What is a Google Update? Google updates its index data, including backlinks and PageRank (PR) continually and continuously. However they only export new backlinks, PR, or directory data approximately every three months. When new backlinks, PR appear, they have already been factored into their rankings for some time. Some changes are hardly noticed at all. Some changes are more visible. Google also crawls and updates its index every day, so different or more index data usually isn’t an update either. Google uses the term, “everflux” which describes the constant state of low-level changes as they crawl the web. Consequently, rankings change to a minor degree. That’s normal, and is not determined to be an update.