Google changes are nothing new in the world of search and analytics. In fact, Google has a long history of famous algorithm updates, search index changes, and refreshes. It’s hard to keep up and just when you think you’ve got it all figured out, they go and surprise you again.
So, what’s the search giant been up to lately? We’ve summarized the more important recent changes for you right here in a tidy, easy to read article. Whether you’re a seasoned website developer, an SEO pro, or you’re a business owner just trying to get your website noticed, these tweaks from Google are sure to keep you on your toes and you’ll probably need to make a few updates so that your website rankings don’t start to drop off.
Firstly Though, How Often Do Google Changes Happen?
Get this: in 2022 alone, Google tweaked its search engine a whopping 4,725 times! We’re talking about shaking up their ranking systems, giving the user interface a makeover, you name it. Break it down, and it’s like Google’s hitting the refresh button 13 times a day.
Now, most of these changes are pretty low-key – you probably wouldn’t even notice them. But then there are those algorithm updates – they’re the real game-changers. When one of those bad boys rolls out, it can totally flip the script on how and where your website ranks on their search engines. One day you’re riding high at the top of the search results, the next you’re wondering if Google forgot you existed.
A Quick Summary Of 2024 Google Algorithm Updates
August 2024 core update (Aug. 15)
- This update addressed feedback following the September 2023 helpful content update, which negatively impacted many small and independent publishers. They updated the help page with more in-depth guidance for those who see changes after an update. Some sites hit by the September 2023 helpful content update saw some improvement, but not full recoveries.
Deepfake ranking system update (July 31)
- Google updated its ranking system to make sure deepfake content does not rank highly on Google Search. Google aims to show “surface high-quality, non-explicit content — like relevant news articles — when it’s available” instead of deepfakes.
June 2024 spam update (June 20)
- A general and broad spam update to cut back on clickbait article type sites.
Site reputation abuse update (May 6)
- Google said third-party content produced primarily for ranking purposes and without close oversight of a website owner would be considered spam. Some SEOs refer to this as “parasite SEO.”
March 2024 core update (March 5)
- This was a complex algorithm update, with multiple core systems getting updated and released, resulting in many fluctuations in search engine rankings. Google said unhelpful content in Search would be reduced by 40%. Google’s helpful content system was incorporated into its overall core ranking system at this time.
March 2024 spam update (March 5)
- Scaled content abuse (producing content at scale to boost search rankings – whether with automation, people, or a combination) was classified as search spam. Expired domain abuse (buying expired domains and repurposing them with the “intention of boosting the search ranking of low-quality content”) was classified as spam. And, Google started taking action against these new types of spam they were finding.
Let’s start with the most recent…
September 11 – Google Changes Ad Format For Ads
Google’s trying out a new look for ads in search results. Ads now have a taller gray background and clearer labels like “Sponsored” or “Promoted results.” It’s a big change from the current subtle ad markings. Google’s also labeling non-ad results as “All results” to make the difference crystal clear.
This test could make ads stand out more, which might affect how users interact with search results. If you’re an advertiser, keep an eye on your click-through and conversion rates. Google’s aiming for a balance between ad visibility and user experience, so the impact will really depend on the user and whether or not they give priority to organic listings versus paid ads.
September 6 – Google Changes Enhanced CPC To Manual CPC
Google Ads will begin phasing out enhanced CPC for new campaigns in October with the goal of transitioning all remaining campaigns to manual CPC by March 2025.
Remember ECPC (Enhanced Cost Per Click)? It was like training wheels for automated bidding. You could try out some automation without handing over full control to Google. Well, they’re taking that option away. If you haven’t already, it’s time to start testing fully automated bid strategies in your advertising campaigns. This is going to affect how you run your campaigns on both Search and Display networks.
Basically, Google’s pushing you to dive into the deep end of automation. If you’ve been holding back, now’s the time to figure out which automated strategies work best for your ads. Although you have to embrace this change – because they don’t really give you a choice – we caution you not to implement everything all at once and don’t be scared to roll changes back either. It’s important to watch the cause and effect of each alongside whatever other tracking tools you use whether you’re tracking calls or form submissions with third party software or you’re running the office old school by asking where people heard about you. Little changes can lead to a big stop in leads coming in or sales so be sure to pay close attention.
September 3 – Google Core Update Completed
From August 15 to September 3, Google made a core update that tweaked its search results. They’re trying to show more stuff that’s actually useful and less stuff that’s just made to game the system. If your site’s search engine rankings went up, congrats! If not, you might need to work on making your content more helpful.
This update was partly a response to complaints about last year’s changes, which hurt some small publishers. A few sites that got hit back then saw some improvement this time, but it wasn’t a widespread fix. Most sites either stayed the same or saw their rankings drop. So while Google’s trying to balance things out, it’s still tough out there for a lot of small business websites.
August 30 – Google Rolls Out Their New Google Ads Menu
Google’s given its Ads platform a total makeover, and as of August 30, it’s out with the old and in with the new for everyone using it on desktop. This fresh look, which they started rolling out last year, shakes up how everything’s organized. The idea is to make it easier for you to find what you need, whether you’re a newbie or a seasoned pro.
