Google Search News of November ’24: key interventions
It has been missing since July, and after several months of waiting, a new episode of Google Search News is finally back with our now “classic” host, John Mueller, ready to tell us the latest news directly from the Google Search team. The topics at the center of the video are numerous, because obviously Google has continued to work on various innovations and updates that impact the work of those involved in SEO and website management. In short, we are going to find out what information and tips are valuable for those of us who work in the increasingly dynamic and evolving digital world to find insights and insights to apply in our strategies.
Highlights from the latest Google Search News in November 2024
The introduction of recommendations on Search Console, the disappearance of Google cache links in search results, updates from Google Trends, interesting insights on generative AI and international SEO, as well as a series of experiments and small improvements to the official documentation.
The new installment of Google Search News for November 2024 winds its way through several technical and strategic updates on interesting topics, covering various areas of working on sites and beyond – but, interestingly enough, it does not mention the release of the November 2024 Core Update, probably as a mere matter of timing. With his usual irony, John Mueller takes us through this mix of news that includes changes to technical elements, new features, and important thoughts on modern SEO, touching on topics ranging from performance optimization to new approaches to content management. To make the episode even more comprehensive, the Googler also devotes space to the freshest Google Trends data and artificial intelligence-based search evolutions, always urging caution in adopting these tools.
Recommendations in GSC: correcting errors before they become a problem
The first topic of the installment, and therefore news that Google intends to give more prominence to, is the introduction of an automatic recommendations system within Google Search Console. This update is designed to make life easier for site managers who don’t spend too much time continuously analyzing their SEO data, offering a system that immediately identifies the most relevant problems and calls for action before they have a negative impact.
One of the main potentials of these recommendations is, for example, the automatic recognition of persistent errors, such as poor implementation of structured data or other anomalies that could penalize the site in terms of ranking, without it being obvious or easy for the project manager to understand. It is a true personal assistant that detects critical issues and sends targeted alerts, especially useful to SEO beginners who do not have the time or training to interpret Search Console reports in depth, enabling key steps toward automatic optimization.
However, it is important to clarify that the recommendations are currently being tested: not all sites will have access to this feature, which is currently available only in cases where Google believes it can provide tangible value. A limitation that might seem constraining, but one that signals Google’s ongoing commitment to refining services that are useful for specific situations, while avoiding further overburdening site operators.
An additional interesting note is that, as with other tools, here Google has opened up to feedback from webmasters: suggestions and reports from users will be welcomed to progressively improve and adapt the system.
Improvements to performance reporting
Work on the Search Console did not stop there: in addition to recommendations, in fact, Mueller announced some optimizations to the Performance Report, aimed at making life easier for those who manage multiple sites. In particular, the new version of the report allows filters and settings to be maintained between properties , making it easier for those who frequently jump between various accounts.
This change seems small, but it can make a big difference in terms of operational efficiency. Often, those with multiple sites to monitor must repeat the same configuration process each time they switch between projects, having to manually reset analysis parameters such as filters on queries or devices. With this update, all these options remain active even if we change the reference site, speeding up activities and reducing the risk of errors in data interpretation.
An improvement born precisely from community requests, testifying once again how important communication is between Google and the users of its tools.
Cache removal in SERPs: Google changes the way pages are displayed
We’ve been reporting on this as well, and inevitably John Mueller provides some more details about Google’s removal of the cache.
This tool used to allow users to view a stored version of a web page, which was useful in case of temporary site slowdowns or malfunctions. Now, however, the cache link is no longer available in SERPs and the advanced search operator “cache:” has been removed.
The change only affects the way some pages are presented or retrieved by users, and therefore does not require any technical intervention or adjustment on existing active sites. The noarchive robots meta tag – used to exclude pages from Google’s cache – will also lose its function within the search engine, although it will continue to be supported by other platforms that still use it.
As an alternative to the cached version provided by Google, a link to theInternet Archive, the famous digital archive that preserves historical copies of web pages, is now included within SERPs. This gives users an option to access previous or saved versions of the page, while still ensuring that information is backed up in case temporary technical problems occur.
In any case, despite the magnitude of this change, Mueller reiterated that the ranking and visibility of sites will not be directly impacted . Moreover, he added that Search Console remains the best tool for SEO practitioners who want to maintain full control over how Google views their site, because it provides all the necessary information about page crawling and the status of their current versions, allowing them to accurately monitor how Google’s crawlers interact with the site.
The srsltid parameter for tracking e-Commerce conversions.
Another new feature presented by Mueller concerns e-Commerce sites , with the introduction of the srsltid parameter . This parameter is part of the Merchant Center ‘s auto-tagging activities and allows for more accurate tracking of conversions, providing online sales platform managers with new data to monitor the effectiveness of their advertising campaigns.
The srsltid parameter is added to the site URL after search results are displayed and is responsible for collecting data about the behavior of users who, after seeing a product, take a specific action on the site. Important to note that this parameter has no impact on crawling or indexing processes by Google, and does not require any changes or checks in the robots.txt file or in canonicalization settings. In short, adding this tag does not affect the SEO of the site, but only contributes to the collection of conversion metrics.
