What should you do after a Google core update?
Feeling the sting of a Google core update? Don’t panic. Let’s talk about what it means, how to check your site’s performance, and your next steps.
Google’s core updates are like a reality check for websites. You might think your content is great, but these updates can show how well (or poorly) your site stacks up against new standards. If you’ve noticed your rankings or traffic suddenly shifting, chances are it’s tied to a recent update.
In November 2024, Google completed its latest core update, which rolled out over three weeks. While the impact was moderate compared to previous updates, some industries saw noticeable changes in search results. These updates aren’t one-offs; Google does this several times a year to refine its algorithm.
For marketers, this is an opportunity to step back, assess, and fine-tune your strategy.
What is a Google core update?
This roll-out is now complete.
— Google Search Central (@googlesearchc) December 5, 2024
A Google core update is a major adjustment to how the search algorithm evaluates and ranks web content. Its goal is to ensure that users see the most helpful, accurate, and trustworthy information at the top of search results.
Google releases these updates multiple times a year. While some websites may barely notice a difference, others could see significant changes in rankings and traffic, depending on how well their content aligns with Google’s evolving standards.
Why marketers need to pay attention
Even if you focus on creating high-quality, user-centered content, core updates highlight areas where your site can improve. They provide insights into what Google values, such as relevance, trustworthiness, and usability. For marketers, this isn’t just about reacting to changes—it’s about using these updates as a roadmap for building better long-term strategies.
How to respond to a Google core update
Understand the basics
Google’s core updates aim to improve search results by reevaluating how content is ranked. These updates don’t target specific sites or pages but assess content broadly to ensure it remains helpful and reliable.
You can track core updates on Google’s Search Status Dashboard and confirm when a rollout has completed. Updates are also announced on Google’s social media channels, especially on X. Wait at least a week after the update finishes before analyzing your site’s performance.
What to monitor after an update
- Check for traffic or ranking changes:
- Use Google Search Console to assess performance.
- Compare the week before the update with the week after it has fully rolled out.
- Review top pages and queries:
- Look for changes in how your pages rank for important queries.
- Small drops (e.g., position 2 to 4) might not require action.
- Large drops (e.g., position 4 to 29) call for a deeper evaluation.
- Analyze search types:
- Break down traffic changes by search type, such as Web Search, Images, Videos, or News, to identify where adjustments may be needed.
How to address significant ranking drops
If your site experiences a substantial drop in rankings, consider the following:
- Evaluate your site as a whole: Use Google’s self-assessment guidelines to objectively determine if your site delivers helpful, people-first content.
- Focus on impacted pages: Compare these pages to others ranking higher for similar queries. Identify where they may better meet searcher needs.
- Avoid quick fixes: Making superficial changes based on hearsay (e.g., removing elements without a clear reason) can do more harm than good.
Making meaningful improvements
- Enhance user experience: Restructure or rewrite content to make it easier to navigate and more valuable to readers.
- Delete content carefully: Only remove content that was created for search engines rather than users, and only as a last resort. Deleting low-value sections can sometimes improve overall site performance.
Expect gradual recovery
Even after making improvements, it may take months for Google’s systems to recognize the changes. Recovery often requires waiting for the next core update to fully reflect adjustments. Focus on long-term, sustainable improvements rather than quick fixes.
Key updates from the past
In addition to core updates, Google has rolled out several other important updates that influence how search functions overall. These updates reflect broader shifts in Google’s priorities and highlight key areas marketers should focus on:
- EEAT (Experience, Expertise, Authoritativeness, Trustworthiness): Introduced as part of Google’s quality rater guidelines, this framework shapes how Google evaluates content. Learn more here.
- AI-driven features: Google’s AI-powered search tools, like AI Overviews, are reshaping how search results are displayed. These tools integrate AI-driven summaries and citations, influencing visibility and rankings. Read about it here.
How to adapt your strategy
- Wait and observe: Let the rollout finish before diving into changes.
- Reassess content quality: Use tools and guidelines to evaluate how well your content aligns with Google’s recommendations.
- Keep user intent in focus: Ensure your content provides real value and addresses user needs.
- Watch for industry patterns: Some sectors, such as education and e-commerce, often see bigger fluctuations.
- Monitor for stability: Rankings can remain volatile post-update, so give changes time to settle before overhauling your approach.
Google’s core updates are a reality check for how well your site meets user needs and search engine standards. While optimizing for search is essential, it’s just as important to prioritize content that genuinely helps your audience.
Recovery from these updates can take months, but the focus should always be on sustainable, long-term improvements. Stay proactive, stay user-focused, and you’ll position your site for success in future updates.
FAQs and recap
What is the Google SEO update 2024?
The Google SEO update 2024 refers to the November core update, which adjusted how Google ranks content in search results. Its goal was to improve search quality by refining how websites are evaluated.
What is a core update in SEO?
A core update is a major algorithm change that impacts how Google assesses and ranks content globally. It ensures that users see the most relevant, valuable, and trustworthy results.
Do Google updates help SEO?
Yes, indirectly. While updates can cause temporary disruptions, they push marketers to create better content and improve website quality, leading to long-term SEO gains.
