How to Get Your Website’s Content Seen Despite the Ever-Changing Algorithms
Reading Time: ~5 Mins | Written By: Jason Serafica
Learn how to ensure that your website's organic content stands out even as search algorithms continue to evolve.
Organic Content with SEO
Keeping up with the latest in Search Engine Optimization (SEO) tactics is important as search algorithms are constantly changing. By staying informed and optimizing your content accordingly, you increase the chances of your website being discovered by potential customers who are searching online. This means more traffic, better visibility, and ultimately, more opportunities for your business to succeed.
Understanding the Ever-Changing Algorithms
Search engines such as Google are always changing how they decide which websites show up first when you search for something. At the end of the day, their goal is to make sure they give you exactly what you're looking for. Over the years, Google has improved by focusing on giving quick and helpful answers, like the "people also ask” and related content sections you see when you search.
What is E-A-T?
E-A-T, an acronym introduced by Google, stands for Experience, Authority, and Trustworthiness. It's a component of Google's Search Quality Evaluator Guidelines (SQEG) but isn't a direct ranking factor.
While the full list of Google's ranking factors remains exclusive, there are lots of best practices to follow. If you consistently provide useful content and avoid sneaky tricks, Google will notice and keep ranking your website well, even as their rules change.
Additionally, some websites simply focus on what Google wants instead of what people actually need in order to try to get ahead in rankings. But if you stick to consistently making valuable content and following the best practices, you'll keep performing well in Google's eyes and avoid search penalties. It's all about keeping your content and website simple, helpful, and focused on what users want.
Stick to the Basics
Following SEO best practices is important because it helps ensure that the website is optimized to perform well in search engine results, even as algorithms change. This also means that you can stay ahead of algorithm updates, future-proofing your website from declines in traffic and maintaining its relevance in search results.
On-Page SEO
Improving website content to boost organic traffic and search visibility is the goal of on-page SEO. It involves examining internal pages to identify ways to increase traffic.
Optimize metadata (title tags, meta descriptions)
Optimizing the page title and meta description enhances click-through rates, which increases the number of organic visitors to your website.
Page Title: No more than 60 characters
Meta Description: No more than 155 characters
Use relevant keywords naturally in your content
Adding keywords within the content can enhance and signal topic relevance to search engines, improving search visibility.
Optimize images with descriptive alt text
Optimizing images with alt text improves accessibility and provides context for search engines on how the image relates to the content. This results in better visibility in image search results.
Off-Page SEO
Optimizing for search engines using off-page tactics emphasizes gaining quality backlinks from relevant websites to increase authority in the industry. Backlinks are the number of links from other external sources pointing to your website.
Build backlinks from reputable and relevant websites
Guest blogging
Register for local listings such as Google Business Profile, Apple Maps, Bing Places, Yelp, Yellow Pages, etc.
Start a comprehensive social media marketing to highlight the products/services on your website
Use PR and SEO together to leverage media coverage, establish expertise, and create content to acquire strong backlinks from other websites.
Technical SEO
Technical SEO ensures that search engines can easily understand and list a website's content, which helps improve its ranking and attract more organic traffic.
Ensure proper website indexing by using Google Search Console
Fix broken links and errors (404 pages) to provide a positive user experience
Improve website speed and performance by compressing large images
Implement structured data using Merkle’s Structured Data tool, to boost organic search visibility
Optimize for mobile-friendliness and responsive design
The Rise of AI in Search Engine Optimization
There's no denying that Artificial Intelligence has become intertwined with Search Engine Optimization. Consequently, it's crucial to stay updated on the latest AI advancements and their impact on search algorithms. In fact, Google has recently introduced "Generative AI," an innovative technology that delivers users with information and details tailored to their queries.
Note: This feature is available in Search Labs “where you can test out Google’s early ideas for features and products.”
AI is set to reshape search algorithms by enabling faster analysis of user data and more accurate results. By understanding user intent and behaviour, AI algorithms enhance the search experience. Embracing AI in SEO is essential for businesses to optimize their online presence, improve search visibility, and stay competitive in a rapidly evolving digital landscape.
Given the fact that AI algorithms now prioritize delivering relevant results, it is essential to provide content that is closely aligned with a user's intent - content that is meaningful and valuable. Think about how you can respond to the query and offer the solution to your target audience.
Don’t Forget About Social Search
The rise of social search represents a significant and ongoing shift in how people search for content. With the use of social media platforms like TikTok and Instagram Reels, users increasingly turn to these channels to discover products, locations, and recommendations shared by real people.
Additionally, many people use the information from social media as a starting point, then turn to Google to dive deeper, read reviews, and visit business websites. This trend highlights the importance of considering social media alongside traditional search algorithms.
When creating content and reviewing your webpage, remember to consider social SEO. Optimize every aspect of your social presence to connect with relevant searches. With that being said, aligning social media strategies with SEO efforts can yield mutual benefits, amplifying online visibility and engagement across platforms.
Stay Adaptive
With that being said, staying adaptive to the ever-evolving landscape of search engine algorithms is essential. As search engines refine their ranking criteria to deliver the most relevant content, businesses must remain flexible and willing to adapt.
By monitoring algorithm changes and adjusting SEO strategies accordingly, businesses can ensure their continued visibility in search results. Embracing adaptability is key to maintaining search visibility and staying ahead in the competitive search engine marketing landscape.
