If you’re involved in digital marketing or run a small business website, you may be interested in how your website ranks on Google. Search Engine Optimisation, or SEO, is the process of boosting your organic presence in the search results.
Many SEO consultants will tell you they have the exact formula worked out on how to secure top rankings. However, underneath the surface, we are all really beholden to an extremely complex algorithm that determines who ranks and for what keywords.
The March 2024 Core Update from Google is a significant shift aimed at enhancing the quality of search results by targeting and reducing unoriginal, low-quality content. The update introduces changes to improve search result quality alongside new spam policies designed to diminish manipulative content practices.
Here’s a breakdown of how these updates could impact your small business website.
Key Highlights of the March 2024 Core Update
Quality and spam focus
The update is geared towards reducing unhelpful and unoriginal content in search results by 40%, aiming to improve the overall quality of content surfaced by Google.
Algorithm enhancements
Google has made algorithmic enhancements to better surface helpful information and reduce unoriginal content, which means that websites offering unique, quality content stand to benefit.
New spam policies
The update introduces stricter policies against spam, targeting scaled content abuse, site reputation abuse, and expired domain abuse. This means that any content created at scale with little to no value, or leveraging a website’s reputation or expired domains for manipulative purposes, will be penalised.
Check out this blog published by HubSpot if you think your website might be flagged for spam:
4 Changes to Link Signals
Deemphasizing links
The update alters how links are factored into page relevancy, moving away from treating them as a primary determinant of a page’s relevance or quality.
Content for link manipulation
Google now targets content created primarily for manipulating link and ranking signals, potentially affecting how backlinks contribute to your site’s SEO performance.
Outgoing link scrutiny
The algorithm will scrutinise manipulative outgoing links more closely, penalising sites involved in such practices.
Expired domain use
There’s a new focus on how expired domains are repurposed, particularly if they switch to a substantially different use that aims to manipulate search rankings.
Implications for Your Small Business Website
Small business websites need to adapt to these changes to maintain or improve their search visibility. Here are some actionable tips.
Focus on quality content
Ensure your website offers unique, helpful content that addresses the needs of your audience. Content should be designed for users first, with search engine considerations as a secondary factor.
Think about publishing long form guides and ‘how to’ blogs that actually help users out. For example, check out this great example of a really useful guide on ‘how to improve wifi speed’ that gives you 10 actionable tips in an easy to read format: https://www.swoop.com.au/blog/how-to-speed-up-wifi/
Review your link-building practices
Given the changes to how links are evaluated, it’s crucial to review and possibly adjust your link-building strategies. Focus on earning high-quality, natural backlinks rather than engaging in manipulative link-building tactics.
Monitor outgoing links
Ensure that any outgoing links from your site are to reputable, high-quality sites and are not intended to manipulate search rankings.
Be cautious with domain purchases
If purchasing expired domains, be wary of how they’re repurposed. Ensure that any new content aligns closely with the domain’s previous theme or purpose to avoid penalties.
Overall, the updates highlight Google’s continued focus on improving search result quality and fighting spam. By adapting your SEO strategies to emphasise quality content and ethical practices, your small business website can build a robust SEO program that weathers any algorithm changes successfully.
Marshall Thurlow is Director and Founder of Orion Marketing Pty Ltd. He is a digital marketer with expertise in SEO, website design, content marketing and project management.
