When you use Google to search for something, you’re interacting with a complex system that decides which websites to show you. Think of it like a librarian who knows every book in the library and can instantly find exactly what you need. Google’s search algorithm is this librarian, and in 2024, it’s become smarter than ever.
If you’ve noticed your website rankings fluctuating this year, Google’s search algorithm updates could be the culprit. In 2024, Google rolled out significant changes to its search algorithms, reshaping how websites rank and how users find content. Let’s take a look at what’s changed, why it matters, and how you can adapt.
What Is a Search Algorithm?
A search algorithm is the set of rules and calculations search engines use to determine the most relevant results for a user’s query. For Google, it’s an ever-evolving formula designed to surface the best possible answers to questions. These algorithms consider hundreds of factors to rank billions of web pages.
These factors include things like:
- How well the content answers your question
- Whether the information comes from trusted experts
- How fast the website loads
- How easy the website is to use
- Whether other reliable websites link to it.
But Google doesn’t stand still. In 2024 alone, we’ve seen multiple updates, each refining how search results are prioritised.
Major Algorithm Updates in 2024
Core Updates
Core updates occur several times a year and impact search rankings at a broad scale. Here are the highlights from 2024:
- March 2024 Core Update: Enhanced focus on user intent and semantic search, ensuring queries are matched to highly relevant content.
- August 2024 Core Update: Addressed technical SEO issues, rewarding websites with robust backend structures.
December 2024 Core Update: Increased emphasis on expertise, authority, and trustworthiness (E-A-T), especially for health and financial content.
March 2024 Core Update
The March update kicked off 2024 with significant changes to how Google evaluates websites. The most notable change was how Google started looking at content quality. Instead of just checking if an article contained the right keywords, Google began examining whether the content actually helped readers understand a topic thoroughly.
For example, if someone searched for “how to start investing,” Google started favouring articles that explained the concept comprehensively, including practical steps, potential risks, and real-world examples. Websites that just listed basic investment terms without proper context saw their rankings decline.
The update also introduced stricter technical requirements. Websites needed to load quickly and work well on mobile devices. Many site owners noticed that slow-loading pages started dropping in rankings, even if their content was excellent.
June 2024 Spam Update
By June, Google rolled out a major spam-fighting update. This update targeted websites trying to manipulate search rankings through artificial means. The focus was on identifying and removing websites that used deceptive practices to gain higher rankings.
Many websites using link schemes saw dramatic drops in their rankings. The message was clear: building genuine relationships and earning natural links is the only sustainable approach.
August 2024 Core Update
The August update changed how Google handles AI-generated content. Rather than penalising all AI content, Google focused on evaluating content quality regardless of how it was created. This was a game-changer for many websites using AI writing tools.
November 2024 Core Update
November brought increased emphasis on proving expertise. Google got better at determining whether content came from genuine experts or was simply well-written but lacking deep knowledge.
Medical websites saw significant changes – those with articles written by verified healthcare professionals generally improved in rankings, while sites with generic health content often dropped.
December 2024 Core Update
The final update of 2024 focused on how users interact with websites. Google started paying more attention to whether visitors found what they were looking for and how they engaged with the content.
Websites that kept visitors engaged and helped them complete their goals saw improvements in rankings.
Impact of Algorithm Changes on SEO
Content Quality and Relevance
Content is still king, but now it must be:
- Deeply relevant to the query.
- Authored by credible experts.
- Well-researched, with clear citations.
User Intent and Behaviour Analysis
Understanding user intent has become paramount. Are users looking for a quick answer, an in-depth guide, or a product recommendation? Tailoring content accordingly is critical.
Technical SEO Considerations
Technical factors are more important than ever. Key areas include:
- Ensuring clean site architecture and schema markup.
- Addressing duplicate content issues.
- Keeping up with Core Web Vitals requirements.
So, how can businesses and marketers stay compliant and thrive despite these changes?
Best Practices for Staying Compliant
- Focus on E-A-T: Publish content from credible authors and regularly update your website.
- Prioritise Mobile Experience: Ensure your mobile site is fast, responsive, and user-friendly.
- Optimise for AI: Use structured data and focus on creating content that answers multi-layered questions.
The Future of Google Search Algorithms
What lies ahead for the search? Here’s what we expect:
- More AI: Algorithms will increasingly rely on machine learning for personalisation and accuracy. Expect features like predictive search suggestions and deeper conversational capabilities.
- Voice Search Growth: Content must adapt to conversational queries, focusing on natural language patterns and FAQ formats.
- Stronger Misinformation Controls: Google will continue improving fake content detection, especially with deepfake media on the rise.
- Visual and Video SEO: As visual content dominates, optimising videos and images for search will become even more critical.
Preparing for What’s Next
Staying ahead of Google’s updates means being proactive, user-focused, and adaptable. By prioritising quality content, mobile experience, and technical excellence, you can turn challenges into opportunities.
Whether you’re a business owner, marketer, or SEO professional, embracing these changes will help you thrive in 2024 and beyond. Keep learning, stay flexible, and let your website become a benchmark for what great search results should look like.
