Key Google Algorithm and AI Changes Impacting Agencies and Brands in 2023

Google updates its AI systems and algorithm frequently to improve user experience and search results. A number of significant developments in 2023 have an impact on how businesses and agencies optimise their websites and online presence. We'll go over five of the most significant changes to the Google algorithm and artificial intelligence in this post so you can stay competitive in the online market.

Key Google Algorithm and AI Changes Impacting Agencies and Brands in 2023

1. The October 2023 Core Update

Following the revisions in June and March, the October 2023 Core Update was the year's third core update. This upgrade sought to reward websites that provide unique, thorough, and authoritative material in order to raise the quality and relevance of the search results. Google took into account a few things when making this change, including:

  • The website's and the content's competence, authority, and trustworthiness (E-A-T).
  • How many and what kind of links are leading back to the website.
  • Signals of user involvement and satisfaction include dwell duration, bounce rate, click-through rate, and reviews.
  • The website's technical characteristics, including its speed, security, mobile friendliness, and the organisation of its data.
Numerous industries were significantly impacted by the October 2023 Core Update, particularly e-commerce, finance, travel, and health. While some websites reported an increase in traffic and rankings, others saw a decline or fluctuation. Agencies and businesses must concentrate on producing high-quality content that satisfies user intent and adheres to SEO best practises in order to adapt to this update.

2. The MUM Algorithm

In May 2023, Google unveiled the MUM (Multitask Unified Model) algorithm as a new AI system. It is made to handle intricate and multifaceted inquiries that call for several search results or information sources. For instance, a question like "How to plan a trip to Japan with kids" would require consideration of a variety of factors, including spending limit, itinerary, lodging, transportation, culture, language, etc.

The MUM algorithm is able to comprehend the query from several angles and offer pertinent and thorough responses. Additionally, it can produce recommendations and suggestions based on the circumstances and preferences of the user. Natural language understanding (NLU), computer vision (CV), voice recognition (SR), and knowledge graphs (KG) are the driving forces behind the MUM method. Additionally, it can process data in a variety of languages and forms, including text, photos, videos, and audio.

The MUM algorithm is predicted to fundamentally alter how people use Google to search and communicate. For agencies and companies who want to rank for sophisticated searches, it will also bring forth new opportunities and difficulties. In order to benefit from the MUM algorithm, agencies and brands must:

  • Make content that addresses several questions and different facets of a subject.
  • To enhance the content and offer more information, use a variety of media and forms.
  • If necessary, adapt the material to other locales and languages.
  • To make the material easier for Google to interpret, use structured data and schema markup.

3. The Passage Ranking

Google introduced the Passage Ranking function in February 2023. Instead of ranking the entire web page, it enables Google to rank certain parts within a web page. In this way, when a user types in a long-tail query that is not fully covered by an existing web page, Google can show them more pertinent results. For instance, a search for "How do I know if my houseplant needs water" might not have a specific web page, but it might have a section within a larger website about caring for houseplants.

The Google BERT (Bidirectional Encoder Representations from Transformers) technology, an AI system that understands natural language better than previous models, is the foundation of the Passage Ranking. The Passage Ranking can reveal a passage's main topic, subtopics, and relationship to the query. Additionally, it can order the paragraphs according to their calibre, importance, freshness, authority, etc.

Approximately 7% of all queries—across all languages—are impacted by the Passage Ranking. Although it doesn't alter how Google crawls or indexes web sites, it does alter how Google presents them in search results. Agencies and brands must: in order to optimise for the Passage Ranking.

  • Create a clear heading, subheading, paragraph, list, etc. for the web pages.
  • Use precise and pertinent keywords in the content's titles, headings, and body.
  • Write succinct, instructive passages that address certain issues or offer helpful information.
  • Avoid redundant or insufficient content that does not enhance the user experience.

4. The Page Experience Update

The Page Experience change, which Google released in June 2023, was a significant change. By monitoring many aspects that influence how users perceive and interact with the web pages, it attempted to enhance the user experience on those pages. Google took into account a few things when making this change, including:

  • The loading, interactivity, and visual stability of online pages are all measured by a collection of measures known as the Core online Vitals. They are the Cumulative Layout Shift (CLS), the First Input Delay (FID), and the Largest Contentful Paint (LCP).
  • The web pages' mobile-friendliness is a metric that assesses how well they adjust to various screen sizes and devices.
  • The HTTPS protocol checks whether the web pages are encrypted and safe.
  • The Safe Browsing tool checks the websites to see if they include any malware, phishing, or other hazardous content.
  • The No Intrusive Interstitials metric assesses whether web pages refrain from using banners, pop-ups, or other obstructive components.
The Page Experience Update has an impact on all websites, regardless of their language or location. Additionally, it applied to mobile and desktop search results. Google has also debuted a new badge called "Fast Page" that identifies websites that provide a positive user experience.
  • Numerous websites' rankings and traffic were significantly impacted by the Page Experience Update. Companies like agencies and brands need to:
  • Using technologies like Google Search Console, PageSpeed Insights, Lighthouse, etc., they can keep an eye on and improve the Core Web Vitals of their websites.
  • Using tools like Google Mobile-Friendly Test, Responsive Web Design Tester, etc., make sure their websites are responsive and mobile-friendly.
  • By employing tools like SSL Checker, Why No Padlock, etc., they may make their web pages HTTPS and prevent problems with mixed material.
  • Using programmes like Google Safe Browsing, VirusTotal, etc., scan their web sites for any malicious or harmful content, and remove it.
  • Avoid utilising invasive interstitials that obscure or interfere with the website's main content.

