Google’s March 2024 Core Update
approx 8 minute read
Seismic SEO changes
Excellent 🙄 Google’s most significant CORE ALGORITHM UPDATE since Penguin & Panda
✅ Huge impact on the SEO landscape
❌ Just no cute animal names
Has your website been affected? Let’s dive in to find out.
A (mostly) friendly update for genuine businesses
Have you noticed a shift in your local search results lately?
We previously wrote about a Rumble in the Rankings, and this is the latest commotion.
Google, the search engine giant, started to roll out a core algorithm update in March 2024, and it might have given your online presence a little nudge.
In fact, although the official release began just this month, Google has been tweaking and testing things ‘helpful-content’ related since 2022 as part of their HCU (Helpful Content Update).
As you may have guessed, all to reduce unhelpful, unoriginal content. And now they’re implementing these changes, with highly volatile results.
But hey, don’t panic!
Let’s break down what this update means for businesses like yours, and how you can do your best to ensure you sparkle in the search results.
Let’s get started…
Squash the spam
So you now already have a sense of what this update is about.
But let’s dive deeper into the main aim.
And that is to reduce the amount of spammy websites appearing in search results by 40%.
Big moves like this reinforce Google’s commitment to providing the most relevant, high-quality search results.
Something that has been called into doubt recently, especially during this emerging AI era.
You may be wondering why it matters to us.
Well, quality and trust remain highly rated, as does customer experience. All the more so when competition is hot on Google’s heels.
You could argue there has never been a more likely time for a competitor to eat into Google’s dominant market position.
And so the current monarch must act to protect its status.
Let’s imagine for a moment that you’re searching for “the best ways to repurpose old disco balls”.
You wouldn’t want to be directed to a website overflowing with unrelated ads, bad advice, or riddled with mistakes, would you?
Well, Google is on the same page! Web page. Obviously.
This update aims to tackle websites that prioritise making money and creating content for search-engine bots over providing value for real people.
It wants to elevate search results that are:
- Informative
Packed with useful content that helps users make decisions. - Trustworthy
Coming from credible sources with a strong reputation. - Relevant
Tailored to the specific needs of real searchers.
Think of it like a restaurant review website.
Google wants to remove the suspect, paid-for reviews and highlight the authentic recommendations that truly help people find the best places to eat.
Like digging out the weeds so the flowers can blossom.
The good news? If you’re already creating informative, helpful content that genuinely serves your customers, this update should be a friend, not a foe.
Ciao, Adios
Following this update, some websites have even been de-indexed.
That means they’ve been removed from the listings altogether. Or sent right to the back, slash, bottom.
This is unusual. Usually ranking performance can dip following a big update of course. But sites don’t typically vanish altogether.
Again, don’t panic!
This particular side-effect seems to be the result of manual actions taken against a thousand or so sites. At the moment, anyway. Not the usual algorithmic cause. And a little harder to attribute a pattern.
Some experts say frequency plays more of a part (i.e. posting thousands of articles a week seems unusual and is easily picked up).
Others feel targeted by association. Or simply by being 100% AI with no external links, images or other credibility signals.
Either way, it’s a move designed to clean up the results pages by targeting specific culprits. NOT something likely to happen to genuine, legitimate businesses. Phew!
If you want to be absolutely sure, look up your Google results by typing “site:yourwebsite.com” into the search bar.
See some results? OK, now breathe.
Take out the ‘trash’
While the March update focused on improving the overall quality of search results, Google also introduced new specific policies targeting spam content.
These policies tackle websites that try to manipulate search rankings through sneaky tactics.
