Navigating Google’s latest SEO changes: 3 things small firms need to know

Google’s latest update serves as a warning to those tempted to use AI to take shortcuts. Instead of taking shortcuts, firms that want to stay discoverable in 2024 should focus on publishing content designed for their audience first and search engines second. Here are three things you need to know to remain discoverable online in 2024.

by | 15 May, 2024

Person typing on his computer. He has google on his screen

In the UK, 40,000 people search for the term ‘accountant’ on Google every month. To leverage this interest, most firms now have a search engine optimised (SEO) website. 

Recently, the way business websites are found online has changed as Google released its March 2024 Core Update. In the weeks since, some websites have become harder to find through the search engine, while others have vanished completely.

In this article, we’re going to explore what Google’s latest update is, what’s changed and how you can stay visible online in 2024.

What’s changed?

Google’s March 2024 Core Update is aimed at improving the quality and relevance of Google search results. The search engine regularly publishes guidance that explains any algorithmic or feature changes it has made to ensure the content it provides users is as helpful as possible. 

This guidance mostly focused on reducing spam and unhelpful AI-generated content that does not add value for searchers.

As a result, more than 800 websites have been ‘de-indexed’ (removed from Google) and thousands of pieces of content have dropped down search engine results pages (SERPs). This means people are far less likely to find them in their search results.

For example, a blog that used to rank at number one on a Google SERP for ‘How to file taxes sole trader’ could now be in position 30.

As part of the March 2024 Core Update, Google confirmed it has:

  • Updated its algorithm to reduce unoriginal, poor-quality content by 40 per cent
  • Adopted a zero-tolerance policy towards scaled, AI-generated content that lacks human insight
  • Cracked down on duplicated third-party content designed to boost rankings

With the widespread adoption of generative AI, many firms now use tools like ChatGPT to develop content. It can write paragraphs, brainstorm ideas, critique arguments and find data points quicker than most humans. 

But with Google’s new guidance, there is now a fine line between streamlining marketing processes and harming search engine rankings. A wrong move could reduce your chances of being found online. 

Three things small firms need to know

So, what do finance professionals need to know about these changes to ensure their businesses remain discoverable in 2024?

1 Google doesn’t penalise all AI-written content

The search engine is only targeting unhelpful, unoriginal content. It just so happens that nowadays, a lot of repetitive, spam-like pieces are AI generated.

If you have heard of instances of firms using ChatGPT to publish 100 articles per week to boost their website’s visibility, you can expect those firms’ content to either drop down in SERPs or be removed altogether. Either way, visibility is unlikely.

If you are using generative AI, view it as an assistant, not a writer. For example, it could assist you to brainstorm blog ideas and headlines, rather than creating an entire piece of content.

2 The fundamental principles of good content still matter

In this update, Google confirmed once again that it prioritises experience, expertise, authoritativeness and trustworthiness, which it calls ‘E-E-A-T principles’, when judging whether a piece of content is helpful to readers.

If you’re trying to get your website to rank higher on Google in 2024, ensure every piece of content:

  • Reflects your firm’s genuine expertise 
  • Leverages the authority and skillset of your team
  • Benefits your target audience.

3 As technology advances, Google guidelines are changing more frequently

In 2023, Google released four updates, compared with two the previous year. In 2024, the company has already published one Core Update and is trialling several feature changes on SERPs.

Updates are likely to continue to gain momentum as the use of new tools increases and the capabilities of generative AI evolves – which it is doing incredibly quickly.

There’s plenty AI tools can help you with: 9 AI tools to help you solve problems now

Share This