Navigating Google's December 2024 updates: what businesses need to know

Stay ahead of the SEO curve with the latest core and spam updates

In December 2024, Google rolled out two significant updates: a core algorithm update and a spam update. These changes aim to enhance the quality of search results but can significantly impact website rankings. Understanding these updates is essential for businesses striving to maintain or improve their online visibility.

Understanding the December 2024 core update

Google’s core updates involve broad changes to search algorithms and systems, designed to deliver more helpful and reliable results. The December 2024 core update, announced on 11 December, is expected to complete within two weeks. This update follows closely on the heels of the November core update, reflecting Google’s ongoing efforts to refine search quality.

Key implications of the core update

• Content relevance: Google continues to prioritise high-quality, relevant content. Businesses should focus on creating valuable content that meets user needs.

• Website performance: Technical aspects like site speed, mobile-friendliness, and user experience remain critical. Regular audits can help identify and rectify performance issues.

• E-A-T factors: Expertise, Authoritativeness, and Trustworthiness (E-A-T) are essential. Establishing credibility through authoritative content and reputable backlinks can positively influence rankings.

  
  

Insights into the December 2024 spam update

Google’s spam updates aim to enhance the quality of search results by targeting policy-violating websites. The December 2024 spam update, announced on 19 December, is expected to complete within a week. This update caps off a year of spam-fighting measures, including the June Spam Update and the March Core Update, which aimed to reduce "unhelpful" content by 40%.

Key implications of the spam update

• Content authenticity: Avoid automatically generated content that lacks originality or value. Ensure all content is crafted with the user in mind.

• Link practices: Engaging in link schemes or acquiring low-quality backlinks can lead to penalties. Focus on earning organic, high-quality links.

• User experience: Deceptive practices, such as misleading redirects or cloaking, are targeted. Maintain transparency to build user trust.

  
  

Case study: Forbes' response to Google's spam policies

In response to Google's updated spam policies, Forbes decided to stop using freelance writers for its product review section, Forbes Vetted. This move aims to comply with Google’s guidelines against "site reputation abuse," where excessive off-brand or irrelevant content is published to exploit a site’s search ranking power. Forbes’ proactive approach underscores the importance of aligning content strategies with Google’s quality standards to maintain search visibility.

Treat Cheat: your SEO survival guide

Here’s your Treat Cheat for navigating these updates successfully:

1. Audit your content: Review existing content for relevance and quality. Update or remove outdated or low-performing pages.

2. Enhance user experience: Ensure your website is mobile-friendly, fast-loading, and easy to navigate.

3. Build quality backlinks: Focus on earning links from reputable sources within your industry.

4. Avoid black-hat SEO: Steer clear of deceptive practices like keyword stuffing, cloaking, or buying links.

5. Monitor performance: Use tools like Google Analytics and Search Console to track your site’s performance and identify areas for improvement.

   
   

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Research sources

• Google Rolls Out December 2024 Core Update. Search Engine Journal.

• Google Launches Final Spam Update of the Year. Search Engine Journal.

• Google Search’s Core Updates and Your Website. Google Search Central.

• Google Search Spam Updates and Your Site. Google Search Central.

• Forbes is Cutting Ties with Freelance Writers, Citing Google Spam Policies. The Verge.