Goodroi's SEO Weather vs SEO Climate
[webmasterworld.com] of last week is quite timely. Yes, all that SERP movement tool reporting aka news media flood bi/semi/annual flood/tornado/hurricane/what-have-you watch is mere weather reporting (as Moz directly plays up, Rand&Co do have a sense of humour) - and if a site is being affected by mere 'weather' it has serious underlaying problems.
There are four vectors to SERP change: what you do, what your competitors do, what Google Search's visitors do, and what Google does. Algo changes are what Google does. However, it very very very rarely changes it's underlaying aka climate model. Almost without exception, regardless of the severity and the reach, the changes are simply weather. And if one is continually being battered by weather it's time one took a serious look at getting a grip on the underlaying climate. If one is being regularly flooded out perhaps one should learn to build out of a flood plain or not cheap on the levees - unless the good times sufficiently exceed the bad or someone else picks up the cost.
I believe, as martinibuster, that many/most commentators have misconstrued Phantom. Where we part is that I don't think it matters much. Many/most algo commentators are SEO soothsayers, algo astrologers who do not see the climate underlaying the weather they so assiduously report and dissect. And the shocking result is that, for the vast majority of webdevs and web users, it simply makes no difference.
Yes, if catastrophe finds one it is good to know just what landed on one's head; however, I keep hearing from a lot of the same voices every single update and, frankly, I wish they'd get a clue. Further, in my experience the more one has future proofed aka built for a known climate and it's inherent weather extremes catastrophe is relatively rare and digging out minimised. The web is 25 years old. There is a very visible legible track record. It's time folks stopped recreating prior problems.
Note: _______: doing the same thing over and over again and expecting different results.
The basics of Google's 'climate' are not terra incognita. Various website best practices are not mystic secrets. Business and marketing models/behaviours are neither new nor improved.
Do your research due diligence, treat your site as the business it is (unless it's a hobby in which case, hey, have fun) and stop with the faux media weather prognostications (unless that's your business model). I'd really like to ask how many have a 5-year plan but I know that would be foolish as I've been consistently told one doesn't need a business plan or marketing plan or anything except Google, Ave Google!