Google expands site reputation rules, Merchant Center recommendations in GA, and OpenAI’s next move – a browser?

As we get ready to say goodbye to November, let’s reflect on the recent SEO news and prepare for the challenges of the winter. Here we go!

Updates

• November 2024 Core Update Still Rolling Out

On November 11, Google began rolling out its third core update of the year.

Here are some key insights from Glenn Gabe:

• Recovery for some review sites previously hit by review updates
• Significant drops across the education affiliate niche

With the rollout expected to last around two weeks, we’re nearing the finish line. Soon, we’ll have enough data to analyze the update’s impact in detail.

And on to something that isn’t an update, but deserves your undivided attention:

• Google Expands Its Site Reputation Abuse Policy

Previously, this policy targeted third-party websites exploiting another site’s ranking signals. Now, it includes first-party sites—those hosting content from third parties that is atypical for the main site, regardless of the site owner’s level of involvement.

While penalties are still issued manually, Google is improving its algorithms that identify “if a section of a site is independent or starkly different from the main content of the site. By treating these areas as if they are standalone sites, it better ensures a level playing field, so that sub-sections of sites don't get a ranking boost just because of the reputation of the main site.”

Google went on to add that:

“This doesn't mean that these sub-sections have somehow been demoted or are in violation of our spam policies. It means we're measuring them independently, even if they are located within a site.”

Note that if you were hit by a penalty, Google warns not to move the affected directories to a new location on the domain name—it could result in further penalties or even site-wide repercussions.

AIOs

• Google Tests Card/Block Format for AI Overviews

Barry Schwartz reports saying that:

“...it looks like Google is grouping answers for a more generic query into multiple categories of responses. Google is placing them into these card blocks that can either show you a new AI Overview or more search results…”

E-commerce

• Merchant Center Recommendations Now In Google Analytics

You can now find Merchant Center recommendations directly in Google Analytics. These alerts appear on the Home page, Insights hub, Reports snapshot, and Acquisition overview report, helping you identify and resolve issues preventing your products from being approved in Merchant Center.

Tidbits

• DOJ May Push Google to Sell Chrome

While no decision has been made, if the judge orders a sale, Chrome could be valued at $15–$20 billion.

Google argues that separating Chrome from the company would negatively impact other products and harm users.

Other potential penalties include:

• Restricting Android from running Google Search.
• Banning default search deals with Apple and others. For instance, Firefox, which generates part of its revenue through its agreement with Google.

The DOJ is also considering restrictions on Google’s AI activities, proposing a ban on acquisitions, investments, or collaborations for developing AI features.

There’s no decision just yet. A two-week hearing in April will determine what remedies Google must adopt to address its illegal practices, with a final ruling expected by August 2025.

In the meantime,

• OpenAI Might Launch a Web Browser

The creator of ChatGPT has hired former Google engineers, including Ben Goodger and Darin Fisher, who were key contributors to the original Chrome project. OpenAI has reportedly discussed its browser plans with companies like media giant Conde Nast, Eventbrite, Redfin, and Priceline.

• Perplexity Launches AI-Powered Shopping Search

Available now for paid users based in the US, this new feature includes:

• Visual product cards with detailed information
• One-click checkout
• An innovative merchant program that could reshape the online shopping experience.

Perplexity also promises “unbiased” product recommendations without sponsored slots.

• Google Tests Removing EU-Based News Publishers From Search

“..a small, time-limited test in which we don't show results from EU-based news publishers in Google News, Search, and Discover. This test will affect 1% of users in Belgium, Croatia, Denmark, Greece, Italy, the Netherlands, Poland and Spain.”

Ready for a twist?

Just a day after Google made its plan public, the Paris Commercial Court swiftly ruled that the text violates an existing agreement with the French Competition Authority. Google now faces a choice: either scrap the test or pay €900,000 per day. Unsurprisingly, the search giant decided to remove France from the test.

The aim of the test is to find out how Google Search, Discover, and News affect traffic to EU publishers’ websites and, consequently, how much Google should pay them for reusing their news.