So, what’s different? Well, now you’ve got a menu on the left side that breaks everything down into five main categories. There’s also a search bar at the top, so you can quickly jump to whatever tool or setting you’re after. And the whole thing just looks cleaner and more modern. Google’s betting this new setup will help you get things done faster, no matter how much experience you’ve got with the platform.
August 27 – Google Changes Looker Studio By Removing Auction Insights
Google’s making a big change to its ad reports. Auction Insights, which shows how you stack up against competitors, is leaving Looker Studio. By September 23, you’ll need to update your reports because these competitive stats will only be in Google Ads now. If you don’t fix your Looker Studio reports, they might break. You can still see all this info in the Google Ads dashboard, but you’ll need to find new ways to track and report on how you’re doing compared to your competition or just check in on them manually. It’s more time consuming but, you can still see the information that used to fit neatly into your reports.
August 2 – Google Ads Announces A New Tax for Canada
Google’s about to make advertising in Canada a bit pricier. Starting October 1, Google’s slapping a 2.5% fee on ads shown in Canada. It’s called the Digital Services Tax fee, or DST for short. It doesn’t matter where you’re based – if your ads are reaching Canadian eyeballs, you’re gonna pay extra.
How’s it gonna work? Well, Google will tack on this 2.5% to the cost of your ad impressions or clicks in Canada. You’ll see it as a separate line on your bill at the end of the month. If you’re on automatic payments or monthly invoicing, it’ll just show up there. If you’re the type who pays manually or in advance, you might not see this charge right away. It’ll pop up after you’ve spent your initial payment.
Also August 2 – Google Adds New Consent Setting Tab In Data Manager
Google’s giving some advertisers a new privacy tool in their ads accounts with a “Consent settings” tab in the Data Manager. It lets you handle user consent differently for website data versus data you import or upload. This means you can be more specific about how you use people’s info in your ads. Right now, only some accounts have this feature. It’s part of Google’s bigger plan to give users more say over their data. We’ll have to wait and see if Google makes this available to everyone or keeps it for select users only.
July 31 – Google Changes Payment Options For Some Accounts
Google changed how some big advertisers pay for ads by not letting them use credit or debit cards anymore. Instead, they’ll have to use bank-based options like monthly invoicing or direct debit. Google says this is better for big spenders, but it might cause problems for some. They’re not saying exactly who has to switch, just that they’ve told “high-growth” accounts throughout the year by sending them an email notification that they will be asked to switch over in October-ish.
This change means Google gets paid more smoothly (and doesn’t have to pay credit card fees), but it takes away a flexible payment option some advertisers like and need. It could mess with cash flow for businesses used to using cards to pay for their advertising. Google’s pushing this as giving advertisers more control, but really, it’s taking away choices for how businesses pay for their advertising.
July 24 – Google Incorporates AI
Google dove headfirst into the AI pool across all their platforms, from Search to YouTube. But it’s not all smooth sailing. They’re also trying to figure out how to balance this cool new tech with people’s growing concerns about privacy.
AI is shaking things up in Google’s ad world, and it’s opening up some pretty sweet opportunities for marketers. But let’s not get too excited just yet. We’re still in the early days of this AI revolution, and there’s a lot more to come. Google’s making it easier for retailers to create ads, jazzing up YouTube (which is now the second most-watched TV platform, by the way), and they’re even testing out AI in search results.
And, because we know you are thinking about it, we have heard whispers of ChatGPT answers showing somewhere at the top of the search results but, we haven’t seen it yet. We’re not sure if we will start to see those answers above ads and organic listings, or in between somewhere but, when we hear more we will let you know.
July 1 – The Big One. Google Changes Analytics From UA to GA4
Google’s big analytics switch is complete. Universal Analytics is gone, replaced by Google Analytics 4 (GA4). If you didn’t switch before July 1, you’ve lost your old data for good. GA4 is meant to be more privacy-friendly and future-proof, but many marketers aren’t happy with it.
The main gripes? It’s harder to search and filter data, especially if your website changes. Making audiences is tricky and the ones you do create can’t be edited after. The interface is clunkier, with long dropdown menus and fewer options to compare data. Overall, many find GA4 less user-friendly than its predecessor.
If you’re using GA4, be prepared for a learning curve and some frustration as you adapt to the new system.
Is Your Head Spinning? You’re Probably Not Alone. We Can Help Keep Your Business On Track & Your Campaigns Running Effectively.
Google’s constantly changing, isn’t it? From new ad formats to overhauled analytics platforms, it’s like trying to hit a moving target while riding a roller coaster. Just when you think you’ve got it figured out, they throw another curveball. It’s enough to make anyone’s head spin but, that’s why specialists like us exist.
That’s right. The good news: you don’t have to tackle this digital maze alone. Call 3SIXTY Marketing Solutions! We’re your local, friendly guides through the ever-changing Google landscape whether you need help with your Google advertising campaigns, or your website updates and blog content. We’re a phone call away and we promise! No tech jargon… just straightforward simple language advice to help your business thrive online.
Want help now? Call us at 647-250-1494, or book a free consultation today to get started.
