Summer search volatility: Google Aug 24 Core Update

Did your web traffic feel even more unstable than usual in August? There’s a reason for that. From 15 August to 3 September, Google rolled out its August 2024 Core Update. Like the update in September 2023, this core update caused significant ranking changes and movement through search engine results pages (SERPs).

This blog explores the most recent core update, why it’s so significant and what to expect over the coming weeks.

Rectifying negative impacts from the September 2023 Helpful Content Update

Last autumn’s Helpful Content Update created a major shake-up in the SERPs (Search Engine Results Pages, aka the results people see when they search for something on Google). Following that core update, Google asked for impact feedback and found that the most negatively impacted were small, independent websites—not what was intended.

August’s Core Update included Google’s response to that feedback. While their intentions seemed noble, polling by Search Engine Roundtable showed that over 40% of those sites saw more negative traffic impacts following the most recent update.

In reality, most sites that were negatively impacted last September didn’t see the positive impacts they were hoping for.

Google’s ranking bug

It wasn’t just the Core Update affecting ranks through the update period. On 16 August, Google confirmed there was an ongoing issue affecting SERPs. Google’s John Mueller was quick to comment on LinkedIn about the bug, stating:

“Sometimes we have issues in our systems (like everyone), and we want to be transparent about them for users & site owners. This issue is unrelated to the core update that’s currently rolling out.

“Unfortunately, you can’t pick the timing of issues, sorry. We’ll update on the search status dashboard as things evolve – both for this issue, as well as the roll-out of the core update.

“Isn’t there some rule against issues popping up on Friday? Drats & sorry.”

This bug caused even more volatility in an already volatile search landscape, though it was fixed on 20 August.

August 2024 Core Update

Purpose

According to Google, the purpose of the latest update was to improve search result quality by showing content that was useful and relevant to the searcher’s queries. It specifically moved away from ranking content that was cultivated purely for ranking on SERPs.

The effects of AI-created content and forum-based websites such as Reddit have been significant over the last year. August’s Core Update sought to make original, helpful content from small and independent websites more accessible for users.

In addition, Google doubled down on helping websites see rank improvements after they’ve made SEO changes to their websites.

What can you do if you’ve seen negative traffic impacts?

Sometimes, when you see a traffic drop after a Core Update, your website has done nothing wrong. Even if you’ve written original content that is helpful and relevant to your target audience, it’s still struck down in the search rankings.

So, if you’ve not been churning out content for the sake of content, what can you do?

Google Search Central suggests asking yourself the following questions to see where you could make positive changes:

Content and quality

• Is content original, including information, reporting, research, or analysis?
• Does it provide a substantial, complete, or comprehensive dive into the topic?
• Does it provide helpful analysis or interesting information that isn’t obvious?
• If you use other sources for your information, did you add substantial value and originality instead of simply copying or rewriting the information?
• Is your title or headline a descriptive, helpful summary of your topic?
• Have you avoided clickbait-type headlines?
• Would you recommend or bookmark this page if you were a reader?
• Is the content good enough to be referenced in print, encyclopedias or books?

Expertise

Has your writer:

• Crafted trustworthy information
• Provided clear sources
• Shown evidence of their expertise
• Provided their background or the company or brand’s background – this can be done through links to the ‘About Us’ page or if you have individual author profiles showcasing their expertiseProvided their background or the company or brand’s background – this can be done through links to the ‘About Us’ page or if you have individual author profiles showcasing their expertise

You should also consider:

• Would the website be considered a well-trusted source or widely recognised authority on the topic if you researched the topic?
• Is the content written by someone who the industry would consider an expert, or have they demonstrated their knowledge on the topic?
• Are there any obvious factual errors?
• Have you considered ‘your money, your life’ (YMYL)? Would you trust the content if it impacted either of those?

Presentation and production

• Is your content free of spelling and grammatical errors?
• Is the layout well-presented and without issue?
• Was time and consideration taken when drafting the content?
• Is the content mass-produced? For example, have you spread your content to several sites by several authors? This will negatively impact the positive impacts a single page or blog would receive.
• Is your website loaded down with distracting display ads?
• Does your content render well on all devices (mobile, tablet, and desktop), including multiple screen sizes?

Comparative questions

• How does your content compare to others who’ve written on the same topic? Is it substantially more original or profound?
• Have you taken into account what your target audience wants to read, what they find valuable, or has the writer thrown it all into the wind just to get a piece to rank well?

The best thing content writers can do is consistently keep Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) Guidelines in the back of their minds when they are writing. The internet is changing, and so is the way digital marketers approach SEO.

Customer-centric content marketing

As Google’s August 2024 Core Update further emphasises the importance of helpful, meaningful, and original content, it’s clear the future of SEO lies in customer centric strategies.

Team Bamboo is committed to helping our clients navigate these updates by focusing on content that truly resonates with their target audience. We prioritise in-depth research to understand customer needs, create compelling narratives that provide real value, distil complex technologies and ensure originality in every piece of content we produce.

Our approach aligns with Google’s evolving standards by delivering content that is not only optimised for search engines but, more importantly, tailored to engage and inform your audience. Whether through PR, blog posts, or whitepapers, we ensure your brand speaks directly to the challenges and interests of your customers, positioning you as a trusted authority in your industry.

With the August 2024 update, the path forward is clear: the more helpful and authentic your content, the better your chances of long-term SEO success. We’re here to help you build that foundation and continue your digital presence in such a volatile landscape.