Changes to Google’s core algorithm have always required SEO professionals, marketers, and expanding businesses to adjust their strategies. These updates, which happen periodically, impact how search results are presented to your target audience, with some being more significant than others. For instance, two substantial Google algorithm updates occurred in October 2023 and March 2024, both aimed at tackling low-quality and spam content. These updates can influence rankings over several weeks or months, leading many businesses to revise their SEO approaches.

To grasp the precise effects of these updates on different websites, we consulted six experts to gather their observations on the noticeable changes and how businesses should adapt during these volatile times in search engine results.

Table of contents

• How recent Google core algorithm updates are affecting businesses
• Preparing for future Google core algorithm updates
• Common threads in expert opinions on Google core updates

How the latest Google core algorithm updates are impacting businesses

Here’s a summary of the impact of the recent Google core algorithm updates, according to our expert panel! Want more SEO advice and knowledge? Get our free guide with 10 practical and free methods to reach Google’s first page.

1. Content that previously ranked highly might have lost its standing

A closer examination of the updates reveals that content you might not have previously categorized as spam could now inadvertently fall under that category. “the March update announcement categorizes spam into three types: scaled content abuse, expired domain abuse, and site reputation abuse. Over the last couple of years, these forms of abuse have become increasingly prevalent in the SEO landscape,” notes Goran Mirkovic, the Chief Marketing Officer at Freemius. “The proliferation of mass-produced, AI-generated content is the main target of scaled content abuse. Google’s guidelines emphasize rewarding high-quality content, regardless of its production method. The issue stems from the improper utilization of AI, leading to an overflow of generic and substandard content across the internet,” explains Goran. “Simultaneously, expired domain abuse aims to curb the exploitation of expired domain authority for hosting irrelevant and low-quality content. Google will penalize domains with irrelevant content compared to their previous content. Finally, site reputation abuse represents Google’s effort to combat ‘parasite SEO,’ which involves leveraging high-authority websites to rank for competitive keywords. You might have observed many prominent publishing sites hosting pages with titles like ‘X best products’ in an attempt to gain visibility,” adds Goran.

At this point, you might believe that your business’s content doesn’t fall into these three spam categories. However, other types of common web pages could still experience a decline due to these updates. “I’ve observed some websites struggling with original content that they’ve duplicated and minimally modified,” shares Mark Irvine, Vice President of Search at SearchLab. “For example, a client had created a satisfactory page describing their services, which wasn’t problematic. However, they then copied this content and published the same page for over 100 towns they serviced, only changing the city name on each page. While this might have provided some minor SEO benefits initially, we’re now witnessing a consistent decline in traffic to even the original page,” explains Mark.

In this scenario, individual web pages for each service location could potentially experience a decline in SEO value.

2. AI-generated content is experiencing the most significant impact

Apart from unoriginal, outdated, or disreputable content, the use of various forms of AI-generated content is the primary driver behind these updates from Google. While generative AI can be advantageous for content ideation, brainstorming, and other tasks, relying on AI to scale your content and SEO strategy carries significant risks. “The most substantial challenge I’ve encountered involves clients who previously benefited in early 2023 from an excess of readily available (and frequently unoriginal) content. AI-generated content offered a quick and effortless method to populate blogs or website pages. When used judiciously, with the right correct AI prompts, AI content can still be beneficial,” says Mark. “However, the current large language models (LLMs) powering popular AI tools draw from existing content and language published across the web. It’s challenging for AI content to contribute a unique or creative perspective that stands out from other web pages. These recent updates penalize a significant amount of content that lacks distinctiveness from original sources,” clarifies Mark. It’s important to remember that the issue isn’t inherently with AI-generated content. It appears Google aims to strike a balance between delivering the most effective search results while retaining a “human touch.” “Google’s core updates consistently strive to enhance the results presented to users. The latest updates are no different. As the internet grapples with an influx of AI-generated content, Google’s task has become more demanding,” states Milen Vasilev, Director of Digital Presence Implementation at LocaliQ. “Their objective is to maintain the relevance of their results through more meticulous filtering and by giving preference to unique, high-quality content that exhibits a ‘human touch.’” Master the correct application of AI in marketing with our free emergency guide on AI in marketing!

3. Competition has intensified within certain industries

Your approach to SEO content should align with your niche market. Now more than ever, it’s crucial to make your business stand out within your industry. “Google’s focus extends beyond just AI-generated content. Unfortunately, I’ve witnessed several clients experience a significant drop in organic traffic after collaborating with reputable SEO agencies specializing in a particular niche (agencies exclusively handling SEO for lawyers, car dealerships, HVAC companies, etc.). Google’s updates prioritize original, unique content. Some agencies fall into the trap of creating excellent and relevant content for one client and then repurposing it numerous times for their other clients,” explains Mark. “While a well-written oil change page on a car dealership’s website can provide substantial SEO value to your initial client, reusing the same page countless times eventually leads to Google disregarding it, especially after these recent updates. I advise clients to verify the originality of their website’s core content. Open some of your most popular web pages, copy the first sentence, enclose it in quotation marks, and paste it into the Google search bar. If Google returns numerous pages with identical wording, your page is unlikely to be favored over others.”

