After the Google Core Update: SEO positioning to come

The longest update seen in recent times of the Google algorithm has redefined the quality standards of web content. We analyze the impact it has had, and the strategies that are not only adaptive to the change, but also interpret the emergence of medium/long-term scenarios

On November 11, 2024, Google began one of the most significant core updates in recent years, finishing it just 24 days later on December 5. This Core Update marked a turning point in the way the search engine evaluates and ranks web content, significantly impacting the SEO rankings of many sites. The exceptionally long duration of the update and its effects on Google search results have forced a rethink of traditional SEO strategies.

Anatomy of the update: timeline and changes

The November 2024 Core Update was notable for its unprecedented duration of 24 days, manifesting several phases of implementation. The update timeline highlighted:

• Initial phase (November 11-15): first signs of volatility in rankings
• Intermediate phase (November 20-26): maximum peak of fluctuations, with particular intensity on November 25 and 26
• Final phase (November 27-December 5): gradual stabilization of search results

During this period, webmasters observed significant fluctuations in SEO positioning, with some sites experiencing variations of up to 30% in their organic visibility.

Here is a chart showing the volatility of this update, over the entire period:

Source: Semrush

How content positioning has changed

The impact on Google search results followed specific patterns, revealing a clear direction in the evolution of the algorithm:

Penalization of superficial contents

Content created only for positioning has suffered a sharp decline in visibility. In particular:

• articles with generic and repetitive information: content that reiterates basic notions without in-depth analysis or that slavishly retraces what is already present on the web
• texts without concrete examples or case studies: theoretical content that does not demonstrate the practical application of the information provided through real examples
• duplicated or slightly reworked content: texts copied from other sources or superficially modified, without adding original information value
• pages optimized exclusively for keywords: content artificially constructed around keywords, without real attention to the quality and usefulness of the information

First-hand experience is rewarded

The contents that have gained positions show:

• verifiable first-hand testimonies: direct experiences documented and verifiable, which demonstrate real practical knowledge of the topic
• analysis based on data and concrete experiences: studies supported by real data and measurable results, not just theory
• contributions from identifiable industry experts: interventions by recognized professionals who bring specific expertise and authority
• documented case histories and demonstrable results: real projects with verifiable results that demonstrate the effectiveness of the proposed solutions

In-depth and contextualised information

The greatest visibility was given to:

• content that explores topics from multiple perspectives: analyses that consider different points of view and approaches, offering a comprehensive vision
• articles that provide context and complete background: content that places the topic in its broader context, facilitating global understanding
• guides that include practical examples and real-world applications: content that translates theory into practice, showing how to concretely apply the information
• content that anticipates and answers users’ related questions: texts that proactively address the most common doubts and issues related to the main topic

The new paradigm introduced by Google has completely redefined the approach to creating online content. The algorithm now rewards those who put people’s real needs at the center, going beyond mere technical optimization. This means developing content starting from an in-depth analysis of the public’s information needs, using natural and understandable language, and providing complete answers that anticipate related questions.

Substantial quality has become the real discriminant for SEO positioning. It is no longer just a matter of inserting strategic keywords, but of integrating updated statistical data, citing authoritative and verifiable sources, and above all including concrete examples that make the contents immediately applicable. Constant maintenance and updating of existing contents have become crucial aspects to maintain relevant positions in search results.

In this context, the role of SEO consulting has undergone a profound transformation. Industry professionals have had to develop new skills that go far beyond technical optimization. Today, an effective SEO consultant must have an in-depth understanding of the reference industry, buyer persona analysis skills, and solid storytelling and content strategy skills. Verification of sources and the ability to conduct in-depth research have become essential skills.

SEO strategies have evolved into a more collaborative and specialized approach. Consultants work closely with industry experts, develop content based on empirical data, and implement qualitative research methodologies. Vertical specialization in market niches and building professional networks have become key elements for the success of positioning strategies.

This evolution represents a turning point in modern SEO. Success in positioning no longer depends on pre-established formulas or standardized techniques, but on the ability to create content that comes from a deep understanding of the sector and the real needs of people. It is an approach that requires more commitment and resources, but which guarantees more lasting and significant results over time.

This change by Google is very close to the vision and approach of TSW, which has always considered the aspect of needs, of real needs, of people as a priority, to be used as a parameter to conceive a science like SEO, to then create the best search experience.

