Danny Sullivan Explains August 2024 Core Update Impact

In an interview with Barry Schwartz, Google’s Search Liaison, Danny Sullivan, shared interesting insights into the motivations behind the August 2024 core update and its impact, especially on smaller, independent publishers struggling since last year’s updates. 

Search Rankings Shake-Up

Google’s latest core update in August 2024 has caused significant changes across the web, affecting search rankings and leaving many website owners and content creators concerned about their future. 

The update aims to improve search quality but has had mixed results. Some sites have seen gains, while others continue to face challenges. 

Here’s a detailed look at the key insights from the interview: 

Purpose of Google Core Updates

Sullivan explained that the primary objective of core updates is to improve Google Search for everyone. He likened these updates to the periodic updates we see on mobile phones. 

Most updates are minor and go unnoticed, but core updates are larger, comparable to major software updates that heavily impact the user experience.

March 2024 vs. August 2024 Core Updates

The March 2024 update was noted as one of Google’s largest updates. Many SEOs expected it to improve the rankings of sites hit hard by the September 2023 helpful content update, but little change was observed. 

The August 2024 update saw some movement in rankings, though Sullivan stressed that these updates involve regular, incremental changes. There were no notable changes to discuss, but the update included adjustments to reward smaller, independent sites that produce quality content. Google continues to refine these ranking systems to support such publishers better.

Focus on Small, Independent Publishers

A key focus of the August 2024 core update was to reward smaller, independent sites producing great content. Sullivan emphasized that Google isn’t done improving in this area, and future updates will continue to target rewarding high-quality, original content. 

He encouraged creators who feel underappreciated to continue their efforts, as future updates may bring the desired rewards.

Recovery from the September 2023 Update

Sullivan explained that while some sites might have seen improvements in their rankings since the September 2023 update, not all have fully recovered. This is due to the evolving nature of Google’s algorithms, which now factor in additional types of content, including forum and social media content, to diversify search results. 

While Sullivan couldn’t promise full recoveries for all sites, he assured creators that quality content would eventually be rewarded.

Ranking and Traffic Changes

Sullivan also highlighted the distinction between ranking well and receiving traffic. Even if a site ranks on the first page, it might not receive significant traffic if other factors like ads or featured snippets push organic results down.

Ranking second instead of first can result in a substantial traffic drop. Sullivan reassured content creators that if their content ranks well, it is still considered valuable by Google.

Integration of Helpful Content System

Since the March 2024 update, the helpful content system has been incorporated into the core update system. Google no longer announces separate helpful content updates. Sullivan clarified that there was no bug or issue with the September 2023 update, but it was part of Google’s process to continuously refine its algorithms.

Core Update Tremors

Sullivan denied any mid-rollout adjustments during core updates, except for resolving bugs related to update rollout across data centers. Tremors, or volatility in rankings, are not due to real-time changes but rather due to pre-tested updates being fully rolled out.

Feedback Form and Manual Adjustments

Google released a feedback form after the March 2024 core update, which received over 12,000 submissions. Sullivan reviewed each submission, extracting insights that were shared with the Google Search engineering team. 

He made it clear that filling out the feedback form did not result in manual ranking adjustments for specific sites. Instead, the feedback helped Google fine-tune its algorithm for all websites.

AI Content and Scaled Content Policy

Sullivan reiterated that the issue isn’t whether AI generates content but whether it’s created at scale with the sole intent of ranking in search results rather than serving users. He emphasized that scaled content production for SEO purposes is discouraged, whether it’s done by AI or humans.

Reddit and Forum Content

Google has increased its inclusion of social and forum content in search results. While this type of content is often helpful, especially for queries like troubleshooting, Sullivan acknowledged that Reddit content ranking above original content can be problematic. He attributed some of this to the nature of specific search queries, such as headline searches, which aren’t typical of general user behavior.

Content Marketing and SEO

Sullivan shared an example from the feedback form about a local plumbing site struggling with SEO. The site produced generic content that didn’t lead to conversions. He suggested that localized, personal content might perform better in search, aligning with Google’s goal to reward original, helpful content.

Hidden Gems and Site Reputation

Google is working to surface hidden gems in search results, though the focus so far has been on social content. Regarding site reputation abuse, Sullivan clarified that manual actions are still being taken to address this, and there are no plans for algorithmic enforcement in the near future.

Navboost and Core Systems

Sullivan didn’t provide specific insights into Navboost, a system uncovered during DOJ trials. However, he acknowledged that Google uses a variety of ranking signals, including anonymized user interactions, to shape core updates.

Predictions for Google’s Future Updates

Sullivan indicated that Google is far from refining its systems, especially when rewarding high-quality content from smaller and independent publishers. Future updates will continue to focus on this area to create a more equitable search environment.

Content creators can expect more changes as Google addresses issues highlighted by recent updates. However, recovery will take time; not all sites will see immediate improvements. Sullivan emphasized the importance of patience and persistence, advising content creators to stay the course and continue producing valuable content.

Google will also likely continue adjusting how it ranks social and forum content. The August update increased the visibility of social content, particularly from platforms like Reddit. While this content can be valuable, it has raised concerns among website owners who feel their original content is being overshadowed. Google is working to balance the visibility of original and social content.

Another focus for future updates will be integrating Google’s various ranking systems. The August 2024 Core Update marked a step in this direction, incorporating the Helpful Content System into the broader core ranking system. This trend will continue as Google seeks to create a more cohesive and effective search experience.

Tips for Thriving in the New Search Environment

Here are some tips to help you succeed and ensure your content stays relevant and ranks well in this new search environment.

Create Content That Truly Helps: Focus on producing original, informative content that addresses your audience’s needs. Avoid content that is solely designed to rank well in search results without providing real value.

Stay the Course: If your site hasn’t recovered, continue producing high-quality content and monitoring its performance. Google’s algorithms are evolving, and staying consistent with your content strategy will pay off over time.

Keep Up with Changes: Follow industry news and engage with the SEO community. Staying informed about updates and trends will help you stay ahead.

Diversify Traffic Sources: Explore other channels like social media and email marketing. Relying solely on Google for traffic can be risky, so diversifying your traffic sources can help mitigate the impact of ranking fluctuations.

Engage with Your Community: Build relationships with your audience through comments, social media, and other platforms. A strong community can sustain your site during ranking instability.

Don’t Overreact to Declines: Small shifts in rankings are normal. Don’t make drastic changes to your site based on a minor drop.

Key Takeaways

• The August 2024 update is part of Google’s efforts to improve search quality, focusing on rewarding high-quality content.
• Smaller and independent publishers are seeing some improvements, but recovery is slow and uneven.
• Future updates will continue to refine Google’s algorithms, supporting valuable content from smaller sites.