Google’s algorithm has evolved significantly over the years. Since its inception, Google has released updates that have dramatically changed the way search results are ranked. Think of the Panda update in 2011, which put quality content first, the Venice update in 2012, which improved local search results, and Penguin, which in the same year tackled over-optimization and link spam. Then in 2013, Google introduced Hummingbird, an algorithm that better understood semantic search queries, and in 2014, the Pigeon update, which further refined local SEO.
This was followed by the major RankBrain update in 2015, which applied machine learning to improve search results, and the Medic update in 2018, which hit medical and healthcare sites particularly hard. In 2019, BERT, a model that better understood the context of words in search queries, was released. These developments have laid the foundation for further refinement of Google’s algorithm.
The largest and most impactfull AI update, Search Generative Experience (GSG), took place at the end of 2023 and will probably be rolled out in the Netherlands, among other places, at the end of 2024. In this blog, we discuss the most important updates after 2019 and what they mean for businesses in 2024 and beyond. So read on and find out.
1. Mobile-First Indexing: Mobile as Standard
Since the full rollout of Mobile-First Indexing in 2020, Google has primarily used the mobile version of websites for indexing and ranking. In 2024, mobile internet usage will continue to increase, making a good mobile experience essential for ranking high in search results.
Tips to optimize for Mobile-First Indexing:
- Make sure your mobile site has the same important content as your desktop version.
- Improve your mobile site’s loading speed with tools like Google PageSpeed Insights.
- Make sure your navigation and UX are mobile-friendly, with clear, clickable buttons.
- Use responsive design techniques so your site adapts to different screen sizes.
- Regularly test your site on mobile to make sure all features are working properly.
More info: https://developers.google.com/search/blog/2020/03/announcing-mobile-first-indexing-for-all-sites
2. Quality Rater Guidelines and E-A-T: Trust and Authority Are Essential
The Quality Rater Guidelines and the E-A-T principle (Expertise, Authoritativeness, Trustworthiness) are crucial for evaluating the quality of websites. In sectors such as health, finance, and legal advice, these factors play an even greater role in determining search rankings. And in 2022, an extra ‘E’ was added, the ‘E’ for Experience: E-E-A-T.
The Google Search Central announcement on X about the additional Experience ‘E’.
Tips to optimize for E-E-A-T:
- Make sure your content is written by recognized experts in the field.
- Write about your own experiences and not just hearsay.
- Add clear author information and contact details to your website.
- Refer to reliable sources and scientific studies in your content.
- Build a good online reputation by collecting positive reviews and testimonials.
- Make sure your website has a secure HTTPS connection to strengthen user trust.
More info: https://developers.google.com/search/blog/2020/12/evaluating-page-experience
https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t
3. The Core Web Vitals Update: Focus on User Experience
In 2021, Google introduced Core Web Vitals, three metrics that measure the overall user experience on websites: Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS). Since then, Google has refined the measurements, making them even more important for SEO in 2024.
Tips to optimize for Core Web Vitals:
- Improve your LCP by compressing and optimizing images and videos for web use.
- Reduce FID by minimizing heavy JavaScript files and using caching.
- Optimize your layout to prevent sudden page content shifts (CLS).
- Regularly test your website with tools like Google Lighthouse and PageSpeed Insights.
- Use content delivery networks (CDNs) to reduce load times
More info: https://developers.google.com/search/blog/2021/04/more-details-page-experience
4. MUM Update: BERT on steriods
The Multitask Unified Model (MUM) update, introduced in 2021 and further developed in 2023 and 2024, uses artificial intelligence to process searches. MUM is said to be 1,000x better and faster than the BERT update from 2019. MUM understands context better, can combine multiple languages and media formats, and therefore provides more relevant results. See this example of the Google MUM intro blog:
Tips to optimize for MUM:
- Use visual and interactive content such as videos, infographics and images to reinforce your message.
- Create in-depth content that answers complex questions and explores topics from different angles.
- Consider offering content in multiple languages to increase your reach.
- Optimize your content for voice search, as MUM understands voice queries better.
- Add structured data to your website to better communicate the context of your content to search engines.
