6 Key Insights from Google's November Core Update

Enterprise SEO platform BrightEdge is actively monitoring millions of keyword search results to identify real-time trends in both Google’s AI Overview (AIO) and organic search, with a specific focus on the ongoing November 2024 Core algorithm update. By analysing this vast amount of data, BrightEdge has uncovered six preliminary insights into the direction of Google’s evolving algorithm. These insights provide valuable guidance on what publishers and SEOs should be paying attention to as the update unfolds.

As a key feature of Google’s search ecosystem, AI Overviews (AIO) has a direct connection to how results are presented in search. This feature, which uses artificial intelligence to summarise search results, is deeply intertwined with Google’s core ranking algorithm. As a result, any significant changes to the algorithm will be reflected in AI Overviews. This makes it crucial for SEO professionals to keep a close eye on how AIO is performing in light of the algorithm update, as shifts in its presentation could indicate larger trends in search behaviour and ranking factors.

What’s particularly noteworthy is the overlap between AI Overviews and organic search results. Since AIO summaries are based on information pulled from organic search, changes to the ranking system can have an immediate effect on how AIO features are displayed. This means that shifts in the core algorithm could directly influence the visibility and performance of content in both organic search results and AI Overviews. Understanding these changes is vital for optimising content and maintaining visibility in search, especially as Google continues to refine the role of AI in its search process.

As the November 2024 Core update progresses, SEO professionals will need to adapt their strategies based on these evolving trends. By staying informed about the intersection of AI Overviews and organic search, businesses can better prepare for the changes ahead and ensure they remain competitive in search rankings.

1. Overlap Between Organic And AIO Citations

One of the most intriguing trends continuing this month is the overlap between the websites cited in AI Overviews (AIO) and those appearing in the organic search results. This shift, first identified in September, has become particularly noticeable within the top ten organic search results. High-ranking organic content now has a significantly higher chance of being cited in AIO. This growing trend suggests that Google is increasingly aligning AIO citations with its organic search algorithm, which could have important implications for SEO strategies moving forward.

However, the precise mechanics behind how Google is aligning organic search results with AIO remain speculative, as Google has not officially commented on this development. One possible explanation is that AIO is grounding its citations in organic search results that are themselves becoming more accurately aligned with the topicality of search queries. This shift could indicate that Google’s system is evolving to provide more relevant and precise answers by linking its AI features with the content that best matches users’ intent.

Supporting this theory, Google’s information gain patent outlines a method for ranking websites that closely integrates organic search rankings with AI-based search interfaces. The trends that BrightEdge has observed appear to align with this type of symmetry between AI-driven search features and organically ranked content. As Google continues to refine its AI capabilities, this overlap could signal a new phase in how search results are structured, with AI tools playing an increasingly significant role in determining which content appears in both organic search and AIO citations.

2. Shopping Queries Ranked Differently

While the trend of overlap between organic and AI Overview (AIO) search results is becoming more pronounced, it does not apply to shopping-related queries. For shopping searches, organic SERPs and AIO results are becoming increasingly disconnected, heading in different directions. BrightEdge has analysed the data and concluded that the addition of supporting results in AIO is a key factor behind this growing divergence. As a result, organic search results and AIO citations for shopping queries are less likely to match as they once did.

This shift suggests that Google is adopting a different approach for shopping-related queries, where additional content and supporting information provided by AIO may be influencing the results differently from traditional organic rankings. It’s clear that the dynamics at play for e-commerce searches are evolving, and it will be interesting to see how this trend develops further.

Google’s ongoing algorithm update is not expected to be fully implemented for another two weeks. However, BrightEdge’s Generative Parser technology is already providing valuable insights into the emerging trends within the search results. By examining how these results are shifting, BrightEdge’s analysis offers a glimpse into what might be occurring beneath the surface of Google’s search process, helping to forecast future changes and inform SEO strategies.

3. Downward Trends In Overlap

BrightEdge has reported that, leading into November 8th, there was a slight increase in the ranking overlap between organic search results and AI Overview (AIO), with a volatility of +2.3%. This marked a brief uptick in the correlation between the two.

However, the trend shifted shortly after, with the overlap starting to trend downward by -3.7% over the next two days. As the update was officially announced, this downward movement continued, suggesting a possible realignment or shift in the relationship between organic rankings and AIO citations during the update process.

