Google is rolling out the core replace from November 2021 later in the present day

Just before the big Christmas season Thanksgiving, Black Friday and Cyber ​​Monday, Google decided to flip the switch and bring out a core update. Google just announced that the November 2021 core update will roll out later this day. Google informed us that the update began to be released on November 17, 2021 at around 11:00 AM ET.

Yes, I’m surprised it only launches about a week before Thanksgiving, and it will likely be another two weeks before it launches, which means it will be launched during online shopping on Black Friday and Cyber ​​Monday will.

As I wrote this morning, I expected that Google would wait until at least December to launch it.

Today, like several times a year, we are releasing a comprehensive core update. It’s called the November 2021 Core Update. You can find our instructions for such updates here:https://t.co/0LAL28ueDq

– Google Search Center (@googlesearchc) November 17, 2021

To be fair, you’d likely see the impact within days, as Google’s Danny Sullivan said on previous core updates – see the tweet below. Still, if you’ve stocked up on inventory and hired staff for next week’s sales spurt – and you’ve lost those leaderboards tomorrow or in the next few days – you’re in a pickle:

I expect it to start in a couple of hours; These usually take a few days to fully implement. Yes, we’ll post when the rollout starts. We don’t post when it ends as there are usually other updates that always happen. But as I said after a few days.

– Danny Sullivan (@dannysullivan) September 24, 2019

I’m also surprised that the Google Search Central account announced this and not the Search Liaison account. John Mueller said it goes better with the Search Central account:

We thought it would go better with the Search Central account.

– 🧀 John 🧀 (@JohnMu) November 17, 2021

Just yesterday, Google said it doesn’t know when the next core update will be released … Funny, isn’t it?

Again I am shocked and so are others:

Oh boy. Here we go! I’m surprised with the timing … It’s right before Thanksgiving weekend, Black Friday, Cyber ​​Monday, etc. Wow, get ready. This should be interesting. 🙂 https://t.co/J1SBQsKb0d

– Glenn Gabe (@glenngabe) November 17, 2021

And yes, it will take a few weeks to roll out and you won’t necessarily see those changes this morning. But it will be rolled out during the shopping season – but as I said above, you will likely see most of the force (or lack of it) of this update over the next few days.

This seems unlikely, it usually takes 1-2 weeks for full implementation to happen even after launch.

– 🧀 John 🧀 (@JohnMu) November 17, 2021

Update, it’s now rolling out around 11 a.m. ET:

The core update from November 2021 will now be rolled out live. As is common with these updates, it usually takes about a week or two to fully roll out.

– Google Search Center (@googlesearchc) November 17, 2021

Johannes added:

I just added confirmation that the roll-out has started. I would still be a little surprised if a drop was related to it a few hours ago, but I wouldn’t rule it out entirely. I’m trying to check the url with the team but that would just raise a batch of requests: – /

– 🧀 John 🧀 (@JohnMu) November 17, 2021

Google previously announced that it would not release any updates before this holiday season. Google said it in 2020 won’t release a core update until the holidaysMatt Cutts said in 2013 that they are trying Minimize updates before / during the holidays and even panda updates took a break for the holidays.

Google’s Danny Sullivan responded to these concerns – I won’t add his comment to his response:

I totally understand the concern some might have about an update, especially if there are often a number of “Heaven falls!” Tweets that people make, sometimes with funny GIFs, and that are supposed to be fun, but others that act like an update are a negative event for everyone …

– Danny Sullivan (@dannysullivan) November 17, 2021

The reality is that core updates won’t make big changes for most. People shouldn’t panic; perhaps more reassuring tweets would be more helpful than the virtual red warning. The guidelines on core updates have not changed. Have been doing best practices for ages, should be good.

– Danny Sullivan (@dannysullivan) November 17, 2021

The previous core update we had was July 2021 and then a month beforehand with the June core update. The one before that was named 6 months before the June update on December 3, 2020 December 2020 core update. Before that there was a 7-month gap, where on May 4, 2020 the May 2020 core update. The previous one was on January 13, 2020, the January 2020 core update and the one before that was on September 24, 2019, the Core update from September 2019. Oh, before that was on June 3, 2019, the Core update from June 2019 and i can go on

Are you surprised?

Update: I made several updates to this story over the course of the day, here’s Danny Sullivan from Google with a little more on timing:

But we will consider it more. The point of an update is not to create concern. If we can shift the timings to make this easier, we’ll take that into account and of course take that feedback into account.

– Danny Sullivan (@dannysullivan) November 17, 2021

Forum discussion at Twitter.