Google has been busy lately, rolling out several updates that are worth noting! The latest core update, which began on November 12th, follows Google’s tradition of fine-tuning the ranking system. This update didn’t introduce any new content rules but focused on refining how Google evaluates relevance and content quality to match changing search intent. 

Core updates like this emphasise the need for websites to maintain accurate, authoritative, and user-focused content. As a result, some websites have experienced ranking fluctuations. 

Fear not! Ranking changes aren’t penalties but reflect how well a site’s content meets user expectations and Google’s evolving standards for search quality.

Key Features of the Update

The November 2024 Core Update brought several adjustments to how Google ranks websites, aiming to enhance search results. Here are its main highlights:

1. Enhanced Focus on Search Relevance. This update sharpened Google’s ability to match search results with user intent, prioritising content that better addresses the evolving needs of searchers.
2. No Major Policy Change. Rather than introducing new rules or policies, the update fine-tuned existing ranking signals, emphasising the value of high-quality content without altering the core guidelines.
3. Ranking Adjustments. Many websites experienced changes in their rankings, reflecting how well their content aligns with updated algorithmic priorities. These shifts are natural during core updates and signal opportunities for improvement.

In addition to the content-focused adjustments, the update also included improvements to technical SEO factors influencing how sites are ranked.

Technical SEO Improvements

This update not only focused on user-centric content but also technical SEO, including: 

• Page Speed: Faster loading times are critical for ranking. Websites with optimised speed will likely perform better post-update​
• Mobile Usability: Ensuring your site is fully responsive across devices is essential. Mobile-friendliness is a key ranking factor​.
• Core Web Vitals: Google’s focus on metrics like loading performance, interactivity, and visual stability continues to be a priority​

Impact on Websites

This update has resulted in some ranking shifts across many websites. Some have seen rankings improve, others have experienced declines, while some have remained stable. These fluctuations are common with core updates and are tied to how well a website’s content aligns with Google’s updated algorithm.

Websites that dropped in rankings may be affected by outdated information, lack of depth, lack of Expertise, Authority, and Trustworthiness (E-A-T), or content that doesn’t fully address client needs. Conversely, sites that saw improvements are likely those with high-quality, trustworthy, and user-focused content. Stability often indicates that a site’s content already aligns well with Google’s search quality standards.

For websites experiencing declines, this is a signal to revisit and improve content quality, ensuring it stays relevant, trustworthy, and aligned with reader expectations. This is something our expert SEO team can assist with!

How to Respond to Ranking Changes

If you’ve noticed ranking shifts after the November update, now is the time to take proactive steps to enhance your content and align with Google’s new priorities. Start by evaluating the overall quality and relevance of your site.

1. Review Google’s Content Guidelines
   Familiarise yourself with Google’s guidance on creating content that performs well in search. Focus on these key areas:
   1. Expertise, Authority, and Trustworthiness (E-A-T): Ensure your content demonstrates subject expertise, comes from credible sources, and builds trust with readers.
   2. Freshness and Accuracy: Update outdated information and verify the accuracy of your content to keep it relevant.
   3. User-Centric Focus: Prioritize the needs of your audience by addressing their questions and providing clear, helpful solutions.
2. Take an Objective Look at Your Content
   Identify areas where your content may fall short, such as thin or generic articles, and work on enhancing their depth and quality.
3. Stay Consistent with Updates
   Regularly refreshing and improving your content can help ensure it remains competitive, even as search algorithms continue to evolve.

By focusing on these strategies, you can better align your website with Google’s priorities and recover or maintain strong rankings.

We Can Help With Your Content Strategy

Our team has successfully guided many businesses through previous Google updates. We can help you refine your strategy and align your content with the latest algorithm changes to ensure long-term success.