For Immediate Release
London, Ontario — April 6, 2026
Google Search Liaison John Mueller has clarified why core algorithm updates can roll out in stages over multiple weeks, rather than as a single instantaneous change. The statement comes as marketers observe fluctuating rankings during the March 2026 core update window.
WHAT THIS MEANS
Core updates are not flip-of-a-switch events. Google deploys changes incrementally across its infrastructure, which means:
- Rankings may shift multiple times during a 2-3 week window
- Some pages recover mid-rollout as different signals are weighted
- Panic auditing in week 1 often targets the wrong issues
ONMETRICS POSITION
"We see London businesses make the same mistake every core update," says Dave De Vries, Owner of ONmetrics. "They audit their entire site on day 3 of a rollout, make changes, then undo those changes when the update finishes and rankings stabilize. It's wasted effort and potentially harmful."
The agency recommends a 2-3 week wait rule: do not make significant content or technical changes until the update is fully confirmed complete by Google Search Liaison accounts.
ACTIONABLE GUIDANCE
1. Wait for official confirmation that the update is complete (via @searchliaison on X) 2. Compare rankings from 2 weeks before the update to 2 weeks after — not day-to-day fluctuations 3. If traffic drops >30% post-update, audit for: thin content, outdated information, or pages that previously ranked due to algorithmic gaps rather than merit 4. Document what changed — core updates often reward previously underweighted quality signals
ABOUT ONMETRICS
ONmetrics is a London, Ontario-based digital marketing consultancy specializing in technically rigorous SEO, PPC, and AI-driven attribution. Owner Dave De Vries has managed over $50M in ad spend and builds proprietary tools including ONclix (attribution platform) and ONmsg (visual chatbot builder). The agency serves clients who prefer data over vanity metrics and evidence over marketing speak.
MEDIA CONTACT
Dave De Vries Owner, ONmetrics 226-503-1484 London, Ontario