Your website can drift out of the rules on its own.

Counted from Google's own feed

Google changed its search guides 35 times in 237 days.

Those changes came on 30 separate dates between 6 January and 31 August 2026. The typical gap was 7 days. The longest quiet spell was 25 days.

Google ranking updates

Google ran 6 ranking updates in the same window.

They came in February, March, May, June and August 2026. Across the full 12 months there were 7. The longest gap between any 2 was 56 days.

Why every 90 days

A 90-day review lets you see what caused a change.

Review each quarter and you have about 13 changes and 2 updates to explain. Once a year, it is about 54 changes and 9 updates, which is too many.

Google's changelog, 8 May 2026

Google no longer shows FAQ boxes in search.

That change started on 7 May 2026. Keep your Q&A content, because AI answer tools still read it. Stop paying anyone to win the FAQ box.

What ages fastest

Four things on your site go stale on their own.

Staff titles age when people leave or registration lapses. New reviews arrive each quarter. Pages naming a prescription-only medicine need care. So does an offer that expired last year.

The 90-minute template

Your review has 7 parts and ends with one decision.

Look at your numbers, what you changed and what changed around you. Sweep for the health ad rules. Check the register for each named practitioner. Then check reviews and captions.

What a first review often finds

Your first review is a tidy-up.

It might find 3 pages nobody remembers, a practitioner who left in April and an offer that ended in 2025. That is a good result. It means the review works.

Tap for the full template, with every source.