The Google Dance was an era that disrupted the early years of Google’s search engine. Since the Google algorithm was still evolving, a drastic change in ranking would often occur as updates were being made to refine the algorithm. This state of volatility was called the Google Dance, as websites appeared to be “dancing” up and down search results. For website owners, the Google Dance was a time of great uncertainty, as they were trying to maintain stable rankings and comprehend the factors affecting the workings of Google’s search algorithm. At one point, the Google Dance came to an end as the algorithm matured, serving as a reminder of the ever-changing pattern of challenges concerning optimising a website for search engines.