This auto repair shop website has similar content to other related businesses.

4. Some websites are experiencing traffic declines…

A noticeable impact of the October 2023 and March 2024 core updates is the decline in website traffic observed by some businesses. “We’ve witnessed some reductions in organic traffic and keyword rankings, particularly among clients who previously utilized AI for large-scale content production (with minimal human editing),” notes Allie Decker, co-founder of Omniscient Digital. “By March’s end, a majority of our clients had recovered, and those pages still in recovery indicated areas requiring content optimization and updates.”

An example depicting a website traffic drop coinciding with the March 2024 update.

5. …while others have only noticed traffic variations

Conversely, other websites have only encountered fluctuations in traffic and keyword rankings. This could be attributed to the ongoing rollout of the updates. Additionally, SEO is a long-term strategy, making it vital to monitor your website’s performance over the next few months to observe how these updates influence results over time. “Personally, I haven’t detected any substantial changes yet,” admits Goran. “It’s still early, and I anticipate it will take approximately a month for the update to be fully implemented. However, I do expect to see some search result fluctuations and a discernible decrease in the visibility of content Google now deems ‘unhelpful.’” Boost your website traffic swiftly with our free guide on proven strategies – regardless of new updates!

6. The October 2023 and March 2024 updates are more intricate than previous ones

If you’ve been struggling to navigate the recent Google core algorithm updates, you’re not alone. Business owners, marketers, and experts alike concur that changes to search engine results have become less predictable. “Since the more frequent core algorithm updates commenced in October 2023, the organic landscape has undergone significant transformations,” observes Alex Chefalo, Senior Strategist at 829 Studios. “This update’s complexity surpasses previous ones as it involves modifications to multiple core systems, whereas past updates primarily targeted individual systems. The central objective of this update is to combat what Google identifies as ‘spam’ within search engine result pages (SERPs),” clarifies Goran.

7. Certain industries might have been disproportionately affected

Google’s updates over the past few months have influenced rankings across the board, but certain industries seem to be experiencing a more pronounced impact. “The rollout of the helpful content update update occurred from September to October 2023, with a focus on high-quality, user-centric content and, conversely, the removal of AI-generated content,” states Milen. “We also observed additional core updates between October and November 2023 that caused some ranking volatility. In early March 2024, Google implemented both a core and a spam update. The most significant ranking fluctuations were observed in the food and beverage, beauty and fitness, and shopping sectors (according to Semrush data). Websites in the home and garden industry also experienced considerable ranking shifts.” Being in these industries doesn’t signify abandoning your SEO efforts altogether. However, it’s crucial to be aware of whether your business’s vertical faces a higher risk of being affected by Google’s updates. This awareness enables better preparation and more vigilant monitoring of your website’s performance.

An illustration of potential variations in search results for the home and garden industry.

8. PPC is also being affected by the updates

Let’s not overlook the component that shares the SERP with organic results: Google Ads. While core algorithm updates primarily target organic search rankings, the emerging SEO trends from these updates have spilled over into pay-per-click (PPC) advertising. Any change in one area of the SERP invariably affects the entire landscape. “One significant aspect I monitor following a core algorithm rollout is an increase in keyword variant matching,” says Navah Hopkins, Brand Evangelist at Optmyzr. “While anecdotal, I tend to observe a rise in close variant search terms accompanying algorithm updates. Given that Google Ads’ broad match behavior and organic search share a considerable amount of technology, their mutual influence makes sense.” “My primary recommendation is to closely track those search terms, as well as any existing negative keyword rules,” advises Navah. Consider exploring Google Merchant Center (GMC) to secure more prominent SERP placements if you sell products through organic search or Google Ads. “Examining the SERPs, it’s evident that Google has been allocating more space to rich results. Prioritizing the setup of Google Merchant Center and incorporating relevant schema markup into your product pages should be a top priority if you operate in the e-commerce realm,” suggests Alex. “GMC not only provides free listings but also consistently conducts beta testing for novel ways to leverage these rich results. For instance, while researching running shoes for a client, I encountered an interactive rich result that allowed me to swipe through preferred styles. While the ultimate objective is undoubtedly to guide you toward paid Shopping ads, capitalizing on the free GMC listings can be an excellent way to generate added value for your own or (if you’re an agency) your clients’ businesses.” Discover recent PPC metric shifts in your industry with our latest search ad benchmarks!

How can you prepare for future Google core algorithm updates?

While Google’s changes can sometimes feel unpredictable, you can always anticipate more to come. So, how can you ensure readiness for the next significant Google core algorithm update? Here are some expert tips to aid your preparation.

