What Google’s Doing While You’re at the Beach

While you’re soaking up the sun, sipping iced coffee, and finally taking that long-overdue vacation, Google is—as always—hard at work behind the scenes. This summer, there are several notable algorithm updates and SEO shifts that marketers, business owners, and content creators should be watching.

Google doesn’t take a break from keeping us on our toes, and this season is no exception. Below, we’ll walk you through the latest (and upcoming) changes in Google’s algorithm and offer actionable tips to stay visible, compliant, and competitive while you recharge.

Google’s March 2024 Core Update: Still Making Waves

Google’s March 2024 Core Update was one of the most significant in recent memory, and its ripple effects are still being felt this summer.

Key changes included:

• A crackdown on low-quality, AI-generated, or mass-produced content.

• More emphasis on helpfulness, originality, and expertise.

• Removal of more than 40% of low-quality content across the web.

What to do now:

• Audit your content: Remove or revise pages with thin, outdated, or repetitive content.

• Focus on E-E-A-T (Experience, Expertise, Authoritativeness, Trust): Make sure your content demonstrates firsthand knowledge and credibility.

• Avoid AI-only content: Use AI to assist, not replace, human expertise.

Helpful Content Update (HCU): Still in Play

Although the term “Helpful Content Update” isn’t new, Google has continued refining it. Now, it’s integrated into core updates like March 2024.

This summer, the impact of HCU principles remains strong:

• Pages designed for SEO over people are dropping.

• Generic or keyword-stuffed blog posts are being penalized.

Hot tip: Use Google Search Console and GA4 to monitor traffic drops. If you notice key pages declining, check whether they are:

• Answering real questions

• Offering unique insight

• Easy to read and navigate on mobile

If not, refresh them now.

Google SGE (Search Generative Experience): AI Results Are Expanding

Still in experimental rollout, SGE (Search Generative Experience) is reshaping how searchers see results by providing AI-generated answers directly at the top of SERPs.

While SGE isn’t fully launched for all users, it’s gaining momentum, especially on mobile. This shift may reduce clicks to traditional web listings, even if you rank well.

How to prepare:

• Optimize for featured snippets: Use structured data, bullet points, and clear headers.

• Focus on long-tail keywords and niche queries that aren’t easily summarized by AI.

• Establish topical authority with deep, interconnected content.

Page Experience & Core Web Vitals: Still Essential

Google continues to weigh Core Web Vitals and overall Page Experience heavily in ranking signals. This includes:

• Loading speed (Largest Contentful Paint)

• Interactivity (First Input Delay)

• Visual stability (Cumulative Layout Shift)

What to do:

• Use Google PageSpeed Insights to find and fix performance issues.

• Compress images, minimize code, and eliminate render-blocking scripts.

• Test your site on mobile and desktop for UX consistency.

If your competitors load faster or have better mobile design, you may lose traffic even with great content.

Local SEO Shakeups

This summer, Google has rolled out subtle but meaningful changes to local SEO visibility, particularly in the local pack (map listings).

Key shifts:

• Proximity is still important, but review freshness and frequency carry more weight.

• Photos and updated business profiles improve visibility.

Tips to stay competitive:

• Ask for new reviews regularly and respond to them.

• Upload seasonal or behind-the-scenes photos.

• Keep your Google Business Profile updated with summer hours, promos, and services.

🏖️ Bonus: Don’t Sleep on Summer Content

Summer is full of SEO opportunities. While traffic may dip for some industries, others can capitalize on:

• Seasonal keywords (“summer patio tips,” “vacation prep checklist”)

• Local event tie-ins (“best ice cream near [city]”)

• Service campaigns like “Is Your Website Summer-Ready?”

Pro tip: Use Google Trends and Answer the Public to spot summer-specific queries.

Sun, Sand, and SEO

Google may not be out surfing waves, but its algorithms are always shifting. Staying ahead of the curve doesn’t require nonstop hustle—just smart planning, seasonal updates, and a commitment to quality.

So while you’re enjoying some well-deserved beach time, schedule in a little SEO refresh too. Because when the traffic heats up in fall, you’ll be glad your rankings didn’t cool off in July.

Need help with a summer SEO audit or content refresh? Teal Marketing can help you stay visible while you stay chill.

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Sincerely,
Anna Teal