Whether you’re a seasoned SEO professional or a DIY dabbler, we can all agree that 2024 has been a tough year within the SEO landscape. With Google deploying two major core algorithm updates, there has been some huge changes in the way websites are ranked.
SERP volatility has been a hot topic globally for those of us in the SEO industry. Particularly in Australia, we haven’t seen low-levels of SERP volatility since early this year. Suddenly found your website dropping into uncharted territory? The higher the volatility, the higher the fluctuations in search rankings. Generally speaking, during times of algorithm updates there will be strong unpredictability in SERPs. So if you’ve noticed some major changes in your website traffic and positioning, don’t worry; we all have.
Google has officially released two major core updates in 2024, both of which have totally changed the SEO landscape and heavily impacted SERP volatility. Most notably the March algorithm update sent rankings into a tailspin, with many people reporting significant changes in their website rankings. Due to the rise in spam-based AI publications, Google has pushed its focus to reliable, quality content. Stricter spam policies, a greater focus on core web vitals and user experience are just a few of the things on our 2024 SEO bingo card post-update. While it’s unlikely that we will see any more algorithm updates this year, Google is not known for being predictable and they could surprise us.
User intention has always been one of the main elements of producing a healthy SEO framework for your website(s). With the rise of artificial intelligence there has been a change of hands between informational and commercial content. Google doesn’t seem to be prioritising informational content as much this year, with a recalibration of SERPs in favour of transactional content. Do you find yourself jumping on Gemini to ask a question rather than Googling it nowadays? Search engines recognise this and are reshuffling their algorithms to account for that. This is leading to rapid SERP volatility.
So we’ve accepted that a lot of your SEO woes are out of your control – what does that mean for the evolution of your website? SERP volatility is likely to remain medium-high for the rest of 2024, so playing the long game is the best thing you can do. Now’s the time to invest in user experience. Focus on optimising your website for UX – that means reviewing your core web vitals and lighthouse scores and addressing issues where you can. Don’t fall down the AI rabbit hole. As tempting as it can be, focus on producing reliable, quality content
You can always keep up to date on global and national SERP volatility with tools such as AccuRanker & SEMrush. Want deeper insight into the 2024 SEO landscape? Check out these helpful resources on Yoast and SEMrush.
After more in-depth advice to get your website performing in this everchanging landscape? Speak to the team here at BKC Media for professional SEO services.
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