Google’s November 2024 Core Algorithm Update stands out as one of the most impactful and extended updates in recent times. Launched on November 11th, the rollout has exceeded its usual two-week timeline, with ranking volatility continuing well into December. The prolonged rollout has left SEO professionals and site owners uncertain about its full impact.
If you’ve noticed fluctuations in your rankings, traffic swings, or a shift in keyword visibility, this update might be the cause. Let’s explore what’s changed, how it’s affecting the SEO landscape, and what you can do to adapt.
What changed in the November 2024 update
Greater emphasis on content depth and relevance
Google is now prioritising content that fully answers user queries. Sites with shallow or thin content—or those relying on AI-generated material without adding unique insights—are experiencing ranking declines.
This highlights the need to create content that provides in-depth and meaningful information. Google is prioritising pages that provide comprehensive, actionable, and user-focused information tailored to specific search intents.
Stricter evaluation of AI-generated content
The November 2024 Core Algorithm Update builds on Google’s evolving approach to AI-generated content, clarifying its stance and refining the evaluation process to focus on content quality over production method. This approach lets content creators use AI tools effectively while staying aligned with Google’s quality guidelines.
How Google views AI-generated content
- No inherent penalties for AI content: AI-generated content isn’t penalised by Google simply for its production method. Instead, the focus is on assessing the quality, originality, and value of the content, regardless of how it was created.
- Prioritisation of user value: Content designed to meet user needs and provide genuine insights is rewarded. In contrast, content created primarily for search engine manipulation—whether AI-generated or human-written—risks being penalised.
- E-E-A-T compliance: AI-generated content must align with Google’s guidelines for experience, expertise, authoritativeness, and trustworthiness. This ensures that such content provides meaningful, reliable, and actionable information.
Key differences between November and March 2024 updates
The November update refines and expands upon principles introduced in March 2024:
- Broader scope: While the March update targeted low-quality AI-generated spam, the November update evaluates all content equally, focusing on quality rather than production methods.
- Nuanced evaluation: The November update places greater emphasis on user-centric content and quality improvements, offering sites the opportunity to recover through better content practices.
How to use AI tools effectively
To ensure your AI-generated content performs well post-update:
Regularly update content: Keep AI-generated material relevant and reflective of current trends or data.
Focus on originality and insights: Use AI tools to supplement your expertise, generating content that offers unique perspectives or solutions.
Align with user intent: Ensure the content addresses real user needs comprehensively and avoids filler or irrelevant details.
Fact-check rigorously: Validate all AI-generated information to maintain accuracy and reliability, especially in sensitive niches like health or finance.
Maintain editorial oversight: Treat AI as a collaborative tool rather than a replacement, ensuring all content adheres to your editorial standards.
Boost for niche authority
Google has improved its ability to recognise topical authority in specialised areas. Websites with a strong focus and clear expertise in a specific niche are seeing positive impacts, even if they lack the broader domain authority of larger competitors. This is a significant opportunity for smaller, niche-focused sites to climb the rankings.
Evolving standards for “helpful” content
Google’s November 2024 Core Algorithm Update has introduced a more refined interpretation of what it means for content to be “helpful.” Building on its previous updates, Google has reinforced its focus on user-first content, quality, and up-to-date information. This shift highlights the importance of creating content that not only meets search intent but exceeds it by providing genuine value.
What’s new in Google’s definition of “helpful” content?
Freshness is key: Regularly updating content to ensure it reflects the latest developments in your field is critical. Static, outdated pages are more likely to lose visibility.
User-first approach: Content must address real user needs, solving their problems directly and comprehensively. This includes being easy to navigate and providing the exact information users are searching for without unnecessary filler.
Depth and authority: Pages that offer thorough, reliable insights—especially in competitive industries like health or finance—are now favoured. Fact-checking, citing reputable sources, and showcasing original perspectives help demonstrate authority.
Engagement metrics matter: Signals such as time spent on page and low bounce rates indicate that users find content helpful. Optimising for readability, clarity, and interaction is increasingly important.
Examples of content Google considers helpful
- Problem-solving content: For example, a recipe page that displays ingredients and measurements upfront, saving users from scrolling unnecessarily.
- Expert insights: Articles that share unique, experience-based knowledge (e.g., “Lessons from managing cybersecurity for 5 years”) offer unmatched value in saturated topics.
- Comprehensive guides: In-depth resources that cover all aspects of a subject while anticipating follow-up questions.
- User-generated content: Platforms like Reddit or Quora have seen improved visibility because of their authentic, diverse perspectives.
- Updated and accurate material: Guides or FAQs refreshed regularly to include new data or solutions keep users engaged and maintain ranking strength.
