Google's August 2024 Core Update: small publishers in the spotlight

Google this week completed its August 2024 core update, a significant algorithmic change that impacts search rankings and website visibility. The update, which began on August 15, 2024, concluded after a 19-day rollout period, marking an important milestone in Google's ongoing efforts to refine its search algorithms. This announcement, made just three days ago, has significant implications for website owners, content creators, and search engine optimization (SEO) professionals worldwide.

According to the Google Search Status Dashboard, the update was classified as an "incident affecting ranking" that spanned nearly three weeks. This duration falls within the typical range for Google's core updates, which can take anywhere from a few days to several weeks to fully implement. The extended rollout period has led to varied experiences for different websites, with some observing gradual changes in rankings over time, while others may have noticed more sudden shifts.

Core updates, as explained by Danny Sullivan, Google's Search Liaison, are designed to improve the overall quality of search results and ensure that Google continues to deliver relevant and reliable information to users. In an interview conducted by Barry Schwartz, a prominent figure in the SEO community, Sullivan provided insights into the objectives and impact of this latest update.

Sullivan emphasized that the primary goal of core updates is to better identify and reward high-quality, user-focused content. He likened these updates to larger software updates on mobile phones, stating that while Google makes thousands of smaller changes throughout the year, core updates represent more significant alterations to the search algorithm.

One of the key features of the August 2024 core update, according to Sullivan, is an enhanced recognition of site improvements. This means that websites that have made positive changes since previous updates may see better results in search rankings. However, Sullivan cautioned that there is no guarantee of immediate improvements, as the effects of core updates can take time to manifest fully.

The August 2024 core update follows a series of significant changes to Google's search algorithms over the past year. Notably, the September 2023 helpful content update caused significant disruption for many websites, with some experiencing dramatic drops in traffic and visibility. Sullivan indicated that Google has been working to address issues arising from that update and subsequent core updates.

One area of focus for this latest update has been the treatment of smaller, independent publishers. Sullivan acknowledged that some high-quality sites may have been negatively affected by previous updates and stated that Google is continually working to improve its systems to better reward valuable content from these publishers. He mentioned that Google has made changes aimed at helping "smaller independent sites" and that further improvements in this area are expected with future updates.

The extended rollout period of 19 days has several implications for website owners and SEO professionals:

1. Gradual Changes: Some websites may have observed gradual shifts in rankings over the rollout period rather than sudden, drastic changes.
2. Delayed Effects: The full impact of the update may not have been apparent until after the September 3 completion date.
3. Varied Impact Timing: Different websites or types of content might have been affected at different points during the rollout.

Google has provided specific guidance for website owners looking to assess the update's impact on their sites. The company recommends waiting at least a full week after the update's completion before conducting a thorough analysis. When analyzing data in Search Console, website owners should compare the week following the update's completion to a week before the update began.

Sullivan also addressed concerns about the impact on content creators and the importance of continuing to produce high-quality content. He stated, "No one who is creating really good content, who doesn't feel that they were well rewarded in this last update should think well, that's it. Because our goal is if you're doing good content, we wanted you to be successful. And if we haven't been rewarding you as well as we should, that's part of what we hope this last update would do better on."

This statement underscores Google's commitment to rewarding quality content, but it also highlights the challenges faced by content creators who may have been negatively impacted by previous updates. Sullivan emphasized that Google's ranking systems are designed to reward helpful content and that the company is continually working to improve its ability to identify and promote such content.

In response to feedback from the SEO community, Google implemented a feedback form following the March 2024 core update. Sullivan revealed that this form received over 12,000 individual submissions from 1,300 unique domains. This feedback has been instrumental in helping Google understand the challenges faced by content creators and website owners, particularly those running smaller, independent sites.

Sullivan personally reviewed all the submissions, describing the experience as similar to a scene from the movie "Miracle on 34th Street," where a large number of letters are dumped in front of the court. He stated that the feedback was "really, really helpful" and that it provided valuable insights into the diverse world of content creators, many of whom are not primarily focused on SEO but simply want to create great content for their audience.

The feedback form submissions highlighted several key issues:

1. Content Marketing Challenges: Sullivan mentioned an example of a local plumbing site that was struggling to rank for general plumbing topics. This case illustrated the challenges faced by businesses engaged in content marketing, where generic content may not be as effective as more personalized, locally-relevant information.
2. Spam and Black Hat SEO: Some submissions revealed attempts to manipulate search rankings through questionable practices, such as using expired domains to target specific keywords.
3. Authentic Content Creation: The feedback highlighted a group of creators who are primarily focused on producing high-quality content without extensive knowledge of SEO practices.

