Changes in Search in 2024: A Summary

Every day, Google processes a mind-blowing 8.5 billion searches. That’s a lot of questions, curiosities, and connections happening every second. To keep up with evolving user behaviors, expectations, and technological advancements, the giant from Silicon Valley continuously refines its actions and updates search algorithms.

With 2024 wrapping up, it’s the perfect time to look back at what’s happened in the past twelve months. From a strong focus on content quality and user experience to innovations in technology, changes in Google search not only redefined many SEO strategies but also revealed how user priorities are shifting.

So, what are the key events everyone in the SEO and e-commerce world has been talking about this year? Let’s take a trip back through 2024 and unpack what these changes in search mean for businesses, SEO pros, and the millions of people who rely on Google every day.

Google’s core updates are like a refresh button for search, and in 2024, we saw four major ones in March, August, November, and December. Each update focused on something slightly different, but the message was clear – quality content matters more than ever.

The first major update of the year began on March 5 and concluded a marathon rollout on April 26. Its goal was to prioritize user-focused, unique, and genuinely helpful content while eliminating low-value spam that clutters the search results.

By integrating its helpful content system into the core algorithm, Google was able to take a more comprehensive approach to website evaluation. Pages engaging in manipulative tactics, such as scaled content abuse or expired domain misuse, faced penalties, and in severe cases, were even removed from Google’s index. As stated by Google, the update led to a 45% decrease in unoriginal content on search pages. 

The study by Originality.ai showed that 100% of penalized sites had some AI-generated content, with half depending almost entirely on artificial intelligence for their posts. For SEOs and content creators, it’s obvious – Google’s tolerance for gaming the system has reached zero. Maybe it’s time to tweak the old adage to say: “Content created by humans is king”?

This change in Google search emphasized people-first content even more strongly, further shifting the focus toward authentic, user-driven content.

This time, the beauty and fitness industries saw the most noticeable ranking fluctuations, while health, science, and government sites experienced less disruption. Again, the key takeaway from this update was clear – content created solely for search engines, stuffed with keywords and lacking genuine value, just wouldn’t cut it anymore. As Google put it:

“This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on search.”

So, what does it mean for e-commerce brands and SEO specialists? Simply focusing on product pages isn’t enough anymore – companies wanting to stay ahead now need to provide supporting content that addresses user intent, brings value, and answers common questions.

As always, Google kept the details under wraps, but a few key areas took center stage after the November core update. One prominent focus is on delivering authentic, high-quality content that truly resonates with user intent. Google decided to continue sharpening its focus on page load speed, mobile-friendliness, and an intuitive, seamless user experience, all of which are being closely monitored.

What’s more, the E-E-A-T principle (Experience, Expertise, Authoritativeness, and Trustworthiness) continues to play a vital role in establishing online credibility and authority. We’ll delve deeper into this soon. 😉 

Last but not least, the December core update. Although Google hasn’t shared many specifics about this fresh update, it did state: “we have different core systems we’re always improving.” This indicates that the update may differ from the November core update, though we’ll learn more in the coming weeks.

One of the biggest changes in search this year was Google’s partnership with Reddit. This $60 million annual deal gave Google real-time access to Reddit’s data, helping to train its AI systems to better understand human dialogue and improve search summaries.

As a result, Reddit discussions started showing up more often and ranking higher in the SERPs, sometimes even beating out more authoritative sources for certain topics. In November, Reddit saw over 774 million visits from organic search – an increase of 535 million compared to the previous November. That’s a huge jump, isn’t it?

For users, the partnership means more diverse perspectives, especially for niche or specific searches. For content creators, though, it means more competition, as Reddit-generated content is often appearing higher in the search results. The bottom line? Creating high-quality, unique content that truly provides value will now be more important than ever.

If you’ve noticed AI-generated summaries popping up more frequently in the search results this year, you’re not alone. Google’s AI Overviews (AIOs) are another important change in search, especially for shopping and informational queries. These concise, AI-powered answers have gotten more reliable over time, changing how users engage with the search results.

