Google's latest algorithm update: What it means for your marketing strategy

November 11 marked the beginning of a new playing field for SEO and content strategies as Google started rolling out a major algorithm update*. As with any core update, the effects are not instant, but we can already predict a period of uncertainty as websites bounce up and down in the search rankings. This rollout, which takes about two weeks to complete, aims to improve the quality of content users encounter. With the growing amount of AI-generated text online, it seems Google is now looking to ensure that content creators who prioritize users' needs come out on top. This is especially relevant for inbound marketing strategies, where platforms like HubSpot can play a crucial role in aligning your content with user intent and ensuring that every stage of the buyer’s journey is addressed effectively. By leveraging HubSpot's tools, marketers can better track user behavior, personalize content, and focus on building real connections, which aligns perfectly with Google's vision for quality content.

* source: Google Search Status Dashboard

What does the update mean for content quality?

Google's goal with this update is clear: to elevate content that is genuinely user-friendly and provides real value to the searcher. In other words, content that helps users find relevant answers and solutions will be rewarded over content that is simply keyword-stuffed or churned out by artificial intelligence for volume's sake.

How does a core update impact websites?

Historically, Google updates often lead to a period of volatility in search results, with sites "bouncing" back and forth before things stabilize. This time, sites that have overly relied on AI-generated content or that lack depth and relevance might see the most significant changes. This update signals Google's increasing focus on user intent, meaning content must be thorough, well-supported, and—above all—provide a positive user experience.

What to do if you're negatively affected

Google has previously provided advice on what to do if you're negatively impacted by a core update. While there's not much new guidance here, the following points are still valid:

• There are no specific actions to recover. A ranking drop doesn't necessarily mean there's something wrong with your pages.
• Google has a list of questions to consider if your site is affected by a core update.
• Recovery might happen between core updates, but the biggest changes often come with the next core update.

In short, create helpful content for humans, not just for search engine rankings

“There is nothing new or specific that content creators need to do in advance of this update, as long as they are creating satisfying content intended for people. For those who may not rank as well, we strongly encourage reviewing our help page about creating helpful, reliable, people-first content,” Google has previously stated.

Topical Authority – The path to long-term success

To survive these changes and maintain—or even increase—your visibility, focusing on Topical Authority is key. Topical Authority means building deep expertise in a subject, based on understanding user search behavior and needs. Instead of focusing on individual keywords, it's about creating comprehensive and cohesive content that covers the entire topic area—thereby providing users with complete answers.
This means that for every subject or key area relevant to your audience, you should create a holistic strategy. By understanding what questions and concerns potential visitors have, you can build a content plan that delivers answers and solutions, meeting Google's criteria for quality content.

Why Topical Authority is future-proof

As AI-generated content becomes more common and Google tightens its standards, Topical Authority is a robust method for building long-term credibility and visibility. By focusing on the user, building content that answers questions, and providing real value, websites can establish a solid foundation that can withstand future updates.

Invise – Your partner for SEO and content built on Topical Authority

At Invise, we have long followed this methodology in both SEO and content work. We understand the importance of building content structures that not only rank well but also meet users' needs and reinforce your company’s authority in your subject areas. Want to ensure your site is prepared for both today’s and future Google updates? Let us help you develop a strategy based on Topical Authority.

Learn more about how we work with SEO Topical Authority here.