Should we chase the latest Google update or keep everything the same and hold the line. 

We all know Google never rests. Google is constantly evolving and adapting to present the best information possible for its customers (searchers). These changes are a byproduct of analyzing mountains of data and user behavior. 

Now the question becomes, Google just rolled out a new update, will this affect my ranking positively, negatively or not at all?

Chris Bonney & Zach Wilson take a deep Google-dive to help you determine whether or not you should or should not react to changes that affect the signals and algorithm.

Opinions on Google's new SERP UI changes. Our take, Google isn't as altruistic as they once were. The UI changes will likely produce some significant upticks in CTR for Paid media, however, once users adapt their eyes and behaviors, things will normalize.