Googles Latest Core Update Finishes Rolling Out

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If your website has seen a big drop in traffic within the past month, there is a chance you’ve been hit by the latest Google core update. The update started rolling out on November 11 and has now been confirmed to be finished as of December 5, 2024. 

Compared to other core updates, this one does not seem to be the most impactful. Early analytics as the core update rolled out did not show the level of volatility in search results typical of most core updates. Still, Google confirmed that this was a core update aimed at improving search results quality and decreasing the prevalence of irrelevant results across the platform. 

As Google said about the update:

“This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.”

Interestingly, Google specifically emphasized in private communications with Search Engine Land that the update would not be restoring rankings to pages affected by the September 2023 helpful content update. 

What To Do If You’ve Been Hit

Google didn’t provide much information about the core update, so currently it is difficult to gauge what types of sites are likely to have been affected or what specific steps can be taken to remedy your site if you’ve been hit.

The search engine does provide some broad advice about responding to loss of rankings following core updates generally:

  •  Avoid doing “quick fix” changes (like removing some page element because you heard it was bad for SEO). Instead, focus on making changes that make sense for your users and are sustainable in the long term.
  • Consider how you can improve your content in meaningful ways. For example, it could be that rewriting or restructuring your content makes it easier for your audience to read and navigate the page.
  • Deleting content is a last resort, and only to be considered if you think the content can’t be salvaged. In fact, if you’re considering deleting entire sections of your site, that’s likely a sign those sections were created for search engines first, and not people. If that’s the case for your site, then deleting the unhelpful content can help the good content on your site perform better.

It will likely be months until Google releases another core update, so any changes to search results in recovery from this update may take a while to occur. This goes to emphasize the importance of staying on the good side of Google, using approved SEO strategies, and trying to avoid any potential penalties before they occur.

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Google Maps Now Highlights Nearby Products When Searching Local Businesses

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When searching on Google Maps, users will now see highlighted similar or relevant products from nearby stores, the company announced recently. 

As Google put it:

“Now, you can search in Google Maps for items like pickleball rackets, board games, ice cream makers, and more to find nearby stores that have them in stock so you can pick up what you need, stat.”

See It In Action

The feature is now live and can be seen on active search results. Just search for an item name or type of product and see nearby stores selling those items or similar alternatives. 

If you find something you like, you can easily select the item and get directions to pick it up immediately. 

Though the feature is going to be rolled out to more types of products soon, it is currently limited to home goods, electronics, clothing, and grocery items. 

You can see an example below:

How To Get Your Products Highlighted

Google chooses which products to show based on uploaded product and business details from Google Merchant Center. GMC lets you upload your inventory and have it shown on Google Search, Shopping, and now Google Maps. If you want your products to be highlighted to nearby shoppers, now is the time to set up your account and ensure all your product details are accurate and up to date.

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Google Expands Hotel Ads In Search With Travel Feeds

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Google is expanding its Travel Feeds feature for Search Ads, letting hotel ads include more detailed information from their feeds in ads that appear in search results. 

As the company said in an announcement:

“To help potential travelers get the most up-to-date and relevant info, advertisers have told us they want more opportunities to use Travel Feeds in Search Ads. Starting today, all hotel advertisers can now showcase feed data, such as hotels, prices, dates, ratings and images, in this ad format.”

The ad format for hotels now lets advertisers “use the same feed data already available in Hotel Center and used by travel advertisers in hotel campaigns to enhance more ad types.”

The hotel ads automatically pull price and landing pages 

The ads are customizable as well, with multiple design options available and selections based on ad relevance, creative, and query. 

Are These For You?

The new expanded hotel ads have been seen to increase click-through rates by up to 20%, based on Google’s internal data collected during testing. 

The ads also have the potential to increase efficiency when setting up ads by automatically displaying Travel Feeds in Search Ads once you have linked your Hotel Center account to your Google Ads account. 

To be eligible, you must have a Hotel Center account with a price accuracy rating of at least “Poor”.

Though currently limited to hotel ads, Google says it plans to test the Travel Feeds feature with other types of ads including travel attractions, car rentals, and local events.

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Big Changes Are Coming To Google’s Local Service Ads

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Starting next month, Google will begin requiring brands running Local Service Ads (LSAs) to have an accurate, verified, and related Google Business Profile to continue running their ads.

Though LSAs have technically been accessible to any advertisers on Google’s platform, the company has clearly intended them to be linked with Google Business Profiles as part of their local marketing services. This move makes the two more tightly linked, making Business Profiles the “source of truth” for LSAs. 

What Is Happening?

As noted by Ben Fisher on X, Google is alerting people running Local Service Ads about upcoming changes.

In the notice, the company says that it will begin requiring accounts running SA to have a related Google Business Profile to continue running ads. Those without a GBP or those with inaccurate information in their business profile will see their ads paused beginning on this date. 

As Fisher said in his post about the alert:

“Your Google Business Profile is now the source of truth for LSA. LSA ads will be paused if you do not have a GBP attached to an LSA.”

