A lot has changed in positioning in recent years. Frequent changes to the algorithm are not the only challenges that we face. The development of technology also contributes to significant changes. In recent years, the voice search position has grown considerably. Search engines also provide answers to queries directly in the SERP. The user does not need to go to the site to get an answer. All that matters is the most relevant content taken from the selected subpage. What else is changing in positioning?

Supersaturation with keywords can hurt

As results from the tests carried out, too keen optimization of the text for keywords may lower the ranking, instead of helping it. This is a fact known for a long time, but now even the slightest effect of artificiality in the headlines or content can bring us more harm than good. It seems that the hours spent on meticulously analyzing and matching keywords to meta tags have gone forever. Especially now, when both titles and descriptions are not taken into account when evaluating the page. In addition, subpages that do not even contain a given keyword in the content can reign superspeed in the search results.

The general rule, too much of good thing will kill you, also applies to the presence of content on subpages. Until recently, we have advised clients to put a short text on each page describing the subpage. We packed keywords into it and we were pleased that we avoided the duplicate content patch. At the moment, such texts, which are not useful for users, can … lower rankings.

The key to this situation is the usefulness. It has long been known that some subpages are able to display under specific keywords that these subpages do not contain. Why? Everything is in the assessment of whether the sub-page fulfils its purpose for the user. The algorithm is able to recognize what the page is about and adapt it to various queries, even those that do not exist on it.

If the subpage has visible actions of the positioner, it may fall in the rankings. In this case, the only logical option seems to be a complete change of approach to the problem of optimization.

Any content on the site should be well though. Is it needed at all? Does it bring something new to the issue? Does it just take up space, it is of poor quality and any keywords have been additionally bolded? The Google algorithm has learned to evaluate the quality of the text. We have known for a long time that websites that may have less content are rated better, are less frequently updated, but provide relevant material.

Positioning as brand building

A similar thing happens in the case of linking. We hear for a long time that it is better to focus on obtaining one link from a good, reliable source, than finding several dozen places every month where we can only place medium-quality links.

Modern positioning requires many more own initiatives from our clients. We, as positioners, can only suggest and suggest. Whenever possible, it is worth participating in conferences and trade fairs. It is worth sponsoring and partnering with different programs. For all this, very valuable links are obtained, supported by the credibility of the site on which they were placed. Of course, not every customer will have the means or the possibilities to promote themselves in this way. Our role as positioners is to inform about such opportunities and the benefits that flow from them.

Learning algorithm

Google has been struggling with the artificiation of optimization for a long time. Any solutions that are motivated only by increasing the position in the ranking may lead to their decline. Especially if they do not take into account the user’s good. It is in the first place. How does the algorithm manage to recognize in which case the content is relevant and in which it is a simple „SEO text”? How does he manage to recognize the reputation of the site?

The answer is artificial intelligence. Algorithms can do much more today than we think. Improved processes minimize the time to reach relevant information. In many cases, this simply means skipping the stage of going to different subpages. Why go to a website if we only want to know the definition of a word or weather?

Algorithms also learn how content is understood by users. Based on various factors, it is able to determine what the content is about. That is why special text placement for keywords, or creating a series of subpages for various variants of them, is already obsolete. Google really understands what we’re trying to say. There is no need to multiply content beyond the need. Always think about the user.