Google Search’s August 2024 Core Update – what you need to know

The latest update from Google to its search algorithms and systems is now complete. Our Head of Technical SEO, Chris Shelbourn, shares a first look at the impact the update is having on search results.

What changes were included in the August update?

Several times a year Google makes broad changes to its search algorithms and systems designed to ensure that they are delivering relevant, helpful and reliable search results.

The updates don't target specific sites or individual web pages but are focused on improving the quality of search results, prioritising useful content over content that feels like it was made just to perform well on Search.

The August Update looked to:

• Connect web users with a wider array of high-quality sources, including small or independent sites.
• Take into account feedback from various sources regarding the previous iteration of the core update.
• Reward the improvements sites impacted in previous core updates may have made to their content.

What are the initial impacts on search results?

• Ranking Shifts in Multiple Sectors
  Sites across the Legal, Furniture, Automotive, Travel, Real Estate, and Finance sectors have experienced notable ranking shifts, indicating that Google's enhanced algorithms are active across multiple industries.
  
• More "Specialist" Sites Ranking for Certain Keywords
  We are seeing an increase in specialist sites ranking in certain sectors; suggesting that Google is increasingly favouring content from niche, authoritative sources. For example, in the "new homes" market, builders' websites are starting to rank higher compared to general property portals.
  
• Increased Localisation of Search Results
  Search results are increasingly prioritising localised results, recognising more instances where users might prefer nearby services or businesses.
  For example, terms such as "bedroom furniture" and "sofas for sale" are seeing more geographically targeted results.
  Even keywords without an obvious local intent, such as "no win no fee," are showing localised results.
  
• Diverse Search Result Types for Broad Intent Keywords
  For keywords with broad intent, Google is offering a mix of result types, such as AI-generated overviews, national and local organic results, video results, Google Maps, and "people also ask" sections.
  This diversification suggests that Google is attempting to cover all possible user intents, making it crucial for businesses to optimise content across various formats and search types.

What does this mean for brands?

• Leveraging Local SEO: Given the increased localisation in search results, having a robust local SEO strategy is becoming more critical. This includes optimising both on-site content and Google My Business (GMB) listings. Businesses should ensure that their local presence is well-optimised and consistent across all platforms.
• Content Quality: As always, Google favours content that demonstrates expertise, experience, authoritativeness, and trustworthiness (E-E-A-T). Websites that produce content satisfying these criteria are likely to perform better in rankings. Businesses should continue to invest in high-quality content that meets user needs.

Staying adaptable and up to date

It’s common to see ranking fluctuations for a couple of weeks following a core update and our experts continue to monitor search rankings closely.

At IDHL, we're here to help you navigate these shifts and keep your brand at the forefront of search. Get in touch with our SEO specialists today.