Sherbz’ Breakdown of the Latest Google Updates

It seems like only yesterday Google last released updates on how it wants websites to present and function, and we are starting to get the impression the goalposts may be continually moved on a regular basis. So, you need to keep up to date to ensure your site continues to rank highly.

Moving in the same direction

The November 2024 core update wasn’t as substantial as the previous August update from Google and is seen as more of a ‘continuation’, but websites could still be facing negative impacts. Let’s break down what Google says these impacts could be.

Losing visibility and drops in position

The core update is continuing to prioritise useful and helpful content, designed with the mentality of people first. However, some websites are starting to see a drop in rankings. Google’s response is interesting and suggests previously ranking web-pages and sites aren’t doing anything wrong, but simply the algorithm is making other content it sees as more engaging, helpful and satisfying a priority.

Echoed from the August 2024 update to manage these issues is outlined in three distinct objectives:

• Avoid doing quick fixes
• Think about how to update and improve content to make it more meaningful
• Don’t delete content for the sake of it

If you are negatively impacted by this update rollout, we’re here to explain the dos and don’ts that can help keep your ranking at the top spots on Google.

November 2024 core update

Focus on high-quality content

Emphasis on Originality and Usefulness

The update prioritises genuinely helpful, well-researched and original content. Websites offering valuable insights and detailed information are likely to see improved rankings, whereas sites providing low-quality, SEO-driven content may find their rankings drop.

Keyword Stuffing

Google is once again targeting keyword stuffing. Sites that overuse keywords without adding real value to content will be penalised, resulting in rankings decline. This practice, often used to manipulate search rankings, will now lead to reduced visibility as Google focuses on promoting content that is genuinely helpful and user centric.

Enhanced content quality metrics

Rigorous Evaluation

A more rigorous evaluation of websites has been introduced, favouring those with in-depth articles, demonstrating high expertise and a comprehensive coverage of topics. This shift rewards content that offers detailed, well-researched information, ensuring that users receive valuable insights from authoritative sources, improving the overall search experience.

Focus on E-E-A-T

Google has reaffirmed the critical role of E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) as key ranking factors, especially in sensitive fields like healthcare and finance. This update prioritises content from credible, authoritative sources to ensure users receive accurate and reliable information in areas where trust is paramount, and across the board.

Support for small and independent sites

Improved Visibility

Promoting smaller or independent sites that provide unique, valuable content, is one of the key features of this update as Google aims to diversify the range of information available to web users. By elevating these sites, Google encourages a broader spectrum of perspectives and insights, enhancing the richness and clarity of search results.

Recognition of website improvements

Acknowledgement of Positive Changes

Recognising and rewarding websites that have made significant improvements in content quality or user experience. By acknowledging these ongoing efforts, Google encourages continuous enhancement of site performance, leading to better rankings for sites that prioritise user satisfaction and experience whilst delivering high-quality, valuable content.

Extended rollout timeline

The rollout of Google’s November 2024 update is expected to take up to one month to fully implement. This extended timeline allows for gradual changes across Google’s vast index, ensuring the update is consistently applied. It provides webmasters and site owners with time to observe the impact on their sites and make necessary adjustments.

Guidance and recommendations

Content evaluation

Google encourages website owners to regularly assess their content for originality, depth and user value. Google’s updated documentation provides actionable advice on improving content and recovering from ranking drops and can be found at their Search Central Blog.

Review and update content

Site owners are advised to closely monitor their site’s performance using tools like Google Analytics and Search Console. Adjustments to SEO and content strategies should be made based on observed changes in rankings and user engagement. Regularly audit your website’s content to ensure it aligns with the latest quality standards and update older content with fresh insights and more detailed information where possible.

Adapt to user needs

Website owners and content creators should adapt their content to ensure it meets user intent and provides comprehensive, valuable information, especially considering the recent updates. Content that genuinely helps users and sites that are relevant, engaging and well-researched are being rewarded with higher rankings as a Google priority. Focusing on user intent aligns your content with Google’s emphasis on quality and user satisfaction, improving your site’s visibility and performance in search results.

Stay informed and flexible

Because Google’s algorithms continuously evolve, it is crucial to keep up to date with changes and adapt your strategies to ensure content remains aligned with Google’s latest criteria.

To adapt, regularly monitor your website’s performance, update content to meet current quality standards and adjust your SEO strategies based on new guidelines. This proactive approach helps maintain or improve your site’s rankings, ensuring it stays competitive in an ever-changing digital landscape.

Dos and don’ts to keep your site ranking highly

Dos

• Prioritise originality and usefulness
• Optimise for E-E-A-T
• Regularly update content
• Ensure fast website loading time
• Optimise for mobile users
• Use a variety of content types
• Regularly track performance metrics
• Stay informed about future updates

Don’ts

• Rely on keyword stuffing
• Duplicate content
• Ignore user feedback
• Use black-hat SEO techniques
• Forget about user intent
• Overlook site structure and navigation
• Fail to interlink relevant onsite pages
• Ignore broken links

What our SEO specialists have to say

‘The latest update is just another seal of approval from Google confirming how central users are in the SEO lifecycle. In essence, keep focusing on creating relevant content and you might not have a problem with Google.’ – Ash, SEO Specialist

‘It’s affirming to see the work we are doing continually achieve positive results for our clients, meaning our methods are aligning with Google’s expectations before and after the updates.’ – Laura, Senior SEO Specialist