Google core update fallout: Time to rethink SEO strategy?

In August 2024, an already embattled Google implemented its latest core update, marking yet another step in its ongoing mission to refine how it ranks content in search results. Like previous updates, this one aimed to elevate the prominence of authoritative, relevant content. However, the update brought significant volatility to SEO rankings across various industries, disrupting previously established search positions. Websites that once dominated specific niches saw drops in visibility, while others experienced surprising boosts.

Particularly affected were sectors like e-commerce, news, and health, where content freshness and credibility are key factors in search visibility. Advertisers and SEO professionals quickly expressed concern, as fluctuations in organic rankings led to performance drops in paid search campaigns. This forced businesses to increase their paid ad budgets just to maintain visibility.

Small businesses and publishers were especially vocal; claiming the update disproportionately benefited larger, more established websites, making the competition for digital advertising even more costly. Many advertisers criticized the lack of transparency surrounding how the update impacted paid placements, causing uncertainty and a need to adjust mid-campaign strategies.

Mohd Saqib Khan, Co-founder and CEO of DigiXpressions, explained the update's primary goal, saying, “This update aimed to promote high-quality content while demoting low-value SEO-focused information, duplicate/copied, unstructured, unhelpful, and AI-generated content . Websites that rely on automated or mass-produced strategies were particularly affected.”

Websites focused purely on SEO tactics (think Made For Advertising sites and others of their ilk) saw the most significant declines. “Sites producing content solely for SEO purposes—especially those using AI-generated, unstructured, or copied content without real value—experienced noticeable drops in rankings,” Khan added.

Saurabh Gupta, CEO and Founder of VeriSmart AI, linked the update to the growing use of generative AI tools, which have accelerated content production but often at the cost of quality. “With Gen AI, people are creating content faster, but much of it focuses on gaining clicks rather than delivering value. Google is all about the consumer, and they keep updating their algorithms to provide readers with in-depth, meaningful content.”

Gupta also advised a strategic pivot: “Rather than focusing on micro-blogging or shallow content, brands should create material that delves deeply into topics, with unique insights and a genuine perspective.”

Saket Vaidya, CEO of Korra, sees this as an opportunity for brands to reassess their SEO strategies. “This update underscores the ever-evolving nature of SEO and the need for businesses to stay agile. It’s an opportunity for brands to refocus on creating genuine value for their audiences.”

For businesses adjusting to these changes, Khan emphasized the importance of focusing on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). He recommended businesses stay within their niche and concentrate on content closely aligned with their products and services, as Google rewards deep expertise. “Venturing into loosely related topics can dilute a site's perceived authority, so sticking to core subjects is key,” Khan advised.

Interestingly, the update hasn’t only affected large, established sites. Amit Verma, Founder and CEO of DigitUp, noted a positive trend for smaller publishers . “Surprisingly, many small publishers who focus on content value, usefulness, and originality—despite limited resources—have benefited from this update.”

Verma further highlighted an intriguing shift: “Some of the winners in this update were sites that had previously suffered declines after the Helpful Content Update in 2023. These publishers have since worked hard to improve their content and are now being rewarded for their efforts. This shows Google is giving a second chance to those who demonstrate dedication and expertise.”

As the dust settles from Google's August 2024 Core Update, the message from industry experts is clear: businesses must focus on creating high-quality, user-centric content that offers genuine value. “Moving forward, businesses should prioritize a holistic, value-driven approach rather than relying on short-term SEO tactics,” Vaidya concluded.