Changes To Local Service Ads Reviews

Also mentioned in the alert is the fact that Google LSAs containing reviews will exclusively show reviews left on Google Business Profiles, making GBP the sole place you can manage reviews seen in local ads. 

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Google Ads Improves Customer Data Privacy With “Confidential Matching”

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Google Ads is introducing a new system it calls  “confidential matching” which provides a new way to protect your first-party data and the confidentiality of your clients while still integrating your data into its measurement tools and audience matching systems. 

In the announcement, Google says confidential matching will use “special software and hardware known as Trusted Execution Environments (TEEs), [which will] unlock new ways for businesses to use their first-party data to reach customers and measure the impact of their digital ads campaigns.”

This means that Google will be unable to see any of your uploaded email addresses, phone numbers, or other customer data unless that information is already in Google Ads’ systems. 

The company says this “gives added data security and transparency, by isolating your business information during processing so that no one – including Google – can access the data being processed.”

Rather than just being an option for advertisers, Google is making confidential matching the default for any time data is uploaded to be used for Customer Match, and Ginny Marvin from Google says it will be coming to enhanced conversions and other Google Ads features in the future:

Now when you connect your first party data to Google Ads for Customer Match, and soon for enhanced conversions, it will automatically be processed using confidential matching – no additional work is required on your end.

Confidential matching is powered by a technology called confidential computing, which uses special software, and hardware called a trusted execution environment or TEE (you may recall we mentioned this at GML this year) to securely process data.

Confidential matching can ensure your data remains encrypted and unseen by anyone, including Google.

Advertisers also have the option to encrypt their data themselves and receive proof that their data is processed as intended.

Confidential matching is now available to all customers globally.

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Google Now Supports The AVIF File Format Making It The Best Format For SEO

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This week Google announced that it now supports the AVIF file format, making the format eligible to be shown in Google Search and Google Images. Now that the search engine can index and display the popular file format, it will likely become the standard for lightweight high-quality images online quickly. 

What Is The AVIF File Format?

AVIF (AVI Image File Format) is a relatively new open-source file format used for images, that can deliver the same quality images as JPEGs or PNGs in remarkably smaller file formats (up to 50% smaller than a comparable JPEG). 

Notably, the format seems to combine all the most notable features of other popular image formats. AVIF supports the use of transparency like PNG and even has a higher dynamic range level, allowing for deeper blacks in images. Like GIFs, also allows for the creation of animated images.

What About WebP?

Another newly popular image file format, WebP, might seem like a competitor to AVIF but both formats offer their unique benefits which make them suited for specific needs. 

WebP is an ideal format for lossless images – typically used when an image must be of the absolute highest quality possible. On the other hand, WebP is not nearly as small as AVIF, so it is not ideal for those focused on maintaining fast loading speeds. 

Why The AVIF File Format May Help SEO

Over the last few years, Google has increasingly emphasized website speed as a major factor it considers when ranking websites.

The search engine has begun using a selection of metrics that measure different aspects of site speed, known as Core Web Vitals. 

Because the AVIF file format allows for smaller image sizes, it can help reduce loading speeds on web pages and potentially improve your online rankings. 

In an environment where any edge against the competition can be the difference to help you get the top spot, sites will quickly be moving to adopt the format now that Google supports it.

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Google’s New Core Update Targets Content Quality

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Google’s August 2024 core update started rolling out yesterday and is poised to turn up the heat on sites providing flimsy, irrelevant, or unuseful content.

Google Search Advocate John Mueller confirmed the update and said that the update is aimed at improving content quality delivered by the search engine based on feedback Google received since launching the September 2023 helpful content update.

In the announcement, Mueller wrote:

“Today, we launched our August 2024 core update to Google Search. This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less that feels like it was made just to perform well on Search.”

In particular, the search engine is trying to improve on the September update by reducing the negative impact it had on small and independent publishers.

As Mueller explained:

“This latest update takes into account the feedback we’ve heard from some creators and others over the past few months. As always, we aim to connect people with a range of high quality sites, including ‘small’ or ‘independent’ sites that are creating useful, original content on relevant searches. This is an area we’ll continue to address in future updates.”

What To Expect

As usual, Google isn’t sharing too much about the specifics of the update, however, the search engine has updated its help page for core updates to include specific guidance for those impacted by the update.

For now, Google says the update is expected to take around a month to fully roll out. This means search results are likely to be volatile until then, with some gaining and losing ground temporarily. 

Until then, it is best to monitor your website’s performance for signs of big changes. If you are impacted, it is likely time that you should evaluate the type of content you are delivering and find ways to improve its value for your site’s audience.

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Google Rep Says A New Core Algorithm Update Is Coming Soon

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Google is ramping up to release its next core algorithm update “in the coming weeks”, likely signaling a major shakeup coming to search results in the near future. 

The reveal that a core algorithm update is coming came from Google Search Liaison and well-known SEO journalist Danny Sullivan who posted a lengthy message about the coming update on his website, Search Engine Roundtable.

