If you’re tracking KPIs for your business, such as website traffic and user engagement, you may have noticed a recent positive or negative change in your metrics. This may result from Google’s latest search algorithm update, launched on August 15, 2024, and completed on September 3rd. As with previous Google updates, this can impact your ranking on SERPs, which can, in turn, affect traffic to your website.
So, what does this mean for your business, and should you alter your current SEO approach? Don’t worry – we’ve got the answers. In this guide, we’ll tell you everything you need to know about this critical algorithm update and what it means for your business and marketing goals.
According to Google, search engine updates are designed to improve user experience and connect people to high-quality, informative websites rather than to content spam designed to manipulate the algorithm. While the September 2023 update had this goal, some website owners found their search rankings decreased despite creating user-focused, original content. As a response, Google has incorporated user feedback and is using this update to prioritize valuable websites that match users’ search intent.
Separate from the update, a ranking bug began affecting search rankings during the rollout process. Although not a result of the algorithm update, it caused temporary ranking fluctuations, leading businesses to question whether low performance was due to the recent update or the ranking bug. These issues have reportedly been addressed and corrected by Google.
This update also emphasizes the importance of EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) to improve search rankings, which for most ecommerce businesses, is not a new concept. Google continues to favor updated and factually accurate content – this is especially relevant as AI-generated content is becoming increasingly common.
One study shows that 55% of online consumers rely on searches as their top source of information before making a purchase, and reliable websites are more likely to rank in the top spots on SERPs.
With an increasing number of businesses using AI-generated content, Google has used this update to clarify its stance on AI and improve the ability to distinguish whether content is written by a human writer or by AI. While Google maintains that AI content is not necessarily bad for SEO or automatically penalized with lower rankings, people-first and helpful content will continue to be prioritized, whether AI- or human-generated.
AI-generated content tools can help you streamline and scale your content production process. However, combining AI and human writers is the best approach to ensure your content is authoritative and meets the quality and accuracy standards Google expects for top-ranked search results. In addition, Google has recently launched its AI Overviews feature, which should also be considered when developing an SEO strategy.
Any time Google adjusts its search feature, it can have lasting ramifications for your business’s SEO. Here are the key takeaways from this algorithm update to incorporate into your content marketing strategy:
Similar to the March 2024 content update, this rollout puts the focus on creating relevant, well-researched content that benefits users. This means that while common SEO tactics such as setting the right keywords can still impact SEO, the quality of your content can also have a big effect on your overall ranking.
When creating content, consider the user experience, such as an emphasis on valuable information and easy-to-digest content structure. Refine your editorial and quality assurance processes to ensure all published content is well-written, factually accurate, and free of errors. Since this can be time-consuming and strain resources, consider outsourcing proofreading and editing services when possible to allow your content development team to focus on marketing and expanding your reach.
While using AI tools to support your content production process does not necessarily negatively impact your search ranking, AI content still needs to be comprehensively fact-checked and edited. Although the quality of AI tools has come a long way in recent years, AI-generated content still tends to be somewhat thin, repetitive, and unnatural sounding.
To offset these drawbacks, use AI-generated content as a baseline and edit or rewrite it to ensure the content published is unique and useful to readers. If you don’t already use a style guide for your business, develop one with your team to ensure your content is consistent and reflects your chosen brand voice.
As you update your content development strategy, continue to monitor KPIs, such as website traffic, user engagement, and bounce rate, to evaluate what is and isn’t working. Having concrete data can provide guidance and help you make better informed decisions about your content. As another metric, seek feedback from your audience (through methods such as informal surveys and social media interactions) and incorporate it into your content strategy.
If you notice specific pages of content aren’t performing that well, it can be tempting to make fast, sweeping changes or to pull content from your site immediately. However, making drastic changes at the start of a Google update in order to improve SEO can actually have the opposite effect and hurt you in the long run. Google recommends developing a long-term content improvement plan as a more effective SEO strategy. Instead of short-term fixes, make gradual, sustainable improvements to the quality of your content over time and focus on enhancing user experience. These tweaks and improvements can take time to work, so just because you don’t see immediate results doesn’t mean your strategy is ineffective.
As a result of Google’s August 2024 search update, websites producing high-quality, original content are likely to see positive impacts in their search rankings, while sites relying heavily on outdated SEO techniques or thin content might notice drops.
To stay ahead of Google search algorithm updates, ensure your content is of the highest quality by having it professionally proofread and edited by our expert team. We’ve worked with a range of businesses, from innovative startups to groundbreaking non-profits, and can broaden your reach and meet your marketing goals. Contact us today for more on what we can do for your business.
The August 2024 update took approximately a month to fully roll out. During this period, you may have noticed fluctuations in search rankings as the changes are applied across Google’s entire index.
Sites that rely heavily on SEO tactics like keyword stuffing, low-quality backlinks, and thin content are at the highest risk of being impacted. Conversely, websites that focus on providing useful, original, and well-researched content are likely to see a positive shift
If your site is negatively impacted, conduct a content audit and focus on improving content quality. Remove thin or duplicate content, and ensure all posts align with Google’s EEAT principles. Consider updating outdated articles to provide current, valuable insights, and always ensure your content is thoroughly proofread and edited prior to publication.
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