Google Algorithm Updates in 2024 and the Impact of AI on Healthcare Marketing

14th Jan 2025

2024 brought transformative developments, with AI at the forefront of search and algorithm advancements. This blog covers each of the major updates, and explores what they mean for healthcare and pharma marketing – from understanding Google’s evolving algorithms to leveraging AI’s role in search optimisation.

What Are Google Algorithm Updates, and Why Do They Matter?

Google has consistently emphasised that achieving strong rankings isn’t simply about adding more content to your website. What truly matters is addressing your audience’s needs by aligning your content with their search intent and delivering the most relevant and valuable information. To do this effectively, Google assesses the quality and relevance of website content using a variety of signals and criteria.

Google’s algorithms are designed to analyse, evaluate, and rank billions of indexed pages, in order to present users with the best possible results for their queries. This system is continually updated to reflect advancements in technology, industry trends, and deeper insights into user behaviour. Algorithm updates are changes to this system, ranging from minor adjustments to the treatment of technical SEO elements, to more significant shifts in how off-page factors are weighted.

The dynamic nature of Google’s ranking systems has effectively turned search results into a testing ground for new ideas. In 2022 alone, Google reported making over 4,000 search improvements, conducting more than 8,000 experiments, and rolling out 4,725 changes—averaging 13 updates per day. However, not all of these adjustments are officially announced. While minor changes may only result in slight fluctuations in search results, major updates can have a much more pronounced impact on organic rankings and traffic, often sparking significant attention within the SEO community.

For healthcare and pharma, these updates influence how educational resources, medical advice, and product information are presented to users.

Key Algorithm Updates in 2024

While 2024 saw fewer high-profile updates compared to prior years, its changes carried significant implications.

March Core Update (5th March – 16th April 2024)

The year’s first major core update brought notable turbulence to search rankings, with several systems being adjusted simultaneously, including the Helpful Content system. This update was designed to prioritise high-quality, valuable content while penalising pages that focused solely on achieving high rankings without delivering meaningful value to users. Industries such as healthcare, finance, and education were particularly affected, as Google enhanced its ability to evaluate credibility and authority across different fields. This refinement resulted in a reported 40% decrease in low-value content appearing in search results.

March Spam Update (5th March – 20th March 2024)

Launched concurrently with the March Core Update, this release introduced three fresh spam policies: scaled content abuse, expired content abuse, and site reputation abuse. While the site reputation abuse measures were slated for implementation in May 2024, the other two policies took effect immediately, leading to a noticeable uptick in reports of manual actions against non-compliant sites.

May Site Reputation Abuse (6th May 2024)

The Site Reputation Abuse (SRA) Update focuses on practices recently termed as ‘Parasite SEO.’ This involves publishing third-party content without the involvement of the primary site owner to exploit the site’s ranking authority. Currently, removing such content from Google’s index relies on manual site reviews and subsequent actions. However, these measures are expected to be integrated into the Spam algorithm in the future for more automated enforcement.

AI Overviews Release (14th May 2024)

Late in 2023, select users had the opportunity to trial a new feature, initially called ‘SGE,’ which Google intended to roll out across 2024. Following significant feedback and debates over answer accuracy and source attribution, AI-generated answers were formally introduced into Google’s search results. Initially limited to US accounts, this feature was later rebranded as ‘AI Overviews.’

A few months after its launch, John Mueller confirmed that AI Overviews are influenced by Core Updates, which determine whether a website’s content appears within these AI-generated answers.

June Spam Update (20th June – 27th June 2024)

After the May SRA update, Google enhanced its capacity to detect spammy websites and pages that violate their updated policies. However, it’s important to note that the reputation abuse policy has not yet been automated and continues to rely on manual review processes.

July Deepfake Update (31st July 2024)

“Deepfake” refers to media, such as images and videos, that are artificially created using advanced technology. Unlike typical algorithm updates focused on content analysis and categorisation, this update was aimed at refining Google’s search algorithm to reduce the ranking of explicit deepfakes that were created without consent. As a result, more than 70% of the searches related to this content saw a significant decrease in exposure to deepfakes.

August Core Update (15th August – 3rd September 2024)

The August core update focused on improving the quality of search results by showing less content that feels as though it was created just to perform well on search – and instead, prioritising content that people find genuinely useful. This update also aimed to better capture improvements that sites may have made, so that Google can continue to show the best of the web.

