Introduction
Yes, another day, another Google core update. At least that’s what it feels like. The fourth one of this year! We will be producing a 2024 SEO recap as we did last year to discuss this tumultuous SEO year. Our 2023 recap can be found here.
In March we saw the first update of the year come in, which focused on enhancing search result quality. Specifically, looking at promoting content deemed genuinely useful while de-prioritising low-value material, whether human or AI-generated.
As with any Google core update, this shook up rankings and impacted numerous sites.
Now, to make things even more exciting (or chaotic, depending on your perspective), Google has just announced yet another core update in December just one week after the November core update finished rolling out.
That’s right, this marks the fourth core update of 2024, dropping just as we were catching our breath from the last one.
WHEN TO PANIC?!?!
The short answer to this is, don't panic. Granted, much easier said than done. But as with any Google core update, keyword rankings can be increased and also decreased whilst the update rolls out. And your traffic may take a hit. Updates typically take around 2 weeks to fully roll out. So during these hectic 2 weeks, you may see fluctuations in your keyword rankings & traffic.
A good SEO strategy should always be focused on generating high-quality content written by experts in your industry.
To skilled SEOs, these core updates shouldn’t cause too much panic especially if your site has been built with SEO in mind.
Read more from Tribus’ SEO team here as they discuss how to ready your site for launch.
December Core Update - What is Happening This Time?
So what’s happening this time? What updates are Google making? Well, just like every core update, Google continues to reward websites that deliver high-quality, helpful and original content.
A search engine's main purpose is to deliver the right results at the right time for their users. Google’s mission statement literally says “Organise the world’s information and make it universally accessible and useful” As with all core updates they wish to improve the quality of search results by showing more content that people find genuinely useful and less content that feels like it was made purely just to do well on search.
The December core update focuses on enhancing search result quality, continuing Google's trend of prioritising content that genuinely satisfies user intent.
Tribus’ SEO Advice:
You should always focus on the quality of the content you produce. Think about how you would pitch your business to a client. You wouldn’t give a generic speech; you would present them with a perfectly balanced pitch. It’s not about throwing together a presentation, it's about delivering a presentation that is tailored, insightful and solves their problems and needs. This is how you should approach your on-page SEO strategy.
Google will continue to further refine rankings to highlight genuinely helpful content. This is a continuation of their broader goals from previous updates and should be considered in your 2025 SEO strategy.
What our SEO team does find interesting about the December core update is its proximity to the November update. We’ve not seen two updates rolled out this close together since 2022.
The close timing to the November 2024 update suggests a strategic effort to improve search quality before year-end. Not great for Christmas online-retailers. Is Google trying to push more businesses to use Google Ads during the busiest time of the year?
Websites negatively hit by earlier updates, like the 2023 Helpful Content Update, should not expect significant recovery unless their content has undergone substantial improvement.
What Should You Do Now?
Stay calm and carry on (without touching your site). With these back-to-back updates, it’s easy to feel overwhelmed, but the same advice applies: let the update roll out fully before making any significant changes to your website. Keep monitoring your keyword rankings and traffic, but resist the urge to react impulsively to fluctuations.
As we head into 2025, it’s clear that Google remains laser-focused on improving search quality and rewarding sites that truly prioritise their audiences search intent. So, focus on creating content that is genuinely helpful, well-written, and made with people, not algorithms, in mind.
Need help with your SEO strategies heading into the new year? Contact the Tribus team here.
