Keep focusing on your website’s technical infrastructure. This is essential to delivering a great user experience and lays the groundwork for your SEO efforts.
This means things like site accessibility, speed, information architecture, and overall site functionality, and also content that includes proper structured data, internal linking, and other markup to ensure that Google yields richer search results on your behalf. According to HubSpot Research, page speed and mobile optimization are the most utilized tactics for SEO.
Search algorithms change constantly — sometimes several times a day. However, the thing that has changed the most over time is the way people search. We just try to keep up. If you continue to provide a solid user experience, strategic content structure, and make sure your site is technically sound, search engines should help people find you.
Jackie Chu of Dropbox says, “SEOs should really be thinking of how to create the most structure on their site – from having consistent navs to employing ordered/unordered lists, using headers and breaks sensibly, schema etc. Having a crisp HTML footprint is the easiest way to qualify for rich features in SERPs.”
Start obsessing over search from your users’ point of view. Drill into their intent. Historically, the name of the SEO game was finding the intersection where high volume and low competition keywords meet. That is still true, but the beauty of the improvements in natural language processing (NLP) is our ability to find pockets of intent around those keywords.
The level of granularity in a Google search result, for example, is more acute than ever; use this to your advantage as you plan your content.
Here’s a great example: When you search “London weather,” Google surmises you are in the London area, literally deciding whether to grab a jacket before stepping outside (which is often the case!). So Google serves up the current temperature and maybe the weekly outlook.
Originally published Apr 9, 2020 7:00:00 AM, updated April 09 2020