Google has done it again! - is something you probably hear with every major Google update (and sometimes with minor ones).
This time, however, is a little different. With the March 2024 update, Google plans to Reduce the amount of unhelpful and repetitive content by 40%..
What does this mean? We'd like to say that it's just about the updated spam rules, so your site is most likely safe. The reality is... Well, a bit controversial, to put it mildly.
But without getting too pessimistic, let's instead focus on what Google's March 2024 updates are all about and how to respond if your site is affected by them.
Google's March 2024 update: What's new?
Let's start with the most important. With the March major update, Google has "de-indexed" thousands of websites over the past two weeks.
Why the quotation marks? Well, technically, the only way Google can decide to remove your site from Google search results - that is, de-index it - is through a manual penalty. A major algorithm update alone cannot remove sites from search results. However, there have been many reports on X regarding Pure Spam and manual penalties after the update.
The manner of the changes raises some questions, but before we get to that, let's look at the main changes in the March 2024 update.
Updates on Helpful Content merged with main updates
The Helpful Content Update, or HCU, is by far one of the most influential changes to Google's ranking system of the past few years - if not in the entire history of search engine updates. It's safe to say that fewer sites were affected by the initial release than those that had to go into failure mode.
Undoing the changes is also quite difficult and time-consuming. Despite the fact that Google does not specify any time frame, it usually takes several months, and there is no guarantee that the site will return to its former glory.
Given that the HCU classifier is already running without interruption, it has been merged with the major update system. This means two things:
- Webmasters and SEOs don't have to worry about unexpected HCU updates, which means more time for planning,
- Webmasters and SEOs need to keep HCU in mind when preparing for upcoming updates - something many agencies still don't do (it's standard with us!).
How do I recover my position after a Helpful Content Update?
Although "it depends" is a recurring joke in the SEO community, here it applies - there is no single method for recovering from declines in traffic or search engine positions caused by HCU. Google has not issued any specific guidelines on the subject, other than to recommend creating reader-focused content and discourage the production of low-quality content.
If your site has been affected by a manual penalty or limited by an algorithm, our SEO Discovery package will help you find potential solutions. You don't have to take our word for it - we've already saved many such sites!
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Links are no longer the main ranking factor
Google has long disregarded links as one of the most important ranking factors. With the latest update, Google has removed the word important from its spam rules.
Roger Montti of Search Engine Journal notes that this change should not be taken too seriously in the context of previous changes. However, it is a clear indicator of the direction Google has taken.
However, that doesn't mean link building doesn't make sense anymore!
With this change, Google has taken aim at manipulative link tactics. It is focusing on paid links that are designed to mislead Google by pretending that the sites from which the links were obtained are authoritative.
This is nothing new - PBNs used to be a big thing, and Google has been tracking them ever since. What is new is that now Google will explicitly check outbound links for any paid link schemes.
Further changes in the quality of search results
In addition to merging HCUs with Google's main core and (potentially) deprecating links, Google has also made some tweaks to improve the quality of its search results.
In other words, Google is tightening the screw even further on spam rules and low-quality content to give users even better results - at least that's what it claims.
Quality ratings are now more accurate in detecting not only outright spam, but also low-value content that is either misleading or overly focused on feeding search engines with keywords to achieve higher rankings(Is it Trading Sunday today?!).
March updates on spam
According to Google's blog, the March 2024 update introduced new spam rules. They center around three spam tactics: abuse of mass-generated content, abuse of site reputation and abuse of expired domains.
Let's take a look at how each of these abuses affects the quality of the online content ecosystem and what Google is doing to curb their proliferation.
Abuse of mass-generated content
Google has made changes to its policy on mass content abuse in an effort to remove repetitive, low-quality content. This mainly refers to the use of automated and semi-automated systems to mass produce (repetitive) content for the sole purpose of manipulating search rankings.
This policy was first introduced when it was obvious that AI was being used to generate content on a large scale. Now that the methods have become more sophisticated and it is more difficult to clearly identify AI-written texts, Google has decided to change, or actually broaden, the scope of this policy.
As of now, Google isn't just focusing on the automation aspect of large-scale content creation. Instead, it wants to penalize mass-produced content aimed solely at boosting search rankings - whether it was created by AI, a human writer, or a combination of both. This makes it clear that Google has apologized to AI.
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Abuse of site reputation
Another change in Google's policy concerns abuse of a site's reputation. This happens when a site with an established reputation posts low-quality content produced by third parties.
Google uses the example of a loan company that publishes reviews on a highly respected education website to capitalize on its strong reputation and thereby gain higher search rankings.
Such tactics confuse users - they expect a certain standard of content based on the site's reputation, and they get marketing pap.
Google has marked such low-value content produced by third parties (mainly for ranking purposes) as spam. It is giving site owners a two-month adjustment period before putting the policy into effect, so that site owners have enough time to make the necessary corrections.
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Abuse of expired domains
Last, but not least, new is Google's approach to the harmful practice of abusing expired domains. It involves acquiring expired domains and uploading a large amount of low-quality content to them in order to maintain the reputation achieved by the earlier site.
This is problematic because it provides a significant advantage in search results, misleading Google.
However, it is also quite easy to spot, so it is obvious that Google will mark expired domains, renewed for the sole purpose of exploiting their high authority, as spam.
Google's new update: When to panic?
Although these new rules may initially cause anxiety, don't panic!
These updated guidelines focus on content quality manipulators who inflate their search rankings through unethical practices.
If your site's policy is based on creating high-quality and unique material that provides authentic value to readers, you have nothing to fear - at least according to what Google representatives say.
We always stick to successful and tested SEO strategies, and in times like these, we always stress the importance of staying up-to-date with Google's guidelines and adjusting your SEO strategies according to the latest changes - ideally, even before they take effect.
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But Google has penalized my site!
This is quite common - previous updates have also led to many unexpected drops in website visibility, despite compliance with Google's guidelines.
As we mentioned earlier, the best way to find out whether a drop in search result rankings is a direct consequence of a manual action by Google or is the result of an algorithm change is to perform an audit on your site.
If you're still not sure, our SEO Discovery package can help you figure out what could have potentially gone wrong.
Whether you see this update as a threat or an opportunity, it is crucial for site owners to remain proactive and continually strive to improve the quality of content and user experience on their site.
At the end of the day, the most important goal of Google's latest update, according to the company's mission statement, is to organize the world's information resources so that they are universally accessible and useful.
Summary
With the major changes brought about by the March 2024 major update and the new spam rules, there is certainly a lot of room for improvement - especially for website owners who have so far paid little attention to content quality.
Adapting to these changes will require both time and work.
However, if your goal remains to create quality content, you probably have no reason to panic.
What to do. Stay current, adjust your SEO strategies according to new updates and rules, and make sure you're giving users real value in your content.
