Google’s August 2024 core update has officially completed its rollout, according to a Google spokesperson. This update, which began on August 15, 2024, and concluded on September 3, 2024, has brought about significant ranking fluctuations and changes in Google Search results. Unlike typical core updates, this one was particularly influenced by feedback following the September 2023 helpful content update, which negatively affected many small and independent publishers, including those in niche industries like mortgage brokering.
Key Observations from the August 2024 Core Update
Mortgage brokers, much like other small businesses, may have noticed some ranking changes since this update. A recent poll, which included professionals across various industries, revealed the following:
44% reported a decline in rankings/traffic.
27% experienced an increase in rankings/traffic.
29% saw no significant change.
While some websites saw partial recovery from the September 2023 update, the majority did not experience substantial improvements. In fact, many sites, including those run by independent mortgage brokers, either continued to struggle or saw further declines.
A Bug in the Early Days
It’s important to note that during the initial four days of the August core update, a significant search ranking bug affected results. This issue was resolved by Google, so any ranking fluctuations observed during that period should be disregarded. Mortgage brokers should compare their rankings and traffic data from this week onward to the weeks prior to the August core update to get an accurate picture.
Google’s Objective with the August Update
John Mueller, Google’s Search Advocate, explained that the August 2024 core update was designed to enhance the quality of search results by prioritising content that users find genuinely useful, particularly from small and independent publishers. This is especially relevant for mortgage brokers who often rely on their website’s content to attract potential clients.
Mueller emphasised that this update took into account the feedback Google received over recent months, aiming to support smaller websites that produce valuable, original content. For mortgage brokers, this means a continued focus on creating content that is both helpful and tailored to the needs of their audience.
Guidance for Mortgage Brokers
Google has updated its guidance for those affected by core updates, offering more in-depth advice for website owners. If your mortgage brokerage website experienced a drop in rankings, Google suggests reviewing their help page on core updates. The key takeaway remains consistent: focus on creating content that is valuable to users rather than solely optimising for search engines.
For example, instead of writing generic articles about “home loans,” mortgage brokers should consider crafting detailed guides on niche topics such as “Navigating Home Loan Options for First-Time Buyers” or “Understanding Mortgage Refinancing in Today’s Market.” These types of posts not only demonstrate expertise but also align with Google’s goal of promoting genuinely helpful content.
Looking Back: Previous Core Updates
The August 2024 update follows several significant core updates, including the March 2024 update, which was one of the largest in recent history. Other notable updates include those from November and October 2023, which also brought considerable shifts in search rankings.
For mortgage brokers, it’s essential to stay informed about these updates, as each one can impact how your website ranks. Monitoring trends and understanding the implications of each update can help you make necessary adjustments to your content strategy.
What to Do If Your Site Was Affected
If your mortgage brokerage website was negatively impacted by the August core update, it’s important to remember that recovery can be gradual. While Google doesn’t offer specific steps to regain rankings, they suggest focusing on creating content that meets users’ needs. This could include writing blog posts that answer common mortgage-related questions, creating video content that explains the loan process, or providing detailed case studies that showcase your expertise.
For example, if you noticed a drop in traffic to your page on “Mortgage Tips for Self-Employed Individuals,” consider revisiting the content to ensure it’s comprehensive, up-to-date, and genuinely helpful.
Continuous Improvement
As Google releases core updates every few months, it’s crucial for mortgage brokers to continually work on improving their websites. By focusing on delivering high-quality, user-centric content, you can better position your site for future updates and ensure that it meets the needs of both Google’s algorithms and your potential clients.
For ongoing success, consider a content strategy that not only targets relevant keywords but also provides actionable advice, insights, and solutions for your audience. As a mortgage broker, your expertise is your greatest asset—make sure it shines through in every piece of content you create.
To stay ahead of the curve, mortgage brokers should keep an eye on industry trends, listen to client feedback, and regularly update their content to reflect the latest market conditions. This proactive approach will not only help you recover from any ranking drops but also ensure that your website remains a valuable resource for potential homebuyers and refinancing clients.
Conclusion
The August 2024 core update underscores the importance of creating helpful, people-first content. For mortgage brokers, this means continuously refining your content to meet the evolving needs of your audience. While Google’s updates may bring challenges, they also present an opportunity to enhance your online presence and connect with clients in a more meaningful way.
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