Google’s March 2024 Core Update and what content marketers need to know

The digital era is over. The age of AI has begun. But that doesn’t mean that you should completely rely on AI to produce quality, well-written articles. In fact, if Google’s latest update is any indication of things to come, too much reliance upon AI could be infinitely detrimental to your content strategies.

This March, website owners saw major dips in their SEO positions, and hundreds of sites were deindexed from Google. The cause? Google’s new core update, which targets spam content.

In spite of Google’s claims that AI-generated content alone isn’t enough to earn ill favor from the Google gods, the vast majority of affected websites had one thing in common: they mass-produced AI content that added no value to the content space.

If we consider Google’s overall goal—to promote the most useful content that answers user queries—it makes perfect sense why AI-generated content has been penalized. Tools like ChatGPT only rehash existing, dated content without bringing anything new to the table. Google has always said that content following E-E-A-T (Experience, Expertise, Authority, and Trust) will be prioritized, and AI provides none of those things. You have to have a human behind the writing to provide authoritative opinions and thought leadership.

So, what does the March 2024 Core Update mean for content marketers who use AI tools? Let’s dive in.

Understanding Google’s March 2024 Core Update

Although it’s a little early to grasp the full impact of the March 2024 update—it only just finished rolling out on March 20—we can use the update’s goals and Google’s overall objectives to understand how content strategies need to be adjusted.

Google estimates that there will be a 40% reduction in low-quality and unoriginal content. This will come as the result of three new spam policies:

• Scaled content abuse: Producing low-quality content en masse
• Site reputation abuse: Posting low-quality content on reputable sites just to get a boost
• Expired domain abuse: Purchasing expired high-quality domains and repurposing them with low-quality content

AI-generated content has a lot to do with these new changes. Google says, “We’ve long had a policy against using automation to generate low-quality or unoriginal content at scale with the goal of manipulating search rankings.” They go on to mention that, with new and more sophisticated AI technology, they’ve had to make their spam algorithms more robust. 

Although automation seems to be the primary target of the core update, legitimate sites are not immune; some publishing site owners have seen their Google traffic drop to zero in recent weeks. Julia McCoy from Search Engine Journal says, “This is where E-E-A-T might have played a crucial factor. The broad range of topics these sites covered indicates a lack of deep topical knowledge—experience and expertise—which Google prioritizes when ranking websites.”

So, what’s the takeaway here?

Google values firsthand experience, authority, and expertise. Regardless of whether AI tools are being used to produce content, quality content should showcase thought leadership, expert opinions, and new angles to be considered valuable by Google. Robust content strategies, therefore, should focus on quality over quantity, and if AI tools are being used, they need a human behind them to add value. 

Case study: Reddit and Quora posts are ranking high

SEO experts and Google users have noted that Reddit and Quora are consistently in the top SERP positions. This could indicate Google’s weighted importance on opinions, tips, and thought leadership; it’s almost guaranteed that the answers on these posts are human-generated.

Furthermore, these types of posts are typically free from SEO manipulation tactics. Most of the users on these sites aim to build communities and have discussions. Readers receive multiple angles and opinions on a single topic, and they’re usually not being sold to; they’re simply enjoying shared information. 

We can also note the dynamic nature of these sites. Because discussions are ongoing, users enjoy live updates, unlike static blog posts and web pages. Depending on the topic, this can be a major consideration. For example, a new core update from Google could mean hour-by-hour information updates. Reddit discussions can handle swift changes, whereas blog posts become outdated in a matter of days.

The prioritization of these pages gives us a glimpse into Google’s processes and illustrates the importance of experience and expertise over keyword-driven articles. Content creators need to pivot away from old SEO tactics and focus on cultivating useful articles with original research and thought leadership.

How to ensure that your content stays competitive

Google’s John Mueller says that the best thing that companies can do is optimize their content for people rather than for search engines. They can also diversify their traffic streams so that they aren’t so heavily impacted by algorithm changes. 

So, what does that mean?

Content marketers need to play the game by not playing the game. From the very beginning of SEO, there has been a battle between SEO experts and Google, as Google works to penalize those who are playing the system. From old-hat keyword-stuffing strategies to recent approaches like paid backlinks, Google will always slap back with an algorithm to punish such practices. 

Rather than trying to manipulate the system, content marketers should focus on creating excellent content. While they can use keyword research and backlinking to help guide strategies, the main goal should always be high-value blogs and articles that are useful to the user.

Content marketers should also work on their distribution strategies. Too many websites depend upon Google to survive, leaving them open to algorithm changes and core updates. Instead, they can build a list of websites and publications where they can share their work with their target audience, regardless of new search engine rules.

This requires a step away from marketing and toward editorial work. Approach your blog as a publication rather than an ad space. Build a network of experts that you can interview to add value to your content. Invite guest posters who can provide authoritative opinions to elevate your blog. Collaborate with talented writers who have excellent research abilities and approach content topics from an editorial perspective rather than a marketing one.

As for AI, take it for what it is: a tool. Although AI can be incredibly useful for things like keyword research, article research, outlining, and even some rewording when you’re stuck on a poorly written sentence, it does not replace a human. Google wants to promote new and original content. AI-generated content only regurgitates what’s already out there, which directly goes against Google’s goals.

In the age of AI, content creators must tread carefully. These new tools offer exciting frontiers but can also be detrimental to content strategies if used incorrectly. Focus on creating high-value content and use AI to support that content rather than replace it.