Google releases June 2024 spam update

Another month, another algorithm update. On the 20th June, Google started rolling out the June 2024 Spam Update. And as we’ve come to expect, Google has given very little away – simply calling it a “standard spam update”.

Based on this lack of information, we can assume it probably targets dodgy SEO practices like keyword stuffing and low-quality content. So generally, it should be beneficial. But these updates aren’t perfect. They can (and do) wipe out perfectly legitimate websites. Just look at the disappearance of HouseFresh from search.

Indeed, plenty in the SEO community are unhappy about Google’s recent updates. The consensus is that big publishers (e.g. Forbes) are benefitting, while small niche sites are losing out. Comments on the latest update sum up the sector’s thoughts...

What does this mean for digital PR?

For people using black hat, spammy SEO and link building tactics, it’s bad news. But to be honest, that’s a good thing. Google is full of poor quality, unhelpful (and likely AI-generated) content. So, if spam updates like this can improve the search results, great. 

However, it’s a different story for any websites that have been unfairly hit. There’s nothing worse than logging into your GA4 and seeing a massive drop in traffic. And based on the response from SEOs, this is definitely happening. But while a terrifying situation to be in – this is actually an opportunity for digital PR.

As digital PRs, brand building is our bread and butter. And the recent Google leaks confirmed that Google monitors and measures your brand presence. Put very simply, a better brand presence = better visibility on search, which can help impacted sites start to recover.

But beyond Google, a multi-channel, brand-led approach can widen the marketing net. It can reduce reliance on any one channel (e.g. Google) – building brand loyalty and futureproofing a business. In other words, brands need digital PR right now – even if they don’t know it yet.

AI search engine Perplexity AI in hot water

Perplexity is an AI-powered search engine that’s “designed to revolutionize the way you discover information”. Instead of the ’10 blue links’, it uses AI-generated summaries to answer your query. Imagine ChatGPT merged with Google. There’s been a lot of hype, but it’s just hit the headlines for all the wrong reasons.

Perplexity relies on a constant stream of accurate, up-to-date information. It’s constantly crawling the web. But the recent controversy stems from exactly how it sources this information.

In recent weeks, both Forbes and Wired have accused Perplexity of stealing their content. They’ve stated that it’s “ripping off” articles without proper referencing, and that it’s secretly taking information from places it shouldn’t be. Plagiarism, lies and lawsuits – there’s been some serious beef. It’s too much to go through here, but if you’ve got half an hour free, it’s definitely worth reading up on.

What does this mean for digital PR?

The outcome of this drama could provide an insight into the future of SEO and digital PR. If Perplexity comes out on top, does it mean AI search is here to stay? Will these “answer engines” become a key source of information for our audiences? And if so, how do we adapt our digital PR strategies to ensure our (or our clients’) brands are visible on them?

But if Perplexity loses this battle, what does that mean for the future of search? Will Google’s AI Overviews dominate the space? Or will AI search continue to struggle?

We’re grabbing the popcorn and watching how this plays out.