Google Search's Core Updates and Your Website

With certain types of search, there is often an AI overview of content to answer your search query, as well as the standard search result listings.

This AI feature update and rollout has been widely seen since the Google Core Algorithm Update, which ran from August 15th to September 4th 2024. This focused on key areas for content known as Helpful Content Update (HCU) and impacted Search Generative Experience (SGE).

Search Generative Experience, known as SGE, is Google technology that uses AI to create AI content and answers in its search results. First introduced in 2023, its actual rollout wasn't seen until May 2024 and, up until recently, predominantly just in the US.

This generative AI panel at the top of search results includes information, website links, images, pictures, and follow-up questions to user queries.

SGE aims to specifically improve your search experience with personalised and intuitive content, offering users original, helpful and relevant content that will satisfy users.

Helpful Content Updates aim to increase the relevance and helpfulness of the content provided for every search. Google aims to decrease unhelpful content by 40%. This was originally rolled out to help reduce poor quality search results, which didn’t provide the value that users look for. This update came during an era of increased AI usage, changing user journeys and search behaviours. Read more about the first Helpful Content Update for more information.

SGE’s AI results in search will likely change the landscape of search results, potentially forever. AI results sit at the top of the page, even before paid results. It not only takes up space on search result pages, but it gives users the answers without needing to click through to your website.

HCU challenges come from a website's ability to provide helpful content. The content needs to be original, to be fit for purpose and meet a specific audience. To achieve and meet these goals means access to resources, accessibility, time and continuous improvement.

At Loom, we have embraced the user-first approach to SEO, and SGE will ultimately play a huge part in this. For this reason, we believe that creating content that captures the various stages of your customer’s journey will be essential, and will put you in the best position to drive organic traffic.

This change aims to improve the level and depth of information in search which will likely mean users will begin to ask search engines more complex queries. If so, then being a true authority in your sector will help push your website to users as this shift in user behaviour begins. This includes producing a variety of valuable content, such as thought leadership pieces, blogs and articles, and FAQs...

We’re committed to implementing considered, creative SEO strategies that elevate your business’ marketing efforts. As part of this, we’re continuously reviewing the latest trends and industry developments to ensure we’re providing the best possible service for you and our clients. While SGE and the Helpful Content Update are making waves throughout the industry, we’re already considering ways to incorporate the latest guidelines into our strategies, maximising the new opportunities they both present.

Nzime and Loom collaborate to enhance the technical health of our clients' platforms. While these efforts are our focus, both updates will bring significant changes to the organic search landscape.

This may be something to explore further in the future. If you have any questions or need more information, please don't hesitate to reach out