Google’s latest core algorithm update, released in November 2024, has sparked conversations across the SEO community.
With every update, businesses and marketers face challenges to keep their rankings steady and their traffic consistent. This update, like those before it, emphasises Google’s mission to deliver high-quality, relevant results for users.
At Kia Ora Digital, we’ve been working with clients to recover from ranking drops and refine strategies. Here, we’ll break down the key aspects of this update and what it means for businesses and marketers.
What’s New in the November 2024 Update?
The November 2024 Google core update builds on Google’s commitment to delivering accurate, valuable, and user-centric results. By refining how content is evaluated, this update challenges businesses to meet higher standards in four key areas: content depth, authority, intent alignment, and mobile performance.
Reinforced Content Depth
Google has doubled down on its focus on content quality. Websites that rely on thin, repetitive, or generic material are losing ground. According to a Google Search Central announcement, this update continues their focus on rewarding “unique, original, and helpful content.”
What changed?
- Comprehensiveness Matters: Content that dives deep into a topic and provides actionable insights performs better. For example, a blog titled “Top 5 Marketing Tips” that only skims the surface will now likely rank lower than a guide offering detailed strategies, case studies, and references.
- Redundancy is Penalised: Sites that publish multiple articles with overlapping or duplicate information – an issue common among content farms – have seen significant traffic losses.
At Kia Ora Digital, we have a team of writers who are experienced in producing engaging, original content that’s optimised for SEO success. We can take care of your content strategy needs for you. Get in touch with us today to discuss.
Authority Gains Priority
Authority remains a cornerstone of Google’s evaluation system, but this update has intensified its impact. Expertise, trustworthiness, and credibility now carry even more weight in rankings.
Key Features of Authority Evaluation:
- Bylines and Credentials: Google favours content with clear attribution. Articles authored by verified experts or contributors with professional credentials rank higher.
- Citations and References: Linking to credible sources strengthens a page’s perceived authority. Misleading, unsupported, or anecdotal content has taken a hit.
- Domain Reputation: Sites with a history of publishing reliable, well-regarded content benefit more than ever.
John Mueller, Google’s Search Advocate, commented on X (formerly Twitter): ‘Think of authority as building trust with both users and search engines. It’s not about being the biggest; it’s about being the most trusted in your space.’
For instance, in the financial services sector, sites lacking detailed disclaimers or input from certified professionals saw noticeable declines. Meanwhile, niche sites with strong reputations saw consistent or improved rankings.
Broader Search Intent Recognition
The November 2024 update improves how Google interprets nuanced user intent, meaning it can better match search queries to the most relevant content.
What’s Different?
- Layered Intent: Google’s AI-powered ranking systems are getting better at identifying mixed or layered intent. For instance, a query like “best laptop for students” may now yield results that include product reviews, affordability comparisons, and how-to guides, catering to varying user goals.
- Shift in Query Results: Informational content is increasingly favoured for exploratory searches, while transactional queries prioritise listings and reviews.
This creates opportunities for businesses to target broader audiences by understanding and catering to specific search intents.
Mobile and Speed Performance
Mobile-friendliness and speed are nothing new in SEO, but the November update reiterates their critical importance. Sites failing to meet Google’s Core Web Vitals benchmarks are now at greater risk of being deprioritised.
Performance Factors:
- Largest Contentful Paint (LCP): Pages with slow-loading images or graphics are penalised more heavily.
- Cumulative Layout Shift (CLS): Excessive on-page movement caused by delayed loading elements affects rankings.
- First Input Delay (FID): Websites with lagging interactivity, such as slow-loading forms, risk alienating users and Google alike.
This highlights the need for optimised mobile design and responsive performance to stay competitive.
Challenges SEO Professionals Face
- Ranking Volatility: Whenever Google rolls out a core update, industries like e-commerce, healthcare, and publishing often report erratic changes. Sites that once ranked high for competitive keywords may find themselves on page two or lower. SEO professionals must act quickly to diagnose issues and adjust strategies. This involves auditing keyword performance, backlinks, and content gaps to pinpoint what’s driving changes.
- Content Overhaul: Shallow or outdated content poses a risk with every major algorithm shift. The November update underscores the need for in-depth, accurate information tailored to audience needs. But revising or creating such content can be resource-intensive, particularly for sites with a large archive.
