December has been a busy month in terms of Google Core Updates – the November update completed and a new December update has already started rolling out. Plus, there’s been some significant updates to two of the most widely used AI learning models and the Google CEO has commented on the future of search in 2025.
Keep reading to learn more about the latest digital marketing news, plus some of the team’s favourite tools and the key dates for your January marketing plan.
Google’s November 2024 core update which started on November 11, was completed 24 days later on December 5, 2024. It appears to be a typical core update with the aim of making search results more relevant and helpful. Google has not provided any specific information about what has been updated or changed.
What Google has said about this core update:
“This update is designed to continue our work to improve the quality of our search results by showing more content that people find genuinely useful and less content that feels like it was made just to perform well on Search.”
This core update caused significant volatility, especially towards the start of the update.
Just a week after the completion of the November Core Update, Google has announced the December 2024 Core Update. This update started on 12 December and is expected to take around two weeks to complete. It’s the fourth and final core update of 2024.
Google posted on X: “If you’re wondering why there’s a core update this month after one last month, we have different core systems we’re always improving”. A Google representative mentioned at the Google Search Central Live event that Google will be having “more updates, more often” – so this is something to look forward to in 2025!
Shortly after this update started rolling out, there was a significant spike in keyword volatility. However, this has appeared to settle down.
Google’s new Recommendations section of Google Search Console has now been fully rolled out. This was initially trialled as an experimental feature back in August, but it has now been rolled out to all Google Search Console profiles. However, you’ll only see recommendations if Google has something to recommend.
Here’s what Google has said about these Recommendations:
“We are excited to announce Search Console recommendations, a new feature that provides websites with optimization opportunities and suggests actions they can take to improve their presence on Google Search.”
Here are a few examples of what these Recommendations look like:
There is now a button at the bottom of the search results which tells you if your results are personalised or not and gives you a way to turn off personalisation. Personalised search results have been around since 2009.
There have been quite a few changes to Google Search Console this month, including:
Learn more about the new ‘24 Hours’ view.
Both OpenAI and Google have announced new versions of their AI models:
Learn more about Gemini 2.0 and ChatGPT o1.
Google SEO, Sundar Pichai, was interviewed during the 2024 New York Times DealBook Summit. Here’s what he had to say about 2025:
“Search itself will continue to change profoundly in [2025]. I think we are going to be able to tackle more complex questions than ever before. I think you’ll be surprised even early in [2025] the kind of newer things search can do compared to where it is today.”
Here are some of the Wildcat team’s favourite tools from the last few months:
With so many Google Core Updates recently and more set to come in 2025, it’s essential to have a tool to monitor keyword volatility. Semrush Sensor measures Google’s search algorithm’s volatility using the daily rankings of millions of keywords. You can also filter keyword volatility by industry, so you can see how your industry has been affected by the latest Core Update.
Try it out here.
The free version of Similarweb can be an incredibly useful tool for competitive SEO analysis. Simply enter a URL and you can see estimated traffic and engagement data. Enter a second URL to easily compare two websites side-by-side and see how your site compares to your competitors.
Try it out here.
The world of digital marketing is constantly changing and evolving, and it can be tricky to stay up-to-date. The Wildcat team is always keeping up with the latest digital marketing news stories and trends, so we can be sure we’re using the latest strategies for our clients. You can rely on Wildcat Digital, an award-winning digital marketing agency, to guide your business’s digital marketing strategy to success.
Looking to punch above your weight online? Enquire about our tailored SEO, PPC, Paid Social and Website Development services.
SEO Executive
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
Senior SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
PPC Team Leader
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
Senior SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
Senior SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
Senior SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
SEO Account Manager
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
SEO Executive
Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.
In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.
SEO Executive
Amy joined Wildcat in 2024 with a background in journalism, having worked as a News Editor and Editor-in-Chief at The Sheffield Tab. She is naturally interested in Content SEO and research, so will no doubt prove to be a content power-house.
In her spare time, Amy loves watching crime shows, listening to music and hanging out with her dog, Eddie!
PPC Account Manager
Masilda joined the Wildcat team in October 2024 with over seven years of experience in digital marketing. She specialises in Google Ads, but is also certified in Google Analytics, YouTube Ads, Google Ads for Ecommerce and Apple Search Ads. She has extensive expertise in performance marketing, display advertising, online lead generation and market planning.
In her free time, Masilda likes staying active, cooking, trying new restaurants and exploring new places.
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