From Google’s continued algorithm changes to Bing’s rollout of new AI features, here’s a rundown of the most significant search industry updates from October.
Google Search
Google core update in the works
Google has confirmed that another broad core algorithm update will arrive sooner rather than later. Unlike their August 2024 core update, this one does not factor in publisher feedback.
Those hit by the September 2023 Helpful Content Update have been told not to expect recovery with this update or even the one that follows.
We will cover this update in a dedicated future post once more is known.
Record ranking volatility
Google’s SERPs still haven’t fully stabilised since early August, making this the longest running SERP volatility ever.
It’s common knowledge that Google’s core updates can shake things up, but the dust usually starts to settle a few weeks after the fact. So, what’s causing it?
Often, extended or sporadic turbulence on the SERPs means Google is testing smaller changes between updates or even that their systems are experiencing crawling or indexing issues.
However, the current emphasis on removing spam from Google’s SERPs is likely a big part of the problem too. When sites are deindexed or penalised for spam policy violations, legitimate websites can inadvertently be affected, getting caught in the reshuffle of search engine rankings.
John Mueller says publishers should embrace Google's AI innovation
In October, Google’s John Mueller put into words what most already assumed… AI is here to stay.
Posting on LinkedIn, he wrote, ‘AI is not going to go away. You can’t be “I hate AI and will never use it” if you want to work in a tech-related field.’
He concedes there are still many misuses of this technology but believes, when the sensationalism surrounding AI dies down and people learn more about how it works, it will become more widely accepted.
Publishers can take this as confirmation that Google will become increasingly AI oriented – and that full Gemini Search is likely on the way. As such, optimising for visibility in AI generated responses is becoming a key aspect of effective digital strategy.
Google's AI Overviews go global
Perhaps illustrating Mueller’s point covered above, Google has begun rolling AI Overviews out to upwards of 100 countries.
Before this announcement, AI Overviews were only available by default in 7 countries. Publishers around the world can expect to see a slight decrease in clicks via traditional SERP links, particularly for informational content. Thankfully, AI Overviews are steadily becoming more citation-rich, which can help to offset the traffic it pinches from blue SERP links.
Read Google’s full statement below:
‘Since launching in May and expanding beyond the U.S. in August, the feedback we’ve received for AI Overviews has been highly positive. People prefer using Search with AI Overviews, and they find their search results more helpful.
So now, in our largest expansion yet, we’re launching AI Overviews in more than 100 countries and making them accessible in more languages — helping you search in a whole new way, no matter what questions are on your mind.
Starting this week, AI Overviews will begin rolling out in more than 100 countries and territories around the world. With this latest expansion, AI Overviews will have more than 1 billion global users every month.
As part of this update, we’re also extending language support across the board. If you’re in any country with AI Overviews, you can now get them in any of the currently supported languages, including English, Hindi, Indonesian, Japanese, Portuguese, and Spanish. So, for example, if you’re in the United States and you speak Spanish, you can now see AI Overviews in your preferred language.’
Google loses billions in legal battle against small business
As we discuss later in the post, Google has been raking in the revenue as of late, but October was not without its losses.
Shivaun and Adam Raff, British couple and cofounders of price comparison website Foundem, won their 15-year legal battle against Google, resulting in a €2.4 billion fine for the company.
The Raffs, who launched Foundem in 2006, claimed Google intentionally limited the site’s visibility to prioritise their own price comparison features – essentially the same grounds on which Yelp is currently suing Google.
While it hasn’t been an easy ride for the Raffs, their win shows that publisher voices are important and that search engines can be held accountable when clear wrong-doing has occurred.
Bing Search
Bing's new AI search tool is rolling out
Bing’s “Generative Search Experience” (GSE) is currently rolling out. GSE is Bing’s take on Google’s AI Overviews (formerly SGE).
Like AI Overviews, Bing GSE will focus on answering informational queries directly on the SERPs. Will it steal your clicks? Some of them, yes, making it yet another reason to start thinking seriously about answer engine optimisation.
