What Google’s Core Algorithm Update Means for Ag | June 2024

“You shouldn’t build a house on rented land” is a phrase we’re all familiar with, and in digital marketing, it’s never been more relevant. 

From Meta to TikTok, algorithm updates have been rampant on all platforms, and this year, Google followed suit. Google updates its algorithm 500-600 times per year, but every few years, there’s a significant core algorithm update. In March 2024, Google rolled out one of its largest to date, aiming to combat AI-generated content.

This update caused some websites to lose up to 95% of their traffic. In agriculture, wellness, and health—the industries my clients are in — I saw only a 15% decrease (at most) due to how I structure website content and maintenance. Here’s what I recommend for maintaining your website’s search traffic and ranking:

1. Stick to “useful and educational” content: Ensure your content is insightful, helpful, and actionable for your audience.
2. Focus on audience-centric content: Prioritize the needs of your site visitors over search engines.
3. Understand and improve engagement rate: This update emphasizes the time people spend on your pages. In Google Analytics 4 (GA4), focus on engagement rate (the new bounce rate). Aim for 65% or higher, as it correlates with page experience and content relevance.
4. Audit and update older content: Regularly update pages or posts that still attract traffic. Simple updates, like adding new calls to action (CTAs), can keep content relevant.
5. Remove outdated content: Eliminate irrelevant pages and blogs, and create 301 redirects to relevant pages. Avoid leaving a trail of 404 errors that can further penalize your ranking.

The latest core algorithm prioritizes human-centered content, supported by images, videos (YouTube embeds), and audio (podcast embeds), aiming to push AI-generated content down the search results. Your website isn’t built on rented land; it’s an owned property. By maintaining it, you can better withstand social algorithm changes and losses.

Read Google’s Fundamentals of Creating Helpful Content

This article was written and submitted by Macala Rose, Data & Behavior Analyst. To learn more about Macala and how you can work with her, visit her profile on The Directory, here!