The Latest From Google and What You Can Do

Jul 18

Google search results are not static. Ranking on page one today doesn’t mean you will be there tomorrow. Google results and the algorithm deciding which pages rank are constantly in flux.

If you want to stay at the top of search engine results, you must actively follow the changes in algorithm updates and make necessary adjustments to keep your web pages competitive and visible in search.

Here are a few of the latest changes from Google and what your brand can do to keep showing up in search results.

First, What Are Google Updates?

Google uses an algorithm to determine which content shows at the top of search engine results pages (SERPs). Google Updates are periodic changes to the algorithm. The updates are not released on a set schedule. Google decides when it wants to release an update and can do it at any time.

Brands and marketers must keep up with Google Updates to ensure their website adheres to the latest SEO best practices and guidelines to stay visible on SERPs.

Google Updates and Changes You Need to Know

So far in 2024, Google has made some significant updates that have affected search results. The updates focus primarily on enhancing content quality, combating spam, and improving user experience. Here is what you need to know.

Reducing low-quality, unoriginal results

In 2022, Google began working on a new filtering system to reduce the appearance of low-quality, unoriginal content. The March 2024 update built on what Google learned through the 2022 update. It cut down even more on web pages that are “unhelpful, have a poor user experience or feel like they were created for search engines instead of people.”

Google is now using AI in its search algorithms to enhance its ability to detect and penalize AI-generated content that lacks originality or utility. This move will continue to identify and devalue low-quality content. Google says this update has led to “45% less low-quality, unoriginal content in search results.”

Keeping more spam out of results

The 2024 update also introduced new spam policies to tackle three practices often employed to manipulate search results. Sites are now less likely to rank if they engage in:

Scaled Content Abuse: Generating mass content at scale, whether created by humans, AI, or a combination of both.
Site Reputation Abuse: The practice of low-quality sites publishing content on high-authority sites in an effort to pass some of the authority from the reputable site to the lesser-known site. (This update was announced in March, but Google said the rollout took place in May 2024.)
Expired Domain Abuse: Purchasing an expired domain and using it with the sole purpose of boosting search rankings of low-quality, unoriginal content.

Improving user experience

In March 2024, Google also announced it would use a new metric in its Core Web Vitals score. Core Web Vitals are metrics that measure website user experience related to loading performance, interactivity, and visual stability. Sites with strong Core Web Vitals typically rank better than sites with a lower score. The new metric, Interaction to Next Paint (or INP for short), measures the quality of a web page’s responsiveness and usability.

What To Do About the Updates

Based on recent Google updates, here are a few best practices to help you adhere to new guidelines and keep your site ranking.

1. Continue to review and benchmark traffic.

Google updates can make significant changes to organic website traffic. A site may see a drop or increase as Google moves around pages in rankings. Make sure you are aware of how changes impact your site by regularly reviewing and benchmarking website traffic.

Generate weekly or monthly reports to monitor changes in organic website traffic. Take action if you see dips, and replicate strategies that led to boosts in traffic when possible.

2. Focus on creating quality content.

For years, Google updates have centered around the importance of quality content. Updates often aim to derank sites with low-quality, spammy, and unoriginal content. To avoid these penalties and rank higher, Google suggests brands and marketers follow E-E-A-T Guidelines.

E-E-A-T stands for expertise, experience, authoritativeness, and trustworthiness. It devalues content that lacks depth and originality or is riddled with errors, and it values content that provides unique, useful information that genuinely enriches users' online experiences.

To meet E-E-A-T standards:

Know your audience and what people are searching for. Publish content that meets the needs and interests of your ideal audience.
Regularly audit your website content. Update existing content that is outdated, and remove content that is irrelevant or low quality.
Create a plan to publish high-quality, highly relevant content on a consistent basis. Don’t rely solely on AI for content creation. Utilize skilled writers, and publish content featuring unique perspectives and experiences that can’t be found on other sites.

3. Enhance user experience.

User experience is also at the core of many Google updates. Google wants to connect searchers with websites that provide the best content and the best experience. One of the Es in E-E-A-T is assigned to experience.

In addition to publishing quality content on your website, provide a great experience for website visitors.

Regularly audit the performance of your site. Use Google’s PageSpeed Insights to review Core Web Vitals and identify issues and opportunities for optimization.
Utilize website development best practices when building and maintaining your site to focus on speed, mobile-friendliness, and accessibility.
Audit the customer journey on your site. Ensure users can easily move through your site with clear call-to-actions, conversion points, and navigation.

4. Focus on more than one traffic source.

Changes in Google algorithms highlight the importance of having multiple sources of traffic to your website. While organic traffic is great (it’s a free way to attract interested audiences), it isn’t a sure thing. An update can significantly alter your rankings and pipeline of leads and customers.

To be relistent against search updates, support your organic SEO strategies with other traffic sources such as paid search, social media, digital PR, email marketing, and online advertising. Diversity your amplification to keep your sales and lead funnel going strong.

Keep Up with Marketing Changes Now and in the Future

Search results and the criteria that award web pages top spots are always changing.

Having a top-ranking result on search engines is a work in progress. To stay visible, you need a proactive plan to track changes in Google search algorithms and monitor your rankings. And, you need content and user experience strategies that continue to provide audiences and search engines with what they want, need, and value.

Got a little too technical for you? If you need help keeping your web pages visible in search, let’s talk. SpotOn’s team of content strategists and SEO experts can work to keep your site aligned with Google’s expectations and showing up in searches. Contact our team today.

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Robyn Spoto