What's New in Google Search 2024
As 2025 approaches, Google Search has seen significant transformations that are reshaping the landscape of digital marketing. These recent changes have introduced substantial shifts, leading SEOs to report notable volatility in the SERP over the summer.
In this post, we’ll cover the most impactful updates to Google Search in 2024 and discuss why they may necessitate a fresh look at your digital strategy.
March 2024 Core Update
The March Core Update marked the first major update of 2024. Launched on March 5th, this was Google’s longest rollout to date, spanning 45 days and officially concluding on April 19th. This core update focused on reducing low-quality content, including AI-generated spam, with a prospective 45% reduction (up from the initially estimated 40%) in low-value, unoriginal content in search results.
This update was quite complex, with Google integrating changes across multiple core systems. As part of these changes, Google’s helpful content system was embedded directly into the core algorithm, heightening Google’s ability to assess a website’s true value with a more holistic, multi-faceted approach.
Within days of the update’s release, websites across various sectors experienced its impact, particularly those relying on manipulative tactics, many of which faced penalties or even removal from Google’s search index. Google officially announced the update’s completion on April 26th, a full 52 days after the initial rollout began.
March 2024 Spam Update
Alongside the March Core Update, Google introduced a new spam update, which began on March 5th and took 14 days to complete. This update targeted three increasingly prevalent spam practices across the web.
First, Google addressed expired domain abuse, a tactic where individuals acquire expired domains to leverage the previous owner’s search visibility while filling them with low-quality content. Second, scaled content abuse was targeted, where large volumes of low-value content are generated to manipulate search rankings. Lastly, Google tackled site reputation abuse, a tactic where websites publish third-party content with minimal oversight to boost rankings unfairly.
The first two policies were enforced immediately, while changes related to site reputation abuse were fully implemented on May 7th. This update was followed by a broad spam update on June 20th, which rolled out over 7 days and aimed to refine and reinforce Google’s anti-spam systems across the board.
August 2024 Core Update
The August Core Update, Google’s second major update of 2024, launched on August 15th and concluded on September 3rd. This update sought to improve search quality by prioritising genuinely helpful content over content optimised solely to perform well on search engines. However, the first few days were marked by a significant ranking bug, which Google resolved within 4 days.
This wasn’t an ordinary core update – it triggered sizable ranking shifts and noticeable changes across Google Search. Google indicated that the update incorporated feedback from content creators, especially in response to concerns raised after the March 2024 Core Update and the September 2023 Helpful Content Update, which many small and independent publishers found disruptive.
During the rollout, US SERPs experienced considerable volatility, a trend that continued after the update’s completion, while volatility remained relatively low in the UK and across most of Europe. Google hinted at more updates to come, acknowledging the growing concern among publishers over future changes. Since then, search rankings have shown marked fluctuations, though Google has yet to confirm any additional core updates or similar releases.
Future-Proof Your Digital Marketing Strategy With Us
In tandem with the August 2024 Core Update, Google updated its recovery guidance, advising website owners to wait a full week before making any adjustments. This allows time for proper analysis of pre- and post-update performance. Google also recommended addressing only dramatic ranking drops and focusing on user-centric improvements, rather than quick fixes.
At New Horizon Marketing, our SEO experts take a long-term approach, designing strategies rooted in a deep understanding of your customers’ needs. This method ensures resilience against major shifts, like those we’ve seen this year, and will probably see the next.
If you’re ready to make your digital marketing strategy future-proof, then our proven campaigns provide the expertise you need. Contact us today to learn more.
