SEO Updates: Key Highlights from Google’s Recent Events

In the fast-paced world of Search Engine Optimization, staying updated on the latest news and changes from Google is crucial for any publisher or content creator. Recently, Google hosted a highly-anticipated Creators Event, unveiling significant updates and features while leaving many small publishers feeling uncertain. Here’s a closer look at the key takeaways from the event and other notable developments in the SEO landscape.

Disappointment at the Google Creators Event

While Google aimed to support small publishers grappling with the September 2023 Helpful Content Update (HCU), the overall sentiment at the event skewed towards frustration. Key speaker Danny Sullivan delivered a stark message: those affected by the HCU should not expect an immediate recovery. Although Google hinted at an upcoming update, he emphasized that not everyone would see improvements in their traffic, urging publishers to diversify their sources.

Morgan McBride, who attended the event, reported on the uncertain future of recovery for those impacted by the HCU. It was made clear that while some publishers might experience improvement, there’s no guarantee and no defined timeline for recovery. Joshua Tyler articulated the frustrations of attendees, noting that many questions from affected publishers went unanswered, which only fueled their disappointment.

Important Features Announced

In addition to the discussions around publisher support, Google revealed a couple of noteworthy updates:

• The Sitelinks Search Box is Phasing Out: Due to declining usage rates, this feature will be removed beginning November 21, 2024. While users will still have access to standard sitelinks, the search box will not be returning.

• Introducing Generative AI Snippets: Google is experimenting with a new AI-generated feature that expands the “People Also Ask” section to include relevant subtopics, aiding users in their searches.

• Expanding “People’s Insights”: This feature, which provides community insights on queries, will now also cover medical topics. However, a disclaimer warns users to seek professional advice for any medical concerns.

Local SEO Innovations

Google continues to innovate in local search with two notable tests:

1. AI-Powered Question Box on Google Business Profiles (GBPs): This feature enables users to pose specific questions, receiving instant AI-generated responses rather than waiting for business owners to reply.

2. New Interface for Local Comparison: Google is trialing an “All Places” and “Compare Now” interface, initially launched in Europe, which could soon be available to