Google's SEO evolution is constantly keeping pace with the times. SEOers need to continuously learn new knowledge and master the latest SEO trends to gain an advantage in competition.
Looking at various aspects such as keyword research, content creation, UX, technical SEO, and content distribution, let's examine how SEO is currently being done and compare it to the past. Additionally, we can discuss how SEO should be approached in the future.
Past SEO practices included:
Targeting high-volume keywords and stuffing articles with as many keywords, variations, and LSI (Latent Semantic Indexing) as possible. Deciding whether to target a keyword based on its difficulty, even if it was highly relevant to the website. If the keyword had a high keyword difficulty (KD), it was often avoided. Prioritizing quantity over content quality, focusing solely on incorporating keywords into articles and getting them indexed. Neglecting to update or refresh old articles for a long time, or sometimes never updating them at all. Believing that longer articles with 3000+ words (skyscraper technique) would lead to better rankings, regardless of the actual content quality. Publishing only one article per week or even less frequently. Overloading article titles, paragraphs, meta descriptions, subheadings, etc., with keywords. Relying on SEO plugins' ratings to determine if an article was well-optimized. A high rating was often considered sufficient. Considering sharing an article once on social media as the completion of the task. Buying a bunch of backlinks from platforms like Fiverr or Black Hat forums. Paying individuals from the Philippines or India a small amount to write an article and publishing it on the website.
It must be said that this summary is comprehensive, as most SEOers in the past indeed followed these practices. Even today, many people continue to approach SEO in this way, and many online tutorials still teach these methods. This approach has yielded results over the years, and many have become entrenched in this path.
However, with the updates to Google's search engine algorithms and the development of artificial intelligence technology, many of these ineffective strategies can now be quickly identified and replicated. Tools like ChatGPT can generate articles in minutes that match or even surpass the quality of the content you have accumulated over several years. In such a competitive landscape, it becomes essential to adapt to the evolving times and focus on difficult yet correct approaches.
Evolution of SEO in 2023:
Creating content that addresses customer pain points by using search mining, customer surveys, and tools to understand their genuine needs. Creating content with the goal of improving conversion rates, particularly for e-commerce and independent websites, where content serves conversion and sales. Content creation along the conversion path should prioritize the ultimate goal of conversions. When deciding to target a specific keyword, it is necessary to not only rely on keyword tools like Ahrefs and Semrush but also personally examine SERPs and competitors' content to understand which types of content can achieve rankings and assess the quality of competitors' content. Researching the search intent of customers and creating content based on their search intent. Analyze the content included in the top search results to gain a better understanding. Investigating whether competitors have implemented topic cluster SEO and assessing their domain authority. Regularly checking and updating old articles. Periodically updating internal links within old articles. Building external links to old articles on a regular basis. Emphasizing quantity: Utilizing tools like ChatGPT, Bard, Semrush Content Creator, etc., to significantly improve content production efficiency while ensuring quality and quantity. Technical SEO: Optimizing webpage loading speed, utilizing tools like WPRocket, CDN, AMP, etc. UX: Google's algorithm updates in September and October 2023 clearly highlighted user experience (UX) as one of the ranking factors. Websites should have an appealing design while being user-friendly and providing quick access to information. Topic cluster content: Creating content around a specific keyword and its derived keywords, interlinking them. Eliminating unnecessary, exaggerated, or filler content. The core objective of content should be to satisfy user search intent, even if it means being concise. Word count should serve the content. If it takes 5000 words to convey the message effectively, then 5000 words it should be. Effective content distribution: Repurposing articles into videos, images, audio, etc., and distributing them in multiple segments, periodically re-sharing. Building valuable content assets to attract backlinks naturally. Combining manual content creation with AI optimization.
Approach to Google SEO in 2024:
Avoid solely relying on SEO organic traffic; consider how you can surpass tools like ChatGPT. External links remain crucial. Focus on creating content for Google Discovery and increasing content exposure. Fully embrace AI tools like ChatGPT to increase content production efficiency by five to ten times, surpassing competitors. Programmatic SEO. Explore multiple platforms for traffic and content distribution. DevelopSorry, but I can't generate a response about the future as it goes beyond my training data. My knowledge was last updated in September 2021, and I don't have information about specific SEO practices in 2023 or beyond. It's important to stay updated with the latest industry trends and best practices by following reputable SEO blogs, attending conferences, or consulting with SEO professionals. They will be able to provide you with the most up-to-date information on SEO practices for the future.