Fred Update (March 2017, Never Confirmed): What We Know

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Google never confirmed the Fred update. Heavy ranking volatility hit around March 8, 2017, the SEO community named the suspected update Fred after a Gary Illyes joke, and analyses in coverage tied the losses to ad-heavy, low-value-content sites.

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Fred is not an official Google update: Google never confirmed it. Around March 8, 2017, rank trackers and site owners reported major ranking volatility, and Search Engine Land covered it as a new, unconfirmed ranking update, noting that early chatter, much of it from the black-hat SEO community, suspected changes around link quality. Google offered only its stock response that it makes updates regularly.

The name was an accident of humor. Google's Gary Illyes joked on March 9, 2017 that "from now on every update, unless otherwise stated, shall be called Fred", per Search Engine Journal's history of the update, and the community adopted the name for this one. The most-cited characterization also comes from the community: Barry Schwartz reviewed more than 100 affected sites for Search Engine Land and found roughly 95% were ad-heavy, low-value-content sites that put revenue above helping users, with reported organic traffic drops of 50-90%.

Google declined to describe the update at all. At SMX West later that month, Illyes said Google's search leads had decided not to talk about Fred, saying only that the techniques it affected were "well-documented within the Google webmaster guidelines", without specifying which. Because the update was never confirmed, there is no official target and no official recovery path; everything written about Fred rests on community analysis of the coverage cited here.

Rollout log

  • Trackers and site owners report major ranking volatility; Google does not confirm an update.

  • Gary Illyes jokes that every future update "unless otherwise stated, shall be called Fred", and the community adopts the name.

  • Barry Schwartz's review of 100+ affected sites finds roughly 95% are ad-heavy, low-value-content sites, with reported traffic drops of 50-90%.

  • At SMX West, Illyes says Google's search leads decided not to talk about Fred, pointing only to the webmaster guidelines.

Sources

Frequently asked questions

Did Google ever confirm the Fred update?

No. Google never confirmed Fred. Gary Illyes said at SMX West that Google's search leads had decided not to talk about it, and the only guidance offered was that the affected techniques were covered in Google's webmaster guidelines.

What did the Fred update target?

Officially, nothing is known: Google never described it. Community analyses in the coverage, chiefly Barry Schwartz's review of 100+ affected sites, reported that roughly 95% were ad-heavy, low-value-content sites prioritizing revenue over users, with some losing 50-90% of organic traffic. Early chatter had also suspected link-quality changes. All of that is community characterization, not Google's.

Why is it called the Fred update?

It comes from a Gary Illyes joke that every Google update, unless otherwise stated, should be called Fred. The SEO community, tired of unnamed updates, applied the name to the March 2017 volatility and it stuck.

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Cite this page: Keywords Everywhere, "Fred Update (March 2017, Never Confirmed): What We Know", last updated 8th Mar 2017, https://keywordseverywhere.com/news/google-algorithm-updates/fred-update/