In August 2024, significant developments occurred in the field of SEO, largely driven by Google's latest Core Update. This update, which began rolling out in mid-August, aims to enhance the visibility of high-quality content while demoting content primarily designed to perform well in search results without providing genuine value to users. The changes brought by this update could take up to a month to be fully implemented and have already caused noticeable fluctuations in rankings, particularly in industries such as healthcare, finance, and legal services, which heavily rely on authoritative content​(Search Engine Land, Search Engine Journal).

Notably, this update has shown some initial positive signs for websites negatively affected by previous updates, such as the "Helpful Content Update" from September 2023. However, these improvements are generally minor and do not represent full recoveries​(Search Engine Land).

Additionally, there has been ongoing discussion about the increasing role of artificial intelligence (AI) in marketing. SEO experts are advising the integration of AI tools into existing marketing technology stacks to gain strategic advantages. This development presents new opportunities for smaller businesses to enhance their SEO strategies and remain competitive​(Search Engine Journal).

For SEO practitioners, it is now more important than ever to focus on creating high-quality, user-centred content that meets Google's criteria. This also involves optimising user experience and adhering to technical SEO best practices to align with Google's ever-evolving algorithms​(SEO Inc SEO Company).