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March 2024 has been a significant month in the world of SEO and digital marketing, mainly focusing on the latest developments from Google. Despite being quieter than February, which saw the release of Gemini 1.5, March might be the calm before the storm with several crucial updates that could shape SEO strategies moving forward.
Early in the month, Google rolled out a significant core update on March 5th. This update is more intricate than typical core updates, impacting multiple systems. One of the key highlights is the emphasis on user-focused content. Google is now prioritising content that genuinely serves the user’s intent and reducing the visibility of clickbait content that solely aims to generate clicks without delivering value. This move is part of Google’s ongoing efforts to improve user experience and provide the most relevant and valuable content in search results.
Simultaneously, Google launched a spam update, implemented over two weeks, starting on March 5th. This update introduced three new policies to tackle prevalent malpractices: expired domain abuse, site reputation abuse, and scaled content abuse. The latter explicitly targets the issue of generating large volumes of unoriginal content designed to manipulate search rankings. Notably, Google highlighted the misuse of generative AI tools for creating such content, indicating a tightening of policies against AI-generated content that does not add user value.
Google’s AI-based system, SpamBrain, which first appeared in 2018, has received enhancements to better combat these issues. The continuous evolution of SpamBrain underscores Google’s commitment to maintaining a clean and trustworthy search environment.
Also, on March 5th, Google updated its Search Quality Rater Guidelines. These guidelines now mention AI, citing an example of a deceptive site that claims to be an informational resource for parents but is aimed at AI enthusiasts. The update clarifies that such dishonest practices are rated as having the Lowest E-E-A-T (Expertise, Authoritativeness, Trustworthiness), reinforcing the importance of transparency and honesty in web content.
Google has expanded its Search Generative Experience to non-test users in the US for a limited number of queries. These queries are typically complex or require information from various sources. This expansion is part of Google’s strategy to gather more comprehensive feedback on SGE’s performance among a broader user base. Google is cautiously rolling out SGE, ensuring it enhances user experience before a more thorough implementation.
The SGE trial has also commenced in the UK among a few logged-in users, hinting at a gradual approach to introducing new search technologies in different regions.
On another front, Microsoft has relaunched Bing Deep Search. After a somewhat shaky start, the service is fully operational and integrates OpenAI’s GPT-4 to enhance query processing. This tool aims to provide more relevant search results by expanding and refining user queries. Despite mixed reviews, Microsoft reports higher than anticipated user engagement, suggesting a niche but growing interest in advanced search tools.
Microsoft’s Copilot now employs GPT-4 Turbo, providing enhanced capabilities across its chat modes. Additionally, Microsoft has introduced Copilot GPT builder for Copilot Pro subscribers, allowing users to create custom AI models without extensive technical knowledge. With a free trial offer and expansion to 222 countries, this rollout signals Microsoft’s aggressive push to integrate AI more deeply into everyday productivity tools.
The developments in March suggest a growing reliance on AI to enhance search engine functionality and user experience. However, the emphasis remains on ensuring that AI tools are used responsibly to generate valuable, original content. As Google tightens its grip on AI-generated content, businesses and SEO practitioners must adapt by focusing on quality and value-addition.
Moreover, the updates to Google’s Search Quality Rater Guidelines and the expansion of SGE indicate a more refined approach to handling complex search queries. These initiatives are likely a precursor to more significant changes in April and beyond as search engines evolve to meet user demands and address the challenges posed by AI and machine learning technologies.
In conclusion, while March 2024 was relatively quiet, the updates and trials initiated this month set the stage for potentially more impactful changes in the SEO and digital marketing landscapes. Businesses should stay alert to these developments, continually adapt their strategies, and ensure their content remains user-focused and compliant with evolving search engine guidelines.
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