The Google Core Update March 2024 has sent shockwaves through the world of search with hundreds of sites suffering rankings drops almost overnight. However, our advice is to stay calm and wait till the update is done rolling out before taking any drastic action. Here’s an overview of the update, and what we suggest as your best next move.
Google Core Update March 2024 – Overview
The facts:
- Google released the March 2024 Core Update and spam update at the same time on 5 March.
- Google says the updates will collectively reduce low-quality, unoriginal content in search results by 40%.
- Updates appear to be targeting mass-produced, meaningless or ‘spammy’ low quality content, and prioritising original, high quality content.
- Update is ‘more complex’ than other core updates, involving changes to a number of core systems.
- The spam update finished rolling out on 20 March, but the Core Update is likely to last all of March, with more rankings fluctuations expected than previous updates.
Charted as possibly the most hard-hitting update since 2011’s Panda and 2012’s Penguin, the Google Core Update 2024 – and simultaneously released spam update – have resulted so far in hundreds of websites suffering rankings drops and, in some cases, being deindexed altogether.
Google has said that it is targeting web pages that are unhelpful and unoriginal; that deliver a poor user experience, or that appear to be generated for search engines rather than humans. This could include pages primarily created to match specific search queries, as well as content created at scale.
Quick question – what is ‘scaled content’ and why doesn’t Google like it?
Scaled content abuse is actually a key spam policy that Google has introduced to tackle bad practice. This is where multiple pages are created with the sole intention of manipulating search rankings.
Some commentators are homing in on artificial intelligence (AI) generated content as being most in the firing line.
But in reality, it doesn’t matter whether website pages contain AI-generated content or content that’s been created by humans. The point is that if the page purports to have all the answers to a popular question but doesn’t deliver the answers, or if there is just no substance to the content at all, then it is likely to be outlawed under the new spam update.
Important – do NOT panic!
These latest updates have, according to Google, marked an evolution in the way they identify the helpfulness of content. They are now using a collection of signals and approaches, rather than a single system.
This helpful content and Google Search results FAQ explains more.
Website owners can be forgiven for entering a state of panic following these wide-reaching updates. Dropped rankings equate to serious consequences. Lost organic traffic, leads and sales revenue being the most costly.
HOWEVER… before taking drastic action, it is vital to pause and take stock of the facts.
Fact 1: Not all websites will be affected. Google’s general advice for sites impacted by a core update is that there isn’t necessarily anything wrong with the content. Checking that it aligns with best practice should be the first step, rather than making assumptions and wading in and deleting swathes of content on a whim.
Fact 2: If you have already been producing content with people in mind rather than for ranking in the search engines, theoretically there shouldn’t be too much to worry about. If you’re not sure whether your content aligns with best practice, Google’s guide to creating helpful, reliable, people-first content is worth a read.
Fact 3: Whilst the spam update rollout reportedly came to an end on 20 March, the Core Update is still rolling out, and is likely to last for the rest of the month. So as yet, we don’t know the full extent of the repercussions.
Our advice: sit tight and play the waiting game – for now at least
Google itself – through its Public Liaison for Search, Danny Sullivan – has recommended waiting for the updates to finish before making any decisions.
And here at Figment, we agree that waiting for the dust to settle is a wise move. Panicking and making kneejerk decisions – such as mass deleting content – could easily do more harm than good. Especially if you don’t take advice from an SEO specialist as to the best course of action before sweeping through with any changes.
However, there are some safer steps that website owners can take NOW to prepare for when we have a clearer picture of how the land lies.
Taking Google’s advice and following best practice to improve user experience and content quality is never a bad move.
It’s good housekeeping time
Here’s what we recommend you do whilst playing the waiting game to see how the land lies once the Google Core Update March 2024 has finished rolling out.
1. Check Core Web Vitals
A good first step is to login to Google Search Console and check for any notifications in Core Web Vitals around issues that may have been referenced by Google.
If there have been any manual actions made against the site, they’ll be listed in Search Console.
Resolving any issues now, such as page loading performance, interactivity levels and the visual stability of pages, will fortify your website by improving user experience. Improvements like these are necessary, regardless of the repercussions of the Google Core Update March 2024.
2. Take care when using artificial intelligence for content generation
At Figment, we are not against AI generated content. We don’t believe Google is either.
Google’s issue is with the nature of the content. Mass-produced, generic low quality content that offers nothing original or useful to readers is what’s being targeted as part of the spam policy. And historically, it’s not just AI that’s responsible for content of this nature.
We see positive ways of using AI in content creation as:
- Coming up with topics
- Getting input on structure and content
- Creating punchy titles
- Helping to generate meta titles and descriptions
On the other hand, we would advise against using AI for:
- Producing content without human editing
- Rewriting previously published content
- Creating bulk content based on target keywords
AI tools such as ChatGPT are helpful and time-saving. But they should be used judiciously. Any content produced should be carefully edited, checked by an expert in the topic’s field, and enhanced with original insights and analysis.
3. Follow best practice
Google Search Essentials form the core parts of what makes web content appear and perform well in Google Search.
From technical requirements to spam policies and key best practices, it is vital to follow the guidance set out by Google for your best shot at online visibility. It will also reduce the likelihood of being hit by a manual action or negatively impacted by a Core Update.
4. Work on your review profile
There’s nothing to be lost and everything to gain by taking some time to build your review profile.
One way Google determines where a website should rank in the search engine results pages (SERPs) is by using customer reviews.
Its algorithm seeks out a variety of factors. These may include a high star rating, how recently and regularly the reviews are made, and whether the reviews are regularly replied to.
Now is as good a time as any to reach out to your customers to request reviews, and to do some housekeeping on any existing reviews that are yet to receive your responses.
Take the time to put a process in place to automate review requests, and do whatever you can to build that review profile, because it will only prove beneficial.
Google Core Update March 2024 – our key takeaways
It’s been a whirlwind month thanks to the Google Core Update March 2024 and its accompanying spam policy update. But making off-the-cuff decisions and taking action without first consulting an SEO specialist is not the way forward.
In summary, our advice is to:
- Wait for the nod that the Core Update has finished rolling out
- Give it a few days for the dust to settle
- Ascertain any collateral damage to search rankings
- Speak to an SEO specialist such as Figment whose experts will investigate the impact of the updates and provide tailored advice on your next move
In the meantime, follow our tips for good website housekeeping. Because keeping in line with best practice is the easiest way to stay on side with Google.
