In today’s world, content alone will not win in Google’s SERPs. Learn the evolution of Google search and how to get to the top of rankings.
The phrase “content is king” emphasized by SEO professionals in the past is no longer the case.
It’s been an active year for Google. Multiple updates over the past three months have led to significant changes in how SEO and companies manage the quality of their website.
This year, Google has been forward about changes that they’ve made to search.
What Has Changed?
- MUM AI. MUM is the AI model that gives a newer, faster, and more extensive information processing capability. It helps Google handle the text-to-text transformation. As a result, Google’s ability to process and understand the text and the meaning of a page is faster than ever.
- “Changing” rules of SERP features. Over the last decade, the SERP has changed a lot. There is an accelerated amount of influence from Google these days.
- More core to performance. Being faster and cleaner doesn’t always mean you’re a winner. Even though Google has been telling us for years that Core Web Vitals and speed are significant success factors, it isn’t the case anymore.
The pace at which Google makes these changes is faster than what we’ve seen in previous years. But, thanks to MUM, Google was able to make so many changes in the past 12 months, such as T5.
T5 is about text-to-text transfer transformations and how Google’s developed faster ways for processing information from a linguistic perspective or even from meaning and intent.
MUM has allowed us to move through this at a much faster pace.
Google SERP Features & the Road Ahead
SERP features have become Google’s most significant asset in changing the landscape.
Google can now take non-branded search queries and understand where and when to place site links against non-branded search queries with MUM. As a result, search site links are more prolific across the SERP.
The whole concept here around SERP features is our ability to rethink our brand focus in search.
So it isn’t necessarily a prohibitive factor from our ability to gain traffic from search.
It all boils down to our ability to develop new strategies that create automation around processes, whether you leverage FAQs or your ability to optimize core navigational pages to show up more frequently for a site link.
SERP Features Require…
The Real Story On Core Web Vitals
Searchmetrics did a study across 2 million URLs, looking at how performance sites are in Google. Unfortunately, only 4% of the 2 million URLs they analyzed performed at a good core web vital score.
How to Create Growth?
Out of the billions of searches that happen on a given day, 15% of daily searches are new to Google. But the exciting thing is that this number is radically down from 2012, which was 20% of daily searches.
We must reposition our focus on growing to reach more searches and focus on our brand, relevance, and SERP footprint.
The SERP is a new landscape requiring new techniques for success.
Key Takeaways
As a result of their desire to reach more businesses, Google is accelerating its pace and speed to implement changes.
It’s not necessarily about focusing on more keywords to get more traffic; instead, it’s about making the keywords we already rank for perform better.
To reach more searches, refocus your brand, relevance, and search engine footprint to grow.
Today’s dynamic market requires more targeted, faster decision-making than ever before, thanks to SERP.
