New updates to Google’s search algorithm has top SEO consultants in agreement. The rules of Google have changed, and the old playbooks need to be rewritten. We know that Google SEO updates can be relentless and confusing. That’s why our team has rounded up the SEO updates that happened in 2024 and what to watch out for in 2025.
#1 March 2024 Core Update
This major Google update focused on enhancing search result quality and combating spammy content. Key changes included:
- A 40% reduction in low-quality, unoriginal content, prioritising sites with high user value.
- Stricter penalties for manipulative practices like scaled content abuse, site reputation exploitation, and expired domain misuse.
- Focus on user intent, emphasising that helpful and user-centric content will be rewarded.
For marketers, this update reinforced the need for genuine, high-quality content that prioritises user experience over ranking tactics. Many informational sites, especially those relying heavily on affiliate links or ads, saw visibility drops due to these changes.
This update was one that saw traffic drop by up to 90% leaving site owners scrambling for answers. If your content was human written, well optimised and hit relevant keywords, it shouldn’t have been impacted. But many were.
#2 August 2024 Core Update
This Google update built on feedback from earlier changes, further emphasised user-centric content and gave a boost to smaller, independent publishers. It addressed content quality across a range of niches, including promoting original, insightful material over content created solely for SEO purposes.
Key takeaways from this SEO Update include:
- Prioritisation of user-centric content rather than ranking based solely on SEO techniques.
- Stale or outdated content saw drops in rankings unless refreshed and updated to meet current user needs. This reinforces the necessity for regular updates of evergreen content.
- Content farms and pages reliant on affiliate marketing or keyword stuffing experienced significant ranking declines.
- Publishers focusing on specialised topics reported better rankings compared to websites with generic content.
- Websites relying heavily on AI-generated content without proper editorial oversight faced penalties.
The fallout from the August SEO update was minimal. Marketers were starting to see an uptick in traffic from the March algorithm change and did not see any catastrophic effects from this one.
#3 Integration of Discussion Forums
Reddit saw a significant surge in visibility due to its structured, user-driven discussions. Features like “Discussions and Forums” in SERPs expanded, creating competition for traditional informational sites. Reddit now appears as a top-ranking domain in various niches, signalling Google’s preference for real-user engagement.
But marketers need to tread carefully. Reddit is notorious for disliking marketers and marketing posts. So, whilst Google may favour your company’s Reddit posts, the community might not.
Walking The Line Between Reddit Community And Google Ranking
Marketers looking to leverage Reddit content to rank on Google can do so by strategically optimising content and leveraging Reddit’s community-driven nature.
- Participate in subreddits that rank well for specific niches. For example, subreddits with active discussions about tech or personal finance often dominate search results.
- Threads with in-depth answers are more likely to be picked up by Google as they provide high-value content for specific queries.
- Create clear, keyword-rich titles that align with common search queries.
- While writing posts or comments, naturally include terms users might search for on Google.
- Private or restricted subreddits won’t rank, so ensure you’re posting in publicly accessible communities.
- Focus on creating or contributing to threads that answer recurring questions rather than short-lived trends.
- Use internal or external links sparingly to add context without appearing spammy.
- Reddit users are highly sensitive to overt marketing. Authentic engagement not only avoids backlash but also increases post longevity and credibility.
By focusing on creating high-quality, keyword-rich, and user-focused discussions, marketers can ensure their Reddit content gains visibility on Google.
Marketers React To Google SEO Updates
The deindexing of low-quality or outdated content caught some brands off guard, particularly those relying on bulk, AI-generated text without editorial oversight. Sites experienced significant ranking fluctuations, with some marketers reporting sudden drops in visibility. The same reaction applied to Google’s U-turn on the removal of cookies. Something many marketers had removed in advance and had to put back.
However, an emphasis on E-E-A-T (Experience, Expertise, Authority, Trust) can only be a good thing. These updates challenge websites to demonstrate authority and transparency. For example, AI-generated content needed to be disclosed to avoid being flagged as deceptive. This mirrors moves taken on social media platforms like Instagram where AI images must be declared.
The updates in Google’s ad ecosystem, including Performance Max campaigns and automated bidding, received mixed reviews. While some marketers welcomed the increased efficiency, others expressed concerns about the lack of control and transparency, particularly as these features rely heavily on machine learning.
Overall, marketers we’ve spoken to are finding the updates a double-edged sword. While the changes encourage improved content and advertising standards, they demand significant investment in strategy, tools, and workflows.
Marketing Recommendations
- Content Strategy – Shift focus to in-depth, user-focused content creation that answers specific queries effectively.
- User Engagement – Incorporate community engagement and authentic user discussions to emulate the success of platforms like Reddit.
- SEO Hygiene – Audit and update older content to align with current search intent trends. This is a yearly process we recommend for our retained clients.
- Adapt – Monitor updates closely and remain agile, implementing changes based on visibility trends and feedback from analytics.
Ready to improve your content marketing in 2025? Contentworks Agency works with leading global brands to deliver original, human written, SEO content. Book a free Zoom with our team.