Here’s a breakdown of three key areas Google appears to be dialling in on:
- Scaled content abuse
Imagine a launderette chain that automatically generates hundreds of web pages for each location, all filled with thin, repetitive content. These locations might have different contact details, but the content itself offers little value. It’s essentially (washing) machine-generated fluff with the sole purpose of ranking higher in search results. Google wants to see unique, informative content tailored to each location, not a cookie-cutter approach. - Site reputation abuse
This is about where articles ‘piggy-back’ on a credible website to benefit from their authority. For example, pages filled with articles advertising vaping businesses posted on well-known university websites. - Expired domain abuse
Picture an old, abandoned website that once was renowned for selling whole foods. At some point the business changes, website url lapsed, and someone picked up the pieces. The website now redirects to a completely different business selling squirrel repellent. Or worse, a phishing scam. This is a prime example of a new website benefitting from a domain that once held legitimate credibility.
How can I tell if my website has been affected?
Sorry. Unfortunately, no magic alert pops up if the algorithmic update directly impacts your website.
Although we’d all be suspicious of it if it did, right?
However, you can monitor your search rankings and website traffic.
Other red flags could include a drop in (brace yourself) sales or enquiries. Eek.
Tools like Google Analytics, Google Search Console, Moz, and SEO Console can help you see if your visibility has changed.
Our SEO team consistently monitor the website’s performance on keywords and key phrases using a variety of tools.
What can I do to protect my website?
There are plenty of things we can do to help our websites perform well in the search rankings.
The full effect of this latest update is yet to be seen. But for now, we recommend that you simply follow this straightforward advice:
- Continue to create helpful content
- Ensure your existing content is accurate and up-to-date
- Continue to work on building quality links
- Follow updates, monitor results and adapt
- Reach out for professional help if needed
More sound SEO advice
Looking for more detail? We’ve got you.
Just before we get into it, our Nettl SEO Academy offers around 17 hours of free SEO advice based on proven and best practice.
In the meantime, here are some smart things to work on, with actionable tips…
Cultivate your content
Updating your website with fresh, new, relevant content is not new advice. It’s something we’ve been championing for almost a decade.
But here are a few points to summarise this tried and tested ‘best practice’ approach to search-centric content marketing.
Fresh is best
Regularly update your website with informative, high-quality content that caters to your audience.
FAQs
Answer frequently asked questions: “What are the signs my boiler needs replacing?”, “What are the best hiking trails near me?”, or “Is it normal to talk to my plants?”. By the way, of course it is!
Engaging topics
Showcase your expertise with blog posts about your industry or customer case studies.
Localisation
Think local events, neighbourhood guides, or fun listicles like “Top 5 Dog-Friendly Cafes in Town.” A local slant goes a long way!
E-E-A-T Your way into the credibility books
E-E-A-T stands for Experience, Expertise, Authority, and Trust. Google wants to see websites with a strong reputation in their field.
Certified
Highlight your qualifications and awards. Do you have any industry certifications or accolades? Show them off!
Reviews
Encourage customer reviews on Google My Business and other platforms. Positive feedback builds trust and demonstrates your trustworthiness.
Sources
Link to reputable sources in your content. This shows Google you’ve done your research and provided valuable information to your audience.
Core Web Vitals: Don’t keep people waiting
This might sound technical, but it’s all about user experience.
Your website should load quickly, be easy to navigate on all devices (desktop, mobile, tablet), and work seamlessly.
There are plenty of free online tools like Google PageSpeed Insights to help you check your Core Web Vitals.
If your website struggles in these areas, consider a website refresh or consult a web developer to improve its functionality.
Don’t forget the basics!
- Consistent and clear contact information
- Accurate opening hours
- High-quality photos showcasing your business
- Unique, customer-focused content
So, AI Content is evil?
Well, no.
You would be forgiven for thinking that this update targets AI-generated content. While there is some truth in that, it isn’t 100% accurate.
AI is not the bad guy here.
Google’s goal is to clean up SERPs (Search Engine Results Pages) by removing content that is highly spammy, repetitive, unoriginal and mass-produced.
High-quality content, whether aided by AI or not, will always have a place as long as it offers unique value to the audience.
If you’re interested in this subject, you might like our article: Will SEO become AIO?
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