What’s New in the Google September 2024 Update: A Complete Guide

Posted on 30 September 2024

In the world of search engine optimisation (SEO), few things matter more than keeping up with the latest Google updates. Google’s core updates can make or break your website’s rankings, and the Google September 2024 Update—also referred to as the Google Autumn Update—is no exception.

This update has introduced several key changes, from content quality assessments to technical SEO refinements, impacting websites across all industries. As a web design and development company, understanding these updates is crucial to ensuring that the websites you build or manage continue to rank well in search engine results.

In this comprehensive guide, we’ll explore what’s new in the Google September 2024 update, its impact on SEO, and how businesses, particularly in web design and development, can adapt to maintain or improve their rankings.

1. What is a Google Core Update?

Before diving into the specifics of the Google September 2024 Update, let’s take a moment to understand what a Google Core Update is. Core updates are broad changes to Google’s search algorithms, which are designed to improve how Google assesses and ranks web pages.

While Google regularly makes smaller adjustments to its algorithms (often referred to as minor updates), core updates are much more significant. They focus on refining how content is evaluated, often leading to substantial shifts in search rankings. Key factors impacted by core updates typically include:

Content relevance and quality: How useful and original is the content?
Authoritativeness and trustworthiness: Does the website demonstrate expertise and credibility in its field?
User experience: How easy is the site to navigate, especially on mobile devices?
Technical performance: How fast and stable is the website?

The Google Autumn Update continues this tradition, building on previous updates while introducing new factors that webmasters, SEO specialists, and developers must address to maintain their site’s visibility.

2. Overview of the Google September 2024 Update

The Google September 2024 Update is part of a long line of core updates, but it introduces several significant shifts in how Google ranks web pages. The primary focus areas include:

Enhanced content quality assessments, particularly around originality, authority, and usefulness.
A greater emphasis on user experience, with a focus on mobile usability and page interactivity.
Core Web Vitals metrics now play an even more prominent role in ranking determinations.
Increased weight given to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).

This latest Google update is set to affect industries across the board, but sectors such as healthcare, finance, and e-commerce—where accuracy and user experience are critical—will feel the most substantial impact.

2.1 Impact on Web Design and Development Companies

For web design and development companies, the Google September 2024 Update offers both challenges and opportunities. With the update’s emphasis on user experience and technical performance, businesses in this sector must ensure that the websites they create are not only visually appealing but also fast, responsive, and built with SEO best practices in mind.

Moreover, as Google continues to focus on content quality and expertise, developers and designers must work closely with content creators to ensure that the websites they build are filled with high-quality, authoritative content that meets user needs.

3. Key Changes in the Google September 2024 Update

Let’s explore the specific changes introduced by the Google Autumn Update and how they affect website performance and rankings.

3.1 Content Quality and Originality

Content quality has always been a major ranking factor in Google’s algorithms, but the Google September 2024 Update takes this to a new level. Google’s latest update puts even more emphasis on content that is original, useful, and relevant.

Originality: Google’s algorithms are now even better at detecting duplicated or thin content. Websites that feature in-depth, original content will be rewarded, while those relying on content farms or auto-generated pages may see a drop in rankings.
Expertise: In line with E-E-A-T principles, Google is focusing more on ensuring that content is written by experts in their fields. This is particularly important in sectors like healthcare, finance, and legal services, where accuracy and trust are paramount.

For web design and development companies, this means ensuring that the content you create or advise on for clients is both unique and authoritative. Blog posts, case studies, and how-to guides should highlight your company’s technical expertise and provide real value to your audience.

3.2 User Experience and Mobile-First Design

With the continued rise of mobile browsing, it’s no surprise that the Google September 2024 Update further prioritises mobile-first design. Websites that are not optimised for mobile devices will struggle to maintain their rankings, as Google gives preference to those that offer a seamless mobile experience.

Mobile-first design: Ensuring that websites are fully responsive and optimised for mobile is no longer optional. Websites must load quickly, display properly, and offer an easy-to-navigate interface on mobile devices.
Interactivity: Google is also placing a greater emphasis on how users interact with a page. Websites should be easy to navigate, and elements such as buttons, menus, and forms must be intuitive and functional.

Web designers and developers must ensure that mobile-friendliness is a top priority in their projects, both for their own websites and for clients. This includes optimising page load times, ensuring touch-friendly navigation, and eliminating unnecessary pop-ups or interstitials that can disrupt the user experience.

3.3 Core Web Vitals and Technical SEO

Core Web Vitals, which were introduced in 2020 as part of Google’s page experience signals, are now even more important following the Google September 2024 Update. These metrics—Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS)—measure how fast, interactive, and stable a page is.

