The Shark Tank

The 2024 November Core Update is here, bringing significant changes to Google’s search algorithm. As with previous updates, these adjustments have created a ripple effect, influencing rankings and visibility for countless websites. SEO professionals and site owners are delving into the data to understand how this update impacts search results and what it means for their strategies.

Below, we explore insights gleaned from analyzing millions of search queries post-update.

Increased Alignment Between Organic Search and AIO Citations

One notable trend from the November Core Update is the growing overlap between organic search rankings and AI Overview (AIO) citations. Websites that perform well in organic search results are now more likely to appear in AIO citations. This suggests Google is fine-tuning its AIO feature to align more closely with its organic algorithm, prioritizing content that is highly relevant to user intent.

For site owners, this means that optimizing for organic search remains a critical strategy, as it could also enhance AIO visibility. Producing high-quality, relevant content is key to capitalizing on this alignment.

Changes in Ranking for Shopping Queries

Shopping-related search results have seen distinct changes under this update. Unlike the increasing alignment between organic rankings and AIO citations, shopping queries appear to follow a separate trajectory. Google’s AIO seems to prioritize additional supportive content that doesn’t necessarily align with traditional organic results for shopping SERPs.

For e-commerce businesses, this highlights the need to adapt strategies to meet the evolving criteria for shopping-related visibility. Relying solely on organic search rankings may not guarantee inclusion in AIO results, so diversifying content and focusing on user engagement could be essential.

Fluctuations in AIO and Organic Overlap

Data reveals the overlap between organic rankings and AIO citations experienced volatility following the update. Initial increases in overlap volatility (+2.3%) were observed in early November, but this was followed by a decline of -3.7% over the next few days.

BrightEdge analysis indicates that these fluctuations, particularly at lower-ranking positions (21-30), may reflect Google’s redistribution of rankings as the update takes hold. This instability is likely to settle over time, but monitoring these changes can provide valuable insights into algorithm adjustments.

Industry-Specific Impacts

The November Core Update has affected industries differently, with some sectors experiencing more significant shifts than others:

• E-commerce: A -22.1% change in top citations highlights the challenge for online retailers to maintain visibility.
• Education: Moderate adjustments of -7.3% suggest a less volatile impact.
• Healthcare: Stability in this sector, with a minor -1.5% shift, reflects Google’s consistent approach to high-stakes content.
• B2B Tech: Minimal changes (-0.4%) indicate a steady performance for business-oriented websites.

These variations suggest that Google is refining its evaluation criteria, prioritizing educational content while introducing more volatility in product-centric and research-heavy niches.

A Case for Optimism

Despite initial frustrations, the November Core Update offers opportunities for growth. Many publishers have expressed concerns about Google’s AIO “cannibalizing” their original content, rewriting it in summaries with limited citations. However, these changes also provide insights into user behavior and search trends, which can inform strategic adjustments.

Remaining proactive, analyzing performance metrics, and refining content strategies can help site owners navigate this period of change with resilience.

Why Partner With SEO Professionals?

Navigating frequent algorithm updates and fluctuating search trends can be daunting for website owners. Partnering with SEO professionals ensures that your strategy evolves alongside these changes.

At Blushark Digital, we specialize in crafting tailored SEO solutions to help businesses stay competitive in an ever-changing landscape. Whether you’re dealing with declining rankings or aiming to optimize your site for new opportunities, we can help you achieve your goals. Contact us today to discuss how we can elevate your digital presence and keep you ahead of the curve.

By understanding these insights and taking a proactive approach, site owners can adapt to the November Core Update’s impact and position themselves for future success.