Google releases the November 2024 core update, which affects global search rankings. Image Source: https://www.searchenginejournal.com/google-rolls-out-november-2024-core-algorithm-update/532364/
It’s time for our monthly roundup, where we discuss all the exciting digital marketing news that happened in November.
If you’ve arrived here from our newsletter, you already have an overview of this month’s key developments.
We like to provide more information in our blog posts, answering some of the questions our clients ask us about each important topic. More specifically, we talk about how these changes affect the work you’re doing in marketing, with some actionable next steps.
Head straight to:
1. Core Update: Google’s November Core Update
Google’s final core update, started rolling out on November 11th 2024, continues Google’s push for higher-quality, user-focused content.
This update stresses relevance, user intent, and content that provides genuine value rather than content created solely to rank well.
Screenshot as of 2nd December 2024: https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history
How do I Identify If My Website Was Affected?
If your site has experienced a drop in rankings since the update began, there are several ways to evaluate the impact:
Wait for the Update to Complete
Avoid jumping to conclusions before the process is complete.
Use Google Search Console
Check for any notable traffic shifts, especially significant drops (20+ positions).
Monitor Major Ranking Declines
Pay particular attention to pages that lost the most rankings , these will often be the pages needing your attention.
Check for Industry Trends
Look for reports from SEO professionals or use tools to identify if your site's decline aligns with broader industry trends.
What Does Google Want from Content Post-Update?
Google continues to prioritise content that aligns with high standards, emphasising:
High-Quality, Authoritative Content
Content should not only be informative but also come from authoritative sources. Think of how you can become a leading voice in your field.
Relevance and Accuracy
Your content should align closely with the searcher’s query, and provide up-to-date and accurate information that directly answers their needs.
User Experience (UX)
The experience users have on your site continues to play a role in rankings. This means easy navigation, fast load times, and a mobile-friendly layout are essential.
What steps can I take immediately to recover or improve rankings if they’ve been negatively affected by the update?
If you’ve noticed a decline in rankings, don't panic. There are several steps you can take to recover:
Audit Your Content:
Focus on improving existing content, especially those pages that experienced a major drop. Is the content still relevant? Are there opportunities to add more value?
Technical SEO:
Make sure your site is technically sound. Core Web Vitals and mobile usability are still essential factors. Tools like PageSpeed Insights can help you identify areas for improvement.
Check for Keyword Stuffing or Low-Quality Content:
Google’s update is designed to penalise over-optimised content. Ensure your content feels natural and not overly stuffed with keywords.
How will the focus on high-quality, user-focused content impact my SEO strategy for the next quarter?
For the next quarter, focus your SEO strategy on high-quality, user-centric content by dedicating more time to research and creating comprehensive, relevant material.
Refresh older content to keep it up-to-date and improve user engagement metrics like time on page and social interactions to signal value to Google.
Incorporate holistic SEO — improve content, technical performance, and user experience.
Aim for sustainable growth by building authority and trust with a strong, informative content strategy.
Are there any new metrics or tools available to track the impact of this core update on my site’s performance?
With the update affecting multiple aspects of site performance, here are the key metrics to monitor:
Google Search Console Data
Track impressions, clicks, and rankings for keywords that are most critical to your business.
Traffic and Engagement
Watch for any major traffic declines in Google Analytics, significant drops could indicate that Google is re-evaluating your content.
Core Web Vitals
A dip in Core Web Vitals could hurt rankings, so regularly monitor these metrics.
Competitor Insights
Compare your performance to competitors to get an idea of where you stand in the industry.
2. Search: Google Retires Search Console’s Page Experience Report
Image Source: https://www.searchenginejournal.com/google-retires-search-consoles-page-experience-report/532968/
How will the removal of the Page Experience report impact my SEO reporting and strategies?
The retirement of Page Experience report in Google Search Console will streamline SEO reporting.
While the combined metrics for Core Web Vitals and HTTPS are no longer available in one place, these metrics can still be tracked separately through the Core Web Vitals report and the HTTPS report.
This change won’t affect the importance of page experience. You will now need to focus on these two separate reports to gain insights into performance and security.
What Insights Can Be Gained from the Core Web Vitals and HTTPS Reports?
Core Web Vitals report
Largest Contentful Paint (LCP): Measures loading speed, ensuring that users see content quickly.
Interaction to Next Paint (INP): Focuses on interactivity, ensuring users can engage with the page without delay.