When Is The Algorithm Update Coming?

In his message, Sullivan says that the teams at Google haven’t figured out exactly what day the core update is coming because there is still testing being done. Despite this, Sullivan felt confident enough to say that he expects the update to roll out in the coming weeks even if it takes tweaking after testing.

Notably, Sullivan says he had considered posting similar updates before the release of past core algorithm updates but did not because of the potential for them to be pushed back. In this instance, he is apparently more confident the update will pass through testing relatively quickly.

Sullivan’s full post reads:

“We’d tell you when the next core update will be if we knew. But we don’t know exactly yet, that’s all. These aren’t scheduled to a particular day. The ranking team makes changes, tests those, evaluates those and eventually we get a launch date. There have been many times I could have said “Core update next week!” because everything was on track for that to happen, but then there’s a need to do a bit more work or other things that might cause a pushback. I would expect we’ll see one in the coming weeks, because that fits in with our general cycle. But precisely when, that’s just not known yet.”

Past Major Algorithm Updates

This upcoming core algorithm update will be the first since one which began rolling out in March 2024 and completed in April. The reason for the longer-than-normal rollout is that this update was the largest core algorithm update to date. 

Before that, Google released a slew of smaller updates in August, October, and November of 2023. 

Sullivan did not give any insight into how big the upcoming update might be or what might be targeted by the update. For now, we can only assume that this update is aimed at reducing spam and improving the relevance of search results. 

We will update you as more information about the upcoming core algorithm update is revealed or when it begins rolling out to the public. 

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Menu Items and Store Traffic May Help Local Google Rankings – A LOT

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Listing menu items in your Google Business Profile and having a busy shop seem to be powerful ways to help your business’s local Google rankings according to a newly published set of tests by SEO expert Claudia Tomina.

Google Business Profiles are the central way local shoppers find new and nearby businesses, so keeping your listing up to date and as full of information as possible is crucial. 

Though officially unconfirmed, Tomina’s test gives strong evidence to support the idea that menu items and how busy a business is are ranking signals for local Google searches. 

How Menu Items May Impact Rankings

According to the report, adding specific menu items on Google can help your restaurant rank for searches for those foods. 

In one example, Tomina added “caesar salad” to the menu items for a restaurant’s account and clearly saw an uptick in search position for the query “best caesar salad near me.” The addition didn’t just give her a small bump in the rankings. The restaurant went from search position 71 to the very top position.

How Busier Locations May Impact Rankings

Tomina’s tests also found that busier stores or restaurants during the Google popular times window tend to rank busier than less busy establishments.

As she wrote in her report, “My research shows that if a business is busier at a specific time of day then they outrank their competitors.”

In the charts below, you can see how rankings for the keyword “caesar salad near me” tended to rank better during popular times during the day.

The Big Picture

Local search results can be a highly competitive area for many businesses. Any edge that you can get on your competition can be the difference between getting a lead or missing out on it to another local business. 

If you haven’t updated your menu on Google, now is the time to do so.

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What Is Content Decay and What Should You Do About It?

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A lot has been made of the importance of new content when it comes to ranking on Google. But, what’s so bad about older content? Are all old posts bad for your site? Should you be regularly removing old posts?

Thankfully, Google’s John Mueller and Lizzi Sassman addressed this recently on an episode of the Search Off The Record podcast.

In the episode, Mueller and Sassman talked at length about content decay, a term referring to content that becomes outdated or irrelevant over time, how it affects your site, and what you should do about it.

What Is Content Decay According to Google

While the term content decay isn’t necessarily a commonly used term within the SEO community, it is an apt term for some types of content. Specifically, this is how Mueller defines content decay:

“[Content decay is] something where, when you look at reference material, it’s kind of by definition old. People wrote about it because they’ve studied it for a really long time, so it’s an old thing. But, that doesn’t mean it’s no longer true or no longer useful.”

Is Content Decay Inherently Bad?

As Google’s workers explained, content decay isn’t inherently bad. Even some posts that may seem outdated, such as old event announcements or product updates, shouldn’t be treated as a problem.Sassman recommends keeping this content around for historical accuracy.

As an example, Sassman pointed toward Google’s help pages which still use the outdated term “Webmaster Tools.”

“If we went back and we replaced everything, like where we said Google Webmasters or Webmaster Tools, if we replaced Search Console everywhere we said Webmaster Tools, it would be factually incorrect.”

What Should You Do About Content Decay?

It might be tempting to simply delete outdated content but Mueller recommends going back and adding context to outdated content instead. This way, you still retain the value from past content while making it clear what aspects are now irrelevant and prevent confusion among readers. 

As he stated:

“People come to our site for whatever reason, then we should make sure that they find information that’s helpful for them and that they understand the context. If something is old and they search for it, they should be able to recognize, ‘Oh, maybe I have to rethink what I wanted to do because what I was searching for doesn’t exist anymore or is completely different now.”

For more, listen to the full episode of Google’s Search Off The Record podcast below:

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