Since Search Engine Land launched, we have given SEO experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting SEO landscape.
What follows are links to the 10 most-read, must-read Search Engine Land SEO columns of 2024 that were contributed by our fantastic group of Subject Matter Experts.
Dive into Google Search Console’s features and reports, plus how to navigate the tool like a pro, from basic setup to advanced SEO analysis. (By Anna Crowe. Published July 8.)
Get more done in less time with these must-have AI tools to automate tasks, optimize content and improve your search engine rankings. (By Ludwig Makhyan. Published Sept. 27.)
Steps for using GSC to review your traffic, analyze the search landscape and make impactful optimizations for quick results. (By Marcus Miller. Published Aug. 22.)
Leverage AI like ChatGPT to generate more human-sounding long-form content. Refine prompts with details to produce engaging articles. (By James Allen. Published Feb. 26.)
Google now highlights content creators as trusted sources in search results. Here’s why this matters for E-E-A-T and how SEOs can benefit. (By Jason Barnard. Published Sept. 25.)
Addressing common questions, critiques and concerns following the massive Google Search leak and how your approach to SEO should change. (By Michael King. Published May 30.)
Understand what GEO is, how it’s revolutionizing digital marketing and key strategies to optimize for AI-driven search. (By Christina Adame. Published July 29.)
This breakdown unveils potential Google Search ranking factors, including details on PageRank variations, site authority metrics and more. (By Andrew Ansley. Published May 30.)
An in-depth analysis of how Google’s complex ranking system works and components like Twiddlers and NavBoost that influence search results. (By Mario Fischer. Published Aug. 13.)
Here’s a comparison of genAI tools ChatGPT, Bard, Bing Chat Balanced, Bing Chat Creative, and Claude based on four metrics. (By Eric Enge. Published Jan. 26.)
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Search Engine Land gives PPC experts a platform to share their in-depth knowledge and timely insights – with the goal of helping you solve problems, manage challenges and understand the constantly shifting landscape of paid search, paid social, and display.
What follows are links to the 10 most-read, must-read Search Engine Land PPC columns of 2024 that were contributed by our fantastic group of subject matter experts.
Discover how this bid strategy can optimize your Google Ads campaigns for the most valuable actions and overall profitability. (By Sarah Stemen. Published Feb. 7.)
Learn to negate poor performers, track disapproved products and exclude spammy placements with Google Ads scripts. (By Nils Rooijmans. Published Sept. 20.)
Here’s how it affects your ad campaigns and what you can do to optimize performance despite limited visibility. (By Mark Meyerson. Published Sept. 10.)
Looking to elevate your Google Ads lead gen efforts? Here are nine levers that can boost your PPC campaigns toward significant growth. (By Menachem Ani. Published Jan. 10.)
Strategies for running Performance Max campaigns in 2024, covering campaign structure, creative, budgeting and conversion tracking. (By Navah Hopkins. Published April 11.)
Learn about Google Ads’ latest improvements to query matching and brand controls and what it indicates about how keywords will evolve. (By Menachem Ani. Published July 10.)
Leverage AI for PPC with improved prompts, data integration via plugins, custom GPTs, and API-enabled actions. (By Frederick Vallaeys. Published Feb. 1.)
Learn how to use ChatGPT to level up your paid search efforts without sacrificing strategy, authenticity and creativity. (By Amy Hebdon. Published Sept. 3.)
Two years of experiments reveal key findings on the best-performing bid strategies, keyword match types, campaign settings and more. (By Mark Meyerson. Published Aug. 29.)
Google Ads fixed the bug preventing Performance Max search query data from showing in scripts. Here’s how to analyze it PPC optimization. (By Frederick Vallaeys. Published March 13.)
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Sundar Pichai, Google’s CEO, and its executive team held a strategy meeting with employees last week on its 2025 outlook and what Google needs to focus on to get there. As you can imagine, much of it was around AI and shipping AI products that are better, faster and more consumer focused.