More info: https://developers.google.com/search/blog/2021/05/introducing-mum
5. The Helpful Content Update: Valuable Content Rewarded
De Helpful Content Update werd in augustus 2022 geïntroduceerd en heeft sindsdien een aantal updates gekregen. Google geeft prioriteit aan content die daadwerkelijk nuttig en waardevol is voor gebruikers, en niet alleen geschreven is om zoekmachines te plezieren. Deze trend heeft zich in 2024 voortgezet, waarbij kwalitatief hoogstaande content de boventoon voert.
Dat dit vaak kwalitatief hoogwaardige kleinere merken benadeelde laat de BBC zien in dit artikel over o.a de rank droppings van Housefresh.com en de groei van Reddit.
Tips om te optimaliseren voor de Helpful Content Update:
- Write content specifically aimed at solving user questions or problems.
- Do your own research and publish about it.
- Avoid using ‘clickbait’ titles and content that doesn’t match user expectations.
- Update outdated content regularly to stay relevant and up-to-date.
- Ensure a clear structure in your articles, with good use of subheadings and paragraphs.
- Avoid excessive use of keywords; focus on natural language and readability.
- Pray to Google that Reddit doesn’t take over your search terms.
More info: https://developers.google.com/search/blog/2022/08/helpful-content-update
6- Google Search Generative Experience (GSG)
Not really an algorithm update but a major change prompted by Microsoft and therefore Bing’s AI applications; the AI-driven search results ‘card’ at the top of the search results. For now only in English-speaking countries with the US and UK at the forefront. My suspicion is that the stricter EU privacy laws will temporarily ban GSG from the EU. Google itself says that they have been using a form of AI since the automatic spelling correction, but this is of course next level.
The basis of an AI snapshot consists of
- A summary of the most important information about a topic. This way you quickly get a good overview of a topic. A standard AI snapshot consists of text, possibly supplemented with images and/or videos.
- Follow-up questions to get more information. In addition to the space to ask a question yourself (‘ask a follow up’), there are also 3 related follow-up questions to click on.
- An overview of the sources that were used to generate the summary. This way you can check the information yourself or read further in the source used. The way in which Google shows sources still varies greatly
Jadwiga Peter wrote on Frankwatching about SGE experimenten (in Dutch) that she performed via a VPN.
Ze ontdekte dat er 2 zoekintenties vaak AI GSG resultaten genereren:
- The search query intent is inspiration: ‘What is the most beautiful route through the mountains from Switzerland to Milan?’
- The search query is a fact: ‘How high is Mount Everest?”
Tips to optimize for Google Search Generative Experience
- Current top 10 serp links often also score well in the GSE
- In GSE carousel with words that are not currently in the top 10
- Content:
- Ask and answer questions
- Rich snippets: FAQs and How to’s
- E-E-A-T AI algo (Experience, Expertise, Authority and Trustworthiness) is and remains of great importance
- Quality content over quantity
- Search intent fact or inspiration searches are more effected, write for them.
- Add articles with questions and answers to facts and inspiration with video and pictures.
More info: https://blog.google/products/search/generative-ai-search
7. Looking Ahead to 2025: Artificial Intelligence and Privacy
Looking ahead to 2025, we see artificial intelligence (AI) and privacy at the heart of Google’s future updates. AI will play an even bigger role in search, with improved models like MUM and GSG that can better answer complex queries and combine multiple types of content. OpenAi search search will enter the market, competing with Bing and Google. Additionally, privacy will become an increasingly important topic, with stricter regulations and users demanding more control over their data. Third-party cookies will be in trouble. Google and Criteo, for example, are doing everything they can to keep the remarketing market that thrives on third-party cookies intact via a roundabout route.
Tips to be prepared for future developments:
- Invest in AI tools to automate content creation and search optimization so you can understand what’s going on.
- Integrate privacy-friendly solutions, such as cookie-free tracking and user opt-ins, into your website.
- Stay up to date on new data regulations and ensure your website is compliant.
- Create content that is not only keyword-driven, but also responds to users’ changing search intent.
- Use data analytics to gain better insight into user behavior and their interactions with your content.
Read more?
Keep an eye on search product blog and search core updates van Google for new algo updates. Ckeckout SemRush sensor (per country but unfortunately not for NL) or Moz algo charting & Mozcast to see which algo update has the most ranking changes.