As you can guess, the rise of AI Overviews brought both opportunities and challenges for SEO. For e-commerce brands, AIOs offered a chance for prime SERP real estate, but at the same time often meant pushing traditional organic listings lower on the page. While the popularity of AIO product carousels transforms the way users engage with product searches, it also has a negative impact on click-through rates (CTR) and visibility of many traditional organic results.

But let’s not forget the early hiccups and AI hallucinations. At first, users were treated to bizarre recommendations, like leaving pets in hot cars (thanks, Beatles lyrics) or adding glue to pizza sauce. Early iterations drew criticism for factual inaccuracies, often misinterpreting user-generated content from platforms like Reddit. By the year’s end, Google addressed many of these concerns, refining its AI to better discern reliable information.

What does this change in Google search mean for SEO and business worlds? Optimizing content for AI Overviews became a crucial part of the game, demanding careful alignment between organic ranking factors and AI citation standards. The good news is that brands that focus on creating high-quality, relevant content are likely to see a big payoff in visibility.

In 2022, Google expanded its E-A-T framework (Expertise, Authoritativeness, and Trustworthiness) by adding a new “E” for Experience. Renamed E-E-A-T, it emphasizes firsthand knowledge and real-world insights as key elements of content evaluation.

Since then, this change has had significant implications for content creators, particularly in “Your Money or Your Life” (YMYL) fields like finance, health, and law. In these areas, where accuracy and credibility can directly impact users’ lives, Google has shown a preference for content driven by personal experience – whether through detailed tutorials, personal anecdotes, or case studies. For instance, a financial advisor writing from first hand expertise is seen as more trustworthy than a generic piece lacking verifiable credentials.

Although E-E-A-T isn’t a direct ranking factor, it remains a critical part of how Google’s algorithms evaluate content. So, if you’re running a blog or trying to improve your website’s ranking, try to go beyond surface-level content. Pay attention to author bios, clear sourcing, and material that showcases personal involvement or professional expertise.

After 17 years of maintaining a carbon-neutral stance, Google made a significant shift in its environmental goals due to a noticeable rise in emissions linked to its growing AI investments. 

According to its latest environmental report, the company officially ceased its operational carbon neutrality in 2023. Over the next few years, Google plans to invest nearly $100 billion into AI technologies, including advancements in its Gemini language model and AI features in Google Search. This substantial focus on AI led to increased emissions, prompting the company to reassess its climate strategy. 

Moving away from its previous carbon-neutral commitment, Google has set a new target: achieving net-zero emissions by 2030. Unlike carbon neutrality, which focuses on offsetting emissions through actions like planting trees or purchasing carbon credits, net-zero is about reducing emissions at the source. The company’s new focus aims for a more scalable environmental footprint, addressing criticisms of carbon-neutral claims and demonstrating a commitment to tackling systemic climate challenges. 

If you’re under 30, your search habits are probably different. Why rely only on Google when TikTok or Instagram can give you quick, easy answers through short, digestible videos?

In 2024, Google embraced this changing user behavior pattern with its Perspectives feature, integrating posts from Instagram, TikTok, and even YouTube directly into the search results. This signals a broader evolution in search. Google isn’t competing with social media – it’s learning from it. 

This change in Google search blurs the lines between search engines and social platforms, depicting a major shift in user expectations. For SEO and marketing professionals, it’s a wake-up call to expand content strategies beyond traditional web pages. Video content, short-form reels, and visually engaging posts have become essential tools for capturing attention in a multimedia-driven world. Investing in social-first content that’s optimized for Google’s evolving search results is no longer optional, it’s essential for staying visible.

Not all changes in Google search in 2024 were flashy. Some, like the restriction of the Indexing API, were quieter but no less impactful. Initially designed for job postings and live event updates, the API quickly became a popular tool for many SEO companies looking to speed up content indexing.

However, this year, Google tightened its focus, limiting the API to its original use cases. For many, this was a step back, forcing websites to go back to older methods like XML sitemaps and manual submissions through Google Search Console. And while these methods are still effective, they take more time compared to API-driven indexing.