Consumer focused Gemini. “Scaling Gemini on the consumer side will be our biggest focus next year,” Pichai was quoted as saying. The issue is, ChatGPT from OpenAI is quickly becoming the brand for AI, like Google is for Search. The CNBC article reads:
One comment read aloud by Pichai suggested that ChatGPT “is becoming synonymous to AI the same way Google is to search,” with the questioner asking, “What’s our plan to combat this in the upcoming year? Or are we not focusing as much on consumer facing LLM?”
Comparing OpenAI to Google. Pichai also showed a chart of large language models, with Gemini 1.5 leading OpenAI’s GPT and other competitors. But that lead might not stay and that Google may have to play catchup, he suggested. “I expect some back and forth” in 2025, Pichai said. “I think we’ll be state of the art.”
“In history, you don’t always need to be first but you have to execute well and really be the best in class as a product,” he said. “I think that’s what 2025 is all about.”
Build and ship faster. Pichai also stressed that the company needs to go back to its early roots and build and ship faster, while also being more scrappy. Throughout the meeting, Pichai kept reminding employees of the need to “stay scrappy.”
“In early Google days, you look at how the founders built our data centers, they were really really scrappy in every decision they made,” Pichai said. “Often, constraints lead to creativity. Not all problems are always solved by headcount.”
This will help Google compete in this area.
“I think 2025 will be critical,” Pichai said. “I think it’s really important we internalize the urgency of this moment, and need to move faster as a company. The stakes are high. These are disruptive moments. In 2025, we need to be relentlessly focused on unlocking the benefits of this technology and solve real user problems.”
Why we care. 2025 will be a big year for AI, OpenAI, Microsoft, Google and other AI startups. This is an important year for these companies to gain market share and brand recognition in this space.
It will also be an exciting year, as these AI technologies should lead to fundamental changes in consumer behavior.
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The world of digital marketing in 2024 has been nothing short of transformative, with Google once again taking center stage in many of the year’s biggest developments. From the ongoing debates about third-party cookies to advancements in Google Analytics and the rising distrust among advertisers, the year was marked by shifts that tested the adaptability and resilience of marketers everywhere.
As we enter the last few weeks of the year, let’s take a look at the top newsworthy headlines according to pageviews.
Advertisers expressed frustration, citing financial strain, loss of cashflow flexibility and lack of benefits.
Google Ads Liaison Ginny Marvin confirmed that only a small subset of advertisers would be impacted.
9. Google Ads ad copy: what works and what doesn’t in 2024
Optmyzr analyzed over 1 million Google Ads to uncover key insights into ad copy strategies, focusing on metrics like CPA, CTR, and ROAS. The findings challenge conventional wisdom and highlight opportunities for marketers to improve performance.
The report covered:
Ad strength – its misleading
Pinning Assets – against Google’s recommendations, it could be worth pinning all headlines
Sentence case vs Title Case – sentence case is a clear winner especially for RSAs
Creative length – shorter headlines performed better
8. Google is shutting down websites made with business profiles
This caused the need of a new site for brands who had GBP websites, using platforms like Wix, Squarespace, Shopify, WordPress, Google Sites, or GoDaddy
It took little coaxing to have several advertisers let us know why their trust is at an all time low. Advertisers complained of manipulative practices, lack of transparency, erosion of trust and much more.
The rise in ad spend and growing confidence in paid media suggest advertisers adapted to challenges in 2023, leveraging mobile and emerging platforms like PMax to drive performance.
Advertisers are used to the odd Google Ads reporting glitch here and there, however in August, a unique one happened where competitor data was exposed.
Advertisers were unable to manage campaigns or access critical performance data. Additionally, a serious data breach has exposed unrelated item IDs, product titles, and Merchant Center information, potentially revealing competitors’ sensitive information.
It took a week for the issue to be fully resolved.
In July, advertiser Brais Calvo Vázquez’s discovered that Google Analytics 4 (GA4) includes a hidden report that allows users to compare conversion data exported to Google Ads, helping to identify and explain discrepancies between the two platforms.
This tool, accessible by appending “/advertising/key-event-differences” to a GA4 property URL, provides advertisers with insights to improve campaign accuracy and performance.
Some users have had access to this report for over a year, indicating it may have been in extended testing. Google made no comment to this discovery.
The changes aim to provide advertisers with enhanced transparency and control, allowing them to safeguard their brand reputation. The SPN includes websites and apps that display search ads, extending beyond Google’s main properties like YouTube and Google Discover.
