From December 21st through January 5th, we will be revisiting some of Digital Sunbird’s standout content from 2023. This is an excellent opportunity to revisit the informative and thought-provoking articles by our esteemed contributors reflecting the significant events, actionable strategies, and noteworthy opinions within the SEO industry.
The broad perception of SEO is that it’s simply about a list of ranking elements that Google includes in their algorithms. If only it were that simple. Modern SEO has evolved beyond just keyword stuffing and mass link building. It now involves understanding different ranking factors for different niches, locations, and the ever-evolving Google algorithm. Bottom line – the more you learn about SEO, the more you realize there’s more to learn.
We do have some understanding of key signals that Google considers crucial for ranking pages but bear this in mind – there is no “magic” list of 200 ranking factors. The sources for this are dubious, at best. But, one thing we can say for sure is that, over the last 25 years, the ranking factors have evolved significantly, possibly amounting to hundreds or thousands of different elements.
Apart from a deep understanding of Google’s ranking factors, there’s a growing trend among SEO professionals. People have started to fixate on the semantics – on the differences between the definitions of factors, systems, and signals. Let’s shift our focus and look at some of the main fundamentals of Google’s approach to ranking, starting with the ‘E-E-A-T’ concept.
When it comes to the fundamentals of Google’s approach to its ranking, the flagship concept that stands out is E-E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness. If you grasp these fundamentals, you’re already on your way to understanding the mindset Google is looking for from SEO experts.
Content remains a critical ranking factor. A foolproof piece of content follows E-E-A-T signals and showcases expertise, authoritativeness, and trustworthiness. This emphasis on quality, combined with the continuing importance of keywords, is the foundation for high-grade SEO work.
With new introductions of concepts and mechanisms such as Google’s Helpful Content System, RankBrain, BERT, the Multitask Unified Model (MUM), and Content Freshness, SEO has undeniably moved from an industry of near-ignorance to an arena of deep learning and understanding.
Google has made its aim clear: it wants to reward content that is helpful and valuable to its users. To achieve this, it has adopted systems like MUM and BERT, which seek to provide more insightful, useful, and intuitive search results.
Although manipulated significantly in the past, links remain an important ranking factor. Quality and relevance of a link are two factors that are currently playing a vital role in SEO. This stresses the point that it’s not the quantity, but the quality and relevance of links that truly matter.
When it comes to Google’s ranking factors and SEO, it’s evident that the field is complex. Always evolving, it requires finesse and flexibility to keep pace with the changes. It is not solely about understanding Google’s ranking system but more about comprehending the fundamentals that drive the system. Key amongst them- top-grade content creation, quality link building, and mastery of the semantics of ranking factors, systems, and signals.
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