1. Maintain your focus on E-E-A-T…

The four pillars of E-E-A-T (experience, expertise, authority, trust) form the bedrock of any robust SEO strategy. While prioritizing E-E-A-T might seem obvious, it’s crucial to remember how adhering to fundamentals during turbulent times in search engine results can yield positive outcomes. “The most effective approach to prepare for future updates is straightforward: create high-quality, human-written content enriched with fresh data, firsthand experiences, and other E-E-A-T elements,” advises Allie. “Prioritize user optimization – adopt a first-principles mindset and develop strategies to serve your target market (your existing and potential customers). Understand your audience’s interests, how they engage with and utilize search, and tailor content to meet their needs at their point of interaction. This strategy proves effective not only in the short term – as Google values topical consistency and fresh, quality content – but also fosters long-term resilience in the form of an organic growth strategy. Moreover, you’ll avoid panic every time an algorithm update occurs,” Allie adds. “In essence: exercise patience and refrain from attempting to ‘game’ the system. It never yields favorable results in the long run!” Patience is arguably the most challenging aspect of digital marketing, but by remaining committed to E-E-A-T, your long-term SEO goals can still be achieved. “The optimal approach is to begin evaluating your content’s quality by ensuring it’s optimized for EEAT,” suggests Goran. “If you’ve relied heavily on AI over the past two years for SEO purposes, it’s time to contemplate how to elevate the quality of that content.”

2. Highlight your website’s UX and navigation

Beyond the fundamental principles of E-E-A-T, businesses should devote extra attention to how users interact with their content. As Google increasingly emphasizes user experience (UX), optimizing your website content with UX in mind is essential. “The fundamental principles of SEO remain largely unchanged – the primary focus should be on quality and execution while creating for users, not solely for search engines,” emphasizes Milen. “We approach SEO through the lens of content, core technical aspects, advanced technical aspects, health checks, and off-site factors. Across all these areas, the key is to prioritize user-centric creation and assist users in finding the answers or services they seek. Focus on writing helpful content, structuring your website logically and clearly, and resolving broken pages (to avoid leading users to dead ends – a highly frustrating experience!). Lastly, maintain a strong online presence across Google Business Profile, social media platforms, and all other relevant channels.”

Incorporating a table of contents like this within your page is one way to assist users in quickly and easily finding answers to their questions.

3. Develop question-based content

When creating and optimizing content, consider the customer journey and how potential customers might structure their search queries. For instance, many of Google’s updates aim to enhance the way common question queries are addressed. Examining the “people also ask” and “related searches” sections of the SERP can provide inspiration for long-tail, question-based keywords to incorporate into your page headers, subheadings, and body text. “Another area that has evolved is how people conduct searches,” notes Alex. “The way users interact with and pose questions to search engines is being influenced by generative AI. Crafting content based on questions or incorporating questions within headers isn’t groundbreaking, especially for those who have been optimizing for voice search. However, it serves as an effective method to target high-intent, long-tail keywords while future-proofing your content as AI becomes more intertwined with organic search. Gemini (previously known as Bard) is already integrating results from informational site pages when users request product recommendations. Therefore, including FAQs within your content, tagging them with appropriate schema markup, and ensuring they are easily crawlable and understandable by search engines can provide you with a competitive edge.”

Source

4. Conduct regular SEO audits

This final tip for navigating Google algorithm updates could arguably be the most crucial. Staying ahead of Google’s game involves maintaining a proactive approach to performance tracking. Regularly assessing your SEO performance through scheduled audits can help you identify and address any traffic or keyword ranking changes before they escalate into major issues. “To effectively navigate this update, individuals need to conduct audits to determine if their websites contain elements that fall under these new categories,” advises Goran. “If you have poorly performing listicles, delete them and implement redirects! Eliminate any irrelevant content on your site as well!”

What these expert takes on Google core updates have in common

While everyone’s experience in the current SEO landscape is unique, a common thread is the enduring importance of high-quality, human-centric content. As the state of SEO continues to evolve, the ability to adapt and respond to Google’s changes is crucial for achieving visibility in search engine results.

To summarize, here’s what the latest Google core algorithm updates mean for expanding businesses:

1. Previously high-ranking content might have decreased in value
2. AI-generated content is facing the most significant impact
3. Competition has intensified within certain industries
4. Some websites are experiencing traffic declines…
5. …while others have only noticed traffic variations
6. The October 2023 and March 2024 updates are more intricate than previous ones
7. Certain industries might have been disproportionately affected
8. PPC is also being affected by the updates

Here’s how you can prepare for future Google core algorithm updates:

1. Maintain your focus on E-E-A-T…
2. Highlight your website’s UX and navigation
3. Develop question-based content
4. Conduct regular SEO audits

If you’ve implemented our tips for staying afloat during these updates but still seek more from your SEO strategy, explore how our solutions can help you maximize your SEO success, regardless of Google’s future changes!