LCP (Largest Contentful Paint): This measures how quickly the largest element on a page (e.g., an image or video) loads. Pages that load slowly, particularly on mobile devices, may see their rankings drop.
FID (First Input Delay): FID measures the time it takes for a page to become interactive. Pages that are slow to respond to user input (such as clicks or scrolls) will be penalised.
CLS (Cumulative Layout Shift): CLS measures the visual stability of a page as it loads. Pages with elements that shift unexpectedly during loading (e.g., text moving as images load) can frustrate users and will likely experience ranking declines.

Web developers must ensure that their websites are fully optimised for Core Web Vitals. This means optimising images, minimising JavaScript execution, and ensuring that page elements are stable and load predictably.

3.4 E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness

The Google September 2024 Update builds on Google’s commitment to E-E-A-T, with even more weight given to these factors. E-E-A-T plays a crucial role in determining how trustworthy and authoritative a website is, particularly in sensitive sectors like finance, healthcare, and legal advice.

Experience: Google now looks at whether content is created by individuals or entities with real-world experience in their field.
Expertise: The quality of information provided, particularly in specialised fields, is more important than ever.
Authoritativeness: Google evaluates the reputation of the website and its content creators. Backlinks from reputable sources and positive reviews are key indicators of authority.
Trustworthiness: Ensuring the security and privacy of user data is crucial. Websites with SSL encryption, clear privacy policies, and secure transactions will be ranked more favourably.

For web design and development companies, demonstrating E-E-A-T is essential. This can be achieved through high-quality content, showcasing client success stories, and building a strong portfolio that demonstrates your team’s experience and expertise.

4. How the Google September 2024 Update Affects Search Rankings

The Google September 2024 Update has already caused significant shifts in search rankings across various industries. Websites that had previously relied on outdated SEO tactics or subpar user experiences have seen their rankings drop, while those that prioritised content quality and technical performance have gained visibility.

4.1 Industries Most Affected

Healthcare and Finance: These sectors, part of Google’s “Your Money, Your Life” (YMYL) category, have seen the most substantial changes. Websites in these fields must now demonstrate even greater levels of trustworthiness and authority to maintain their rankings.
E-commerce: Online stores have also experienced significant ranking shifts, particularly those that had not optimised for mobile usability or Core Web Vitals.

4.2 Winners and Losers

Winners:

Websites that had invested in content quality, user experience, and technical SEO have seen improvements in their rankings. Businesses that regularly update their content with fresh, relevant, and well-researched material, as well as those that focus on optimising for mobile-first experiences and Core Web Vitals, are likely to come out ahead following the Google September 2024 Update.

For instance, sites that demonstrate expertise and authority in their industries, particularly through detailed, original content or in-depth case studies, have been favoured. Similarly, e-commerce sites that have invested in page speed improvements, seamless mobile design, and clear user pathways (e.g., intuitive navigation and fast checkout processes) have been winners in this update.

Losers:

Websites that have failed to prioritise user experience, or those that still rely on thin, duplicated, or low-quality content, have seen their rankings decline. Additionally, businesses that have overlooked the importance of mobile optimisation or Core Web Vitals are likely to have been negatively impacted. Sites with slow load times, poor interactivity, or shifting content layouts during page load (high CLS) may have seen significant drops in rankings.

Another common factor among those negatively affected is incomplete or irrelevant content that doesn’t align with search intent. Pages that appear outdated or overly reliant on generic information, without offering unique insights or addressing users’ needs, are no longer competitive in Google’s rankings.

5. How to Adapt to the Google September 2024 Update

Now that you understand what’s new in the Google September 2024 Update and how it affects search rankings, it’s time to explore the steps businesses, particularly in web design and development, can take to adapt.

5.1 Conduct a Comprehensive Content Audit

The first step in adapting to any Google core update is to perform a thorough content audit. This involves reviewing your website’s content to ensure it aligns with Google’s updated guidelines, focusing on quality, originality, and user intent.

Assess content originality: Identify pages that might be thin, outdated, or overly similar to other content on your site or across the web. Rewrite or remove any content that is not unique or valuable to your audience.
Update and improve content: Ensure that every piece of content on your website is up-to-date, relevant, and well-researched. Add original insights, detailed explanations, and expert opinions where appropriate to boost the E-E-A-T value.
Align with user intent: Make sure your content directly answers the questions your audience is searching for. This is particularly important in fields where search intent is critical, such as in e-commerce (product searches) or technical how-tos (web development tutorials).

5.2 Optimise for User Experience (UX)

With the Google September 2024 Update, user experience remains a top-ranking factor, and businesses that deliver a seamless, enjoyable experience across devices will continue to see ranking benefits. Prioritising UX is especially critical in web design and development projects, where your technical expertise can shine.