Sullivan emphasized that no manual actions or specific ranking adjustments were made based on individual feedback submissions. Instead, the information gathered was used to inform broader improvements to Google's ranking systems.

The August 2024 core update also addressed several other areas of concern within the search ecosystem:

1. Social and Forum Content: Sullivan acknowledged that Google has increased the amount of social and forum content appearing in search results. He defended this decision, stating that such content can be very helpful for users, particularly for queries related to personal experiences or specific product issues.
2. Reddit and Original Content: Concerns were raised about Reddit posts outranking original content sources. Sullivan admitted that in some cases, Google needs to do a better job of surfacing original content first.
3. Hidden Gems: Sullivan expressed a desire to see more "hidden gems" – unique, high-quality content from lesser-known sources – rewarded in search results.
4. Site Reputation Abuse Policy: Sullivan clarified that the site reputation abuse policy, sometimes referred to as Parasite SEO, is currently enforced through manual actions rather than algorithmic means. He stated that there are no immediate plans to implement algorithmic enforcement of this policy.
5. AI-Generated Content: Sullivan reiterated that Google's focus is not on how content is created (whether by AI or humans) but on whether the content is helpful and valuable to users. He warned against producing large volumes of content at scale primarily for ranking purposes, regardless of the method of creation.
6. Review System: Sullivan confirmed that the review system, which was updated in November 2023, continues to run as a separate system from core updates but operates on a regular, frequent basis.

The completion of the August 2024 core update marks a significant moment for the search industry, but it also signals ongoing changes and improvements to come. Sullivan emphasized that Google's work in this area is far from finished, with future updates expected to continue refining the search algorithm's ability to identify and reward high-quality content.

For website owners and SEO professionals, the completion of this update signals a time for careful analysis and potential adjustments. However, Google cautions against making drastic changes based on short-term fluctuations, as rankings can naturally vary over time. Instead, the focus should remain on creating high-quality, user-focused content that provides value to the intended audience.

The impact of core updates extends beyond individual websites, affecting the broader digital ecosystem. As Google continues to refine its algorithms, it shapes the way information is discovered and consumed online. This has implications for businesses, content creators, and users alike, influencing digital marketing strategies, content creation practices, and the overall user experience on the web.

One of the challenges highlighted by this update is the balance between promoting established, authoritative sources and surfacing valuable content from smaller, independent publishers. Google's efforts to improve in this area reflect a recognition of the diverse nature of the web and the importance of preserving a vibrant, varied online landscape.

The increased prominence of social and forum content in search results also raises questions about the changing nature of information consumption. While such content can provide valuable first-hand experiences and discussions, it also presents challenges in terms of verifying information accuracy and managing the potential for misinformation.

As the search landscape continues to evolve, website owners and content creators must adapt their strategies to align with Google's focus on helpful, reliable, and user-focused content. This may involve:

1. Regularly assessing and improving content quality
2. Focusing on creating in-depth, authoritative content within specific niches
3. Enhancing user experience through improved site design and functionality
4. Developing a strong brand identity and online presence
5. Engaging with users and building community around content

The August 2024 core update also underscores the importance of diversifying traffic sources and not relying solely on organic search for online visibility. While search remains a crucial channel for many websites, building a robust presence across various platforms and cultivating direct relationships with audiences can help mitigate the impact of algorithm changes.

For the SEO community, the update highlights the need for continued learning and adaptation. As search algorithms become more sophisticated, SEO practices must evolve beyond traditional optimization techniques to focus on holistic strategies that prioritize user value and experience.

Key facts about the August 2024 Google Core Update

Start Date: August 15, 2024, at 07:58 PDT

End Date: September 3, 2024, at 12:00 PDT

Total Duration: Approximately 19 days

Classification: "Incident affecting ranking" on Google Search Status Dashboard

Primary Goals: Improve search quality, address creator feedback, better recognize site improvements

Recommended Analysis Period: At least one week after completion (from September 10, 2024)

Number of feedback submissions from previous update: Over 12,000 from 1,300 unique domains

Focus areas: Rewarding high-quality, user-focused content and improving recognition of site improvements

Impact on smaller publishers: Efforts made to better reward content from independent sites

Treatment of AI-generated content: Focus on helpfulness rather than method of creation

Potential impacts: Gradual changes in rankings, delayed effects, and varied impact timing for different websites