As we continue through the latter half of 2023 and into 2024, the SEO world has experienced a whirlwind of changes and updates that have caused turmoil for many websites, particularly smaller ones that once held their own against larger competitors in their niches.
SEO results are never isolated incidents, but rather influenced by a web of interconnected factors such as algorithm updates, SERP feature shifts, and more. This complexity makes it challenging to pinpoint the exact causes of disruptions in performance.
In order to navigate the ever-changing SEO landscape and plan for 2025, staying informed about the current SEO trends is crucial for shaping your strategy.
A Timeline of SEO Turbulence: Late 2023 into 2024
The last six months of 2023 saw continuous volatility in the SERPs with major algorithm updates shaking up rankings across the board.
- August 2023 Core Update: This marked the start of a turbulent period with significant ranking shifts.
- September Helpful Content Update (HCU): Previously distinct from core updates, the HCU left many sites struggling to recover.
- October and November Core Updates: Continued the trend of volatility with substantial impacts on rankings and traffic.
- Google’s Deal with Reddit: In February 2024, Google licensed Reddit’s content to train AI models, leading to Reddit’s increased presence in SERPs and discussions about its influence on search visibility.
- March 2024 Core Update: A 45-day-long update aimed to reduce unhelpful content, resulting in significant penalties for offenders and impactful changes in rankings.
- August 2024 Core Update: With this update, Google acknowledged the losses smaller sites faced during the HCU, showing signs of recovery for some.
In addition to these updates, Google replaced FID with INP as a core metric, potentially acting as tie-breakers among top-ranking pages in the competitive SERP environment.
The Rise of AI Overviews and the Impact on Organic Search
During Google I/O in May 2024, the launch of AI Overviews (AIO) reshaped the SERP landscape but faced criticism for generating inaccurate answers.
Despite its reduced visibility, AIO significantly impacted organic search results by pushing them down the page, affecting click-through rates.
While getting your content cited in AIO is desirable, tracking its appearance in these overviews remains challenging, impacting click data in Google Search Console.
Learn more on our blog: Age of SGE: How Will AI Affect Search Traffic in the Next Decade?
The Resulting Outcome: More Zero-Click Searches
The trend of zero-click searches is on the rise, where users find information directly on the SERP without clicking through to sites, affecting organic search and ad revenue.
This shift signifies a change in the click-through rate curve, with top-ranking positions losing prominence as SERP features push them lower on the page, highlighting the importance of adapting to evolving search behavior.
While these changes may seem daunting, there are actionable steps to confidently navigate the SEO challenges of today.
How to Respond: Re-establishing Your SEO Strategy in 2025
In the current SEO landscape, it’s essential to reassess your goals and focus on achieving stability amidst ongoing updates and changes.
Here are some strategies to adapt:
- Prioritize Quality Traffic: Create engaging content following Google’s guidelines and aim for conversions rather than just traffic.
- Solidify Your Technical Foundation: Ensure your site is easily crawlable, optimize Core Web Vitals, and utilize schema markup for better content understanding.
- Emphasize Content Freshness: Maintain up-to-date content with consistent signals across different dates, avoiding URL dates where possible.
- Bolster E-A-T: Build credibility through expertise, authority, and trustworthiness, utilizing structured data for better industry communication.
- Optimize for Conversion: Focus on guiding users through the conversion funnel to mitigate potential traffic losses.
- Prioritize Your Efforts: Organize tasks based on resource intensity and impact to maximize efficiency.
Staying Agile in an Ever-Changing World of SEO
Adapting to the dynamic nature of SEO requires staying informed, creating high-quality content, maintaining technical excellence, and optimizing for user experience. Working with SEO experts can help you stay ahead of the curve and your competition.