We think it’s a good reminder that even though technology continues to evolve, the basics of SEO are still critical. Things like solid site architecture, regular content updates, and prioritizing user-first experiences remain key to maintaining visibility and ranking high.

As governments continue to tighten their grip on data privacy, Google rolled out Consent Mode v2. This update goes beyond just ensuring compliance – it marks a shift in how brands handle user data. With this change, tracking scripts can no longer run without explicit user consent, impacting everything from conversion tracking to remarketing campaigns.

What does it mean for marketers? The era of “collect first, ask later” is over. Without user consent, collecting data for ad campaigns became significantly restricted, affecting key metrics like conversion rates and audience segmentation. Adapting to this new landscape required companies to implement detailed consent banners and explore alternative measurement solutions to maintain campaign performance while staying aligned with privacy regulations.

To learn more about Consent Mode v2, check our article.

In August 2024, the introduction of the srsltid= parameter sparked some confusion among SEO professionals. Originally used in Google Shopping to track product clicks, it started appearing in the organic search results, raising concerns about how it might impact SEO.

The problem is that the srsltid= parameter generates multiple unique URLs for the same content. This can spark duplicate content issues – something every website should try to avoid, as it could impact how content gets indexed and assessed.

On top of that, srsltid= adds extra work for search engine bots, making them juggle more similar URLs. This can lead to messy indexing and inaccurate traffic data, making it trickier to track and boost organic performance.

While Google claims that srsltid= doesn’t impact rankings or indexing, many SEO experts are keeping a close eye on its potential to disrupt search engine efficiency. It’ll definitely be interesting to see how the situation evolves in 2025.

In 2024, changes in Google search threw a wrench in the works of affiliate networks like Forbes and CNN. The updates tightened the rules on how content can be used to boost search rankings for unrelated products like voucher codes, loans, and gambling. Even though many affiliates have editorial control, Google’s laser focus on domain authority is making it tougher for them to stay visible. With harsher penalties for syndicated and third-party content, affiliates are scrambling to find ways to adapt.

What’s tricky is that even content creators who genuinely produce their own content are feeling the pressure. Google’s policies aim to curb the use of domain authority in unrelated niches, making it harder for sites to depend solely on search traffic. As a result, many affiliates are exploring new ways to diversify their revenue streams, build partnerships, and create unique content. This shows that putting all your eggs in Google’s basket can make affiliate marketers really vulnerable. 

Amid the shifting landscape and changes in Google search, one thing remains the same – the power of brand authority. 

In 2024, businesses with strong brand authority saw increased trust and better search visibility. With search algorithms changing, companies with well-optimized presences, like Google’s knowledge panels, can gain an edge in credibility and exposure.

What is it all about? Google’s knowledge panels show up on the right side of the search results, providing a quick summary of key business information. They pull data from across the web, making it easy for users to find relevant details. Panels include text, images, and other data, giving your company greater visibility.

As AI and new search features evolve, a strong brand presence is a must for staying competitive. When Google understands your business’s relationships with people and companies, it better aligns your brand with relevant queries and intents. This boosts your reputation and makes your knowledge panel stand out at the top of the search results.

It’s worth noting that businesses with knowledge panels are seen as more trustworthy and professional, driving more user engagement. So, well thought-out SEO strategies and the ability to leverage knowledge panels will definitely help businesses to better navigate the changing search landscape in 2025 and beyond. 

SEO continues to evolve at a faster pace than ever before. Looking ahead to 2025, this year’s changes in Google search are likely just the beginning of an even more transformative era. Building on the advancements of the past months, we can anticipate deeper integration of AI, even greater emphasis on quality content, more multimedia, and a stronger push toward user privacy – all of which will reshape how businesses and users interact with Google.

The recipe for success? We believe the best strategies are a perfect blend of authenticity, expertise, adaptability, and a relentless focus on delivering value.

Need help making your website shine like a diamond in the SERPs? Contact us!