For any small to medium-sized business, navigating the ever-changing digital marketing landscape can be challenging. It’s a lot to keep up with, from new products and privacy updates to economic shifts. In addition, Google has introduced several significant updates that could impact your client’s online presence. From blacklisting websites to unveiling a ChatGPT-like experience in search, Google is keeping businesses on their toes.
But fear not; our team already predicted most of Google’s core updates. We can summarize this year of updates into one phrase: “quality over quantity.” Whether it’s content, links, or review generation, our focus at AdCellerant is to continue delivering genuine, high-quality value to our clients rather than temporarily boosting results.
Let’s recap what Google has been doing this year and how it might affect our clients.
March: Extensive Core Update
Google started the year with a bang with an extensive core update that significantly impacted search. We saw Google completely de-index hundreds of websites blatantly trying to hack the system. This update focused on improving the quality of search results by reassessing the ranking criteria for websites. Key areas targeted included content quality, relevance, user experience, and adherence to Google’s E-E-A-T guidelines. Many sites experienced fluctuations in their rankings, with some seeing improvements and others facing steep declines. The update helped people receive more accurate, valuable, and helpful information.
There was a strong correlation between artificial intelligence (AI)-generated content and sites negatively impacted in March. A recent study by Originality.ai found that 100% of the websites that Google de-indexed had posts generated by AI, and 50% of those sites had 90-100% of their posts as AI-generated.
What this means for our clients
This update showcases the importance of creating helpful content and ensuring it’s written in the correct brand, tone, and voice. It also makes it essential to stay regularly updated on your industry, business, and customer needs.
May: Site Reputation Abuse Update
Google released a Site Reputation Abuse Update that targeted websites involved in manipulative practices. This update targeted sites that attempted to artificially inflate their reputation or credibility through fake reviews, unnatural links, or misleading endorsements.
What this means for our clients
Google is becoming increasingly better at identifying and penalizing the purchase of unnatural links used solely to boost reputation artificially. Unlike many search engine optimization (SEO) vendors focusing on quantity, you should prioritize a partner who obtains high-quality, relevant backlinks to enhance long-term reputation. Doing so will deliver real value and elevate your client’s authority within their industry.
May: AI Overviews
Google rolled out AI Overviews, the newest Search Generative Experience (SGE) feature. AI Overviews aims to enhance people’s experience by generating summaries of topics directly in search results. The idea is to save time and avoid making people read through longer posts to find an answer to a question. Google uses natural language processing to pull information from high-quality sources and present it in an easily digestible format.
The public reaction to AI Overviews has been mixed. Many people don’t like it, citing concerns over the accuracy of the content and its impact on organic search traffic to websites. Critics argue that the overviews can oversimplify complex topics or present misleading information, lowering the quality of the search results. Additionally, website owners and content creators have raised concerns that the overviews reduce click-through rates, as people may no longer need to visit individual pages to find information.
In response to the backlash, Google has reduced the frequency of AI Overviews and is actively working to improve their accuracy and usefulness. Google has committed to balancing AI enhancements with traditional search results, ensuring people can access concise overviews and comprehensive sources.
What this means for our clients
At AdCellerant, we’ve closely monitored Google’s latest updates and their impact on search results. One key aspect we’ve continued to highlight is that AI Overviews typically only appear in ‘informational’ searches like “how to condition your leather boots.” However, when people conduct ‘transactional’ searches like “best HVAC provider near me,” Google features small and medium-sized businesses at the top of search results. A strong, authentic online presence is more important than ever to ensure your clients stand out and reach potential customers effectively.
June: Spam Update
Google completed the rollout of its latest spam update, focusing on enhancing the detection and demotion of spammy content in search results. This update targets sites with misleading information, cloaking, or using manipulative techniques to rank higher than they should. This update is part of Google’s continuous effort to ensure people encounter high-quality, trustworthy content when using its search engine.
What this means for our clients
Websites that adhere to Google’s helpful content guidelines will likely see stable or improved rankings, while those that engage in spammy behavior may experience significant drops in visibility.
July: Fake Content Update
Google released a new update targeting explicit deep fake content. This update aims to combat the rise of harmful, deep fake videos and images by lowering their visibility in searches. The update focuses on identifying and demoting content created to mislead or harm individuals, particularly in non-consensual and explicit material cases. Google’s new algorithm uses advanced machine learning techniques to detect manipulated media, prioritizing user safety and trust.
What this means for our clients
This move aligns with Google’s ongoing commitment to improving the quality and integrity of search results, ensuring that people are not exposed to potentially damaging and false content. This is an excellent step in the right direction in combating artificial intelligence’s negative implications. Expect several similar updates from Google shortly to combat people taking advantage of others’ names, images, and likenesses. We strongly advise against modifying someone else’s content and showcasing it on your website or profiles across the web.
Navigate Updates and Take Your SEO Strategy to the Next Level with AdCellerant
This year, Google has shown a real commitment to improving search results by focusing on genuine content and ethical practices. These updates are part of a broader effort to address the negative impacts of AI and ensure that people receive accurate and reliable information. We encourage our partners and clients to prioritize creating authentic content, building genuine links, and gathering honest reviews instead of relying on shortcuts to get quick boosts in search rankings.
Are you curious if your clients are aligned with Google’s latest updates? Contact AdCellerant today for a complimentary SEO audit of your client’s online presence. We can review the insights together and even arrange a call directly with your client to discuss actionable strategies to boost their visibility and drive revenue growth.
