SEO Updates: Google Core Update, Bing Features, and Microsoft Performance Max Updates - Date: September 5th, 2024

Google SEO News

Google August 2024 Core Update Concludes After 19 Days

The Google August 2024 Core Update completed its rollout on September 3, 2024, taking just over 19 days, faster than the expected month-long duration. Google stated that the update was influenced by creator feedback and aimed to reward improvements, particularly benefiting small and independent sites producing original content. While some sites experienced ranking gains, 44% reported drops in traffic, and 29% saw no change. The update focused on improving search result quality by prioritizing genuinely useful content and impacting features like Google Discover and snippets.  It was designed not as a penalty but as a way to promote high-quality web pages, including smaller publishers. However, most sites affected by previous updates did not see substantial recoveries, and improvements were often minimal. Google suggests those affected should review their content based on the latest core update guidance. Future algorithm refreshes may occur without official announcements, making ongoing optimization critical for sustained visibility in search results.

SEO Recommendations by Jason

The update is over!! Hallelujah! What's next? Well-monitoring positions and domain authority during this period, as we have pointed out in previous news articles, are paramount. Now the update has concluded, analyzing any clear wins will help us establish a link with what Google/Search wants and how they are rewarding websites that have focused on the user experience, quality of content, technical performance, and other key areas. 

Google Search Now Supports AVIF Image Format

Google Search has added support for the AVIF image format across Google Images and other search areas utilizing images. AVIF, based on the AV1 video compression standard, is compatible with all major web browsers and widely supported by platforms like WordPress and CloudFlare. While there is no special action required for indexing AVIF files, webmasters are advised to evaluate the best image format for their needs and ensure proper redirects if changing image filenames or extensions.

SEO Recommendations by Jason

Indexability of more image formats is yet another feature for more flexibility in displaying content in search engines. If your image bank benefits from the AVIF image format, this could definitely be a win. It would be wise to analyze the compatibility of the image format with CDNs before implementing it.

Bing SEO News

New Animation in Bing Knowledge Panels and Featured Answers

Bing has introduced an interactive animation effect in its knowledge panels and featured answers. Users can now see highlighted sections when hovering over the table of contents, with corresponding sections expanding in the answer area. This enhancement aims to improve navigation and user experience within featured snippets.

SEO Recommendations by Jason

Featured snippets in Bing are a major SEO feature for higher click-throughs and organic visibility. Not always do we see featured snippets in Google being displayed in Bing. The animation rollout will improve the user experience, increasing the relationship between the user and the destination URL, by giving them this preview. The hypothesis is that if someone sees and reads the preview of the content, the user if clicked, will be more engaged, increasing time on site and engagement. This is a positive contribution to search engines.

As we enter an era of generative search and AI-generated featured snippets or AI previews, the conclusion is that traffic that does click through should be more engaged, increasing time on site and engagement rate.

Microsoft Advertising September 2024 Updates: Performance Max 

Microsoft Advertising has rolled out several updates for September 2024, with a focus on Performance Max. Key changes include the ability to add logos and call-to-actions to native ads, designed to increase engagement and brand visibility. The platform will dynamically select the best call-to-action or allow advertisers to choose from a predefined list, with eligibility starting September 30th. Performance Max campaigns imported from Google will now be automatically converted to Performance Max in Microsoft Advertising, rather than Smart Shopping and DSA.

Microsoft Advertising is launching a new Search Term Insights report, available for all campaign types, including Performance Max, providing deeper visibility into search queries driving ad performance. Additionally, a new pilot feature called Search Themes is available, allowing advertisers to associate keywords or phrases within Performance Max campaigns to better optimize during the learning period. Advertisers interested in participating can contact their Microsoft Advertising account manager.

Microsoft has also introduced the Max Conversion Value bid strategy for portfolio bid strategies, enabling advertisers to maximize the conversion value across multiple campaigns within a portfolio. This addition aims to enhance bidding efficiency and campaign performance, offering more strategic control over bidding in Microsoft Advertising campaigns.

SEO Recommendations by Jason

PMax is no new concept to advertisers, but for Bing Advertising, the PMax is exciting and an opportunity to test more automation of bidding, content, and CTAs.

I see Bing mimicking more and more Google Ads features, and Target CPA, Pmax, and other features all seem to look very similar to Google Ads.

I recommend advertisers compare the following metrics when analyzing these options between paid platforms (Google Ads vs Bing Ads)

1. Av CPC
2. Av CTR 
3. Av CPA (if measure leads, checkout, or any other relevant conversion action)
4. Av conversion window: from first click to revenue. 

General Search Marketing News

How Google, Microsoft And Amazon Are Raiding AI Startups For Talent

Microsoft, Google and Amazon, along with other tech companies, have been getting creative in how they’re poaching talent from top artificial intelligence startups. Earlier this month, Google inked an unusual deal with Character.ai to hire away its prominent founder, Noam Shazeer, along with more than one-fifth of its workforce while also licensing its technology. It looked like an acquisition, but the deal was structured so that it wasn’t. Google wasn’t the first to take this approach.

In March, Microsoft signed a deal with Inflection that allowed Microsoft to use Inflection’s models and to hire most of the startup’s staff. Amazon followed in June with a faux acquisition of Adept where it hired top talent from the AI startup and licensed its technology.

Google Ads News, Internal Tools, Google Discover Penalty, Reviews & Core Poll

Google Ads and Merchant Center Updates for the Holiday Season

Google announced several updates to its Merchant Center, now integrated into Merchant Center Next, just in time for the holiday season. These updates include new charts, trend reports, and AI-driven insights designed to help businesses better understand consumer behavior. Local inventory ads have also been enhanced, and a new feature allows syncing in-store availability with Google. Some features labeled as "new" have been available for a while, which has caused confusion among users. Google has also hinted at new internal tools, like an audience builder, although access is currently restricted.

Google Discover Policy Violations Spark Confusion

Google is sending emails to site owners about policy violations in Google Discover, particularly targeting misleading content. These violations are akin to manual actions for misleading users with content that doesn't match their expectations. Despite these enforcement actions, there is skepticism about whether Google Discover content fully complies with its own policies, as misleading headlines and clickbait remain prevalent on the platform.

Google Local Service Ads to Merge Review Links with Business Profiles

Google is planning to expire the review links for its Local Service Ads (LSA), consolidating reviews under Google Business Profiles. This change aims to reduce fake reviews, a significant issue in LSA, and to simplify the review system by merging it with the existing Business Profile reviews. While this move might improve review authenticity, it's uncertain how effective the integration will be in curbing fake feedback.