Focus on mobile-first design: Ensure your website is fully responsive and offers a smooth experience on mobile devices. This includes optimising page load times, minimising pop-ups or intrusive ads, and ensuring easy navigation. Google is increasingly prioritising mobile users, and failing to meet their expectations can hurt your rankings.
Improve interactivity: Elements such as menus, buttons, and forms should be intuitive and quick to respond to user input. Pages that take too long to load or have delays in response time will be penalised under the Core Web Vitals metrics.
Optimise page speed: Use tools like Google’s PageSpeed Insights to assess how quickly your website loads, particularly on mobile devices. Reducing image sizes, minimising JavaScript, and using browser caching are some of the ways to improve page speed and overall user experience.

5.3 Enhance Core Web Vitals

As mentioned earlier, Core Web Vitals are more important than ever. Improving your site’s performance in these areas is critical to maintaining or improving your rankings.

Improve Largest Contentful Paint (LCP): Ensure that the largest elements on your web pages (often images, banners, or videos) load quickly, ideally within 2.5 seconds. You can achieve this by optimising images, using faster hosting solutions, and minimising the use of third-party scripts that slow down your site.
Optimise First Input Delay (FID): Reducing the time it takes for your site to become interactive can be done by streamlining JavaScript execution and ensuring that your site doesn’t bog down users with unnecessary resource loads.
Minimise Cumulative Layout Shift (CLS): To ensure that your page content doesn’t shift unexpectedly during loading, you should define sizes for images, videos, and other dynamic content in your CSS. Avoid inserting content above other elements, especially advertisements, that might cause the page layout to move unexpectedly.

5.4 Build and Demonstrate E-E-A-T

Google’s focus on Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) continues to be a dominant factor in its rankings. Ensuring your website meets these criteria is critical for long-term success in search engine rankings.

Showcase expertise: Make sure your website clearly highlights your team’s expertise. Author bios, client testimonials, and case studies can help build trust and authority. For example, if you specialise in web development, feature detailed case studies that demonstrate your experience working on complex projects.
Build authority through backlinks: Backlinks from reputable, relevant websites continue to be an important ranking factor. Focus on acquiring high-quality backlinks through guest posting, partnering with influencers, or providing expert commentary in your field.
Boost trustworthiness: Ensure your website has clear and transparent policies, such as a privacy policy, terms and conditions, and secure HTTPS encryption. For e-commerce sites, providing a secure, easy-to-use checkout process will also help build trust with users.

5.5 Monitor Rankings and Analytics

Finally, it’s essential to monitor your website’s performance following the Google Autumn Update. Use tools like Google Search Console, Google Analytics, and third-party SEO platforms (e.g., SEMrush, Ahrefs) to track changes in your rankings, traffic, and user behaviour.

Track keyword rankings: Identify which keywords have seen a significant change in performance following the update. Focus on optimising pages for high-priority keywords that align with the Google September 2024 Update guidelines.
Analyse traffic changes: Monitor shifts in your website traffic to see if specific pages or content types have been affected. If certain pages have seen drops in traffic, analyse whether they meet the new criteria for content quality, user experience, and Core Web Vitals.
Adjust your strategy: Based on your findings, make strategic adjustments to your SEO plan. This might involve updating content, improving technical performance, or investing more in building authoritative backlinks.

6. Long-Term SEO Strategy Post-Google September 2024 Update

In the wake of the Google September 2024 Update, businesses must adopt a long-term SEO strategy that aligns with Google’s evolving priorities. Here are a few principles to focus on moving forward:

Prioritise quality over quantity: Avoid flooding your site with mediocre or thin content. Instead, focus on creating fewer, but higher-quality, pieces of content that offer genuine value to users.
Stay on top of Core Web Vitals: Core Web Vitals will continue to play a critical role in Google’s ranking factors, so regularly monitor and optimise your website’s performance.
Focus on user intent: Make sure your content is closely aligned with the search intent of your audience. Understanding what users are looking for and providing clear, comprehensive answers will always be key to good rankings.
Continue building authority: Build relationships within your industry and seek out opportunities to earn high-quality backlinks. Authority building is a long-term investment, but it pays dividends in maintaining search engine visibility.

7. Conclusion

The Google September 2024 Update has brought with it a number of important changes to how websites are evaluated and ranked. For web design and development companies, these changes highlight the importance of focusing not only on technical SEO and user experience but also on content quality, mobile-first optimisation, and Core Web Vitals.

By taking a proactive approach and adapting to the new guidelines, businesses can maintain their competitive edge in search engine rankings, ensuring long-term success in the ever-evolving world of SEO.