The search landscape has been significantly disrupted following Google’s August 2024 core update, which was fully rolled out by 3rd September 2024. The update has caused considerable fluctuations in search rankings, and many website owners and SEO professionals are still trying to grasp its impact. While the rollout was relatively fast, taking only 19 days, its effects continue to be felt across various sectors.

Purpose of the August 2024 Core Update

The primary goal of the August core update, like previous updates, is to improve the quality of search results by better identifying and promoting content that provides genuine value to users. This update specifically aims to prioritise websites offering useful, original content, especially from smaller or independent publishers, as part of Google’s ongoing efforts to respond to feedback from the SEO and content creation communities (Search Engine Roundtable) (Search Engine Journal).

John Mueller, Google’s Senior Search Analyst, emphasised that the update is meant to surface content that serves users’ needs, rather than pages optimised purely for search rankings. Sites that focus excessively on SEO without providing real value to users are more likely to see a decline in their rankings (Search Engine Land). This aligns with Google’s broader strategy to devalue content that appears created solely to “game” the algorithm.

The Ongoing Volatility in Search Rankings

Since the update’s rollout, the SEO community has been abuzz with reports of dramatic ranking shifts. Many website owners have seen either marked improvements or severe declines. While some large publishers like Forbes and Reddit appear to have benefited, smaller businesses and independent websites are struggling to regain visibility. The volatility has led to complaints that large, mass-produced content platforms are being favoured over niche publishers, which creates challenges for small businesses trying to compete for search engine real estate (Search Engine Roundtable).

The ongoing fluctuations make it difficult to determine the full impact of the update, and it may take weeks or even months for the dust to settle. As Mueller pointed out, search rankings naturally fluctuate during the rollout of core updates, so it’s essential to wait for the process to complete before making any significant decisions regarding SEO strategy (Search Engine Land).

What to Do if Your Website Was Affected

For those negatively affected by the update, there’s no quick fix. Google advises that a dip in rankings doesn’t necessarily mean there’s anything wrong with a website’s content. Instead, it’s a sign that the algorithm has reassessed the relevance of the site’s content relative to users’ needs (Search Engine Journal).

Google has updated its guidance on core updates, encouraging webmasters to focus on providing helpful, reliable, and user-first content. While this might not result in immediate improvements, it aligns with the search engine’s long-term vision for providing users with the best possible search experience.

Furthermore, sites that have seen ranking drops may experience a partial recovery with future updates. However, long-term recovery will likely require consistent efforts to improve content quality, ensuring it meets user expectations rather than being purely optimised for search engines (Search Engine Land).

Long-Term SEO Strategy

The August 2024 core update reinforces the notion that content creators must take a more holistic approach to SEO. Instead of focusing solely on keywords and optimisation techniques, webmasters should invest time in producing valuable, user-centric content.

While the update has caused significant upheaval, the volatility is expected to ease in the coming weeks. Websites that remain committed to quality content and user satisfaction should see improvements over time. SEO professionals should use this period to analyse the performance of their sites, taking into account the update’s guidelines to shape future strategies (Search Engine Roundtable) (Search Engine Journal).

In conclusion, Google’s August 2024 core update continues to create search volatility. However, its message is clear: long-term success in search rankings depends on providing authentic, user-focused content. Those who adapt to this focus will likely see benefits in future updates, while those relying on short-term SEO tactics may continue to struggle.