Google has just released its November 2024 core algorithm update, sending ripples through the SEO and digital marketing communities. This update is designed to refine Google’s search systems and improve the quality of search results globally. Here’s a comprehensive look at what this means for site owners, publishers, and SEO professionals.
Understanding the Core Update
Google’s core updates are significant changes to its search algorithms and systems. Unlike targeted updates that focus on specific issues, core updates are broad and impact search results across all regions and languages. They are part of Google’s continuous efforts to present more relevant and authoritative content to users.
According to Google:
“These algorithmic changes are designed to improve the overall search experience by reassessing how content is evaluated and ranked.”
Key Insights from BrightEdge’s Real-Time Data
Enterprise SEO platform BrightEdge has been actively monitoring millions of keyword search results to understand the impact of the November 2024 core update. Their data reveals six preliminary observations:
1. Increased Overlap Between Organic Results and AI Overviews (AIO)
One notable trend is the growing overlap between the websites cited in Google’s AI Overviews (AIO) and the top ten organic search results. High-ranking organic content is more likely to become a citation in AIO. This suggests that Google is aligning AIO citations more closely with its organic search algorithm.
2. Divergence in Shopping Queries
The overlap trend does not hold for shopping-related queries. In these cases, organic shopping SERPs and AIO results are increasingly divergent. BrightEdge interprets this as a result of additional supporting results in AIO, causing a disconnect between the two.
3. Downward Trends in Overlap Post-Update
BrightEdge observed that after an initial slight increase in volatility leading up to November 8th, the overlap between organic and AIO results began trending downward. This decline continued as the update was announced, indicating shifting dynamics in how content is being ranked and cited.
4. Increased Volatility in Rankings
Following the update’s release, there was a significant spike in volatility between organic search results and AIO. This may reflect ongoing adjustments in both AIO and organic rankings that are yet to stabilize. The most considerable changes were seen in lower-ranking positions (21-30), highlighting a high level of fluctuation.
Current Volatility Trends:
- Top 10 positions: 10.6% increase in volatility
- Positions 11-20: 5.9% decline in volatility
- Positions 21-30: 23.3% increase in volatility
5. Industry-Specific Shifts
The update’s impact varies across different industries. Significant shifts were noted in e-commerce queries, with notable changes in education-related queries as well.
Industry Changes:
- E-commerce: 22.1% shift in top citations
- Education: Moderate 7.3% adjustment
- Healthcare: Stable with a 1.5% shift
- B2B Tech: Minimal 0.4% change
6. Patterns in AIO Citations
The volatility patterns provide early indications of the types of queries gaining prominence in this update. Educational and research-oriented content shows stronger stability, while product-focused content experiences higher volatility.
BrightEdge’s Observations:
- Educational content is maintaining stronger stability.
- Product-focused content shows higher volatility.
- Research-oriented sites demonstrate resilience.
- Industry expertise appears to gain prominence.
Recommendations for Site Owners and SEOs
Given these insights, here are some strategic takeaways:
- Prioritize User Value Over Keywords: Focus on creating content that offers genuine value to users rather than just optimizing for keywords.
- Monitor Lower-Ranked Content: Don’t ignore content that isn’t on the first page. Volatility in lower positions indicates opportunities for improvement and potential gains.
- Keep an Eye on AIO Citations: As fluctuations continue, regularly check how your content is being cited in AI Overviews.
- Focus on Sustainable Improvements: Quick fixes are unlikely to yield long-term results. Invest in quality content and user experience.
- Evaluate Content Quality: Use Google’s self-assessment guidelines to critically assess and enhance your content.
Recovery and Moving Forward
For sites experiencing a drop in rankings, Google emphasizes patience. Recovery may take several months as Google’s systems reassess and validate improvements. There are no guaranteed solutions, but consistent efforts to enhance content quality and relevance are essential.
Google advises:
- Wait for the Update to Complete: Analyze the impact only after the rollout is fully deployed.
- Compare Before and After Data: Use Google Search Console to evaluate changes in traffic and rankings.
- Focus on Content Quality: Make sustainable improvements rather than seeking quick fixes.
Conclusion
The November 2024 core algorithm update underscores Google’s commitment to refining search results and enhancing user experience. While the changes may bring uncertainty, they also present opportunities for those who adapt strategically. By focusing on high-quality, user-centric content and staying informed about industry trends, site owners and SEOs can navigate these changes effectively.
Stay tuned for more updates as the rollout progresses.
