Google’s October 2024 Core Update has introduced significant changes in search rankings, continuing the tech giant’s focus on improving the quality of search results by refining how content is evaluated and displayed. This update follows closely after the August 2024 Core Update and comes with widespread implications for websites across industries. For SEO and Google Ads experts, the effects of these updates are particularly notable, as they introduce shifts in both organic and paid search strategies. In this blog, we’ll dive into how the update impacts SEO professionals and Google Ads specialists, while providing actionable insights on how to adapt.
What Are Google Core Updates?
1. Focus on Quality Content
The overarching message of the October 2024 update is clear: websites with low-quality or spammy content will see a drop in their rankings. Sites that focus on providing value to users, demonstrating expertise, authority, and trustworthiness (E-E-A-T), are being rewarded. This reinforces the need for SEO professionals to prioritize content quality over keyword-stuffing or other superficial SEO techniques.
One of the primary objectives of the update is to refine Google’s Helpful Content System, which targets content produced solely for search performance rather than user satisfaction. For SEO experts, this means creating human-centered, engaging, and original content that is aligned with user search intent
2. Increased Volatility Across Industries
Different industries have been impacted in various ways. Reports indicate that sectors like health, finance, and e-commerce saw significant fluctuations in rankings, while others, such as local services and education, experienced more stability. This suggests that websites within highly competitive industries need to closely monitor their search performance and be prepared to make adjustments to their SEO strategies.
3. The Importance of E-E-A-T Principles
As with previous updates, the E-E-A-T principles continue to play a crucial role in determining search rankings. Websites that demonstrate strong experience, expertise, authority, and trustworthiness will likely see a boost in rankings. SEO experts need to ensure that these elements are clearly reflected in their content, backlinks, and overall site structure
How the Update Affects Google Ads Experts
1. Changes in Search Behavior Impact Ads
When Google’s algorithm changes how organic content is ranked, it also impacts the paid side of search—Google Ads. Since organic search results and ads share the same space on the SERP, changes to organic rankings can influence the performance of Google Ads campaigns. Advertisers might notice shifts in cost-per-click (CPC) or ad impressions due to changes in the types of content that users interact with on the SERP.
2. Uptick in Keyword Variants and Broad Match Behavior
Anecdotal evidence from experts suggests that Google Ads may see more keyword variants and broad match behavior during and after core updates. This means that some search queries may trigger unexpected ad placements, impacting the performance of certain campaigns. Advertisers are advised to monitor their keyword reports closely and adjust negative keyword lists to prevent irrelevant traffic.
3. Opportunities for Google Merchant Center
With changes in organic search, there is an increasing emphasis on rich results in the form of product listings. For e-commerce businesses, utilizing Google Merchant Center (GMC) has become more critical than ever. Free listings on GMC can complement paid Shopping ads, allowing businesses to gain visibility on the SERP without solely relying on paid campaigns.
Adapting to the October 2024 Update: Key Strategies
1. Audit and Improve Content Quality
For both SEO and Google Ads experts, the primary takeaway from the October update is the need to focus on content quality. Conduct regular audits of your content to ensure it aligns with E-E-A-T principles. Update outdated information, remove low-quality pages, and make sure your content addresses users’ needs in a clear and engaging manner.
2. Use Analytics to Track Ranking Fluctuations
Monitoring search performance through tools like Google Search Console and Google Analytics is crucial. Look for drops in organic traffic and identify which pages were most affected. Use this data to create a recovery plan that prioritizes content updates, backlink improvements, and user experience enhancements
3. Optimize for Google Merchant Center
For e-commerce businesses, leveraging Google Merchant Center is essential in the wake of the October 2024 update. Make sure your product listings are accurate, have proper schema markup, and include rich media such as images and reviews. This can help you capture more traffic through both organic and paid search
4. Monitor Google Ads Campaigns Closely
For Google Ads specialists, the key to navigating core updates is close monitoring of campaign performance. Pay attention to shifts in search queries, keyword variants, and CPCs. Adjust your targeting and negative keyword lists to ensure your ads are reaching the right audience.
Conclusion
The October 2024 Google Core Update marks a continued emphasis on high-quality, user-focused content across both organic and paid search. For SEO professionals, it’s essential to prioritize E-E-A-T principles and create content that directly addresses user needs. For Google Ads experts, staying agile in response to changes in the SERP and monitoring campaign performance is crucial. By taking proactive steps, you can ensure that your strategies remain aligned with Google’s evolving search landscape, allowing your website or campaigns to thrive in the new environment.
As we move forward, SEO and Google Ads professionals alike should focus on maintaining user-first strategies and adapting to the ever-evolving world of search. This will be critical to long-term success in both organic and paid search rankings.
English