If we want to manage this type of automatic tracking, Google gives us the option to enable or disable auto-tagging directly from the Merchant Center settings , customizing the integration of parameters according to the needs of our e-Commerce site. However, it is important to constantly monitor the data collected to ensure that the analysis of advertising campaigns is consistent and effective.
Google Trends: a useful tool but to be used with caution
Google Trends has for years been a tool of choice for monitoring search trends in real time but, as John Mueller pointed out in the latest episode of Google Search News, it should be used with caution and judgment. Mueller warns us against misusing trending data for massive, non-strategic content creation. Producing articles or pages aimed solely at riding the wave of momentary trends can be not only ineffective, but also risks crowding the Web with repetitive and low-value information, penalizing the overall quality of the site.
Rather, judicious use of Google Trends should focus on identifying real opportunities: carefully selecting trends that reflect an established seasonality or that reflect the specific interest of our target audience can ensure that the content we go out and produce is actually useful and relevant. It is crucial, then, to leverage our industry experience and expertise, rather than chasing every single peak without more extensive planning.
Real-time data and from multiple regions: Google extends Trends functionality
Staying on the topic of Google Trends, another interesting update concerns the expansion of the Trending Now Experience feature, which now covers a wider number of geographic regions and countries. This improvement gives users access to fresh and timely data on what is capturing the collective interest at any given time, opening up new opportunities for digital strategies, especially for those working in emerging or local markets.
With this expansion, it becomes even easier to identify national and local trends in real time, providing a competitive advantage for those working in specific geographic niches. The insights provided by Trending Now are useful not only for reacting in a timely manner with up-to-date content, but also for better preparing to gather and enhance information that your audience may need at specific times.
While it is critical to understand emerging data, it is equally important not to get carried away too easily by these trends. As always, the key lies in balancing responsiveness and strategic vision, avoiding dissipating energy on trends that may be short-lived or of little relevance to our end audience.
SEO tips from the community: generative AI and international SEO under the lens
One of the most interesting aspects that emerged from this installment of Google Search News is John Mueller’s overview of some of the recent thoughts and case studies shared by the SEO community. Among the most discussed topics, the use ofgenerative AI has captured attention for its creative applications, but also for its potential controversies. A curious example is the music project of Alizée Baudez, who used generative AI to create an original audio track, demonstrating how AI-based technologies can be exploited even in areas seemingly distant from SEO. However, as always when it comes to AI, the key is knowing how to handle it with awareness, integrating it effectively into a valuable strategy , rather than using it indiscriminately just because it is in vogue.
In addition to the creative use of artificial intelligence, Mueller focused on one of the crucial – as well as complex – issues for those operating globally: the management of international SEO. A highly relevant contribution was offered by Raquel González , who shared a clear guide to the main mistakes that can undermine a site’s global ranking, offering useful tips to avoid them.
One of the most common (and harmful) mistakes is Geo IP redirects. As Mueller explained, these practices of automatically redirecting users based on their geographical location can cause serious problems for ranking, signaling a bad user experience in the eyes of Google. It is essential to always keep the focus on clarity of content and transparency of actions, to prevent such automatic mechanisms from harming the browsing experience or creating confusion for those visiting the site from different regions of the world.
Managing international SEO requires great attention to detail, from implementing hreflang tags to configuring country-specific redirects. Every aspect must be taken care of with precision to support global ranking, ensuring that all users, regardless of where they come from, receive an optimal browsing experience.
URL structure: when it is good to change it (and when not)
Another sensitive and complex issue that Mueller recently devoted attention to is URL structure, an aspect that is sometimes “overrated” by SEO practitioners.
In fact, according to the Search Advocate, we are often in danger of focusing too much on the composition of URLs, trying to optimize them maniacally, while forgetting that what really impacts search results is the clarity and relevance of the content within the page.
But are there times when it is really necessary to take action on URL structure? Mueller urges us to carefully consider when these changes can be strategic and when, on the other hand, they only risk slowing down the crawling and indexing processes. In fact, changing URL structure without a compelling need can temporarily penalize a site’s SEO, as search engines take time to crawl, understand and rework all changes.
Situations where good URL definition becomes crucial occur mainly in sensitive contexts, such as sites dealing with sensitive content or specific sections that require security filters, such as those of SafeSearch. This organization allows content to be properly classified and promotes safer and clearer navigation for the user.
In general, Mueller reminds us that structural changes to URLs should be limited to truly necessary circumstances and carefully considered. Before implementing changes, the real benefits should be evaluated and we should consider whether there are faster and less impactful alternatives to achieve the desired results, ideally avoiding action on elements that take time to be metabolized by search engines.
New support for AVIF on Google Images: improved quality and performance
The last technical update in this episode concerns a crucial aspect for anyone who manages sites rich in visual content: the introduction of the now fully supported AVIF (AV1 Image File Format) on Google Images. This new format promises to improve online image management through superior compression capability compared to traditional formats such as JPEG or PNG, while maintaining very high visual quality.
Google’s native support for AVIF can help improve page loading speed , a factor we know is especially essential for access via mobile devices , where network stability and device performance can affect the user experience. Reducing loading times without sacrificing the presentation of high-quality images can positively affect Core Web Vitals, directly affecting both page experience and ranking in SERPs.
Implementing AVIF format in the sites we manage could therefore be a strategic move to maintain high performance while ensuring the best browsing experience for visitors.
