To sort of give an example of how transitional this update is so far - I present the following for your amusement
For the first time in 8 years my 17 year old Golf Holiday site is not number 2 or 3 (it's location specific - I'm saying no more)
A blank Facebook page has the spot now. So if you search for "Golfing Holidays In xxxxx (sorry - not telling you the xxxx)
You get a Facebook page from some guy who just came back and links to his hotel and says he's marking it down on tripadvisor for being so shit.
The Facebook page has one 12 word comment, no shares, no likes and was made yesterday.
I imagine the guy was mad at his shit holiday.
Bearing in mind the infomation is resort and hotel specific and offers just 12 words of content and a link I imagine hardly anyone who lands on it will be interested in what this muppet has to say (his rant is not very funny). There are hundreds of golf courses and thousands of hotels in this region and the chances of someone searching for this phrase being even slightly interested in what this guy has to say is very very low indeed.
Yet there he is at number 2 for a pretty generic term with his very speicifc rant (a local course did not honor a green fee reduction... fuck me - who gives a shit? Google apparently)
Further down the page is a link to a blog page which has a kids drawing also placed very recently of "my dad playing golf" and another link pointing to how someone got trapped in a crazy golf course ON A DIFFERENT CONTINENT. Tripadvisor is not on page one at all.
50% of the page one content is so badly targeted I doubt it would be of the slightest use to anyone searching for the term. It's a pretty specific term and converts MONDO well. If you type "activity in location" you want to know about that activity...in that location. It's a semi firm buying phrase and that's explicitly understood.
Back in the day Microsoft's commerciality index (RIP) ranked it very high.. yet only 1 result out of the 7 on page one has any information about the topic. It's all crap.. So bad it's funny.
Checked other niches and in some (not all) the situation is similar. Ranbdom inner pages ranking high that are either way too specific for a general search term or completely off topic..or worse just empty pages like the Facebook page, a "Contact Us" page with some guys business address and nothing else.
To be fair this crap happens every time - the dust will settle
Do I care? No my traffic is up almost 30 % and I'm ranking for all sorts of stuff I probably shouldn't (works both ways I suppose).
Scritty