What SEO Used To Be
SEO today and the future of SEO has never been so important than today. Businesses today are competing for clients/customers, and prospects in a global marketplace. It is important to know how SEO can impact your online presence in your favor or against you. In the past, Google’s algorithm was much simpler than it is today. Back then, Google looked at two key factors in determining its rankings.
Links and Keyword Density
Backlinks are links that are pointing back at your site, coming from other websites. What this does is it helps Google robots find your site. This serves two significant jobs. Right off the bat, joins help Google’s robots to discover your site. Bots scour the web reading content and following links from one site to another that Google has already indexed, enable it to discover yours and add it to the network.
Google reads these links and assumes that a website would only link to another website that had something significant of value to offer. Google would also assume that if you had 20 links about a certain service or product, then your website is most likely about that certain service or product.
The other factor was keyword density. Keyword density implies how often your site would repeat the words that you were attempting to rank for. The more content you had and the more regularly you repeated a similar word or phrase, your almost certain you would eventually get ranked for that keyword or phrase term and would result in higher SERPs.
This straightforward algorithm makes logical sense in principle and ought to have helped Google to find the content that was being searched for rapidly and effectively. It would read the content to see which webpage and determined the importance for that term and it would see which website had the most links from different sites!
However, content creators started to figure out how this worked and started to exploit it. SEOs understood that all they had to do to get higher rankings was to get as many links and as many keywords as could reasonably be expected. In this manner, website admins started to spam connect indexes and content ranches – presenting their connections wherever they could.
What SEO Means Today
Google needed to change to stay relevant and maintain it’s place as the search provider of choice. Google implemented and penalized websites that were taking advantage of its algorithm and punished websites that were cheating to get to the top spot.
Google changed the algorithm and began favoring websites that were longer and had links to other quality websites. It lessened the effectiveness of unnatural backlinks that artificially climb it’s SERP’s.
Google required websites to improve it’s ranking only when they are truly important and well known to the audience. It needed to see common, natural links that you haven’t paid for and it needs to see relevant, significant and intriguing content. The old procedures that were once used to spam Google got known as ‘dark cap SEO’ and the business entered a dull period.
These changes had a profound impact on the SEO industry and ended up re-indexing large websites overnight. It was never again conceivable to trick the system since you would be punished for purchasing joins or for stuffing keywords. What’s more, regardless of whether somebody could break Google’s new algorithm and work out another approach to trick the system, it would be a matter of time until Google changed its algorithm once more.
This period of change brought upon a new way of seeing SEO, not in the least – it was simply experiencing a transformation. Web optimization isn’t the method we use to get our sites to the top of Google. Website design enhancement is the target of getting to the top of Google. Any technique used to attempt to get more attention from Google could be considered SEO. So, if Google needs us to make a ‘top-notch website’, at this point ‘making a top-notch website is considered SEO. The crucial part is simply disentangling what Google’s concept of a top-notch site should resemble!
Today’s Approach To SEO
Keywords are still relevant today, however, Google does not want us to excessively stuff our site with those inquiry terms. A 1 to 2% keyword density on our content is enough. Google looks for our keywords in our titles and within the first paragraph of our content or article. It no longer cares how many links you have, it only cares about the number of links from high-quality websites. You will find that this will have a greater impact on your ranking.
Google never again minds what number of connections you can get – it thinks unquestionably increasingly about how high caliber those connections are. If your connections are from heaps of profoundly confided in sites, at that point you’ll see it does extraordinary things for your positioning. Google is likewise now seeing things like bounce rates – the amount of time spent on your site by visitors and how your website is displayed on mobile devices and how fast they load.
You would now get punished for typos and mix-ups. What’s more, Google is currently seeing social sharing signs. To put it plainly, Google is searching for indications of value, significance, and extraordinary structure. By the day’s end, Google couldn’t care less about you as a content creator. You are not Google’s client! Google’s client is the end client who searches for keywords and returns relevant information as a result of their search.
So on the off chance that you overlook the points of interest and rather make your plan to convey top-notch content about a particular topic, at that point your objectives will be aligned with Google. That implies that Google will share your content with the end-user. What’s more, it implies that each update and change that Google makes will benefit you as a content provider. This is the thing that great SEO is about today! Disregard attempting to trick Google and rather consider your clients and consider working with Google!
The Future of SEO
The only constant about SEO is that Google is constantly tweaking and making changes to its algorithm to make its search tool smarter and more effective in matching search queries and returning the right results. SEO practitioners can’t settle on the status quo and continue to depend on the same techniques forever. The best SEO strategies need to look at trends and clues and use these to predict the future of search and Google.
Google is Becoming an AI
Another change is happening now and that Google is moving away from a simple search to a more robust AI. The evidence is around us with Google Home and the Assistant packaged with Google Pixel phones. It is moving towards speech and provides answers without opening up a web page and search through the content.
Voice will be relied upon and this again will have fundamental change. Typing and voice are different, where type search is used with the exact term in our search and voice is more conversational in tone.
How This Will Change SEO
Google is aiming to deliver on this desire by changing the way it matches the content. Instead of looking for a precise match in search terms and content, Google is now able to comprehend the actual question and the context and use this to provide a much more relevant result (most of the time).
This is where LSI – Latent Semantic Indexing – becomes very significant. LSI is the use of synonyms and the related language in conjunction with classic key phrases. When used properly, this can give Google much more context while also avoiding keyword-stuffing practices. Another thing that SEO now needs to take into account, is the role of structured data.
This is the thing that lets Google show plans, times, appraisals and other key data directly at the right at the top of the search result through ‘Google Quick Results’ and the information graph. Don’t attempt to re-think Google but keep this direction in mind when designing your SEO strategies. Google is much more than a search engine – it is an AI.