Interpreting Google clues: focus on quality

Google has not released specific guidelines for the negatively affected sites, but has emphasized some key principles:

• authenticity of the content: the contents must reflect a real knowledge of the topic, avoiding superficial reworkings of other sources and favoring original perspectives based on direct experience
• added value for the reader: each content must offer unique information or insights not easily found elsewhere, providing concrete solutions to users’ problems
• compliance with the Google E-E-A-T concept (Experience, Expertise, Authoritativeness, Trustworthiness): the contents must demonstrate verifiable practical experience, specific expertise in the sector, recognized authority and reliability of the information provided, all elements that contribute to the overall credibility

The best positioning results were obtained by sites that were able to:

• integrate testimonials and real experiences: the inclusion of case studies, verifiable testimonials and documented results strengthens the credibility of the content and demonstrates the practical application of the information provided
• provide verifiable data and authoritative sources: the reference to studies, recent statistics and academic or institutional sources increases the authoritativeness of the content and allows readers to delve further
• keep the content constantly updated: the regular review of the information, the updating of data and statistics and the integration of new developments in the sector keep the content relevant over time
• develop topics in an exhaustive and original way: the complete treatment of the topics, which covers all relevant aspects and offers innovative perspectives, fully satisfies the search intent of the users

The significant role of Google’s Core Update

The November 2024 Core Update was therefore a crucial turning point in the SEO landscape, marking the transition from an approach that primarily favored technical aspects to a strategy that integrates various elements, focusing on the quality and usefulness of content. This update emphasizes that it is no longer enough to focus exclusively on technical factors such as site speed or keyword optimization. Instead, it is essential to adopt a holistic approach that considers the real usefulness of content for users as the main criterion for success in search results.

The quality of content is now evaluated based on its ability to solve real problems and provide accurate and in-depth information. Google, through this update, has reinforced the importance of the real value of content, making it clear that the positioning of a site in search results depends largely on the ability of content to meet the needs of users in a meaningful way. This implies that content must not only be informative, but also relevant and timely, answering users’ questions with skill and precision.

This transformation requires a fundamental rethink of how SEO projects are approached. It is no longer simply a matter of optimizing web pages in isolation, but of creating complete digital experiences that truly respond to the needs of users. This new paradigm requires that content be conceived starting from a genuine understanding of the target audience. It must be supported by concrete data and verifiable expertise, which means that the information must be based on in-depth research and reliable sources.

Additionally, content must continually evolve to remain relevant and useful over time. This requires a constant commitment to updating information and adapting to changing user and market needs. SEO strategies must therefore incorporate regular review and update processes, ensuring that content not only answers current questions but also anticipates future user needs.

In essence, Google’s Core Update has redefined the priorities of SEO, emphasizing the importance of an integrated approach that combines quality content, audience understanding, and continuous adaptability. This change represents a challenge, but also an opportunity for companies to stand out with content that is not only optimized, but also authentic and truly useful and meaningful to their audience.

The future of SEO consulting after the Core Update

The update has laid out a clear direction for the future of SEO. Winning strategies for 2025 and beyond will be based on the aspects described below.

User-centered approach

Active listening and behavioral analytics: using advanced data analytics tools to monitor user behavior, such as heatmaps and user journey analytics, to understand needs and preferences.

• Advanced analysis tools: use of platforms such as Google Analytics, Microsoft Clarity (scroll and click heatmaps, behavior analysis), eye-tracking (eye movement heatmaps) to track user behavior on the site. These tools provide data on which pages are visited, interaction/engagement/experience on each page, and the navigation path.

• Audience segmentation: break down your audience based on demographic, behavioral, and psychographic data to create detailed user profiles. This allows you to personalize content for specific groups.
• Direct feedback: implementation of surveys and questionnaires to collect direct feedback from users, improving understanding of their needs and expectations.

Intent-based content creation: developing content that answers specific queries, real questions and needs, through the use of semantic analysis and intent-based keyword research, to identify not only keywords, but also the intent behind searches.

• Intent-based keyword research: using tools like SEMrush, Dragon Metrics, Ahrefs to identify not only keywords, but also the context and intent behind user searches. This allows you to create content that directly answers users’ questions and needs.

Source: Dragon Metrics

• Semantic analysis: implementation of semantic analysis techniques to understand the relationships between words and sentences, improving the relevance of content.
• Dynamic content: creating content that automatically adapts to user preferences, based on browsing and behavior data.

Concrete and applicable solutions: implementation of machine learning models to predict emerging trends and personalize content based on demographic and behavioral data.

• Machine learning for personalization: developing machine learning algorithms that analyze user data to offer personalized content and predictions about future trends.
• Case studies and white papers: production of detailed documents showing real solutions applied to specific problems, supported by data and measurable results.
• Interactive tools: creating online tools and calculators that help users solve specific problems, offering added value and improving engagement.

Quality and depth of content

Deep topic research: using data mining and artificial intelligence tools to collect and analyze large volumes of data to produce detailed, well-researched content.

