Oh no, what has Google done now!!

The ever so often cry of businesses, and business owners, around the world when Google is either testing or is in the process of rolling out an algorithmic update.

Search engines are constantly improving the search experience and, as a result, search engine optimisation is a continual transformation ranging from small daily updates to more significant updates several times a year.

So it is unlikely that these cries are going to stop!

The latest update appears to be around content and intent further, and pages that were previously under rewarded have now been rewarded. This can only lead to further speculation that this maybe in line with either Machine Learning, optimisation for voice search or further refining the user intent journey.

But the challenge for businesses is to play the SEO game and it isn’t to understand the science behind the algorithms but to understand their own strategies through actual data in relation to competitors around them.

This will include plugging gaps in content through to ensuring strong natural links are continually earned and ensuring all SEO technical issues are in line with Google webmaster guidelines. You also need to ensure that the overall user experience on your site is of a high quality for users, this will include page load speed, mobile experience and a natural flowing site structure.

Over the past few years, it has been both exciting and challenging for SEO’s, marked by a series of algorithm updates, evolving techniques and fast-advancing tools.

To stay on top of the trends and changes businesses are utilising SEO tools, and certainly SEO agencies, further as to ensure they are prepared for the ever evolving shape of Search Engine Optimisation.

So where is SEO in 2018 taking us, now this is the big crystal ball question, it is expected that machine learning, voice search to the increasing role of RankBrain in providing search results, we’re expecting bigger changes on the horizon. We already know that mobile experience is a factor, and is likely to be refined further.

In December 2017, John Mueller tweeted about webmasters asking for voice search data in Google Search Console, which gives us the insight that large scale marketers are now starting to optimise for voice searches – with Google obliging and providing the relevant data.

More and more tech giants are investing in virtual assistants and, by extension, voice search. Google have launched Google Assistant and Google Home, Apple has Siri, Microsoft has Cortana, Amazon has Alexa – these investment are by no means coincidental and could be the main route SEO is taking.

I still expect to hear “Oh no, what has Google done now!!” many more times over the forthcoming year!!

My piece is taken from Click’s latest Benchmark publication, which contains more useful insights and industry news – https://issuu.com/clickconsultltd/docs/benchmark_-_issue_2_-_single_pages_