Search optimisation, also known as search engine optimisation (SEO), is an ever-evolving field. It requires constant updates and innovation to keep up with the changes in search engine algorithms and user behaviour. In this article, we will explore some developments and new trends in SEO (search optimisation) that are shaping our SEO Services and the marketing industry today.
BERT and natural language processing
In late 2019, Google announced the implementation of Bidirectional Encoder Representations from Transformers (BERT) in its search algorithm. BERT is a natural language processing (NLP) technique that enables Google to better understand the intent behind a user’s search query and match it with relevant content.
This development is significant because it means that search results will be more tailored to the specific needs and intentions of the user. To optimise for BERT, website owners need to focus on creating high-quality content that accurately reflects the user’s intent behind their search query.
Core Web Vitals and page experience
In May 2021, Google announced the rollout of a new ranking signal called Core Web Vitals. Core Web Vitals is a set of metrics that measure a user’s experience on a webpage, including page speed, interactivity, and visual stability.
This development is important because it means that website owners need to prioritise user experience when optimising their websites. To optimise for Core Web Vitals, website owners need to focus on improving page speed, reducing interactivity issues, and minimising layout shifts.
E-E-A-T and content quality
Expertise, Experience Authority, and Trustworthiness (E-E-A-T) have been important factors in Google’s search algorithm for some time. However, recent updates have placed even greater emphasis on these factors, particularly when it comes to content quality.
This development is significant because it means that website owners need to focus on creating high-quality, informative content that demonstrates their expertise and authority in their field. To optimise for E-E-A-T, website owners need to ensure that their content is accurate, up-to-date, and well-researched.
Mobile-first indexing
Mobile-first indexing is a development that Google introduced in 2018, which means that it now uses the mobile version of a website for indexing and ranking purposes. This development is significant because it means that website owners need to ensure that their websites are optimised for mobile devices.
To optimise for mobile-first indexing, website owners need to focus on creating responsive websites that are optimised for smaller screens. They should also ensure that their website’s content is easy to read and navigate on mobile devices.
Voice search
Voice search is another of the growing new trends in SEO that are changing the way people interact with search engines. According to a report by ComScore, by 2020, 50% of all searches will be voice searches.
This development is significant because it means that website owners need to focus on optimising their content for voice search. To do this, website owners need to focus on creating content that is conversational and uses natural language. They should also ensure that their website’s content is structured in a way that is easy for voice assistants like Siri and Alexa to understand.
Artificial intelligence
Artificial intelligence (AI) is an emerging trend that is changing the way search engines operate. AI-powered search engines are able to learn and adapt to user behaviour, which means that they are able to deliver more personalised and relevant search results.
This development is significant because it means that website owners need to focus on creating content that is relevant to their target audience. To do this, website owners need to use AI-powered tools to analyse user behaviour and identify the topics and keywords that are most relevant to their audience.
Ever changing…
There will always be new trends in SEO emerging. After all search optimisation is a dynamic and ever-changing field that requires constant innovation and adaptation. The developments outlined in this article by AskPhoenix represent some of the latest trends in search optimisation that are currently shaping the industry.
