Here at activ Digital Marketing we’re always referring to the ever-changing digital landscape, but it’s such a huge part of our industry’s core function- navigating this landscape. For instance, where websites are the virtual storefronts of businesses, mastering Search Engine Optimisation (SEO) is crucial.
SEO not only enhances online visibility but also ensures that the right audience discovers your content. However, the rules of the SEO game are continually being rewritten, primarily due to those sometimes irritatingly unpredictable, ever-evolving algorithms of search engines, with Google being the undisputed leader.
We’ve been exploring how Google influences SEO tactics and what it means for SEO service providers and website owners. Hopefully you’ll find our research useful.
Understanding Google’s Algorithm Updates
‘Google it’ should be a dictionary definition for searching for information on the World Wide Web. It’s such a natural phrase that the majority of internet users use, it’s no wonder it’s the most widely used search engine globally. That status is partly down to user experience and Google constantly refines its algorithms to enhance user experience.
Algorithm updates like the cutely named, Panda, Penguin, and Hummingbird have significantly impacted SEO strategies over the years. For instance, Panda targeted low-quality content, while Penguin focused on link quality. Website owners and SEO service providers must stay abreast of these updates to tailor their tactics accordingly.
Quality Content is King
One of the most critical aspects of SEO influenced by Google is the emphasis on high-quality, relevant, and valuable content. Gone are the days of keyword stuffing and thin content. Google now rewards websites that provide informative, engaging, and authoritative content. This is a real positive, consumers are looking for authentic content, something we at activ are always banging the drum about. SEO service providers play a pivotal role in creating compelling content that resonates with both the audience and search engine algorithms.
Mobile-First Indexing
With the majority of internet users accessing websites via mobile devices, Google introduced mobile-first indexing. This means that Google predominantly uses the mobile version of a site for ranking and indexing. Websites that aren’t mobile-friendly are likely to suffer in search rankings. SEO service providers must ensure that websites are optimised for various devices, ensuring seamless user experiences across platforms.
Page Speed and User Experience
Google’s algorithms also consider page speed and overall user experience as ranking factors. Slow-loading websites frustrate users and are penalised in search rankings. SEO service providers focus on optimising website performance, employing techniques like image compression, minification of CSS and JavaScript files, and leveraging browser caching. Enhanced user experience not only pleases visitors but also improves SEO.
The Rise of Voice Search and Featured Snippets
The advent of voice search technology has revolutionised how people search for information online. Google’s algorithms have adapted to this trend, favouring websites that are optimised for voice queries. Moreover, Google’s featured snippets, which provide direct answers to user queries, have become coveted SEO real estate.
SEO service providers employ strategies like schema markup and natural language optimisation to increase the chances of their content appearing in featured snippets.
Local SEO and Google My Business
For businesses targeting local markets, Google My Business (GMB) has become a game-changer. Optimising GMB listings and ensuring consistency in NAP (Name, Address, Phone Number) information across the web is crucial for local SEO success. SEO service providers assist businesses in optimising their GMB profiles, helping them appear in local search results and Google Maps, thereby driving foot traffic and online conversions.
Google’s influence on SEO tactics cannot be overstated. As the search engine giant continues to refine its algorithms and introduce new technologies, SEO service providers and website owners must adapt their strategies to stay ahead in the digital race. By focusing on quality content, mobile optimisation, user experience, voice search, and local SEO, businesses can navigate the complex SEO landscape and secure prominent positions in Google’s search results, ultimately driving organic traffic and ensuring online success.
If you want to talk through anything SEO related, drop one of our friendly team an email on contact