- Strengthening E-A-T (Expertise, Authority, Trustworthiness): Google’s reliance on E-A-T factors is clearer than ever. Businesses without trusted contributors or evidence-backed content may struggle to compete. Establishing trust goes beyond words – it involves backlinks from credible sources, author bios, and consistent engagement signals.
How to Adapt to the November 2024 Core Update
For those feeling the impact of this update, there are actionable steps to recover lost rankings or sustain growth:
- Conduct a Full SEO Audit: Assess the site for weak areas, including outdated content, poor user experiences, and missed technical opportunities.
- Enhance Content Quality: Focus on creating well-researched, engaging articles that meet user needs. Content that answers specific questions or solves problems is likely to succeed.
- Improve User Experience: Page speed, mobile compatibility, and intuitive design aren’t just nice to have – they’re essential. Tools like Core Web Vitals give valuable insights.
- Boost Credibility Signals: Collaborate with industry experts to produce trustworthy content. Invest in gathering high-quality backlinks and ensure on-site trust elements, like security badges and transparent policies, are prominent.
Key Takeaways from Early Data
- Niche Sites Shine: Sites with clear, specific focuses saw better performance compared to generalist platforms.
- AI Content Scrutiny: AI-generated content performed inconsistently. Pieces that lacked originality or depth were flagged, showing the need for human oversight.
- Long-form Content Gains: Articles exceeding 1,500 words with rich media and credible sources are performing well.
These findings underscore the importance of precision and quality over quantity. Businesses should think beyond keyword density and rankings to prioritise user satisfaction.
How The Update Affects Your Niche
Some industries have experienced sharper changes than others. Here’s a glimpse into how specific sectors are adapting:
E-Commerce
Online retailers relying on thin or duplicated product descriptions have faced significant ranking challenges. Retailers often reuse manufacturer-provided descriptions, but this update penalises such practices.
What works now?
- Detailed Descriptions: Retailers creating unique, detailed product descriptions tailored to customer needs are recovering faster. For example, adding specifics about materials, use cases, and comparisons improves relevance.
- User-Generated Content: Reviews, FAQs, and user-submitted photos are gaining importance as they add authenticity and varied perspectives.
- Structured Data: Implementing proper schema markup for product reviews, pricing, and availability has helped some e-commerce sites climb back in the rankings.
Early reports suggest that e-commerce sites incorporating robust user-generated content are seeing an increase in click-through rates.
Healthcare
Healthcare websites offering vague, unverified, or overly broad advice have struggled. Google’s emphasis on E-A-T means that content lacking citations or input from qualified professionals is seeing declines.
Successful strategies include:
- Expert Contributions: Articles authored by medical professionals, supported by research studies or institutional references, perform better.
- Patient-Focused Content: Sites addressing specific concerns or conditions in plain language while citing credible sources are thriving.
For instance, a healthcare blog addressing “symptoms of sleep apnea” now needs to include actionable advice, links to trusted sources, and clear disclaimers.
Local Businesses
Local businesses have seen smaller fluctuations, but those without updated profiles or locally-relevant content are losing traction.
Key factors include:
- Accurate Listings: Consistent NAP (name, address, phone number) information is essential.
- Fresh Reviews: Regular customer feedback, particularly on platforms like Google Maps, boosts trustworthiness.
- Localised Content: Blogs or pages targeting specific cities, neighborhoods, or communities are performing well.
Financial Services
Financial sites, especially those offering advice or calculators, are under increased scrutiny. Google is prioritising trustworthy content authored by financial experts.
Tactics to improve rankings:
- Detailed disclaimers explaining calculations or advice.
- Clear author bios with professional credentials.
- Compliance with regulations and transparency about affiliations.
News and Media
News outlets have faced volatility, with clickbait-style headlines or sensationalised reporting seeing drops. Reliable outlets publishing in-depth reporting with credible sources are maintaining stronger rankings.
Multimedia elements like video summaries and interactive timelines are helping media outlets capture traffic.
Why SEO is an Ongoing Process
SEO isn’t a one-time fix. Google’s algorithm evolves regularly, demanding continuous effort. The November 2024 update is another reminder that what worked yesterday may not work tomorrow. Staying adaptable, informed, and ready to invest in high-quality strategies is key to long-term success.
At Kia Ora Digital, we’ve been helping clients to adapt and thrive amid these changes. We are also here to help restore your lost rankings and return you to the top of Google searches. If you’ve been affected by the recent changes, get in touch and contact our