November 2024 SEO News Roundup
November felt quiet on the surface, but a lot was shifting in the background. Google rolled out a new core update, rankings got a little shaky during the US election, and the pressure from the antitrust trial kept building. It wasn’t the kind of month that grabs headlines, but for anyone working in SEO, it was one worth watching closely.
Google Launches November 2024 Core Update
On November 11, Google rolled out a broad core algorithm update, the third core update of 2024. The rollout lasted over three weeks, officially finishing on December 51. Google stated this update will continue their work to improve search results by showing more content people find genuinely useful and less content made just to rank in search.
Why it matters: Not every core update is equal. This one was relatively mild in impact, giving some relief to SEOs who had braced for worse. It indicates Google may have focused on fine-tuning specific quality signals. Sites that did lose visibility should still take action (improving content, E-E-A-T, etc.), but the softer impact meant fewer outright crises than previous updates.
Election Day Ranking Jitters (Unconfirmed Update)
The US Election 2024 (Nov 5) coincided with unusual ranking fluctuations. SEO forums reported that Google’s results were shuffling on Election Day2, though Google did not confirm any targeted update. It’s speculated the core update’s ongoing rollout or heightened news interest caused volatility. Some news sites and politically relevant content saw rank shifts that day.
Why it matters: Major real-world events can create search volatility as algorithms adjust to surging timely queries. SEOs serving news/political content had to ensure site stability and relevance. While likely not a deliberate “election update”, the incident shows how query patterns during big events can affect rankings. It was a reminder for news and YMYL site SEOs to be technically prepared for traffic spikes and algorithmic quirks during significant events.
DOJ vs Google: Antitrust Trial Pushes Chrome Split
In November, the U.S. Department of Justice’s landmark antitrust trial against Google Search hit a climax. Federal prosecutors reportedly argued that Google’s dominance is so entrenched that a browser divestiture might be needed, essentially forcing Google to sell or spin off Chrome3. The DOJ believes Google’s ownership of both search and the leading browser (Chrome) helps maintain its monopoly.
Why it matters: This is a dramatic potential remedy. If Google were compelled to separate Chrome, it could alter distribution of search (e.g., default search deals could change). For SEOs and marketers, any loosening of Google’s grip (whether via browsers or device defaults) might gradually diversify search market share (Bing, DuckDuckGo, others could benefit). It’s a long legal process, but November’s arguments signalled regulators’ seriousness about limiting Google’s search power, something that could eventually impact where SEOs focus their efforts.
Rivals Claim Google’s Deals Crushed Competition
During the antitrust trial, executives from Microsoft (Bing) and DuckDuckGo testified that Google’s exclusive default search deals (with Apple, Android OEMs, etc.) thwarted their ability to compete4. They argued that absent Google’s multi-billion-dollar agreements to be the default search engine, alternatives could have gained much more usage.
Why it matters: This testimony shed light on why Google search remains dominant (>90% share). It’s not purely product quality; distribution is a huge factor. For the SEO community, the implications are that any legal outcome altering these deals (e.g., requiring choice screens or ending exclusivity) could gradually shift user behaviour. In November, we learned just how heavily Google has stacked the deck, valuable context for why SEO beyond Google (Bing, Yahoo, Apple’s spotlight, etc.) has been historically tough. It raised the prospect that in a post-trial world, optimizing for multiple engines might become more relevant if competition is restored.
ChatGPT’s “Google Killer” Falls Short
OpenAI jumped into the search arena by rolling out ChatGPT with web search capabilities to all users (via an extension) in late 2024. By November, tech reviews made it clear this wasn’t a “Google killer”. In fact, ChatGPT’s new Search mode struggled with basic queries, especially the short, navigational searches Google excels at. One tester found ChatGPT gave incorrect live info (like sports scores) and often failed on simple lookups, leading them to run back to Google5.
Why it matters: Despite hype, AI chat hasn’t dethroned traditional search for everyday needs. For SEOs, this was a relief, Google retained its advantage for quick factual queries and reliable results. It reinforces that while generative AI is changing search interfaces, accuracy and up-to-date information are still Google’s stronghold. Marketers should watch these AI search experiments, but November’s verdict was that ChatGPT’s search integration wasn’t ready to meaningfully steal Google’s traffic.
Google Quietly Updates Crawl Budget Advice for Mobile and Desktop Links
Google quietly updated its crawl budget documentation to stress the importance of matching internal links between mobile and desktop versions of a site. The update is aimed at large websites using separate URLs or different HTML for mobile. Google now recommends either keeping the link structure consistent across both versions or, if that’s not possible, including the missing links in a sitemap. The reminder comes as Google continues to prioritize mobile-first indexing6.
Why it matters: Sites with mismatched link structures between mobile and desktop may be slowing down their own crawl rates without realizing it. For SEOs and developers, this is a push to clean up internal linking across device versions or risk inefficient crawling and patchy indexing. It’s especially relevant for older, enterprise-level sites that still serve different content between mobile and desktop.
Google Maps Adds Product Search, Turns Into a Real-Time Holiday Shopping Tool
Google added real-time product search to Maps, letting users see which nearby stores have specific items in stock. It’s pulling data from Google Shopping and overlaying it onto Maps, alongside store hours, directions, and distance. Shoppers can now plan trips not just by location, but by what’s actually available to buy nearby. The update also bundled in EV charging routes, live weather, and transit delays, making Maps feel more like a smart shopping assistant than just a navigation app7.
Why it matters: For consumers, this cuts down on wasted trips and endless app-hopping. For local retailers, it’s a golden opportunity to get seen by people ready to buy in their neighborhood. This move blurs the line between online browsing and offline buying, right at the peak of holiday spending season.
That’s November in the books. Some changes are already shifting the landscape, and others are setting the pace for what’s next. Keeping up is the only way to move forward in search.
