A Formal Goodbye To The Good Ole Days
If you, like me, are doing SEO for more than 10 years, you probably have some remembrances of the “good ole days. ” These were the days where we could outsmart Google in order to rank first.
Google was less sophisticated back then.
Just like the Joker and Batman, we played the seemingly never-ending cat-and-mouse game of looking for creative ways to “hack the system” or bend Google’s rules in our favor.
The result was that we could get good rankings, but in fact, the end-user (the real human who was searching for the content we wanted to rank) had been just an afterthought.
Even I’m guilty of that.
In 2012, before forming Stone Content, my blog experienced over 1 . 3 mil sessions. I was publishing more than 1, 000 articles a month.
The quality of these content articles was questionable. I had several variations of a single Tips on how to Fry An Egg tutorial; all of them were stuffed with more than 500 words. I’m not really proud of that.
Stuff are very different now.
Let’s look at what has changed given that that era.
Google’s Not-So-Secret Hidden Agenda: What It is Been Telling Us All Together
For decades, SEO practices were heavily influenced by a solid focus on outsmarting bots, taking out tricks, and creating complicated formulas for success. Before 2011, that was all possible since Google was not “very smart”.
Over time, Google proved us wrong. Google had, in fact , become very sensible, and every time it up-to-date its algorithms, there was a not-so-subtle message between the outlines:
“Ignore me. Focus on human connection. ”
Take a moment to walk out of the granular details. Glance at the full picture of the most legendary updates to this search engine’s core. Let’s decode what it was actually telling all of us.
- 2011: Google informed us to prioritize rich, valuable articles with the start of Panda.
- 2012: Google told us to quit keyword stuffing and halt artificial back-link strategies with the launch of Penguin.
- 2013: Google told us in order to consider the user’s search intent with the launch of Hummingbird.
- 2014: Google told us to think about people on the local degree with the launch of Pigeon.
- 2015: Search engines told us to go where the users are and make sites mobile-friendly with the launch of Mobile.
- 2015: Google told all of us to understand our users better and make relevant content with the launch of RankBrain.
- 2017: Google told us to stop covering up customer-centric content with intrusive interstitials.
- 2018: Search engines told us to consider users’ genuine needs and questions with the launch of BERT.
For more than a decade, we’ve honed within on the small details of deceiving the algorithm, but over time, we should have been learning the actual way to be good SEO specialists:
Ignore Google. Satisfy Users.
Looking back, it’s neither a secret neither a surprise that Google continues to be planning this from the beginning.
The search engine has been increasing in human awareness, morphing to be more user-focused and human-centric. It must adapt to endure, otherwise, the search results won’t be valuable anymore.
Search engines is forcing all of us to relocate away from the technical details of algorithm updates and focus on the detailed needs of real people.
Disregard Google. Satisfy Users.
How can We Ignore Google Plus Satisfy Users?
The thoughts behind Google forced online marketers and SEO professionals to improve their mindsets and methods. It became essential to begin thinking more as content experts who were capable of constructing better information for the end-user.
Now, we need to actually become authorities in advertising spaces instead of just thinking like hackers.
The Authority Illustration
Canceled Practice: Using Hidden Tags To Increase An Authority Number And Other Outdated Practices
Remember the particular era when we had the “rel author tag”? We would simply insert the tag and be done.
That tag was meant to link an author to published works on other sites. It assisted Google understand the author as an entity and show their confronts on the SERP (I skip that).
However , a visitor couldn’t see the tag; its only purpose was to be read by machines, not really humans. No authority value was added for the end-user.
That seems like a strange way to use now, in 2021, doesn’t it? Isn’t Search engines smart enough to understand that has the author of an article?
The answer is indeed, Google is now it is intelligent enough.
2022 Best Practice: Using E-A-T To Show Real Authority
Let’s compare that canceled “rel author tag” practice to one of today’s most important acronyms in the SEARCH ENGINE OPTIMIZATION world: E-A-T (Expertise, Authoritativeness, and Trustworthiness).
Search engines has been giving a lot more attention to E-A-T in its algorithm given that 2018. However , contrary to old tactics like “rel author”, there is not a specific tag, specialized adjustment, or even specific information about how you can increase E-A-T.
You can’t implement E-A-T by simply adding some code.
You should, among other things, identify writers on the page, and link to their published content in a way that helps the reader. Google will figure out the rest.
How To E-A-T
E-A-T essentially determines the website’s value by the quality of content and how dependable the page and author of its content are.
Choosing to follow the current guidelines of E-A-T could imply the difference between the best or worst SERP positions.
This is especially important on Your Money, Your Life (YMYL) websites that refer to content through financial, government, legal, buying, health, safety, and other web sites with topics that could have a negative impact on the quality of lifetime.