5. The AI-Powered Search Features

Google has been utilising AI to improve its search capabilities and give users more pertinent and customised results. The following are a few of the AI-powered search capabilities Google introduced or enhanced in 2023:
  • The passage ranking: This function gives Google the capacity to understand the significance and context of individual sections inside a webpage, enabling it to efficiently categorise them for particular search queries. As a result, Google can display pertinent information from a website even if it hasn't been specifically optimised for the topic of the search. Google, for instance, can highlight a section of a webpage that explores several forms of pizza dough if a visitor searches for "how to make pizza dough," regardless of whether the page's title or URL specifically mentions it. Businesses and brands should provide thorough, well-organized content that covers a variety of topics within a subject in order to maximise this capability.
  • Bert: Bidirectional Encoder Representations from Transformers (BERT) is an abbreviation for a complex deep learning method that dramatically improves Google's understanding of natural language. With the use of this transformative method, Google is able to understand complex query contexts, especially those containing prepositions, conjunctions, or modifiers. For example, when a user types in "parking on a hill with no curb," BERT is essential in helping Google understand the user's desire to learn more about parking on slopes without curbs. Organisations and businesses should utilise plain, succinct language that complements the user's intended meaning in order to fully realise the promise of BERT.
  • MUM: MUM, or Multitask Unified Model, is a state-of-the-art AI innovation that Google unveiled in May 2023. Its main objective is to handle complex, multifaceted queries that call for data from various sources. MUM is remarkably capable of understanding text, photos, videos, and audio in a variety of languages and fields. For instance, MUM can glean pertinent information from sources like travel blogs, hiking manuals, and weather forecasts if a user asks for advise on how to get ready to walk Mt Fuji after climbing Mt. Adams. Google hopes that MUM will revolutionise search in the future, even if it is still in the development stage. Agencies and brands getting ready for MUM should concentrate on creating thorough and varied content to handle complex issues from multiple perspectives.

6. The AI Integration with Online Reputation Management

The process of monitoring and changing how a brand or a person is regarded online is known as online reputation management (ORM). For businesses and organisations to develop consumer loyalty, credibility, and trust, ORM is essential. AI may support ORM in a number of ways, including:

Sentiment Analysis: In online reviews, comments, feedback, and other forms of communication, emotions and opinions are often expressed in a variety of ways. Natural language processing (NLP) techniques can be used by AI to classify internet mentions as positive, negative, or neutral based on their sentiment. Agencies and businesses can use this information to better understand how consumers feel about their offerings and take the necessary steps to increase customer happiness and retention.

Review Generation: This is the method of employing AI to create internet reviews for a company or a product. By utilising natural language generation (NLG) methods, AI can support ORM by generating personalised, realistic evaluations that take into account the preferences, wants, and expectations of the client. As a result, agencies and brands may see a boost in web traffic, credibility, and sales.

Review Response: This is the procedure for promptly and professionally answering online reviews. AI can assist ORM by utilising natural language generation (NLG) and natural language understanding (NLU) techniques to provide pertinent and interesting responses that address the customer's comments, worries, or queries. This can assist brands and agencies in enhancing their advocacy and consumer relationships.


For agencies and companies who want to win online, Google algorithm and AI changes are necessary and inevitable. Agencies and brands can get a competitive edge and maximise their online presence by remaining informed and adjusting to these developments. The October 2023 Core Update, the AI-powered search features, and the AI integration with online reputation management are some of the significant Google algorithm and AI changes that have affected or will affect agencies and brands in 2023. Agencies and companies who wish to take advantage of these shifts should concentrate on producing high-quality content that adheres to the user's goal, offers value to the audience, and properly handles their online reputation.


What is a core update and how often does Google release them?

A core update is a significant adjustment to Google's algorithm that has an impact on many websites' visibility and ranking. Google regularly delivers core changes, typically every few months.

What is the difference between BERT and MUM?

BERT and MUM are two AI tools that improve Google's comprehension of natural language. BERT aids Google in determining the intent and context of difficult queries, whereas MUM aids Google in handling multifarious questions that call for a variety of information sources.

What is online reputation management and why is it important?

The process of monitoring and changing how a brand or a person is regarded online is known as online reputation management (ORM). Because it may impact client trust, loyalty, and conversions, ORM is crucial.

How often should I update my blog?

Since it depends on your objectives, available resources, and industry, there is no clear-cut response to this topic. To maintain a regular presence and keep your audience interested, it's best to blog at least once every week. In order to determine the best blogging frequency for your company, you can also experiment with various frequencies and evaluate the outcomes.

What are the benefits of blogging for my business?

You may improve your internet presence, authority, and conversion rates by blogging. You can increase traffic, get more leads, and foster consumer trust by producing high-quality content that is relevant to your audience's needs and offers value.

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