1. Third Party Cookies
There had been back and forth about third party cookies for years now and whether to deprecate it and in 2024, Google had high hopes of going ahead with doing getting rid of it. However, their hopes were dashed almost as soon as they started their tests.
In January the report was Google started phasing out third party cookies. They were axing cookies from 1% of browser traffic, and the speculation at that stage was that they would phase out third-party cookies by the second half of 2024 as a crucial move in its Privacy Sandbox initiative.
“The Privacy Sandbox initiative aims to create technologies that both protect people’s privacy online and give companies and developers tools to build thriving digital businesses.”
However CMA had lots (39 and counting) of concerns, the three key ones being:
Google would still benefit from user data whilst competitors would be limited form this data,
That they will show favoritism towards their ad tech,
Publishers and advertisers won’t able to detect fraudulent activity.
In April the deadline for third party cookie deprecation moved from end of 2024 to 2025, conceding to the concerns the CMA raised in February. The had put evidence together that they were still doing the right by the industry and wanted to give the CMA enough time go over all the documentation they had provided.
Later that same month the concerns increased to 111 with the primary concern now being that Google will become too dominant in the market if their Privacy Sandbox solution went ahead.
After a couple of months of silence, the final decision came – Google scraps plans to kill third-party cookies in Chrome. The new promise is to introduce a new experience in Chrome whilst the Privacy Sandbox AMI will continue to be developed for alternative solutions.
That is a wrap on 2024. Several major talking points there, unsurprisingly mostly focused around Google there. What do we think 2025 will bring us? I reckon a lot more AI updates and experts truly needing to different themselves from those who just use AI as their selling point. It would also be interesting to see whether the Google we know now will have all its brands still intact by this time next year.
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Google Ads introduced Brand Report, a new dashboard tool that gives advertisers consolidated insights into reach and frequency across campaigns.
The tool simplifies how brand advertisers track campaign performance by providing deduplicated metrics in one place, rather than scattered across multiple reports.
The details. Brand Report consolidates data from multiple tools, streamlining analysis of KPIs and demographic performance.
Advertisers can filter results by age, gender, and other on-target demographics.
Accessible directly in the Google Ads dashboard under “Insights and reports.”
Why we care. This update is significant because it finally solves the headache of piecing together reach and frequency data from multiple places.
By providing deduplicated metrics in one dashboard, you can now easily see who they’re actually reaching across campaigns, spot where they’re overspending on the same audiences, and make faster, smarter decisions about their brand advertising investments.
Key requirements:
Available at the single account level (no multi-account or MCC support).
Metrics cover a max of 92 days and up to 10,000 campaigns.
Requires 10,000+ impressions per campaign for data to populate.
Search, Shopping, and Performance Max campaigns are excluded.
What’s next. You should now look out for when other campaign types, like Search, Performance Max and Shopping, will be included in the reports.
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OpenAI has confirmed it is working to restore access to a number of its services including its popular ChatGPT service, its APIs and Sora. OpenAI said it has found the cause for the issue and have started recovery. Some of the services are now being restored.
What happened. OpenAI said at 11 am PT on its status report, “We are currently experiencing an issue with high error rates on ChatGPT, the API, and Sora. We are currently investigating and will post an update as soon as we are able.”
Later the AI company confirmed, “This issue is caused by an upstream provider and we are currently monitoring.”
Fix coming. On X, ChatGPT added that it has restarted recovery of its systems:
Most of ChatGPT, the API, and Sora have been down for a couple of hours and we’re sorry for the trouble this is causing.
We’ve identified the issue and have started recovery. We hope to be back asap. https://t.co/YiG0F9YxNN
Service returning. It seems some are now able to use ChatGPT, although some are still having issues. This is what I see:
OpenAI should be able to restore access to these services shortly, so try back later.
Why we care. Outages like this can cause frustration to your day, especially if you rely on these services for your job. Many in the search industry use OpenAI’s tools for content, for workflow enhancements and productivity boosts.
It is a good thing it is a slow time right now with the holidays but still, for those working today, this may have caused some delays to your schedule.