4. Increased Volatility In Overlap

Following the release of the update, the volatility between organic search results and AI Overview (AIO) began to spike significantly. BrightEdge has interpreted these changes as indicative of a pattern of redistribution within the search results. In my view, this could suggest that both AIO and organic rankings are undergoing adjustments, which should eventually stabilise as the update continues to take effect.

The scale of the changes, particularly at the lower-ranking levels (positions 21-30), points to a particularly high level of volatility. This suggests that significant shifts are occurring, with rankings in this range showing the most instability during the update’s rollout.

How SERPs Are Trending Since the Update Announcement:

Top 10 positions: A +10.6% increase in volatility
Positions 11-20: A -5.9% decline in volatility
Positions 21-30: A +23.3% increase in volatility

5. Industry Specific Changes

It is important to emphasise that the data reported by BrightEdge’s Generative Parser reflects real-time changes across millions of search results. These shifts provide a clear indication of the scale of adjustments occurring within the search landscape. By analysing this data, BrightEdge can pinpoint significant trends, particularly across specific industries, and at this point, they are observing notable changes in both e-commerce and education-related queries.

The following changes by industry have been observed:

E-commerce is experiencing a significant shift, with a -22.1% change in top citations.
Education is seeing a moderate decline of -7.3%, indicating some level of adjustment.
Healthcare is maintaining relative stability, with only a slight change of -1.5%.
B2B Tech is also recording a minor change of -0.4%, showing a small adjustment in this sector.

6. Patterns In How AIO Cites Content

The volatility patterns observed thus far provide an early, tentative indication of the types of queries that Google is prioritising in this update. It’s important to note that these insights are based on real-time results, which may change as the remaining components of the update are gradually rolled out.

Based on these volatility rates, BrightEdge has shared some key observations:

Educational content is maintaining stronger stability, suggesting that it is less affected by the recent changes.
Product-focused content is showing higher volatility, indicating that it is experiencing more fluctuations in search rankings.
Research-oriented sites are demonstrating resilience, with their rankings remaining relatively stable.
Industry expertise seems to be gaining prominence, as content that demonstrates authority in specific sectors appears to be favoured.

Takeaway From Real-Time Volatility

BrightEdge shared their interpretation of the real-time data with Search Engine Journal, offering insights into what it might suggest for future AIO citations. Based on their analysis, they have outlined a few key recommendations for content creators and SEO professionals:

Prioritise genuine user value in content creation rather than focusing solely on keyword optimisation. The data indicates that Google may be placing more emphasis on content that provides real value to users.
Don’t overlook content that may not be ranking on page 1 for your target keywords. Even if a piece of content is not at the top, it can still play an important role in your SEO strategy.
Carefully monitor your AIO citations, as the data suggests there could be fluctuations. Keeping an eye on how your content appears in AI Overviews will help you stay ahead of any changes that may affect your rankings.

Reason For Optimism?

There is significant negative sentiment surrounding this update, which is easy to understand given that 2024 has been a challenging year for many publishers. A common complaint on platforms like X (formerly Twitter) is that Google is displaying too much Reddit content, which many feel detracts from original sources.

One of the most criticised aspects of Google’s AI Overviews is how it handles publisher content. Publishers across various industries have expressed dissatisfaction, particularly with how their content is reworded by Google’s AI and then included in summaries alongside reworded content from competitors. To make matters worse, the citation link is often tiny and difficult to spot, making it feel as though credit is barely given.

Frank Pine, executive editor of Media News Group and Tribune Publishing, a network of 68 newspapers, spoke out earlier this year, commenting to the New York Times that Google’s AI Overviews is essentially “cannibalising” content and having a negative impact on publishers. The Times quoted him, where he expressed his concerns:

“It potentially chokes off the original creators of the content,” Mr Pine said. “The feature, AI Overviews, felt like another step toward generative A.I. replacing ‘the publications that they have cannibalised…’”

At this stage, however, simply lamenting the situation isn’t productive. Instead, it’s crucial for publishers to stay informed and monitor the search results closely as this update continues to roll out. Keeping track of the changes and analysing the data will help adjust strategies accordingly.