Get the basics right first. To do well in SEO, focus on crafting high-quality content.
Truth is, we’re all just players in Google’s world.
Unpacking Google's Latest SEO Update
Every time Google releases a major update, it reminds us of our place. While Google tells us about changes to its elusive algorithm, it keeps the details vague.
It’s been a while since the last major update in March, but we’re just now starting to see who’s benefiting and who’s not, and what marketers and PR folks need to do to stay on top in search engine results.
Expert Insights on Navigating Google's Quality-Focused Update
SEMrush noted that the recent changes had a significant impact, especially in arts, entertainment, and shopping.
I talked with Derek Chew, who runs a digital media company in Florida, to get his take on what this update means for PR and how to stay in Google’s good graces. Chew says there’s no need to panic about these changes, even though they could move your site up or down in search rankings. He sees this as Google doubling down on its commitment to quality in search results.
Focus on the user, not the algorithm.
Chew’s main advice? Think about what the user wants—whether it’s clear text, appealing images, or quick-loading pages. “The real measure Google uses to judge content is how users interact with it—be it videos, articles, or photos,” Chew explains. It boils down to the content we consume and our experience consuming it. “Google has always said, ‘Create good content.’ That’s how they provide useful, relevant information,” says Chew. If you’re honest with yourself, you might recognize if you’re just churning out content without really enhancing the user’s experience.
But what really counts as quality content?
Chew advises making sure your content is unique and not just copied from elsewhere. Don’t stuff your articles with too many keywords, and forget about outdated tactics like link farms. Although it seems simple, with the emergence of AI tools like ChatGPT and Google’s Bard, Chew expects a flood of AI-generated content could soon overwhelm the internet with low-quality material. However, Chew notes that Google hasn’t banned AI-created content yet. With its focus on Bard, Google will have to make some tough decisions about its search service. But we’re just scratching the surface of what AI can do here. “There’s a lot more potential for AI in areas beyond just SEO content,” Chew points out.
Mastering SEO Fundamentals: Building a Solid Foundation for Success
Before you get carried away with AI, make sure you’ve nailed the SEO basics. While some of this can get technical, there are plenty of basic practices that anyone can implement to improve their standing. “Start with the basics,” Chew says. “That’s what Google focuses on first. Are your fundamentals solid?”
For those of us in PR, this means producing engaging, original content for our press releases, brand stories, or other website content. Make sure it’s compelling and serves the reader, not just the search engine algorithms.
“Focus on engaging your audience. Your content will become more influential and authoritative. Over time, these are the signals Google looks for to deliver the best content to users.
Read Next: Video SEO Tips: Optimize Videos for Search Engines.
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