In 2017, Google continued to advance its mission of delivering more relevant, high-quality, and user-centric search results. While there were fewer broad core updates compared to later years, the algorithmic refinements in 2017 demonstrated Google’s tightening grip on quality content and sustainable SEO practices. For SEO professionals, this year was defined by mobile preparation, penalties for thin content, and the early expansion of schema-driven results.
Major Algorithm Updates
Fred Update – March 2017
Although never officially confirmed by name, the so-called “Fred” update was one of the most impactful events 2017. The update targeted websites prioritizing revenue over user experience, particularly those overloaded with ads or offering low-value, thin content.
Websites affected typically displayed one or more of the following traits:
- Aggressive monetization tactics, such as excessive affiliate links or ad placements
- Lack of original content or meaningful user value
- Poor UX, especially on mobile devices
Fred sent a clear signal that Google would penalize content created for clicks rather than utility. SEO professionals responded by conducting content audits, reducing intrusive ads, and improving the depth and structure of their information.
Other Quality Updates
Throughout the year, Google quietly rolled out several more minor quality updates. Though not named, these refinements targeted content relevance, site engagement metrics, and backlink quality. These updates favored websites with consistent topical authority and penalized those relying on manipulative link strategies or outdated SEO practices.
Mobile-First Indexing Preparation
Although full mobile-first indexing would not launch until 2018, Google began testing and signaling its future direction in 2017.
Webmasters were advised to:
- Ensure mobile and desktop versions contained the same primary content
- Adopt responsive design as the preferred method over m-dot configurations
- Eliminate intrusive interstitials that disrupted mobile UX
Google’s messaging throughout 2017 was clear: the mobile version of your website would soon become the primary version used for ranking and indexing.
Structured Data and Rich Results Expansion
Google continued to reward websites that implemented structured data using Schema.org markup. In 2017, the expansion of rich results and featured snippets accelerated.
Key developments included:
- Growth of knowledge graph integrations, especially for branded entities
- Expansion of featured snippets for definitions, lists, and tables
- Enhanced visibility for recipes, products, and events using structured data
- Introduction of job posting markup for Google Jobs search
For SEOs, schema became a necessary layer of optimization—not just for rankings but also for increasing click-through rates via enhanced listings.
HTTPS as a Ranking Signal
While first introduced as a lightweight signal in 2014, HTTPS adoption reached a critical tipping point in 2017. Google Chrome began marking HTTP pages as “Not Secure” in specific contexts, including password and credit card input fields.
In response, the SEO community prioritized HTTPS migrations to maintain trust and avoid potential ranking degradation. Sites that had migrated to HTTPS began to gain a slight edge in rankings and user perception.
E-A-T Foundations Take Shape
Although E-A-T would not become a mainstream acronym until later years, the Google Quality Rater Guidelines published in 2017 began emphasizing the importance of:
- Author reputation
- Website credibility
- Content accuracy and editorial oversight
This foreshadowed the increasing importance of trust signals, particularly for YMYL (Your Money or Your Life) topics. While E-A-T was not a direct ranking factor, it already influenced how Google evaluated content quality.
Strategic Takeaways for SEOs
- Content quality outweighed quantity.
The Fred update punished low-value content and forced brands to improve depth, clarity, and originality. - Mobile optimization was no longer optional.
Preparation for mobile-first indexing highlighted the need for responsive design and parity between mobile and desktop experiences. - Structured data became a visibility multiplier.
Schema markup enhanced search listings and future-proofed content against evolving SERP features. - HTTPS migration gained urgency
Security and trust signals became increasingly relevant for both rankings and user engagement.
Conclusion
2017 was a transitional year in search, setting the stage for the trust-first, mobile-first, and entity-driven algorithm changes that would dominate the next five years. While traditional SEO fundamentals remained relevant, it became clear that Google was moving toward a more comprehensive evaluation of content, context, and user satisfaction.
For SEO professionals, 2017 underscored the importance of sustainable, ethical strategies built around long-term value and technical soundness.