January proved to be a turbulent month for webmasters worldwide, with unprecedented shifts in search result rankings. Many experts initially attributed this to the anticipated Penguin 4.0 update, which Google announced in late 2015.
Those who blamed the so-called “penguin” for unusual changes in search engine behaviour were mistaken. Google confirmed that during the weekends of 9th and 10th, and 16th and 17th January, it rolled out a significant update to its main algorithm, or core ranking algorithm.
The unusual variations that put the webmaster community on edge seemed more related to a modification of Google’s core algorithm or Panda, rather than Penguin.
After Google announced a Penguin update in October, many assumed this was behind the changes observed in the SERPs in recent weeks. In our latest post, we explained the main new features Penguin 4.0 would bring.
Effects of Google’s core ranking algorithm update
This article sheds light on the recent core algorithm update that has caused so much confusion in online marketing. In recent weeks, there have been very pronounced changes in the SERPs for some pages with high SEO visibility, while other sites were barely affected. It is difficult to find concrete patterns to better understand how the update impacts. Although its specifics are not yet fully known, as reported recently on its blog by the SEO analytics platform Searchmetrics, some of the sites affected by the update include prominent US editorial publications, such as The Economist, The New Yorker, and Vanity Fair. Commercial brand websites, like Alaska Airlines, appeared to have gained positions.
What was an emerging trend in 2016 is now the standard in 2024. Google continued to evolve its core algorithm, with frequent updates that reward quality, relevance, and, above all, user experience. The focus on search intent and helpful content solidified, and penalties for manipulative SEO practices are increasingly sophisticated. For example, the Helpful Content Update, launched in 2022 and refined in 2023-2024, significantly impacted sites with low-quality or automatically generated content lacking real user value. These types of updates reinforce the idea that Google offers the most useful and reliable results possible, even in a landscape where generative AI (like ChatGPT or Perplexity) redefines how users interact with information.
Who benefits from Google’s update
Beyond this behaviour observed by Searchmetrics, the update benefits websites that employ user-oriented content strategies, also known as holistic SEO. More traditional SEO strategies, primarily focused on building content around keywords and increasing visibility through link building, may soon cease to be effective. Google rewards SEO strategies aimed at improving user experience, providing high-quality content woven around long-tail keywords – groups of more than two keywords that include both main and descriptive elements. Despite generally having a lower search volume than short keywords, they possess greater ranking potential.
Quality content, relevant to users and accompanied by audiovisual elements such as videos or images that add added value to the text, becomes Google’s main criterion for determining its ranking. As Searchmetrics points out in the article mentioned above, content understood as text is not decisive, but rather how a page’s content, regardless of its format – written, visual, or audiovisual – satisfies the user's search intent.
We help you optimise your website
This trend is expected to increase. At B2-Performance, we recommend creating high-quality content, placing user experience at the core of all optimisation, and generating a network of backlinks based on the merit and relevance of your site. If you have questions about how to improve your page’s quality or how Google’s latest update is affecting your site, contact us via our form or call us on +34 935 329 378. We are here to help you.
The Evolution of Holistic SEO and Search Intent (2024-2026)
Holistic SEO, which we already mentioned in 2016, has matured considerably. It's no longer just about keywords and backlinks, but about deeply understanding the user and their journey. In 2024, search intent became the central pillar. Google, with its advances in AI and natural language processing, is increasingly capable of discerning the “why” behind a query. This means that content that only superficially addresses a keyword, without satisfying the user's underlying need, will struggle to rank.
Types of Search Intent and how to address them:
- Informational: The user wants to learn something. E.g.: “how to make paella”. Your content should be comprehensive, accurate, and easy to understand, with examples and, if possible, visual elements.
- Navigational: The user is looking for a specific website or page. E.g.: “ZDS Digital Barcelona”. Ensure your brand is easily recognisable and your main pages are accessible.
- Transactional: The user wants to buy something or perform an action. E.g.: “buy cheap running shoes”. Your content should include clear calls to action, detailed product information, and a smooth purchase process.
- Commercial Investigation: The user is researching before a purchase. E.g.: “best DSLR cameras 2024”. Your content should be comparative, with reviews, pros and cons, and buying guides.
In our experience working with clients at ZDS Digital, the key is to map content to each stage of the sales funnel, ensuring that each piece responds to a specific intent. For example, for a fashion e-commerce, an article on “spring fashion trends 2025” (informational) can lead to a “style guide for combining midi skirts” (commercial investigation) and, finally, to a product page for “silk midi skirts” (transactional).
E-E-A-T: Trust as a Key Ranking Factor
Since 2018, Google has emphasised the concept of E-A-T (Expertise, Authoritativeness, Trustworthiness), which evolved into E-E-A-T in 2022, adding “Experience”. This is especially critical for websites offering sensitive information (YMYL – Your Money Your Life), such as health, finance, or legal. But its influence extends to all niches.
How to demonstrate E-E-A-T to Google in 2024-2026:
- Experience: Does the author or website have first-hand experience with the topic? Show proof: case studies, testimonials, images or videos of product/service use.
