SEO is constantly changing, we all know that, but sometimes it is difficult to keep us up to date regarding new techniques, new strategies, new concepts. If I have learned something after many years working as a SEO consultant is that being good at what you do and at your strategies is as important as keeping your eyes open to don’t let yourself lost at the end of the queue.
So here we are, thinking aloud about what SEO has brought this year.
Analyze your CTR using Google Search Console
GSC is one of SEO basic tools that we all must have, it helps us to analyze the results we can’t measure by our own, and from now on, it will bring some light to our keyword strategy – we will know how many people have looked for the keywords we are using.
Google uses CTR (Click Through Ratio) parameter to evaluate if our page is ready to be shown on the first page of results. If it is low, we may lose our position; if it is high, we will be pushed to the top. So the trend and new rule are very clear: use Google Search Console to measure what is the positioning of your keywords and what is exactly your CTR.
However, there are some handicaps you should all be aware: GSC just keeps your history for 90 days, and Http/https as much as desktop/mobile version must be checked separately.
More than 50% of searches made on Google are done through mobile phones, which 20% of them are voice searches. So, how do we adapt our content to this voice search? The answer is easy: if people ask, we should reply.
We have to change our content strategy, our keyword research, our way of thinking. Adapting the way we share our knowledge to be caught by Google as a potential answer.
But it doesn’t depend just on us, it depends on Google too. The team is working on Latent Semantic Indexing, a way to understand what people are saying instead of focusing that much on keywords. If Google figures out what you are asking for, it will give you a more specific answer. So we have to work on this too, try to find synonyms of your keywords. The more options we give to Google, the most chances we have to be on the podium.
Penguin 4.0, now working 24/7
Folks, don’t be afraid! The new version of Penguin has arrived more powerful, more effective, more hours… But it will just penalize a portion of your website if it finds something wrong. Times when Penguin used to punish your whole site are gone, now it will just attack the specific sections in an URL that have misbehaved.
However, the bug will be awake 24/7 so please, watch out your links and try to find them in a more natural way. As we said, Google cares more about quality than quantity as we all should do.
Penguin is a filter Google uses to capture sites that are spamming Google’s search results. Webspammers would use techniques that don’t benefit the user, but makes their link come up higher in the ranking. Penguin 4.0 is their latest update to that filter. For more information on how this work, check out "Penguin is now part of our core algorithm" and “Another step to reward high-quality sites”.
The less, the better – pills of content
We all give up reading when articles are too long and full of useless words. But it is also true that we have been creating tons of content to spread our seeds around the World Wide Web, and Google has noticed!
Quantity is not always synonymous with quality and that’s what Google wants from us - we have to write good articles in fewer words, we need to be more specific. At the end, users want to keep the whole an important idea in a quick look and don’t spend too much time in reading something that can be summarized.
What do you think about these changes? Have you already started to follow these trends?
This article has been written by Laura Smith, a copywriter for an SEO agency in London.