Cumulative Layout Shift (CLS): Tracks stability, ensuring elements don’t shift unexpectedly during page load, which can negatively impact user experience.
These metrics help assess how well your site is performing from a user experience perspective, focusing on speed, interactivity, and visual stability.
HTTPS Report
This checks the security of your site, identifying issues like invalid SSL certificates and HTTP/HTTPS conflicts. Maintaining a secure connection is critical for both user trust and SEO rankings.
Together, these reports offer critical data to help you optimise your site’s user experience and security.
Does the Removal of the Page Experience Report Mean a Shift Away from User Experience in Rankings?
No, Google’s focus on user experience remains strong.
The removal of the Page Experience report does not indicate a reduction in the importance of page experience for rankings.
In fact, optimising for these are essential for SEO:
Core Web Vitals Optimisation: Make sure to keep improving LCP and CLS to maintain fast load times and a stable layout.
Mobile Usability: Ensure your site remains optimised for mobile users by regularly testing mobile usability.
Security: Address any HTTPS issues, including SSL certificate problems or mixed content, to maintain a secure and trustworthy site.
3. E-Commerce: New AI-Powered Features For Google Shopping
Google's latest shopping updates, driven by AI, are reshaping how consumers discover, compare, and purchase products.
From real-time price comparisons with Google Lens to local inventory searches via Google Maps, these features provide consumers with unparalleled transparency and convenience.
72% of shoppers use smartphones in-store and 20 billion visual searches occur monthly through Google Lens, its essential for you to utilise these AI-driven tools and bridge the gap between digital and physical shopping.
How can AI-driven features like real-time price comparisons and local inventory searches be leveraged in our e-commerce strategy?
AI-driven features like real-time price comparisons and local inventory searches provide significant opportunities to enhance your e-commerce strategy.
Ensuring you embrace these features can greatly enhance your e-commerce strategy by increasing transparency and convenience for consumers.
These tools allow you to stay competitive and drive local sales. Make sure you adjust your product listings to show stock availability and optimise for local search visibility.
What are the potential impacts on my Google Ads campaigns?
These new shopping features will likely increase competition for visibility on Google, requiring more compelling ads.
Here’s how to adjust your Google Ads campaigns:
Accurate Data: Include clear product information, pricing, and availability to align with real-time comparisons.
Local Targeting: Focus on geotargeting to reach local consumers. Highlight proximity to your physical stores, special offers, or specific deals in your ads.
How should we adjust our content and product listings to make the most of local searches via Google Maps and Google Lens?
To maximise local searches through Google Maps and Google Lens, follow these tips:
Local Inventory Data: Ensure your product listings reflect accurate, up-to-date stock information and location availability.
Visual Search Optimisation: Since Google Lens relies heavily on visual content, use high-quality images and detailed descriptions for each product.
Local Keywords: Include location-specific keywords in your product descriptions and listings to improve visibility in local searches.
Google My Business: Ensure your business is listed and updated on Google My Business to appear in local search results.
Are there any specific SEO adjustments needed to take advantage of these new features?
Yes, optimising your product listings for local search and visual search will be key to taking full advantage of the new features.
Ensure your listings are SEO-friendly by:
Including location-based keywords
Use high-quality images
Clear and descriptive product details
By staying updated on real-time inventory and ensuring your listings are mobile-friendly and visually appealing, you can leverage these new shopping features to enhance your visibility and drive more traffic.
4. Social Media: New Opportunities in Bluesky and Threads
Users are increasingly leaving X (formerly Twitter) in search of alternatives as frustrations with the platform grow.
Concerns over moderation issues, changing policies, and the influence of controversial figures have led many users to seek out more transparent and community-focused platforms.
As X’s landscape shifts, users are turning to platforms that promise better privacy, fewer distractions, and a more supportive environment for open discussion.
Image source: https://www.theverge.com/2024/11/13/24295484/bluesky-15-million-users-social-media-x-musk
How can we start building a presence on Bluesky and Threads before they reach full mainstream adoption?
To establish a strong presence on Bluesky and Threads before they reach full mainstream adoption, it’s essential to tailor your content to each platform’s unique features and communities:
Bluesky: Leverage its decentralised nature by engaging in niche, community-driven discussions. This platform fosters deeper connections and attracts active posters, so focusing on meaningful, authentic conversations will help you build a loyal audience.