- Expertise: Is the content written by an expert? Include author bios with their credentials, certifications, and relevant publications.
- Authoritativeness: Is the website a recognised source in its niche? Generate brand mentions, backlinks from relevant sites, and participate in your community.
- Trustworthiness: Is the site secure and transparent? Use HTTPS, have a clear privacy policy, accessible contact information, and avoid misleading advertising. Customer reviews (Google My Business, Trustpilot) are crucial.
A 2023 Semrush study revealed that sites with high E-E-A-T scores are 30% more likely to rank in top positions for YMYL queries. For ZDS Digital, this means not only optimising content but also the “brand” behind the content.
Core Web Vitals and Technical User Experience
The speed and visual stability of a website are fundamental to user experience. Google formalised this through Core Web Vitals (CWV), which were integrated as a ranking factor in 2021 and continue to evolve. As of March 2024, Google replaced FID (First Input Delay) with INP (Interaction to Next Paint) as a key interactivity metric.
Current Core Web Vitals metrics (2024-2026):
- LCP (Largest Contentful Paint): Measures loading performance, indicating the time it takes for the largest visible content element in the viewport to render. Ideally, less than 2.5 seconds.
- CLS (Cumulative Layout Shift): Quantifies visual stability, measuring the amount of unexpected layout shifts on the page. A low CLS (less than 0.1) is crucial to avoid frustration.
- INP (Interaction to Next Paint): Measures the overall responsiveness of a page to user interactions (clicks, taps, key presses). An INP of 200 milliseconds or less is considered good.
Tools like Google PageSpeed Insights, Lighthouse, and Google Search Console are essential for monitoring and improving these indicators. At ZDS Digital, improving CWV not only positively impacts SEO but also reduces bounce rates and increases conversions, with improvements of up to 15% in conversion rates for e-commerce sites that optimise their CWV.
The Era of GA4 and Data Privacy
With the disappearance of Universal Analytics and the mandatory adoption of Google Analytics 4 (GA4) in 2023, the way we measure user behaviour changed dramatically. GA4 focuses on events and users, offering a more holistic view of the customer journey across different devices and platforms.
Implications of GA4 and privacy (2024-2026):
- Event-driven approach: GA4 allows for more flexible and granular tracking of user interactions, vital for understanding search intent and content engagement.
- AI-powered data modelling: Given privacy restrictions (third-party cookies, etc.), GA4 uses AI to model user behaviour, offering insights even with incomplete data.
- Privacy by design: GA4 was built with privacy in mind, offering more controls over data collection and retention, crucial in a post-GDPR and CCPA world.
Data privacy is now a determining factor. Users are more aware, and regulations are stricter. A website that does not respect user privacy or is not transparent with its cookie policies can generate distrust, indirectly affecting E-E-A-T and, therefore, SEO. Implementing a robust CMP (Consent Management Platform) and a clear privacy policy is non-negotiable in 2024.
The Impact of Conversational Search and Generative AI
The emergence of large language models (LLMs) like ChatGPT and the integration of generative AI into search (Google SGE – Search Generative Experience, Perplexity AI) are transforming the SEO landscape. Although SGE is still in an experimental phase, its future deployment in 2025-2026 could change how users consume information and how websites compete for visibility.
Challenges and opportunities for SEO in the AI era:
- Direct answers: AI can provide direct answers to queries, reducing the need to click on a website. This could decrease organic traffic for some informational queries.
- Optimisation for “answers”: Content will need to be optimised to be easily digestible by AI, with clear summaries, structured data, and a focus on authority and accuracy.
- New opportunities: AI can generate new queries and niches. Optimising for conversational and follow-up queries will be crucial.
- Value-added content: Sites that offer in-depth analysis, unique perspectives, interactive tools, or superior user experiences will continue to attract traffic, as AI still struggles with “experience” and “opinion”.
At ZDS Digital, we actively experiment with optimisation for SGE, focusing on clarity, conciseness, and content authority. We believe that AI will not replace SEO but transform it, demanding an even greater focus on quality and real utility for the user.
Common SEO Mistakes that Affect User Experience (2024)
Despite Google's constant evolution, many sites make basic mistakes that harm their ranking and user experience. Here is a list of the most common ones we see in our audits:
- Duplicate or low-quality content: Generating content just to fill space, without real value, is a recipe for disaster, especially with the Helpful Content Update.
- Poor mobile optimisation: Despite being a ranking factor for years, many sites are not fully responsive or have usability issues on mobile devices.
- Slow loading speed: Ignoring Core Web Vitals not only affects SEO but frustrates users and increases bounce rates.
- Lack of E-E-A-T: Failing to establish the authority or trustworthiness of the author or website, especially in YMYL niches, is a serious mistake.
- Ignoring search intent: Creating content without researching what the user is actually looking for with a specific keyword.
- Excessive intrusive advertising: Aggressive pop-ups, ads that cover content, or constant interruptions degrade the experience.
- Deficient internal link structure: Confusing navigation or a lack of relevant internal links makes it difficult for both users and Google bots.
Avoiding these mistakes and focusing on a user-centric SEO strategy is the best investment for your business's digital future.