November Core Update (11th November 2024)

The November Core Update aimed to further enhance the quality and relevance of search results across the globe. However, it was met with some criticism, as Google cautioned that websites impacted by the September 2023 Helpful Content Update would not experience significant improvements following this update. In terms of volatility, there was minimal fluctuation observed in major ranking trackers a week after the rollout.

December Core Update (12th November 2024)

Wrapping up the year, Google’s December 2024 Core Update focused on fine-tuning how content quality and relevance are assessed within search rankings. This global update affected all regions and languages, causing notable fluctuations in search results. Websites that focus on delivering high-quality, user-centric content may benefit from improvements, while those relying on outdated or shallow SEO strategies could see a decline. Google has stressed that the update favours authenticity, relevance, and meaningful content, reinforcing its commitment to aligning rankings with user engagement and satisfaction.

How AI is Changing the Search Landscape

Following each update, social media often fills with reports about how these algorithm changes have impacted websites, frequently highlighting negative effects on search rankings. However, it’s crucial to understand that these updates aren’t punitive measures for site owners. Rather, they represent a recalibration to ensure that Google continues to meet its goal of delivering the most relevant content that aligns with user intent.

Artificial intelligence is revolutionising search, offering both challenges and opportunities for healthcare and pharma marketers:

• Understanding Nuanced Intent: AI enables Google to better interpret complex medical queries, emphasising the importance of clear, precise content.
• Zero-Click Searches: With AI-generated summaries answering queries directly in search results, marketers must strategise to maintain visibility and engagement.
• Smarter E-E-A-T: AI’s ability to cross-reference data makes authenticity and up-to-date information more critical than ever.
• Visual Content: Google’s enhanced understanding of multimedia content underscores the need for engaging visuals in healthcare campaigns.

If your site has been impacted by a Google Algorithm Update, feel free to reach out to us – we’re here to help you get back on track. At Varn Health, we advise focusing on authenticity, relevance, and high-quality content across all platforms. This approach will help you navigate algorithm updates smoothly and strengthen your site’s ability to adapt to future changes.

Implications for Healthcare and Pharma SEO in 2025

The updates in 2024 highlight an SEO landscape that will require greater flexibility, user-focused strategies, and a deep understanding of AI and other emerging technologies. Keeping this in mind, we’ve compiled a brief list of our predictions for the future of SEO in the upcoming year.

Since Danny Sullivan’s “buckle up” warning at the close of 2023, we’ve witnessed significant changes to search results. The reliance on the traditional blue Google links is now a thing of the past, and we anticipate that the SERPs will keep evolving in 2025, introducing new features and content types. A notable example is the addition of source links to AI-generated responses within the search results.

Although we can track clicks and impressions from the AI Overviews feature in Google Search Console, click-through rate (CTR) data is still missing for these elements. While tools like Semrush and AWR offer insights on website visibility, only Google can measure user interaction with its AI features. This is an area to watch, and we hope to see improvements in tracking moving forward.

As AI Overviews continue to expand, we expect them to cover more search queries and reach a broader global audience, potentially including logged-out users as well.

As AI continues to shape search algorithms, healthcare and pharma marketers must adapt to stay competitive. Expect further integration of generative AI, expanded AI Overview features, and an increased focus on user satisfaction metrics.

Key takeways

• Prioritise High-Quality Content: Focus on creating educational, evidence-based resources tailored to user intent.
• Adapt for AI Overviews: Optimise for featured snippets and AI-generated answers to remain visible in evolving SERPs.
• Emphasise Trustworthiness: Ensure compliance with medical guidelines and regulatory standards to reinforce credibility.
• Leverage Multimedia: Incorporate video, infographics, and interactive content to engage diverse audiences.

Don’t Fall Behind

As AI-powered tools take a central role in search algorithms, SEO tactics must adapt to integrate generative AI and natural language processing. To stay competitive, businesses will need to adopt a combination of creative content approaches, technical enhancements, and a focus on transparency and reliability. These principles are core to how our teams work, enabling us to assist our clients in navigating their digital campaigns and strategies effectively.

If you would like to know more about how recent google updates may have affected the performance of your healthcare or pharma website, please feel free to get in touch.