What’s new in SEO? 

Top digital marketers know to keep a close eye on Google’s algorithm.  

By producing content closely in line with practices outlined by the world’s biggest search engine, you can build a website that closely appeals to your users. We discussed the importance of Google’s algorithm with Head of Technical SEO at WMG, Chris Shelbourn.  

He commented: 

“Staying up to date with Google’s latest algorithm changes is critical to sustaining successful SEO performance, as SEO continues to be a rapidly evolving industry.”  

“Over the last few weeks alone we’ve seen the release of Google’s Helpful Content update and its latest iteration of the Google Core Update, both of which can have a direct bearing on a site’s organic search rankings.” 

What’s the Helpful Content Update? 

Main pointers throughout this update could shape the future of SEO. Key takeaways include hints that marketers should: 

• Stick to an area of expertise 
• Write from real, first-hand experience 
• Build sites around one specific niche, not multiple topics  
• Answer questions with your audience in mind 
• Consider overall reader experience 
• Don’t make unfounded claims 

Enhancing reader experience might come down to increasing the readability of your long-form content. Getting familiar with the Guardian Style Guide could be a good starting point.  

In our conversation with Chris Shelbourn, he went on to explain the recent changes, noting that:  

“Through these updates, Google is continuing to drive the focus of providing the best results for its users by promoting sites not only with high-quality content, but that also provide a good user experience and demonstrate the expertise, authoritativeness, and trustworthiness of their businesses to users through their websites.” 

• Keeping up with Google 

In summary, your approach to SEO should be determined by clear, informed content, and keeping track of the changes in Google’s algorithm: 

• Quality content 

Despite the earliest strategies incorporating to content written with as many keywords as possible, the recent shift in SEO lends to quality over quantity. Google will now prioritise long-form, quality content with keywords threaded naturally throughout.   

• Mobile optimisation 

Websites should be optimised to be as mobile-friendly as possible. More people are browsing on their phones than ever before – something the Google results page is quick to consider. 

• Local SEO 

A new focus on local search should provide smaller companies to reach their target audience. Plus, local search brings targeted, unique opportunities for keyword optimisation. 

• Backlinks 

Quality backlinks pointing to your business’ site are absolutely imperative. Improving your backlink profile can directly impact where the business is positioned on Google search pages. 

Whether you’re looking for conversation starters to use at the next big SEO networking event or you’re just sharpening your marketing game, we hope you’re feeling more informed after reading this guide.