How To Create An SEO Strategy That Weathers Any Google Update
When it comes to SEO, there is no such thing as a one-size-fits-all solution. Every website is different, and so are the algorithms that search engines use to index and rank them. However, there are some general principles that can help you understand how Google search works, and how you can stay ahead of the curve in terms of SEO best practices.
- The search query
- Relevance of webpages
- Expertise, authority, and trust (E-A-T)
- User experience (UX)
Note: we have a great tutorial on how Google search works over in our Intro to SEO section that you should read.
Google's algorithms are constantly changing. Google makes hundreds of changes to its algorithms every year, and some of these changes can have a significant impact on your website's ranking and visibility.
That's why it's important to not look for loopholes in the ranking algorithms—your SEO strategy should always be user-centric.
What is a user-centric SEO strategy?
A user-centric SEO strategy is one that focuses on providing a great user experience above all else. This means creating content that is relevant and useful to your target audience, optimizing your website for speed and mobile friendliness, and making sure your site is easy to navigate. It also means avoiding black hat SEO tactics that focus on gaming the system instead of providing real value to users—don't try to rank for a keyword that you can't deliver on.
What is search intent and why is it important for users?
Search intent is the purpose behind a user's search query. It's important for SEO because it can help you determine which keywords to target, and what type of content to create. For example, if someone searches for "buy shoes online," they are likely looking to make a purchase. On the other hand, if someone searches for "how to tie shoes," they are probably looking for information on how to do that.
Understanding search intent can help you create content that better meets the needs of your target audience.
SEO Is An Ongoing Process
It's important to understand that SEO is not a static process. Just because you have great visibility today doesn't mean you'll still have it tomorrow. You need to continually work on your SEO efforts to maintain your position in the search results. This means:
- Regularly publish fresh, relevant content
- Optimize each webpage for the user it best serves
- Don't ignore web accessibility
- Ensure the website is crawlable, indexable, and renderable for search engines
- Monitor your website's analytics, but know that organic search traffic will ebb and flow over time
- Google algorithms are constantly changing.
- Some changes can have a significant impact on your website's ranking and visibility.
- It's important to not look for loopholes in the ranking algorithms—your SEO strategy should always be user-centric.
By following these general principles, you can stay ahead of the curve when it comes to Google algorithm updates and ensure that your website is always visible in organic search results.
Optimize for your human audience—maybe one day your site will be at the top of the search results thanks to a Google algorithm update.
Good Twitter Follow
To stay up-to-date on the latest Google updates, follow @googlesearchc on Twitter. This is where Google announces updates to its algorithms and answers common SEO questions. It's a good resource for keeping your finger on the pulse of the SEO world.