There have been several noteworthy changes in the field of Search Engine Optimisation and to stay on top of those changes has become really important. Search Engine Optimisation is influenced by more than 200 interconnected factors, most of them are designed for a good user experience. As a result of this, the SEO industry has to keep up to date with the latest changes from Google algorithms and recommended practices in website promotion. If you are wondering why Google algorithms are relevant, then think about the percentage of the people that use Google to search for a particular product or service – all non-named searches are using SEO to find a company to satisfy their search.
However, certain fundamental principles of SEO remain unchanged. You have to search using relevant keywords for your business, and ensure you rank for those particular keywords as high as possible (in order to bring in more traffic). Most SEO experts say there are always new techniques on the horizon that change the industry in new and exciting ways. It’s really important to stay ahead of the competition and in doing so, reap the benefits.
In addition to this, Google is also making use of Artificial intelligence. AI has been making a huge impact since 2018 by improving data analysis and automating complex processes. It is transforming digital marketing, so it’s not surprising that Google is using the AI to determine the performance of your website in the search results. So it is important to take a peep into the future to discover how technology will influence the way you optimise your website.
Use of Artificial Intelligence in Google
Google is investing a lot in Machine Learning and one big example of this is Rankbrain. RankBrain is an AI intelligence system that helps Google process some of its search results to determine which web page should be ranked higher in search results and which one should be lower.
It is being considered as one of the major factors for calculating search engine rankings. Machine learning in Google isn’t always static, but it keeps learning and adapting those changes. Once you search Google with AI learning technology, the result displayed will remember a number of considerations like your area, search history, favourite websites, and how people are interacting with the website.
Demand for content marketing
Content and SEO both go hand-in-hand and are incomplete without each other. For example, researching keywords for a website without keywords in your web page content will probably not create a match, equally content without any purpose is useless. Beyond that, high quality content is what earns you backlinks, and it’s also what search engines crawl through and reward your website for high search engine rankings results, remember:
• SEO is narrower, and more technical.
• Content marketing is broader and more holistic.
SEO experts must devise plans for the website, and use a good content writer for quality content. Well written content helps gain a user’s attention and helps the fight for high search engine rankings and backlinks from high authority websites.
Social media has a huge impact
It is no longer a secret that social media has a huge impact on SEO. Google takes social signals as one of the biggest factors in search engine rankings. At KWD, what we have discovered that social shares may or may not affect rankings, but your social profiles definitely influence the content of your search results. In fact, when you search some of the big brands in Google, you will notice that their social media profiles are often amongst the top results in search listings for their brand names.
Moreover, one cannot proceed by ignoring proper On page and OFF page SEO techniques. More than 200+ factors can influence search engine rankings and you should try to stay on top of those.
