Google’s November algorithm update reflects increasing role of AI

Google’s core algorithm update, launched earlier this month, appears to have brought convergence between organic search results and the results delivered through the search giant’s AI Overview feature.

Enterprise SEO platform BrightEdge is actively monitoring this update’s impact on keyword search results, with a keen eye on trends emerging in Google’s AI Overview (AIO) and organic search. The ongoing observations provide crucial insights into Google’s evolving approach to its search algorithms, particularly regarding the integration of AI.

BrightEdge’s analysis reveals a notable trend of convergence between websites cited in AI Overview and those appearing in organic search results. This pattern, first detected in September, is evident within the top ten organic search results, where high-ranking content often mirrors citations in AIO. While Google has not officially commented on this development, the alignment suggests an increased synchronisation between Google’s AI-driven and organic search mechanisms. It appears that AIO is increasingly rooting its citations in highly ranked organic search results, potentially driven by Google’s efforts to enhance query topicality through AI.

Contrary to the observed overlap in general search queries, shopping-related queries show a distinct departure between organic search results and AIO. BrightEdge data indicates that organic and AIO results for shopping searches are progressively diverging, possibly due to additional supporting results within AIO. This pattern highlights a unique aspect of how Google’s algorithm update interacts with commercial queries, reflecting a bespoke handling of shopping-related content.

The release of Google’s algorithm update has been marked by fluctuating rankings, as evidenced by BrightEdge’s findings. Initial increases in ranking volatility were observed leading up to November 8, followed by a decline, before eventually stabilising. However, the post-update period has seen significant spikes in volatility, particularly among lower-ranked search positions (21-30).

BrightEdge’s observations reflect a growing trend towards valuing genuine user engagement over mere keyword optimisation. Their data suggests a dynamic landscape where monitoring AIO citations is essential, as fluctuations in search results could influence future content visibility.

The ongoing trends have not been warmly received by publishers, with many expressing concerns over Google’s AI Overviews. Critics argue that the feature, which summarises and reorganises content with minimal citation visibility, could potentially undermine the original content creators. Frank Pine, executive editor of Media News Group, has publicly voiced concerns about AI Overviews “cannibalising” content, suggesting it could displace traditional publications that originally create the content.

Source: Noah Wire Services