Introduction
The recent November 2024 Google Core Update has sparked considerable interest among digital marketers, SEO specialists, and publishers. With changes affecting search results on both organic and AI Overview (AIO) platforms, businesses are left wondering how these shifts will impact visibility and engagement.
This article unpack insights from millions of keyword searches, revealing how Google’s latest update is reshaping its algorithm. By exploring the relationship between organic rankings and AI-based search results, you’ll discover actionable strategies to stay ahead and refine your SEO approach.
1. Overlap Between Organic and AI Overview Citations
One of the most notable trends in the November update is the growing overlap between organic search results and AIO citations. First observed in September, this overlap indicates that websites ranked highly in organic search are increasingly featured as citations in AIO.
- Observation: “High-ranking organic content has a high chance of becoming a citation in AIO,” notes BrightEdge.
- Implication: This suggests Google’s AIO is aligning closer to its organic search algorithm, possibly grounding AI-generated responses in trusted, high-quality organic results.
Key Takeaway: Ensure your content is optimized for organic rankings, as top-ranking pages have a stronger chance of gaining visibility through AIO citations.
2. Divergent Trends in Shopping Queries
While the update aligns AIO and organic results for most types of queries, shopping-related searches seem to diverge. According to BrightEdge, shopping queries are handled differently, with AIO and organic results increasingly going in separate directions.
- Observation: Shopping queries in AIO are showing less alignment with organic search than other types.
- Implication: Google may be experimenting with how product-based content is handled within AIO to improve user experience for commercial queries.
Key Takeaway: If you manage e-commerce content, focus on both organic optimization and AIO-specific strategies to capture traffic from both channels.
3. Downward Trends in Overlap Volatility
As the update began rolling out, BrightEdge recorded a minor spike in the overlap between organic and AIO results, followed by a noticeable downward trend. This shift suggests an initial phase of redistribution within the search results, which may still be stabilizing.
- Observation: A 2.3% increase in volatility on November 8th quickly turned into a 3.7% decrease over the next few days.
- Implication: Google’s algorithm might be adjusting how often AIO mirrors organic rankings, creating some variability in visibility.
Key Takeaway: Monitor the performance of your high-ranking content during this period, as initial fluctuations could affect page traffic temporarily.
4. Increased Volatility in Lower Search Rankings
BrightEdge’s data shows that the November Core Update has had a more volatile impact on lower-ranking pages (positions 21-30), where fluctuations in visibility are significant.
- Observation: Positions in the lower ranking tiers experienced a 23.3% increase in volatility, while top 10 results saw a 10.6% increase.
- Implication: This could indicate a shift in how Google’s AIO and organic algorithms prioritize lower-ranked content, impacting emerging sites or newly published articles.
Key Takeaway: Keep optimizing your content for keywords relevant to lower-ranking pages, as improved visibility could lead to unexpected gains due to the algorithm’s volatility.
5. Industry-Specific Changes: Spotlight on E-commerce and Education
BrightEdge’s real-time analysis of millions of queries reveals that certain industries, like e-commerce and education, are experiencing specific shifts. E-commerce, in particular, shows a 22.1% drop in top citations, while education-related queries are moderately affected.
- Observation: E-commerce is seeing significant adjustments, with top citations shifting by -22.1%.
- Implication: Industry-specific trends suggest that Google’s algorithm changes may emphasize user-centric content differently depending on the niche.
Key Takeaway: For businesses in e-commerce or education, keeping content updated and relevant to user needs could be crucial during this period of algorithm adjustment.
6. Patterns in AI Overview Citations
The November update indicates evolving patterns in AIO citations, where educational and research-oriented content maintains stability, while product-focused content faces higher volatility. This shift hints at a potential prioritization of user value over sheer keyword optimization.
- Observation: “Educational content maintaining stronger stability,” shares BrightEdge, while product-focused sites exhibit more volatility.
- Implication: Google’s AIO is likely favoring well-researched, valuable content over keyword-stuffed pages, aligning with broader search quality principles.
Key Takeaway: Prioritize creating authentic, value-rich content that addresses user needs rather than overly optimizing for keywords, as Google’s AIO appears to favor this approach.
Conclusion: Navigating the November Core Update
The November 2024 Google Core Update underscores the evolving relationship between organic rankings and AI-based search features. For businesses and SEOs, this update is a reminder to focus on user-centric content and monitor algorithmic changes closely. As volatility continues in lower-ranking positions and specific industries see shifts, staying adaptable will be crucial.
Actionable Steps:
- Regularly Review Rankings: Track how your pages perform in both organic and AIO search results to identify patterns.
- Optimize for User Value: Enhance your content’s relevance by focusing on genuine value over keyword optimization.
- Adapt to Industry-Specific Trends: Consider tailoring content strategies based on observed changes in your industry.
Staying informed and proactive will help you maximize the impact of Google’s ongoing updates. Keep an eye on these trends and adjust your strategy to stay competitive in the ever-evolving search landscape