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Google’s June 2024 spam update rollout is now complete. The spam update started on December 19, 2024, about seven days ago, finishing on December 26, 2024. This was the third spam update of the 2024 year and started a day after Google completed the December 2024 core update.
This update was a general and broad spam update, it was not a link spam update and did not automate the site reputation abuse policy, which is still only done via manual actions.
Google wrote, “The rollout was complete as of December 26, 2024.”
What we saw. While the update was announced the day after the December core update, it does seems that it hit very hard within a few days and was much more widespread than some previous spam updates. Although, it is still a bit too early to dig too much into the update. If you were hit by this update, you may notice the rankings drops in Search Console. Keep in mind, holiday traffic can be very volatile and low for many sites, so look at rankings and not traffic for this specific update.
Previous spam updates. The last spam update was on June 20, 2024 and was named June 2024 spam update, it completed on June 27.
Here’s our past coverage of confirmed Google spam updates:
Why we care. This Google update took a lot of us by surprise, since it happened only a day after the core update and just days before the holiday season. We were taken back by Google releasing an update that will end close to, or into the holiday season.
This is the 7th Google search algorithm update we had in 2024, including four core updates and now three spam updates. It is unclear exactly what type of spam this targets but if you noticed any ranking changes during this update, it might have been related to this spam update.
“While Google’s automated systems to detect search spam are constantly operating, we occasionally make notable improvements to how they work. When we do, we refer to this as a spam update and share when they happen on our list of Google Search ranking updates.
For example, SpamBrain is our AI-based spam-prevention system. From time-to-time, we improve that system to make it better at spotting spam and to help ensure it catches new types of spam.
Sites that see a change after a spam update should review our spam policies to ensure they are complying with those. Sites that violate our policies may rank lower in results or not appear in results at all. Making changes may help a site improve if our automated systems learn over a period of months that the site complies with our spam policies.
In the case of a link spam update (an update that specifically deals with link spam), making changes might not generate an improvement. This is because when our systems remove the effects spammy links may have, any ranking benefit the links may have previously generated for your site is lost. Any potential ranking benefits generated by those links cannot be regained.”
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Google launched seven official and confirmed algorithmic updates in 2024, four core updates and three spam updates. The March 2024 core update was massive, updating several systems within the core algorithm, plus bringing in a few new large spam policies.
In 2023, Google had 9 confirmed algorithmic updates. In 2022 and 2021, Google had 10 confirmed algorithmic updates.
Google confirmed algorithm update summary
We whipped up this timeline documenting all the confirmed Google search algorithm updates in 2024, so you can visualize the updates over the year.
Four Google core updates in 2024
Google had four core updates in 2024, the same number as it had in 2023, but in 2022 Google only had two core updates. We had core updates in March, August, November and December.
March 2024 core update. The Google March 2024 core update started rolling out March 5, took 45 days to complete, and finished on April 19. Google told us this core update was its largest core update in history, updating multiple core systems.
The March 2024 core update is “more complex update than our usual core updates,” Chris Nelson from the Search Quality team at Google said. Google made “changes to multiple core systems,” he added. A Google spokesperson said, “The updates led to larger quality improvements than we originally thought – you’ll now see 45% less low quality, unoriginal content in search results, versus the 40% improvement we expected across this work.”
This update was a rather large core update, based on what the data providers showed us. Google updated its help page, including more in-depth guidance for those who may see changes after an update.
November 2024 core update. The Google November 2024 core update started on November 11 and completed 24 days later on December 5. This was a normal core update that “This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search,” Google said.
As a whole, the November 2024 core update felt less volatile overall compared to the other two core updates that seemed to impact a larger number of sites.
December 2024 core update. The Google December 2024 core update started on December 12 and completed 6 days later on December 18. This update was a bit of a surprise, since it started a week after the November core update completed.
Why did Google release this core update so soon? “If you’re wondering why there’s a core update this month after one last month, we have different core systems we’re always improving,” Google told us.
Here is a chart from Similarweb comparing the volatility of these past core updates:
Three Google spam updates in 2024
March 2024 spam update. The Google March 2024 spam update started the same day as the March 2024 core update but completed in less time, only taking about 14 days to complete – it ended on March 20. Google did not say anything specifically new when it came to announcing the spam update. Chris Nelson from Google wrote on March 5, “Along with our new spam policies, we are also launching the March 2024 spam update today.”
