This week, Google has released another core algorithm update. This one, according to SearchEngineLand.com, is to promote “useful content from small and independent publishers.” We explain what is going in this article.

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Early SEO

Since Google became the search engine of choice, there have been people trying to “crack the code” and understand what the search algorithm is looking for on websites. For decades now, they have been creating practices to get their website to rank higher. Sometimes, these practices were not always deemed to be legitimate.

For example, when it was learned that the Google rewarded sites that had good keyword content, some website developers and search optimizers added white text on a white background that was full of keywords. While humans couldn’t see the words, Google’s search bots could.

Once the search giant discovered this practice and penalized websites that had white text, some moved on to creating content that was so stuffed with keywords that it was unreadable. These are just a couple of examples. But there were many more “black hat” tactics used to get websites to rank high.

What Does Google Want?

Over the years, Google released a number of updates that penalized websites that used these tactics. This was in an effort to push bad sites down and raise good sites up.

While Google never defined exactly what it was looking for from websites, the company’s actions and the words spoken by execs and employees gave us enough clues to figure it out. The company wanted businesses to create good content that was keyword appropriate and that others found valuable. In short, create a good and helpful experience for your website visitors. This is an authentic way to create and demonstrate authority in one’s business category. Google has been consistent on this over the years.

Updates to the Algorithm

Google shows us what it wants through its updates. When people started using smartphones to access the internet, Google released an update that penalized websites that were not mobile-friendly. This was because non-mobile friendly sites created a bad experience for mobile users.

It is through their updates that Google has nudged web developers over the years to comply with the search giant’s vision of what websites should be on the internet.

The Rise of Artificial Intelligence

In recent years, we’ve seen the rise of Artificial Intelligence. It seems like every month, one A.I. product or another is doing something new and exciting. As it became available to the average user, marketers recognized it could easily create content in seconds. For example, by giving very specific directions to Chat GPT, the A.I. will pull findings from the internet and organize it into a blog article before your favorite song reaches the chorus. This is a task that might have taken a human several hours to complete.

While A.I. is a technological marvel, using it to create content does not satisfy what Google wants from a website: The authenticity and authority of a company. Afterall, if a human with years of experience in a given field writes a blog about his company, that article will express the know-how that this person possesses. If it is A.I generated, though, it is artificial, not authentic. It was not created from the background experience of a person at that company, but from software.

And the true value of any company is the knowledge and experience of the people involved in it.

Updates Promoting Good Content

Google updated its algorithm several times in the past to help promote useful content. In the past 12 months, these three updates have had a considerable impact.

September 2023 Core update

The September 2023 update was released to, according to Google, “…better ensure people see original, helpful content written by people, for people in search results.”

This update negatively impacted the search rankings of some sites that were doing well before September.

March 2024 Core Update

In 2024, Google again released two significant updates. The first came in March. It was, to date, the largest algorithm update it had ever done. As a Google spokesperson told SearchEngineLand.com, It was intended to, “reduce low quality, unoriginal content in search.”

In fact, this update reduced low quality and unhelpful content by 45%! The update redefined how the algorithm recognizes unhelpful content and pages that, “have a poor user experience or feel like they were created for search engines instead of people.”

While A.I generated content was not given as the sole reason for these updates, it is seen by many in the industry as low quality content because of its lack of originality.

August 2024 Core Update

In August, Google released another update. This time, the intent was, “to promote useful content from small and independent publishers.” It was also intended to help some of the sites that were negatively impacted by the September 2023 Update.

Regarding the August release, Google’s John Mueller said, “We aim to connect people with a range of high quality sites, including ‘small’ or ‘independent’ sites that are creating useful, original content on relevant searches. This is an area we will continue to address in future updates.”

What’s It All Mean?

The September, March and August rollouts are three more examples of how Google lets us know what it is looking for through its updates. In September 2023, it attempted to show us useful content “written by people, for people.” In March, Google reduced low quality content form appearing in searches.

Now in August, a second update promotes useful, original content from small independent publishers.

Google continues to nudge web developers and search optimizers toward creating good content that is useful, written by people for people and that others find valuable.

Related Resources

Google May Was a Tough Month

Optimizing Your Google Business Profile Posts for Engagement and Conversions

Why Small Businesses Need SEO

SEO Content: Make Your Blogs Rank

Google August 2024 core Update: What we’re seeing so far

Google March 2024 core update rollout is now complete

Google September 2023 helpful content is now done rolling out

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