How to align your strategy with Google’s evolving standards
- Focus on intent-driven content: Analyse what your audience is searching for and ensure your content fully answers their questions. Structure content to provide immediate answers where appropriate and expand into deeper explanations for those seeking more detail.
- Showcase expertise: Include author bios, professional credentials, and citations from authoritative sources. This is particularly critical in YMYL (Your Money or Your Life) niches like health or finance.
- Update regularly: Audit your site for outdated information and refresh it with current facts, trends, or solutions. Keeping content relevant will help maintain visibility.
- Engage users effectively: Use interactive elements like infographics, videos, or tools to keep users on your page longer. The more engaging your content, the more likely it is to be rewarded.
- Monitor and iterate: Track user engagement metrics like time on page and bounce rate. Use this data to identify which pages need improvement and adapt your strategy accordingly.
Extended rollout and continued volatility
Unlike previous updates, the November 2024 Core Update has been unusually prolonged. Over three weeks in, reports of significant ranking fluctuations continue to pour in from across industries and regions.
Key trends observed so far:
- Traffic spikes and drops: Sudden and unpredictable changes in traffic are being reported.
- Instability in competitive niches: Rankings for highly contested keywords, especially in YMYL (Your Money or Your Life) niches like health, finance, and legal, remain volatile.
- Challenges for seasonal pages: Some businesses, particularly in e-commerce, are struggling to adapt as their visibility drops during the crucial holiday season.
Google’s iterative approach to this update means the final impact is still unfolding. While this can be frustrating, it’s a good reminder to focus on long-term strategies rather than short-term fixes.
How to adapt your strategy
Conduct a content quality audit
Review your site’s content for pages that may lack depth or fail to meet user needs. Thin, redundant, or outdated pages should be either improved or consolidated. For YMYL content, ensure it meets the highest standards of accuracy, transparency, and credibility.
Strengthen E-E-A-T signals
Google’s emphasis on experience, expertise, authoritativeness, and trustworthiness is more crucial than ever. Make sure your content demonstrates these qualities by:
- Showcasing clear author attribution.
- Citing reputable sources.
- Providing detailed and actionable information.
For niche topics, highlight your expertise through in-depth guides, case studies, or first-hand insights.
Diversify content formats
While the November 2024 Core Update didn’t explicitly favour specific content types like blogs, videos, or infographics, the update made it clear that quality, relevance, and user value are paramount across all formats. Content that succeeds in meeting user needs—regardless of its presentation—has seen improved rankings. Here’s how content creators can adapt their strategies to align with these trends:
- User-centred content: The update rewards material that addresses real user questions and provides comprehensive answers. Focus on understanding your audience’s intent and creating content that satisfies it fully.
- In-depth, authoritative material: Content that goes deep into a subject, backed by expertise and reliable sources, performs better. Long-form articles, detailed how-to guides, and educational videos are great formats for showcasing authority.
- Engaging, high-quality experiences: Whether it’s an infographic, interactive quiz, or a video tutorial, content that captures attention, encourages sharing, and retains users on the page is more likely to rank well.
- Fresh and relevant information: Regularly updating content to ensure it remains current and aligned with user intent is key. Blog posts, news articles, and live webinars are excellent options for staying relevant.
- Authority overlap with AI summaries: High-ranking organic results often align with Google’s AI Overviews. Creating content that is comprehensive, trustworthy, and valuable can ensure visibility in both traditional search results and AI-powered features.
Instead of focusing on specific formats, aim to deliver content that genuinely helps your users and provides an engaging, seamless experience. Whether it’s a blog, video, or infographic, quality and value will determine success post-update.
Monitor performance closely
Use tools like Google Analytics and Search Console to track changes in rankings, impressions, and clicks. Identify which pages or topics are most affected and focus your optimisation efforts there.
Optimise technical SEO
Technical issues can worsen the impact of ranking drops. Ensure your site is mobile-friendly, loads quickly, and meets Core Web Vitals benchmarks. Addressing these technical elements can enhance user experience and mitigate negative effects.
Looking ahead
The November 2024 Core Algorithm Update highlights the importance of prioritising user-focused strategies. Whether your site has gained or lost visibility, the key takeaway is clear: long-term success lies in consistently creating high-quality, engaging, and relevant content.
The update highlights the importance of staying flexible. With volatility likely to continue into the coming weeks, it’s important to monitor performance data closely and adjust your strategies as needed.
For now, stay patient. As the update rollout continues, its full impact will become clearer. In the meantime, focus on refining your content, strengthening your authority, and providing great user experiences. These efforts will not only help you navigate this update but also position you for sustained success.
This article is a part of our Algorithm, Organic and SEO Tips categories. Discover more on these topics.