Google's October Changes: What They Mean for Your Business

October 2024 wrapped up with significant Google updates that affected many UK businesses. If your website rankings have been jumping around recently, here's what happened and what you need to know from now on.

Those Unpredictable Rankings

Last month, we watched many of our clients' websites play musical chairs in Google's search results. One day, you're up; the next, you're down. A café in Bedford we work with saw its "best breakfast" list jump from page three to page one and then settle somewhere between.

The good news is that these kinds of fluctuations are standard. Instead of worrying about every little change, focus on what you can control—creating good content and keeping your website in shape.

Google's Getting Good at Understanding Pictures

Last month's data revealed something fascinating: nearly 20% of all Google searches now happen through images rather than text. People are taking photos of products they like, scanning menus they see in windows, and searching for services by photographing problems they need to fix.

What does this mean for your business in November? It's time to review your photos.

If you run a shop, have clear pictures of your products. If you offer trades and services, show your work in action—before-and-after shots work brilliantly. Those food photos matter more than ever if you are a restaurant owner.

One of our clients, a local bakery, started paying more attention to its product photos. They took new pictures of their cakes, named the files properly (like "wedding-cake-bedford.jpg"), and added good descriptions. Within months, new customers came in saying they found the bakery through image searches.

AI in Search Results: The New Kid on the Block

Google's AI has just expanded its summarizing of search results for UK users. The good news is that it better understands the local context and includes more direct links to businesses.

A Stevenage electrician we work with recently appeared in one of these AI summaries for "emergency electrician near me." That week, just from being featured in the right place, they received five new emergency calls.

What Should You Do Now?

Here's what's worth focusing on this November:

1. Review your business photos and take new shots if necessary. Could you show your products or services in action?

2. When you save images for your website, give them sensible names, including what they are and where you are. It helps Google understand them better.

3. Check how your website looks on your phone. If it's slow or hard to use, fix that first.

4. Make sure your location shows up naturally in your website content. Could you mention nearby areas where it makes sense?

One Last Tip

Don't get too caught up in every Google change. Focus on the basics: good photos, clear information about what you do, and a website that works well on phones. Get those right, and you'll already be ahead of most of your competition.

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Want to see how your website stacks up? Visit KickstartSEO for a free SEO audit. We'll show you exactly where you stand and give you clear steps to improve.

About the Author:

Michael Nagles is the founder of KickstartSEO. He's been helping small businesses improve their online visibility since 1994. Based in Bedfordshire, KickstartSEO provides practical SEO solutions that make your email ping and your telephone ring.

#SEO #SmallBusiness #DigitalMarketing #GoogleUpdates #UKBusiness