BrightEdge, an enterprise SEO platform, is closely tracking millions of keyword search results and real-time trends related to Google’s ongoing November 2024 Core algorithm update. They have identified six preliminary observations that could shape the strategies for publishers and SEOs moving forward.
1. Overlap Between Organic Results and AI Overviews (AIO)
One notable trend this month is the significant overlap between websites featured in AIO and those appearing in organic search results. First observed in September, this trend is particularly pronounced among the top ten organic search results. High-ranking organic content is increasingly being cited in AIO, indicating that Google is aligning these citations more closely with the organic search algorithm. Although the specifics of this alignment remain speculative, it may be indicative of Google's effort to ground AIO in relevant organic search outcomes.
2. Divergence in Shopping Queries
Unlike other search results, shopping queries show a growing disconnection between organic search results and AIO citations. BrightEdge’s analysis suggests that the inclusion of additional supporting results in AIO contributes to this divergence, indicating a distinct approach by Google for handling shopping-related searches.
3. Volatility Trends Pre- and Post-Update
Leading up to the update, the overlap between organic results and AIO experienced a slight increase in volatility (up by 2.3%) but subsequently dropped (down by 3.7%) shortly after the update, continuing on a downward trajectory. This fluctuation hints at ongoing adjustments in how these results are structured.
4. Increased Volatility After Update Announcement
Following the release of the algorithm update, volatility significantly spiked between organic search results and AIO. BrightEdge interprets this volatility as a redistribution of rankings, suggesting that both AIO and organic search results are undergoing substantial changes, which may eventually stabilize.
5. Industry-Specific Shifts
BrightEdge's Generative Parser is providing insights into significant real-time changes across various industries. Notably, they are observing notable shifts in e-commerce and education-related queries, showcasing the update's varied impact on different sectors.
6. Patterns in AIO Content Citation
Current volatility patterns hint at the types of search queries that Google may prioritize in this update. As these results are dynamic and still subject to change, they offer an early glimpse into emerging trends in AIO citations.
Looking Ahead
Though there is considerable negativity surrounding this update, especially from publishers who feel threatened by AI Overviews “cannibalizing” original content, BrightEdge emphasizes the importance of monitoring search results as the update unfolds. There is a shared sentiment that 2024 has been challenging for many content creators, as highlighted by concerns over how AI is reshaping content visibility and attribution. Moving forward, staying informed and adaptable is crucial for navigating these changes in the SEO landscape.
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