AI and the Future of SEO: Navigating Core Algorithm Updates

If you've been keeping up with SEO, you’ll know that the landscape is constantly evolving. This year has stood out even more, with two major Google algorithm updates shaking things up in 2024 alone. So, AI and the Future of SEO, let's discuss the critical changes and how businesses can stay ahead.

What's New with Google's Core Algorithm?

Google's algorithm updates are designed to improve the search experience by enhancing how websites are ranked. Over the past year, these updates have increasingly focused on user intent, content quality, and fighting spam.
Google's updates are an extension of ongoing efforts to prioritize helpful content and deliver search results that match user intent. Google is pulling out quality content and fighting spam harder than ever, particularly low-quality, AI-generated content, such as this blog post… ha-ha, 's just a bad joke. 

Spam and AI: A Growing Concern

Google’s 2024 spam update, rolled out separately from its core algorithm update, is a clear response to the rise of AI-generated content. While AI tools can be helpful for brainstorming and content ideation, Google warns against the misuse of AI to mass-produce low-quality content. AI makes it easy to generate vast amounts of content, but it can also flood the web with junk. Google wants to surface content with real-world knowledge and firsthand experiences—things that AI can’t fake, at least not at the moment. 

“As AI-generated content continues to grow, Google’s recent spam update serves as a reminder that quality is more important than quantity. Authenticity and user relevance are what should be prioritized in terms of best SEO practices. While tools like AI offer new capabilities, they also bring the risk of creating low-value content that has no real worth.” - Fabian Riofrio, Director of Client Strategy

How Have the Updates Affected Website Rankings?

Many industries have been impacted by these algorithm updates, but sectors involving medical, financial, and authoritative information have felt the greatest shifts. These “Your Money, Your Life” (YMYL) sites must now adhere to stricter standards of trustworthiness and expertise to maintain their rankings.
Google has said that rankings can fluctuate for a while after an update rolls out. You might see ups and downs over the next few months as Google continues to tweak things.

What Should You Do to Adapt AI and SEO

Here are the key things to help your site stay competitive:

Focus on Content Quality: Prioritize authentic, expert-driven content over AI-generated articles. Content that demonstrates experience and authority will perform better in the long run.

Optimize for User Intent: Think about what your audience is truly searching for. It's no longer enough to stuff keywords into your content. Google is rewarding pages that match searcher intent.

Diversify Your SEO Strategy: Expand beyond traditional SEO. Make sure you're creating video content, updating Google Business Profiles, and leveraging schema markup to help Google better understand your site’s content. Adding schema markup to your site can help Google identify specific information, improving your chances of getting rich results or featured snippets.

What's Next?

SEO in 2025 will continue to evolve, with Google increasingly focusing on delivering a personalized search experience. This means that businesses need to continuously optimize their websites to stay visible and relevant.
Stay tuned for more insights as the SEO landscape continues to shift, and remember to stay focused on providing value to your users. Want to dive deeper into these changes? Reach out to us.