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Mastering AI, SEO and the March 2024 Google Core Update

By: Jonathon Shipton on 23 April 2024

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The Google Core Update in March 2024 shook the digital marketing world - especially for anyone relying on automated content. This update aimed to slash spammy content by over 40% and reward helpful, high-quality sites while tackling the flood of generative AI output.

It raises two big questions for content marketing and SEO:

  • Should we prioritise human-generated content moving forward?

  • Does AI still have a place in content marketing?

Let’s break it down.

Understanding the March 2024 Google Core Update

Google’s search updates are always a big deal, but this one stands out.

With AI tools now cheaper and smarter, the web has been flooded with machine-generated articles. The problem? Quality varies wildly - and too much of it is thin, spammy, or outright unhelpful.

Google’s response: refine its algorithms to better detect and penalise low-value content. The goal is simple - deliver a better user experience by promoting sites that genuinely help people.

Rethinking Content Strategy Post-Update

Here’s how to thrive under the new rules:

  • Emphasise quality over quantity: Stop churning out mediocre posts. Focus on fewer, deeper, well-researched articles that deliver real value. Google rewards substance.

  • Conduct regular content audits: Review your site regularly. Update outdated pages, delete low performers, and keep standards high. This signals to Google that your site stays valuable over time.

  • Invest in original research and insights: Case studies, data-backed reports, and unique perspectives are gold. They prove expertise, earn links, and set you apart from AI-heavy competitors.

  • Prioritise user experience (UX): Fast loading, mobile-friendly, easy navigation - these aren’t optional. Pair great UX with great content, and rankings follow.

     

How AI and Human Writers Can Work Together

Let’s be clear. AI isn’t the enemy. Used smartly, it’s a powerful assistant:

  • Idea generation - Spot trending topics and keywords fast

  • Research - Tools like Perplexity summarise data in seconds

  • Outlines - ChatGPT can structure a post in minutes

  • Drafting - AI handles repetitive sections for human polish

  • SEO optimisation - Neuron Writer or MarketMuse suggest on-page improvements

The winning formula? AI does the grunt work. Humans add insight, voice, and soul.

The Future of Content Production

The March 2024 Core Update isn’t a crackdown on AI - it’s a quality filter. And it’s here to stay.

By focusing on value, blending AI efficiency with human creativity, and maintaining rigorous standards, you’ll not only survive this update - you’ll come out stronger.

 

Jonathon Shipton is a B2B marketing consultant that works with industrial and commercial businesses across SEO, HubSpot, content strategy and digital marketing.