There has been a dramatic change in the digital marketing environment with Google’s release of its latest SEO algorithm update which is being described as one of the biggest changes ever made to search engines by industry experts.
Businesses and digital publishers will find themselves adjusting to the new rules of SEO because of the move away from the keyword-stuffing techniques that were once a staple in search engine optimization.
The latest update focuses on integrating sophisticated artificial intelligence technology that allows Google to assess user intent (what the user is looking for) and determine which content is helpful with a much greater focus than in the past.
Consequently, it can be expected that websites that utilize older techniques or tactics to get found in search results will be punished more severely than websites that demonstrate true expertise in their area of content and have actively engaged with their audience.
How SEO Has Evolved
While backlinks still play a vital role in search engine optimisation (SEO) efforts today, the new SEO Algorithm Update represents a significant change from how we’ve typically used backlinks and keyword density as tools to manipulate the algorithm for improved rankings.
According to one of Nairobi’s leading digital strategies, the latest update will revolutionise the way businesses operate online.
She stated, “It no longer makes sense to create content in such a way that only the bots are able to read it. If you aren’t considering the human user experience and creating relevant quality content that delivers value, you won’t be visible in search results.”
The Immediate Effect on Business and Publishers
Many businesses that have only focused on writing low-quality content in mass quantity and posting them to drive traffic will see a significant drop in their web traffic analytics due to the new algorithm.
In contrast, brands who have built an environment of quality content provided through knowledgeable experts will gain a significant increase in their organic traffic.
The three pillars of the new update are:
- Experience: Do the creators of the content have real-world experience on the topic?
- Expertise: Are you sharing reliable and well-researched information that goes beyond what people can easily find?
- Reputation: Will this Site Become the Go-To Resource for Your Niche?
With online retail and services, product descriptions and blogs now need to provide knowledge along with branding and sales.
Transitioning to the ‘New SEO’ Reality
For all businesses that exist in today’s digital economy, it is imperative to examine your current online presence immediately. The new SEO guidelines focus on ‘quality over quantity’ for all SEO tactics.
In addition, companies are being advised to begin looking at defining their brand names based on “Entity SEO” – this means identifying specific keyword subjects that define your brand rather than pursuing unrelated keywords.
Since search engines have begun implementing AI-generated snapshots at the top of the search results for some of the most important search engines, this places an increased level of competition on the first page of search results.
Due to the tightening of the global digital economy, this update should serve as a reminder that adapting to the new reality is not an option but a requirement for businesses that wish to survive long term as successful organizations.
Companies that incorporate these latest digital quality aspects into their SEO strategies then stand to unlock new revenue opportunities through these types of new businesses, while companies that continue to resist will likely face the chance of becoming invisible through the largest marketplace in the world.
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