June 2024 spam update. The Google June 2024 spam update started on June 30 and completed 7 days later on June 27. This update was a general and broad spam update, it was not a link spam update and did not automate the site reputation abuse policy, which is still only done via manual actions.
December 2024 spam update. The Google December 2024 spam update started the day after the December 2024 spam update took seven days to roll out and completed on December 26th. This update was a general and broad spam update, that applied globally and to all languages, Google said. It seems this update hit very hard within a few days and was much more widespread than some previous spam updates.
Other Google algorithm changes, updates, tweaks or topics
Other Google updates. While we had four core updates and two spam updates, Google also pushed out other search specific updates in 2024. Here is a list of those:
In May, Google began enforcing its site reputation abuse policy. While this is not algorithmic yet, it impacted many large and some small sites through manual action penalties.
In October, Google confirmed it has an algorithm that checks to see if portions of your site are starkly different from other sections and will adjust its site-wide signals accordingly.
Google Search bugs. Google also had several search bugs throughout 2024:
In January, Google confirmed a bug where sites would teeter in and out of the index on weekends. Google confirmed this on February 1 and fixed it on February 8.
In August, Google confirmed a ranking bug on August 15 and resolved it on August 20.
In June, Google confirmed an indexing bug that was confirmed and then fixed both on June 20.
In July, Google confirmed an issue with indexing fresh content on July 9.
When moving from non-conversion to conversion-based bidding, Google appears to automatically enable broad match on campaigns.
This affects existing exact and phrase match keywords, converting them to broad match without user confirmation.
Why we care. Advertisers switching to conversion-based bidding could unknowingly have their keywords shifted to broad match. Broad match can drastically alter campaign targeting, leading to spikes in irrelevant clicks.
The response:
Advertisers, including Navah Hopkins from Optmyzr, flagged the issue, raising concerns about wasted budget and campaign performance.
Navah led the criticism, reminding us that she isn’t one to just disapprove of Google with no cause – “Those of you who know me know I’m usually pretty balanced when it comes to Google “choices” but this is a pretty horrible one (especially for those who aren’t as comfortable with Google Ads).”
Harrison Jack Hepp (Founder of Industrious Marketing) questions what happens to the original keyword – “Ugh, now I’m wondering does it pause the old keywords or remove them? Not exactly a simple change in most campaigns”
Christi Olson (Sr. Director Digital Marketing) expresses how self-serving Google strategies are – “Google has always prioritized what makes them the most $$ … not what is efficient or effective for ad spend. It’s not shocking.
Google Ads Liaison Ginny Marvin responded, stating this behavior is not expected and is under investigation.
Be smart:
Regularly audit keyword match types after changing bidding strategies.
Monitor campaign performance closely and revert any unintended broad match changes.
The bottom line. While Google reviews the issue, advertisers should stay vigilant. Overlooking keyword match toggles could mean the difference between a controlled PPC strategy and runaway ad spend.
Starting December, Google will expand its “Abusing the ad network” policy to explicitly disapprove ads pointing to destinations penalized for violating Google Search spam policies.
The details:
Ads directing users to websites subjected to manual actions under Google Search’s Spam Policies will face automatic disapproval.
Site owners impacted by manual actions are notified through Google Search Console, giving them a chance to rectify issues.
The move aims to curb deceptive practices where advertisers attempt to drive traffic to spammy or manipulated web pages that have already been flagged by search enforcement teams.
Why we care. This update directly ties PPC performance to a site’s overall search health. If a site receives a manual action for violating Google’s spam policies, not only will organic traffic suffer, but paid campaigns driving to that destination will also be disapproved.
Neglecting site quality could now cut off both organic and paid traffic, amplifying revenue losses and disrupting marketing strategies.
Between the lines:
This enforcement raises the stakes for PPC managers (as well as SEO managers) . Sites hit with manual actions could see a direct impact on ad campaigns, not just organic search performance.
You will need to monitor Google Search Console closely and resolve any manual actions to prevent ad disapprovals.
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