Bing doesn't like Batch Mode for IndexNow
In mid-October, Microsoft Bing announced the IndexNow initiative for instant indexing. But one limitation that has come to light is an inability to handle “Batch Mode” submissions.
Batch Mode enables publishers to send several URLs for indexing simultaneously, which can save a significant amount of time for those with lots to submit. However, the usual waiting period still applies.
As a workaround, some have been attempting to combine Batch Mode with the IndexNow protocol for bulk instant indexing. But the burden this places on Bing’s systems can actually increase delays due to server overload.
So, while IndexNow is a big help for smaller volume sites, high-volume publishers shouldn’t rely on It for efficient indexing.
Meta
Meta to develop their own search index
Meta is reportedly the next big player to throw their hat into the AI search arena, with plans to develop a proprietary search index for its AI chatbot.
Meta AI currently relies heavily on Google Search, but this move would make it an independent tool capable of generating summaries of online content with no outsourcing whatsoever.
With legal issues a-plenty and more serious competition for the search throne than ever before, the last thing Google needs is another challenger, but Meta AI could end up being just that.
Paid media
Big ad revenue gains for Google and Bing
Both Google and Bing have reported significant growth for their ad services.
Google’s Q3 2024 earnings report shows a 10% YoY increase, resulting in a total quarterly revenue of $65.85 billion – their highest quarterly ad revenue ever reported.
This suggests Google’s ad services are reaching new levels of saturation and competitiveness, meaning investing in expert-delivered PPC campaigns is essential for success in this space.
Bing’s earnings release revealed an 18% YoY increase in ad revenue. However, this follows a disappointing 2023 performance, so it’s not quite on par with Google’s achievement.
Still, this means we may see more money being put back into both Microsoft and Google ad services to boost innovation and keep advertisers spending.
Google PMax vs Standard Shopping
Google Ads has introduced an update affecting how Performance Max (PMax) and Standard Shopping campaigns operate within the same account.
Previously, PMax campaigns automatically took priority over Standard Shopping campaigns when both targeted the same products. With the new update, both campaign types will now compete based on Ad Rank in the auction.
This change aligns PMax and Standard Shopping with other campaign types, simplifying campaign management and testing for advertisers.
Google assures that no immediate action is required from advertisers but recommends adjusting budgets and targets for each campaign type to gain better control over spending.
Google Ads gets "Gross Profit Optimisation" campaign option
Google Ads is introducing a new campaign setting called Gross Profit Optimisation, which calculates gross profit by applying the margins set in the optimisation goal to each conversion's value.
This feature, currently available in select accounts, was announced during Google Ads Academy and has shown promising early tests indicating a 15% increase in campaign profit.
Local Services Ads must be connected to a Google Business Profiles account
Any business planning to use Local Services Ads (LSAs) must now have a live, matching Google Business Profiles account. Otherwise, your LSA’s will be paused and stop appearing in search results.
While some might consider this a hassle, Google Business Profiles has become an essential aspect of local SEO - and businesses will only benefit by creating and maintaining an account.
AI Overviews has ads... again
Google is rolling out Search and Shopping Ads in AI Overviews in the US. These ads will feature a "Sponsored" label and aim to help users quickly connect with relevant businesses, products, and services at the moment they need them.
As discussed in our AI and digital marketing October roundup, paid media in AI search tools is starting to pick up. It presents a lot of opportunity for advertisers, but, as a new and largely untested avenue, it should be approached cautiously.
Google to sunset call ads
Google Ads will phase out call ads sometime next year, transitioning to responsive search ads to introduce new features and simplify asset management.
All new call ads will require a landing page, and existing call ads without a final URL will not be automatically migrated. Advertisers will receive advance notice of this change.
Stay current with TDMP
That’s it for October! While there weren’t any seismic changes, these updates hint at bigger things to come, so stay tuned for our next roundup. Contact TDMP for comprehensive digital marketing support.