Sean Walsh
Sean is a Director at Intelligency heading up our digital marketing and client services operations. Sean has 15+ years experiencing working both in-house and agency with brands including Lloyds, Alstom, Hitachi, Lufthansa, Viaplay, DFDS Seaways and Mercedes-Benz.
Google has just announced the rollout of its November 2024 core update, which will unfold over the next couple of weeks. If you work in digital marketing, here’s what you should know—and, more importantly, what to expect in terms of impact on search results and traffic.
What is a core update, and why should you care?
Google regularly makes significant adjustments to how its search algorithms work. These updates, known as core updates, typically have a substantial impact on how websites rank in search results. They don’t happen in isolation; instead, they are part of a continuous effort by Google to improve the quality of search results, helping users find genuinely valuable and relevant information.
The November 2024 update comes on the heels of a busy year of algorithm changes, with the most recent core update being in August. Google explained on LinkedIn that this latest update is designed to “show more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.”
What can you expect from this update?
While it’s too soon to predict the exact outcomes, past experience shows that core updates bring volatility to search rankings. For digital marketers, this means you could see noticeable shifts in where your website or your clients’ websites appear in search results. Some businesses might benefit from an increase in traffic, while others may experience a decline.
Google has provided some clarity, however:
Quick recoveries may not be realistic: If a website was negatively impacted by previous updates, such as the September 2023 helpful content update, don’t expect immediate improvements now. Recovery from a core update typically happens over time, often requiring subsequent core updates before any major progress is seen.
Quality content is crucial: Google emphasizes that there’s no special trick or technical fix to quickly regain rankings. Instead, the advice remains simple but powerful: create content that’s helpful, reliable, and intended for human audiences, not just for search engines.
What should digital marketers do if rankings drop?
Google’s official advice hasn’t changed much over the years. Here’s a quick breakdown:
- Don’t panic and make hasty changes: A dip in rankings doesn’t necessarily mean your website is flawed. It could simply be that other sites are deemed more relevant for certain queries.
- Review your content: Reflect on whether your content truly serves user needs. Google provides a list of self-assessment questions to help you identify areas for improvement. For example, is your content original and insightful? Does it offer value beyond what’s already available online?
- Patience is key: Although minor recoveries can occur between updates, meaningful improvements are often tied to future core updates.
A look back at core updates in 2024
The November update is just the latest in a series of core updates this year. The first, the March 2024 core update, was the largest ever, taking a staggering 45 days to fully roll out. It was followed by the August update, which completed in early September. Each update brought waves of change, leaving marketers to adjust strategies and analyze performance.
Why digital marketers should keep an eye on this
For digital marketers, core updates are more than just tech news; they’re moments that can redefine your SEO strategy. Whether you’re working to boost organic traffic for a brand or optimize a client’s search presence, understanding the landscape is crucial. Monitoring analytics in the coming weeks will be key. You may need to tweak content strategies or adjust expectations based on the update’s impact.
Ultimately, this update could spell good news for some and a challenge for others. The hope is that Google’s algorithm continues to reward genuine, helpful content and that your marketing efforts align with what users—and Google—find valuable.
Stay tuned for more updates and keep an eye on your website’s performance. If you experience traffic drops, use this as an opportunity to review and refine your content for long-term success. After all, in the world of SEO, staying adaptable and user-focused is always a winning strategy.
