Why Algorithm Updates Matter in SEO Disputes

Google and other search engines frequently update their algorithms to improve search quality. These updates can change which sites rank for particular queries and can have a dramatic impact on traffic. In legal disputes where search rankings and traffic are central issues, it is important to determine whether a change in performance was caused by an algorithm update or by actions taken by the parties involved.

As an SEO expert witness, Bill Hartzer analyzes the timing and nature of algorithm updates to help distinguish between these possibilities.

Understanding the Nature of Algorithm Updates

Some updates are broad and affect many sites across many industries, while others are narrow and target specific types of content or spam. Algorithm changes can address link patterns, content quality, user experience, and other signals that influence rankings. Bill stays informed about significant updates and monitors how they affect real-world sites.

In a legal context, he uses this knowledge to explain whether a traffic drop or ranking shift coincides with a known update and whether the site showed characteristics that would make it vulnerable to that kind of change.

Comparing Traffic Data to Update Timelines

One of the key steps in evaluating the impact of algorithm updates is comparing traffic data to the dates on which updates were rolled out. Bill reviews analytics and search console reports to see whether major changes in visibility align with known update windows. When a sharp decline occurs immediately after an update, this correlation must be considered in the analysis.

However, correlation alone is not enough. Bill also examines whether the site exhibited issues that the update was designed to address, such as thin content, unnatural links, or poor user experience. Only when both timing and site characteristics align does he attribute changes primarily to an algorithm update.

Separating Algorithm Impact from Human Actions

In many legal disputes, parties argue that specific actions or omissions caused a loss of rankings or traffic. At the same time, they may have been affected by broader algorithm changes. Bill’s role is to separate these factors and explain how much of the change is likely due to each. In some cases, a site may have been vulnerable to an update because of prior decisions, while in others, the update may have had little to do with the issues in dispute.

By carefully analyzing both the algorithm timeline and the site’s history, he provides a nuanced view of how global search engine changes and individual actions interact.

Presenting Algorithm-Related Findings in Court

When algorithm updates are part of an SEO dispute, Bill explains them in clear terms for the court. He discusses what the update was intended to accomplish, which types of sites it affected, and how it relates to the site in question. He then connects those explanations to the actual data he reviewed, demonstrating whether the update appears to be a major cause of the observed changes.

This testimony helps courts avoid misattributing traffic declines to specific parties when they are better explained by broader algorithm changes, or vice versa. For more detail about this and related services, see the SEO Expert Witness Services page.