In the world of online education, staying relevant and visible is crucial. The December 2024 Google Core Update has fundamentally reshaped how all websites are evaluated and ranked in search results. For educational institutions and organisations in the UK, understanding how this update affects online presence is essential for maintaining credibility and attracting students.
What Was the December 2024 Core Update?
Each Core Update aims to refine how Google assesses the quality and relevance of content. The December 2024 update is no different, focusing on enhancing user experience and ensuring that information presented in search results is credible and trustworthy. This change is particularly pertinent for educational institutions as they strive to provide accurate and authoritative information.
Impact on Educational Websites
Following the December 2024 update, many educational websites experienced shifts in their search rankings. Key observations reveal:
1. Increased Emphasis on Expertise and Authority
Google has placed greater importance on E-E-A-T (Experience, Expertise, Authority, and Trustworthiness). Educational institutions already building strong reputations—such as universities and reputable colleges—have benefitted from this update. However, smaller or less established educational platforms may have seen rankings decline if they could not demonstrate credibility in their content.
As education falls under the Your Money or Your Life (YMYL) topics–i.e., topics that affect a user’s well-being, increasing the emphasis on building expertise and authority signals is especially important.
For example, websites offering online courses or educational resources must ensure their content is produced by qualified professionals or backed by authoritative sources. Adding author bios, citations, and credentials helps improve E-E-A-T and build user trust.
2. Focus on User Experience
The update also prioritises user experience, a growing trend in Google’s algorithm adjustments. Educational websites must offer intuitive navigation, quick loading times, and mobile-friendly designs. Failure to provide a positive user experience can lead to higher bounce rates, negatively impacting rankings.
Institutions should evaluate their websites regularly, ensuring that content is easily accessible, well-organised, and engaging. This may involve conducting user testing or gathering feedback to improve site usability.
3. Content Quality and Relevance
The demand for high-quality content has intensified with the December 2024 update. Google’s algorithm increasingly favours 'helpful content' that adds value. After reviewing our current education clients’ rankings, we saw that most of our clients did not experience significant drops because they are already focused on producing helpful, relevant content. However, it appears that many universities are facing challenges due to the sheer volume of content on their sites. This content often strays from their core offerings, diluting their overall authority and relevance in search results.
Educational institutions should aim to produce comprehensive articles, engaging multimedia resources, and interactive content that inform and inspire. Keeping content fresh and regularly updated can help maintain visibility in a competitive search environment.
Strategies to Adapt Post-Update
To navigate the changes brought by the December 2024 Core Update, educational websites should consider the following strategies:
Conduct a Content Audit: Review existing content for quality and relevance. Prioritise updating or removing outdated information and create comprehensive content that aligns with current educational standards and student needs.
Enhance E-E-A-T: Promote transparency by providing author credentials and linking to reputable sources. Showcase partnerships or collaborations with recognised educational bodies or experts in the field.
Improve User Experience: Invest in user experience design. This could involve streamlining navigation, ensuring mobile responsiveness, and optimising page speed.
Engage with Your Audience: Foster community engagement through forums, social media, and newsletters. Gathering feedback and understanding your audience’s needs will improve content and enhance trust.
Remain Visible and Relevant
The December 2024 Google Core Update has significantly shaped UK educational websites. By placing a premium on expertise, user experience, and content quality, Google underscores educational institutions’ need to adapt swiftly.
For organisations to thrive, implementing strategies such as conducting thorough content audits, enhancing transparency, and improving user engagement is essential. By doing so, institutions can navigate the changing search landscape effectively and continue to serve their learners with authoritative and trustworthy information.
With the proper practices, educational organisations can improve their search rankings and build lasting relationships with students and stakeholders. By prioritising E-E-A-T principles, institutions will ensure they remain reliable sources of education in the digital age.
Want to improve your search visibility following December 2024's Google Core Update? Contact our team to talk more about your needs and goals.
