Google SEO search algorithm

The past couple of years have been challenging, hectic, scary, unpredictable, and many more things all at once.

Google’s search algorithm is constantly evolving to provide the best possible user experience. In recent years, there has been a shift in focus from keyword optimisation to a more holistic approach to search engine optimisation (SEO).

The latest updates to Google’s search algorithm reflect this change, focusing on delivering high-quality, relevant and trustworthy content to users. So how exactly has Google’s algorithm been evolving? Here are the main points…

User-friendly sites rank higher

One of the major updates to the algorithm is the increased emphasis on page experience. This involves evaluating factors such as page loading speed and mobile-friendliness, as well as the presence of intrusive interstitials. Google has stated that page experience will be a ranking factor in its search algorithm, so it’s important for website owners to ensure that their pages provide a good user experience.

Growing use of AI

Another important update is the role of artificial intelligence (AI) in the search process. Google has been incorporating AI into its search algorithm for years, and it has now become a central component. AI algorithms analyse vast amounts of data to determine the relevance and quality of web pages, making it easier for Google to provide users with accurate and relevant results.

More emphasis on locality

Google has also been placing greater importance on local search results. This means that businesses need to ensure their Google My Business profiles are complete and up-to-date, and that they are actively engaging with customers through reviews and other interactions.

Cracking down on fake news

Google is also making efforts to combat misinformation, particularly in the area of health and medical information. It has been implementing measures to promote authoritative sources of information, such as government websites, and down-ranking less trustworthy sources.

Context is key

Finally, Google has been working to improve its understanding of the context in which a search query is made. This includes taking into account the user’s location, device and search history, as well as the meaning of the words used in the query. This means that search results will be more relevant and personalised to the individual user.

In conclusion, the latest updates to Google’s search algorithm emphasise the importance of providing a high-quality user experience, incorporating AI, focusing on local search results, combating misinformation, and improving contextual understanding. By keeping these changes in mind, website owners can improve their SEO and reach a wider audience through Google search.

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This latest thinking article was written by:

Jack Lenton
Senior Content Executive