Mastering AI, SEO and the March 2024 Google Core Update

Adapted from my original post on the Brand chemistry blog.

The latest Google Core Update in March 2024 has shaken the digital marketing world—especially for anyone relying on automated content. This update aims 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 Update outdated pages, delete low performers, and keep standards high.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 an Australian SEO consultant helping businesses rank higher without fluff. With nearly a decade in content marketing and SEO, he delivers focused strategies that drive real enquiries and revenue.