifications that demonstrate your responsible practices.

 

• Community engagement :

Highlight your local or social initiatives.

 

• Example:

An eco-friendly clothing store can improve its ranking by highlighting its sustainable processes and ecological materials.

 

Evolution of local and voice search

Local and voice searches are gaining popularity, influencing SEO strategies.

 

• Local SEO :

Optimize your Google My Business listing and include geolocated keywords.

 

• Voice search :

Adapt your content to answer questions phrased in a conversational way.

 

• Micro-moments :

Target immediate local queries, such as "store near me" or "best product in [location]."

 

• Tip:

Use long, natural phrases to capture voice queries and adjust your site to be compatible with voice assistants.

 

Conclusion

By anticipating these trends, you will be better prepared to adapt your online store to future Google algorithm updates, thereby increasing your visibility and sales.

Conclusion: Mastering Google's algorithms to boost your sales

 

Summary of best practices for online stores

Understanding and mastering Google's algorithms is a strategic lever to increase your online store's visibility and sales.

 

• Content quality :

Prioritize detailed descriptions, relevant blog posts, and optimized pages.

 

• User experience :

Make sure your site is fast, mobile-friendly, and easy to navigate.

 

• Link profile :

Create quality backlinks and a solid internal structure.

 

• Tip:

Conduct regular SEO audits to identify areas for improvement and stay aligned with Google's expectations.

 

Importance of adaptability to algorithm changes

Google is constantly evolving, and it is essential for online stores to adapt quickly.

 

• Monitor updates :

Stay informed with dedicated tools and platforms.

 

• Test and adjust :

Experiment with new strategies and analyze data to optimize your results.

 

• Anticipate trends :

Prepare your store for future developments, like AI or voice search.

 

• Example:

At KingEshop, I've seen thousands of stores successfully adapt to Google's changes by following these principles, strengthening their ranking and building customer loyalty.

 

Invest in a sustainable, user-focused SEO strategy

SEO is not a quick fix, but a long-term investment.

 

• Put the user at the center :

Create experiences that meet the needs and expectations of your visitors.

 

• Be consistent :

Maintain a structured and scalable SEO strategy.

 

• Highlight your expertise :

Use your strengths to become a reference in your field.

 

By applying these tips and leveraging my experience with KingEshop and its 130,000 online stores since 2007, you'll be able to turn Google's algorithms into allies to grow your business. Invest in a long-term strategy and watch your efforts turn into meaningful and lasting growth.

Thank you for reading this page all the way to the end!