The only thing Google asks us to do is generate good content and be sure that our online presence implies that we are experts on a specific subject.
Google doesn’t give a specific checklist of things you can do, but some current best practices are:
- Provide a complete and accurate profile of the author with links to interpersonal profiles.
- Understand user intent to create relevant content.
- Acquire backlinks and media describes.
- Correctly implement HTTPS.
These types of current best practices not only assist inform E-A-T but also have a visible impact on the audience’s perception of your content plus brand.
Old-style hacking techniques that only please only Google are no longer related.
The User Experience Shift
Because it continues to think about the human experience, Google has begun to expect good websites to be fast plus properly rendered on both desktop and mobile.
Just like with E-A-T, there is no hacker’s checklist. We must shift the mindset to think like our human visitors.
Luckily, Google does provide a few insight to help you understand what to work on.
User Experience Upgrade: How Do I Make Sure I Have A Fast Website?
At the moment, user experience is mainly measured by the Core Web Vitals, which can be found under User Experience in Google Search System.
Here, you can see your site functionality, based on how Google perceives this through the human lens. This could serve as a guidepost pertaining to what to fix.
At this time, it doesn’t matter how you fix these issues, so long as you have high scores in the “Good” category.
User Experience Upgrade: To AMPLIFIER Or Not To AMP?
Accelerated Mobile Pages (AMP) are an easy way to enhance your mobile site encounter. Enabling AMP on your web site can serve as a quick fix to give Google the perception of the fast, properly-rendered website.
Applying AMP is a matter of choice, even though a few years ago it felt almost mandatory. AMPLIFIER never was, and still is not, required.
At Rock Articles, for example , we’ve decided to end using AMP and invest in optimizing our website internationally.
We’ve had absolutely no negative impact on our traffic, nothing changed for our visitors, and our website became much easier to manage without the replicated pages.
Just like with E-A-T, Google has asked all of us to change our mindset. Primary is on the final user experience instead of the technology we have been using to achieve the best outcomes.
As long as you are getting great scores in your Core Internet Vitals, you are fine.
2022 & Beyond
All the changes that we observed over the last 2 yrs brought us really near to where we are now – Ignore Google. Satisfy Customers.
We saw, quality, that when you think of the consumer first, Google will find your value – regardless of the implementation method used.
With extremely advanced AI already being used by Google (oh, hey MUM! ), endeavoring to “trick” Google is ineffective.
The quality of your content’s solutions to user intention, along with a great user experience, is what matters.
A Case Study
The particular proof of this shift in mindset is in the pudding.
Canceled Practice: Content material Created Around High-Ranking Keywords Only
We are no more creating hundreds of the same blogposts about [frying eggs], every with a different color ovum, in an attempt to trick “old Search engines. ”
The “old Google” is gone.
Google at this point knows that [brown eggs] and [white eggs] are both [eggs]; it is going to easily mark those pieces of egg content as junk e-mail. Keyword density is no longer the primary way to rank.
2022 Best Practice: Using E-A-T And Human-Centric User Encounter To Create Meaningful Content
Rock Content set out to position for a very specific primary term when we created our own Business Data post. That will single term was [business data].
However , instead of position just for our core term, we ended up ranking regarding intent terms and key phrases that were completely different from our original plan.
This post ended up becoming one of the top three outcomes for keyword phrases that we were not expecting to rank for, for example [data for business] and [the value of data for companies].
All of us had created a strong article that fulfilled a series of connected with each other queries around a topic. The information helps answer in-depth queries that readers truly have.
Google, who now understands user intent, user experience, and topic queries, saw multiple markers of high quality on this site. It also recognized answers to a multitude of human-centric subject queries.
Google isn’t the only thing that has changed; we’ve transformed our definition of quality content material, too.
The Key Takeaway
If you have to choose between all the eco-friendly lights from your Yoast wordpress plugin inside WordPress or more obvious and organized information for your user, don’t think twice: choose the user.
As marketers, we know much more about our prospects than a plugin along with non-humanistic rules.
Google is certainly thinking like a human, and need to do the same.
I don’t indicate to imply that we can totally ignore Google to do great SEO. Technical optimizations are key. Yes, we should still utilize these.
Nevertheless , they are not the primary driving pressure. We see the technical improvements as a way to deliver what matters the most – the actual content material – in the best possible way.
2022 would be the first year in which it will probably be truly possible to do good SEO by just thinking about the end-user and leaving Google to be an afterthought.
And that, my pal, is what good marketing is all about.
The write-up Ignore Google, Satisfy Users: The Major Shift In The SEO World Is Finally Here appeared first on Rock Content .