Google algorithm updates occur constantly. These updates are designed to enhance user experience (UX) through better understanding of user intent (UI) behind searches. If your site is optimized to align with these updates, you benefit in SERP visibility. If not, you can accrue penalties. With the SEO Penalty Checker tool, you'll receive a clear roadmap of your site in terms of sudden traffic anomalies following algorithm updates, giving you an early warning system on any penalties incurred by the update. Traffic ties directly to revenue, so as a business owner it's vital to stay on top of any shifts in organic traffic. If you're a freelancer, being able to stay on top of such KPIs for clients is also vital for providing the best service you can.