January 2025: Navigating Google’s Latest Algorithm Updates
Before we dive into the new year, it’s a perfect time to reflect on some of the significant Google updates we encountered towards the end of 2024. As SEO specialists in New Zealand and Australia, staying informed about these changes is essential to ensuring our clients’ success. We spoke to Lee McCarthy our International Head of SEO to explore the key updates and how we, as an SEO agency, have navigated them to maintain and improve our clients’ online presence.
December 2024: Core Algorithm Update
Google’s December core update brought significant changes to search rankings. While the specifics of core updates remain undisclosed, Google continues to emphasise its focus on enhancing user experience by prioritising high-quality, user-centric content.
We noticed several of our Auckland-based clients experienced fluctuations in rankings during this period. Thankfully, due to our robust SEO strategies, these sites recovered quickly, and many saw significant gains post-update. Our focus on creating valuable content and adhering to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles has proven effective in adapting to these changes.
Key Takeaways from the December Core Update:
- Increased Volatility: The December update caused more fluctuations in rankings compared to the November update. We observed this across various industries, with our clients making strong recoveries and even achieving higher rankings.
- Faster Rollout: The update was rolled out in just six days, making it one of the fastest updates in recent history.
- Broad Impact: Industries across the board experienced ranking changes, indicating a comprehensive recalibration of search results. Our ongoing three-month performance reviews allow us to stay on top of these fluctuations and adjust strategies accordingly.
December 2024 Spam Update
Just days after the core update, Google rolled out a spam update from December 19th to December 26th. The update aimed to combat spam tactics used to manipulate search rankings. Google’s “SpamBrain” system, which leverages machine learning, played a key role in identifying and neutralising spam content. In addition to refining its search algorithms, Google emphasized the importance of quality content, urging webmasters to focus on providing valuable information to users. As businesses adapt to these changes, they are also enhancing their ppc campaign optimization strategies to ensure their ads remain effective amidst evolving search landscapes.
Fortunately, our clients were not significantly impacted by this update. Our content strategy prioritises bespoke, high-quality, human-written content, reducing the risk of being flagged by SpamBrain.
Key Takeaways from the December Spam Update:
- Focus on Spam Detection: The update improved Google’s ability to detect and filter spammy content.
- Targeting Unnatural Links: SpamBrain actively neutralised manipulative link-building practices.
- Emphasis on Content Quality: Websites with thin or AI-generated content lacking unique value were targeted. Our copy team ensures all content is thoroughly reviewed and provides genuine value to users.
January 2025: Indexing Bug Fix
In January, Google confirmed and resolved an indexing bug that caused websites to fluctuate in and out of the index. This incident underscored the dynamic nature of Google’s algorithms and the need to remain vigilant about any indexing issues that could impact website visibility. For businesses in New Zealand relying on SEO strategies, this fix reaffirmed the importance of continuous monitoring to ensure content remains indexed and accessible to users.
Looking Ahead: Staying Agile
Google’s algorithm updates are a constant reminder of the ever-evolving nature of SEO. To stay ahead in the competitive local and national markets, we must remain agile and adapt our strategies to align with best practices.
By prioritising user experience, creating valuable content, and adhering to Google’s guidelines, we can ensure that our clients’ websites not only weather algorithm updates but thrive in their aftermath. As an SEO agency in New Zealand, our commitment to staying informed and proactive allows us to deliver long-term success for our clients.
Let’s make 2025 a year of growth and continued success in SEO.
Need help navigation the ever-changing world of SEO? Get in touch with one of our Growth Specialists and see how we can help you dominate the search results.