Threads: Since it integrates with Instagram, Threads is more visually-driven and fast-paced. Use high-quality, engaging media that aligns with the quick-consumption culture of Instagram’s audience. Consistent posting and experimentation with new platform features will help your brand stay relevant as the platform grows.
What are the key differences between Bluesky and Meta's Threads that I should consider for our social media strategy?
Bluesky and Threads differ in their core structures and user experiences:
Bluesky | Threads |
Decentralised platform operating on independent servers. | Centralised platform, owned by Meta, benefiting from Instagram’s broad reach. |
Users have greater control over platform functions, including content moderation. | More visual and fast-paced interactions, ideal for mass-market content. |
Promotes active discussions within smaller, community-driven spaces. Ideal for deeper, meaningful relationships. | Best for reaching broader audiences quickly. |
How can decentralised social platforms like Bluesky offer unique opportunities for audience engagement?
Bluesky’s decentralised nature offers several unique opportunities for audience engagement:
Community-Driven Interaction: With a smaller, active user base, Bluesky promotes more organic growth and deeper connections. It fosters genuine two-way conversations, allowing for behind-the-scenes content, long-form posts, and thoughtful discussions.
User Autonomy: The decentralisation empowers users to shape their experience, creating a more transparent and community-focused environment, which can help brands build trust and cultivate a loyal, niche following.
Unlike centralised platforms like Instagram (via Threads), which are more suited for quick, visually-driven content, Bluesky thrives on engagement and thoughtful dialogue.
Image source: https://www.socialmediatoday.com/news/meta-shares-threads-growth-stats-counter-reports-blueskys-growth/734097/
Should we reallocate our social media budget to include newer platforms like Bluesky and Threads?
Reallocating your social media budget to include Bluesky and Threads could be a smart move, depending on your brand’s target audience and goals.
Bluesky recently crossed the 15 million user mark, their rising user engagement and decentralised nature offer an opportunity for long-term community building, for a smaller but more dedicated budget for organic growth.
Threads is growing fast, reaching more than 1 million sign ups a day. With its integration with Instagram and strong user growth, for larger, more visual-driven campaigns targeting broader audiences.
Balancing your budget between your ongoing social media strategy and new platforms, this can help you tap into emerging audiences while maintaining your presence on established platforms.
5. AI: Google Search Faces Decline in the UK as Trust in AI Falls
According to Ofcom’s Online Nation report, in the UK Google’s Search share has declined from 86% to 83% this year.
This decline in trust towards AI search results in the UK suggests a need for SEO strategies that prioritise quality, human-created content.
How should I adapt our SEO strategy in light of declining trust in AI-powered search results in the UK?
In response to the decline in trust towards AI-driven search results, your SEO strategies should focus on enhancing the reliability and credibility of your content.
With only 18% of UK users trusting AI-powered search tools, it’s crucial to emphasise high-quality, transparent, and human-authored content.
Offering clear sourcing, expert-driven insights, and avoiding over-reliance on AI tools will help to rebuild trust with your audience.
Combining traditional SEO practices with AI tools for optimisation will provide a balanced and effective approach.
How do I build trust with my audience?
Trust in AI plays a critical role in influencing consumer behaviour particularly in the context of the decline in Google’s search dominance and the reception of AI-powered tools like Bing.
Consumers are increasingly likely to engage with content they trust, and this is often based on authenticity and transparency.
To build trust, ensure your content is authentic, backed by credible sources, and clearly transparent about the role AI plays in its creation.
Should I be shifting more focus to alternative search engines in my UK marketing efforts?
Considering the growing skepticism towards AI in Google’s search results, it might be wise to diversify your marketing efforts to include alternative search engines such as Bing and DuckDuckGo.
While Bing has made strides by integrating AI features, trust in AI tools is still low, so these alternative search engines may offer opportunities to reach a more privacy-conscious audience.
DuckDuckGo, in particular, appeals to users prioritising privacy and transparency, which makes it an ideal alternative to Google's algorithm-driven results.
By expanding your reach to include these alternative platforms, you can diversify traffic sources and tap into different audience preferences, potentially strengthening your SEO strategy overall.
What are the key steps to address this fall in trust?
Optimise for SEO: Many users prefer traditional search methods still, blend your use of AI tools with established methods for success
AI clarity: Be open about how you use AI in your content creation and advertising
Understand your target audience: Different age groups and demographics have varying levels of trust in AI
Focus on content: Prioritise quality content
Alternative search: Experiment with other search engines
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