Google Core Updates, released multiple times a year, significantly impact website rankings by reassessing and improving search result quality. The latest update in October 2023, following the Spam Update, surprised operators with its frequency, causing fluctuations in visibility. Winners include YouTube, Spotify, Wikipedia, and social media platforms, while dictionaries and lyrics sites face losses, particularly those ending in .uk. It's crucial for website owners and marketers to adapt quickly to these updates by following Google's guidelines and adjusting their SEO strategies.

Google's December 2022 link spam update targeted unethical practices of artificially inflating link quantities to manipulate search rankings, resulting in penalties for spammy websites and improved visibility for those prioritizing high-quality links, with a focus on evaluating link quality, contextual relevance, link diversity, anchor text optimization, and user feedback signals.

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