Google launches algorithm updates every few days and major, core updates every 3-4 months, both types of updates serving the purpose of improving user experience. While minor updates have effects that for many websites mean only small changes, core updates usually require website owners to perform comprehensive audits and to implement major changes to ensure the desired ranking on the search engine. Google launched one core update in May and announced the next one for December. The latest update focused on Expertise-Authoritativeness-Trustworthiness (E-A-T), increasing the ranking of the websites that perform well on all three parameters and decreasing the ranking for the websites that could do better on any or on all three of the parameters. The principle points for improvement for the websites that have seen their rankings fall are content quality, the user experience provided as well as authority and relevance in their field. As searches are moving from keyword-based to semantic, content needs to be more conversational to be considered of high quality, but to be really appreciated by the search engine, competitive Denver SEO firm pros have always known that good quality content also needs to be original, well-researched and reliable. The search engine evaluates the reviews and the comments provided by internet users to determine how authoritative a particular content is and will use the results of the process to rank the website, so only the best sites will get top rankings.