Google's May 2023 core update — I would not rewrite history, but I would not ignore patterns

Lessons from the May 2023 core update for site owners deciding what to fix after volatility.

Start Here

TL;DR

You should compare your URLs before and after a core update instead of chasing recap posts.
Updates usually reward sites that look maintained on money topics, so I would fix those first.
If only thin content moved, you already knew the diagnosis.

In This Briefing

Plain English

What this means

You should compare your URLs before and after a core update instead of chasing recap posts. This briefing is written for operators who want a fast read first, then a practical plan—not a generic news recap.

seo briefing

Audience

Who should care

Seo operators evaluating their next move
Founders and publishers who need a decision framework, not more hype
Teams turning search demand into pages, tools, or offers

Tech Revenue Brief Editors

June 5, 2026

1 min read

Share ID: g5qefjlh

Scan Path

Answer first, details second

Trust Cue

Original editor review

Time Cost

1 min read

Google's May 2023 core update — I would not rewrite history, but I would not ignore patterns - seo guide from Tech Revenue Brief

I would not relive Google's May 2023 core update like SEO archaeology. Core updates redistribute trust. The lesson is familiar: sites with clear expertise and useful pages tend to survive better than sites with scale and slop.

What to check after any core update

Which sections gained or lost: blog, product, local, tools.

Template changes across losers.

Overlap with thin or outdated content.

May 2023 reminders

Helpful content messaging was loud then.

Sites that looked mass-produced struggled.

Strong brands and clear service pages held better.

Your action list today

Operator take

What we would do

We would prioritize pages that already get impressions but underperform on CTR or depth—not brand-new thin pages built only to chase keywords.

Example

Example: publisher with 25k monthly visits

Setup

Organic traffic is flat, but Search Console shows 40+ queries on page 2 with decent impressions.

What we would do next

Refresh 5 near-win pages with better intros, FAQs, and internal links before publishing 20 new thin articles.

Action plan

What we would test first

1Inspect the top 5 ranking pages and note page type + depth.
2Update one existing page before creating a new URL.
3Add FAQ and internal links to a related tool or comparison page.

Watch out

Mistakes to avoid

1Publishing a summary without a clear recommendation or next step.
2Chasing every related keyword instead of one primary page job.
3Ignoring Search Console or analytics when the topic is search-driven.
4Creating near-duplicate pages for every long-tail variant.
5Optimizing titles for clicks without matching intent on the page.

Next steps

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