Let’s Talk SEO and Algorithm Updates

Search Engine Optimization (SEO) requires constant adaptation and keeping up with the latest changes. Recent updates to Google’s algorithms have caused significant fluctuations affecting web pages globally, both large and small.

In March, for instance, these updates caused some previously dominant pages to lose their rankings. However, those who proactively adjusted their strategies to align with Google’s changes were able to improve their standings in the search results. Thus, SEO is no longer just about using keywords and building backlinks—it’s much more comprehensive.

Nowadays, websites must provide genuine value to attract visitors. It’s crucial to avoid over-optimizing text, as superficial, keyword-stuffed content no longer succeeds. Excellent user experience on a website has become more important than ever, with Google now primarily assessing the authority of individual pages rather than the entire site. Let’s delve deeper into this topic.

Recent Major Changes in the SEO Landscape

Google and other search engines continually update to ensure the best possible user experience. The latest changes to Google’s algorithm have highlighted several crucial factors that influence how websites are evaluated and ranked. What’s new, then?

The focus of recent updates has been on the quality of content and user experience. Google has tweaked its algorithms to prefer content that is relevant, valuable, and beneficial to readers. As a result, pages that meet these criteria are ranked higher than those employing outdated tactics like keyword stuffing, insubstantial content that offers no new insights or information, or the use of low-quality backlinks.

This doesn’t mean that AI-generated content is off the table. Google has indicated that content created by AI is acceptable as long as it provides value to its readers.

Using AI in SEO Content Creation

Think of AI as a tool to help generate text, but remember, it cannot replace human insight. This is especially true if your website’s content is in Estonian, one of the world’s most beautiful yet complex languages. Writing grammatically correct Estonian can be challenging even for native speakers, and AI struggles just as much. The linguistic nuances, like our 14 different cases, make writing in Estonian particularly difficult for AI, more so than in English.

When using AI to create content, allow it to draft and innovate, but always oversee the final editing. Scrutinize AI-written texts and facts carefully. A helpful tip is to ask AI to cite sources when it presents a fact. This way, you can easily verify whether the AI has fabricated the facts to suit your preferences or if they are indeed accurate.

Content creation, whether done independently or with AI’s help, should focus on the audience, not search engines. Written text must be informative and responsive to users’ search queries.

The Importance of User Experience (UX) from an SEO Perspective

A good user experience implies that the website is intuitive, quick to load, and easy to navigate. Recently, Google and other search engines have emphasized the importance of user experience. Google’s “Page Experience Update,” for instance, has made UX a primary metric in page evaluation, incorporating various UX signals like mobile-friendliness, security, and interactive elements’ functionality.

A fast and user-friendly website encourages visitors to stay longer, which is crucial for several reasons. Firstly, it signals to search engines that the content is engaging and useful, influencing the website’s ranking in search results. Secondly, a superior UX increases conversion rates. If users find the website meets their needs and is easy to navigate, they are more likely to make purchases or use offered services. For example, a straightforward and understandable e-commerce checkout process decreases the likelihood of abandoned carts.

Moreover, websites with excellent UX typically experience lower bounce rates. A low bounce rate indicates high-quality content, signaling to search engines that the website is beneficial for users.

Domain Authority and Page Authority

Domain Authority (DA) assesses the overall trustworthiness and authority of a website or domain. It helps determine how high a website should rank in search results for related topics.

Think of DA as the “reputation” or “trustworthiness” a site earns through its content quality, user experience, and links from other websites. When reliable sites frequently link to a page as a valuable resource, search engines see it as a sign that the page is valuable and trustworthy.

Google’s recent updates have shown that page authority now outweighs domain authority, meaning the SEO focus should increasingly be on the content and quality of individual pages rather than the site’s overall reputation.

What Does This All Mean?

Consider two websites: one is a small personal blog, and the other a large traditional media company’s site. The larger media site naturally has better domain authority, having built a strong reputation and gathered many backlinks over the years.

However, if a small, specific health blog with a lesser-known domain writes an exceptionally good article on a health topic, it could perform better in that niche. Google now rates such individual posts as highly authoritative.

This scenario highlights that well-crafted individual pages can achieve good visibility regardless of their domain’s general power or renown.

This insight should motivate both large and small website owners and content creators to focus more on producing high-quality, relevant, and user-friendly content on each page. Quality is becoming more important than quantity, providing better opportunities for smaller and newer players to compete with larger ones.

If you also want to improve your visibility on Google, we at MBDs are eager to help you on this exciting journey! We’ll support you with technical SEO, secure quality backlinks for your website, and craft compelling content that resonates with search engines. Contact us, and we’ll respond promptly!