• Data mining and big data analysis: using data mining technologies to collect and analyze large volumes of data from various sources, identifying trends and insights useful for content creation.
• Collaboration with experts: engagement of specialists and academics to ensure the accuracy and depth of the information presented.
• Detailed bibliography: providing a comprehensive list of sources and references for each content, increasing credibility and reliability.

Case study integration: presentation of case studies based on real data, supported by statistical evidence and comparative analysis.

• Comparative analysis: presentation of case studies comparing different strategies or approaches, highlighting the advantages and disadvantages of each.
• Data visualization: using graphs, infographics and concept maps to represent complex data in a clear and understandable way.
• Testimonials and interviews: Including first-hand testimonials and interviews with experts or customers to add a human, authentic element to case studies.

Constant information updating: implement automatic monitoring systems to detect changes in information and update content in real time.

• Automatic monitoring systems: implementation of software that continuously monitors information sources to detect updates and changes, ensuring that content is always current.
• Periodic review processes: establish a review schedule to update existing content, ensuring it reflects the latest news and trends.
• User update notifications: create a system that notifies users when content they are interested in is updated, keeping engagement high.

Demonstration of competence

Industry expert engagement: collaborate with industry specialists to produce authoritative content, supported by interviews and in-depth articles.

• Partnerships with industry leaders: collaborate with industry influencers to co-create content or participate in events and webinars, increasing brand credibility.
• Certifications and awards: display of professional certifications and awards obtained to strengthen the perception of competence.
• Scientific publications: contribution to academic journals and publications to demonstrate authority and depth.

Documenting Sources: using citations and references to academic studies and industry research to increase credibility.

• Academic and industry references: cite academic studies and industry reports to support the claims made in the content.
• Transparency in sources: provide direct access to the sources used, allowing users to verify the accuracy of the information.
• Interactive bibliographies: creating bibliographies that link directly to online sources, improving navigability and access to information.

Sharing hands-on experiences: creating multimedia content, such as videos and podcasts, that showcase hands-on experiences and real-world applications.

• Multimedia content: production of videos, podcasts and webinars that show practical experiences and real-world applications of the strategies discussed.
• Storytelling blogs and articles: writing articles that tell success stories and lessons learned through first-hand experiences, making content more engaging and human.
• Communities and forums: creating online spaces where users can share their experiences and discuss strategies, facilitating the exchange of knowledge.

Integration of cross-disciplinary subjects

Data analytics and consumer psychology: using data science techniques to identify patterns in behavior and apply psychological principles to influence user decisions.

• Data science and predictive analytics: applying data science techniques to predict future behaviors and adapt content strategies accordingly.
• Behavioral psychology: the study of psychological principles that influence users’ decisions, using this knowledge to improve the effectiveness of content.
• A/B testing and experimentation: implement A/B tests to evaluate different versions of content and optimize engagement and conversion.

SEO tech optimization: implementation of advanced technologies to improve visibility in search engines and content accessibility.

• SEO tech: implementation of advanced SEO practices such as the use of structured data (Schema Markup), site speed optimization (Core Web Vitals), accessibility improvement, AI-driven content EEAT and topical authority, SEO for visual search, SEO automation with machine learning, voice search SEO, Server Side Rendering (SSR) optimization, Use of CDN (Content Delivery Network), minification and compression of CSS, JavaScript and HTML files, etc.
• SEO Process Automation: using automation tools to handle repetitive tasks and improve the efficiency of SEO operations.
• Continuous performance monitoring: use customized dashboards and reports to monitor SEO performance in real time and make timely changes.

User Experience (UX): designing intuitive and responsive user interfaces, based on A/B testing and user feedback to improve interaction and engagement.

• User-centered design: designing interfaces that respond to user needs, based on UX research and direct feedback.
• Prototyping and user testing: creating interactive prototypes and conducting user testing to gather feedback and improve usability.
• Integrate feedback loops: implement mechanisms to continuously collect feedback from users and use this data to drive design iterations.

The key to maintaining and perhaps improving SEO positioning in the long term lies in the ability to create content that truly responds to people’s needs, in a practical, fast way. It is no longer a matter of applying predefined formulas or following rigid optimization schemes, but of developing a deep understanding of what the public is really looking for. As I said, this means analyzing not only the keywords used, but also the broader context in which these searches occur, the underlying motivations and the real problems that people are trying to solve.

SEO consulting is evolving towards a holistic approach that integrates different disciplines. Technical optimization remains important, but it becomes a tool at the service of a broader strategy, centered on understanding user behavior. This new approach requires transversal skills: from data analysis to consumer psychology, from content creation to user experience. The most valid, most effective SEO consultants are those who are able to orchestrate these elements in a coherent strategy that is oriented towards putting people at the center.