Google rolled out another broad core algorithm update in March 2024, leaving marketers and business owners wondering how it may impact their website and performance. Core updates like this ensure Google's systems deliver the most relevant and authoritative content to searchers.

While the full impacts often take weeks or months to play out, there are some key things marketers should understand about this update—specifically, the use of Artificial Intelligence (AI) for content creation.

Here’s What You’ll Learn from This Article:

• Google rolled out an algorithm update in March 2024 designed to reward high-quality, expert content and penalize low-effort, AI-generated spam
• For home services businesses, as long as your website focuses on promoting your services, this shouldn’t affect you negatively
• However, pay close attention to your blog content and information sections to ensure human expertise is reflected and that content isn’t thin or entirely AI-written

If you want more in-depth information, continue reading.

A Continued Focus on E-E-A-T

The most recent algorithm update further reinforces Google's long-standing prioritization of experience, expertise, authoritativeness and trustworthiness (E-E-A-T) when ranking website content. Sites deemed authoritative and containing high-quality information from experts are likely to get a boost. 

At the same time, with this update, Google is cracking down even harder on unhelpful AI-generated content that lacks proven expertise. This update explicitly targets broader websites that are mass-producing low-quality pages purely for search rankings and ad revenue, with no proven history or expertise in the subject matter.

Google has said many times that they have long believed in the power of AI to transform the ability to deliver helpful information and that they will reward high-quality content, however it is produced. That being said, this does not mean that all AI content itself is penalized; rather, Google is just penalizing unhelpful and inaccurate content. 

What This Means for Content Strategy

The implications for content marketing are clear: brands must double down on creating authoritative, high-quality content from subject matter experts. Websites aiming to rank for various topics—with no clear expertise on any of them—while churning out keyword-stuffed, AI-written content are unlikely to continue to rank and perform well.

On the flip side, websites that are inherently relevant, reputable, and experts in their field should focus on in-depth guides, thought leadership pieces, and other substantial content that establishes your brand as a credible, trustworthy source of information within your industry. Find ways to highlight the expertise of your writers through author bios, credentials, and other E-A-T signals.

Why Local Home Service Companies Shouldn't Panic

We believe local home service companies should not be concerned about the latest algorithm update targeting websites using AI to fabricate expertise. As a local company, you already possess genuine expertise in your respective field, which inherently sets you apart from deceptive practices. Unlike sites relying on artificial intelligence to simulate competence on a subject matter, home service providers boast tangible skills and experience honed through years and years of hands-on work. 

Your credibility is established through real-world results and satisfied customers rather than through fabricated expertise. Therefore, while algorithm updates may pose challenges for certain sectors, home service companies can remain confident in their authenticity and rely on their proven track record to maintain trust and relevance in the industry.

As long as your website provides accurate information about your business, its history and services, staff credentials, service areas, and the legitimate work you do, it should continue to perform well in local search results, whether your content utilizes AI or not.

Where to Be Mindful

The area home service companies may want to pay close attention to on their website is their blogs or other supplemental content sections meant to be more informative or educational. 

Google's update cracks down on low-quality AI-written content that lacks expertise. Therefore, any blog posts containing unhelpful, thin, and generally broad information could take a hit if they are not written well. This further reinforces the importance of quality over quantity when it comes to blogs or articles on your website. Rather than focusing on posting blogs frequently, focus on putting out high-quality content that is reputable, satisfies user intent, speaks to your own experience, and is generally helpful.

If your blog content follows best practices like the ones below, you should just be fine.

• Having knowledgeable writers or staff provide the core expertise
• Using AI assistance for drafting and research, along with human oversight
• Covering topics where your team has direct experience to share
• Keeping content comprehensive, factual, and free of fluff
• Linking to other websites as sources when quoting facts or statistics

The key is ensuring substantive human expertise and editing are involved in markedly improving the quality over basic AI output alone.

Overall, home service companies should feel confident in their primary website and continue to promote their services to local customers. We advise you to be mindful that any extended informational content must meet Google's standards for authoritativeness and quality.

The Future of SEO for Home Service Websites

Above all, this latest core update underscores that SEO has evolved well beyond tactics like keyword stuffing and mass-producing content. Today's successful strategies for home service websites revolve around developing high-caliber content experiences that users and search engines alike will find authoritative, trustworthy, and engaging.

As artificial intelligence advances, Google seems poised to crack down even harder on AI-written content perceived as low quality or unoriginal. To stay ahead of the curve, marketers must prioritize human expertise, credible research, and thoughtful content creation.

With a strong focus on E-E-A-T and seamless user journeys, you'll be well-positioned to thrive no matter how Google's algorithms evolve.

Let Coalmarch Handle Your Content Strategy

As thought leaders in the digital marketing and home services industry, let Coalmarch by WorkWave take the guesswork out of Google’s constant algorithm changes and handle your content strategy for you as best practices continue to evolve. With over a decade of experience creating reputable websites and content strategies that support business goals, we will ensure your website's content strategy consistently follows Google’s best practices.