Search Engine Optimisation (SEO) is a constantly evolving field, with new updates and changes occurring frequently.
SEO changes so often because search engines constantly update their algorithms to improve the user experience and provide the most relevant and helpful results to searchers.
These updates aim to identify and reward high-quality content while penalizing websites that try to manipulate the search results through tactics such as keyword stuffing, link schemes, or other spam techniques.
Search engines like Google also adjust their algorithms to adapt to changing user behavior and the latest trends in technology. For example, the growing use of mobile devices has led to the rise of mobile-first indexing, which prioritizes mobile-friendly websites in search results. As we approach the end of the first quarter of 2023, it’s time to take a look at some of the latest SEO news and updates that have been making headlines.
Google’s Passage Ranking
One of the biggest changes in the world of SEO has been Google’s introduction of passage ranking. This update means that instead of ranking an entire page based on its content, Google can now rank individual passages or sections within a page.
This is particularly useful for long-form content where specific sections may be more relevant to a user’s search query than others. Passage Ranking works by analyzing individual passages within a webpage and evaluating their relevance to a user’s search query.
This means that even if a webpage doesn’t appear to be a perfect match for a user’s query, it could still rank well if it contains a relevant passage. From an SEO perspective, Passage Ranking means that content creators should focus on creating high-quality, informative content that addresses specific user needs and questions.
This includes breaking up longer articles into smaller, more focused sections, and ensuring that each section is optimized for the specific topics and keywords it covers.
Google’s Core Web Vitals Update
Google’s Core Web Vitals update rolled out in May 2021 and had a significant impact on website rankings. The update focuses on three key metrics: loading speed, interactivity, and visual stability.
By focusing on these metrics, website owners can improve their website’s user experience and enhance their search engine rankings. Additionally, Google has stated that Core Web Vitals will be a key factor in determining whether a website is eligible for certain search features and promotions, such as Top Stories on mobile.
Therefore, optimizing for Core Web Vitals is essential for businesses and websites that want to maintain a strong online presence and attract more traffic to their site.
BERT Algorithm Update
In late 2021, Google introduced its BERT algorithm update. BERT stands for Bidirectional Encoder Representations from Transformers. The update means that Google is better able to interpret natural language and provide more relevant search results.
This means using natural language in your content and optimizing for long-tail keywords and question-based queries. For SEO, this means that website owners need to focus on creating high-quality, relevant content that meets the needs of their audience.
This includes using natural language and avoiding keyword stuffing, which can be interpreted as spam by Google. Instead, website owners should focus on answering specific questions and providing helpful information that meets the needs of their target audience.
Voice Search Optimisation
Voice search has been growing in popularity over the past few years, and it’s not going away anytime soon. In fact, it’s estimated that by 2023, there will be 8 billion digital voice assistants in use.
Optimizing your website for voice search is essential if you want to stay ahead of the game. To improve your SEO for voice search, consider the natural language and conversational tone people use when speaking rather than typing.
Use long-tail keywords and answer commonly asked questions to ensure your content aligns with the intent behind voice searches. Additionally, ensure your website is mobile-friendly, as most voice searches are performed on mobile devices.
Finally, provide clear and concise answers to questions and aim to have featured snippets to increase the chances of your content being selected as the top result.
Video Content
Video content has become increasingly popular in recent years, and it’s now a key part of any effective SEO strategy. Videos are more engaging and shareable than text-based content, and they can help to keep visitors on your site for longer.
Additionally, Google now includes video content in its search results, so optimizing your videos for SEO can help to improve your rankings. Using relevant tags for your video can also help search engines understand the content of the video.
Additionally, optimizing the video thumbnail and providing transcriptions can improve accessibility and search engine rankings. Finally, sharing your video on social media can increase your reach and attract more viewers to your content.
E-A-T
E-A-T stands for expertise, authority, and trustworthiness, and it’s becoming increasingly important in the world of SEO. Google is placing greater emphasis on these factors when ranking websites, particularly in areas such as health, finance, and news.
To improve your E-A-T score, you should focus on creating high-quality content that demonstrates your expertise and authority in your niche, and ensure that your site is trustworthy and secure.
To optimize your website’s EAT, you need to create high-quality content that demonstrates your expertise in your field, build your authority by getting cited and linked to by other authoritative websites, and build trust with your audience by providing accurate and transparent information. It is also important to showcase the authorship of your content and provide an excellent user experience.
The way people search for information online is constantly evolving, and search engines must adapt to these changes. Voice search, visual search, and other emerging technologies are already changing the SEO landscape, and we can expect to see further changes in the years ahead.
SEO changes so often because search engines are continually refining their algorithms to provide the best possible search results for users, and adapting to changing user behavior and technological advancements, like ChatGPT.
It’s important for businesses and website owners to stay up-to-date with the latest SEO trends and best practices to maintain their search rankings and visibility.
Whether it’s optimizing for voice search, improving your Core Web Vitals, or focusing on E-A-T, there are many ways to improve your website’s rankings and stay ahead of the competition. Make sure that you stay up-to-date by working with Blurb, and click here to know more about SEO news.