Google’s November Core Update: Key Insights from Millions of Queries

The November Core Update has brought significant changes to Google’s search algorithm, creating notable impacts on website rankings and visibility. Like previous updates, this adjustment has prompted SEO professionals and site owners to analyze how it affects search results and what strategic changes might be needed.

Here, we break down key insights derived from the analysis of millions of queries following the update.

Greater Alignment Between Organic Search and AIO Citations

A significant trend emerging from the update is the increased overlap between organic search rankings and AI Overview (AIO) citations. Websites performing well in organic search are now more likely to appear in AIO citations, indicating that Google is aligning its AIO feature more closely with the organic algorithm. This shift highlights Google’s commitment to showcasing content that aligns with user intent.

For site owners, this emphasizes the importance of organic search optimization. High-quality, relevant content not only boosts organic visibility but also enhances the chances of inclusion in AIO citations, providing an additional avenue for exposure.

Shopping Queries See Separate Ranking Dynamics

Unlike the alignment seen in organic search and AIO citations for other queries, shopping-related searches appear to follow a different pattern. Google’s AIO results for shopping queries prioritize additional supportive content that doesn’t always align with traditional organic search rankings.

This means e-commerce businesses must adapt their strategies to reflect these changes. Diversifying content, enhancing user engagement, and focusing on user intent will be crucial for improving shopping-related visibility. Relying solely on organic rankings may no longer guarantee inclusion in AIO results.

Volatility in AIO and Organic Overlap

Data from BrightEdge reveals volatility in the overlap between organic rankings and AIO citations during the initial rollout of the update. Early November saw a +2.3% increase in volatility, followed by a decline of -3.7% within a few days.

These fluctuations, particularly at lower-ranking positions (21-30), suggest Google’s algorithm is redistributing rankings as part of the update. While this instability may stabilize over time, monitoring performance metrics during this period can provide valuable insights into the update’s effects and help refine SEO strategies.

Industry-Specific Impacts

The update has had varying impacts across different industries:

• E-commerce: A significant -22.1% change in top citations demonstrates the challenge for online retailers to maintain visibility
• Education: Moderate shifts of -7.3% suggest less volatility for this sector
• Healthcare: Stability with a minor -1.5% shift reflects Google’s consistent prioritization of high-stakes content
• B2B Tech: Minimal changes (-0.4%) indicate steady performance in this niche

These variations reflect Google’s ongoing effort to refine its evaluation criteria, with educational content showing resilience while product-centric and research-heavy niches face greater turbulence.

Reasons for Optimism Amid Challenges

While some publishers are concerned about the update, particularly the perception that Google’s AIO feature “cannibalizes” original content with summarized versions, the November Core Update presents opportunities for growth.

These changes offer valuable insights into user behavior and search trends, enabling site owners to refine their strategies. By staying proactive and analyzing performance metrics, businesses can adapt to these shifts and uncover new avenues for success.

Why Work With SEO Professionals?

Adapting to frequent algorithm updates and search trend fluctuations can be challenging. Partnering with experienced SEO professionals ensures that your strategy evolves alongside these changes and remains competitive.

At MedShark Digital, we specialize in creating tailored SEO solutions to help businesses navigate the complexities of search engine updates. Whether optimizing for new opportunities or addressing ranking challenges, our team is dedicated to helping you achieve your goals.

Stay Ahead With MedShark Digital

The November Core Update underscores the importance of a proactive and adaptable SEO strategy. At MedShark Digital, we work with businesses to enhance their digital presence, improve search visibility, and stay ahead of the competition.

Contact us today to learn how we can help you navigate algorithm updates, optimize your site, and achieve lasting success in the digital landscape.

By understanding the November Core Update’s implications and taking a data-driven approach, site owners can position themselves for sustained growth and visibility in Google’s evolving search environment.