This means a pluralised term produces different SERPs to searches that use the singular term.
Tools, such as those offered by Semrush, include functionality to quickly identify this form of volatility and understand sectors that are being affected by changes.
Figure 12.10: US results for “best DJs”
Figure 12.11: European results for “best DJs”
Recent innovations by Google include the search generative experience (SGE) currently being tested in the US market. This is a different search experience that is more visual and uses artificial intelligence.
The 2015 introduction of RankBrain and other algorithms means that Google now better understands human language and context.
Industry publications, including Search Engine Roundtable and Search Engine Land, keep pace with this dynamic landscape.
Implementing Search Engine Optimisation
Identification of the most relevant search terms is the starting point for developing a website map and themes for content.
The search terms will also define the focus for individual pages and blog posts. This approach has a focus on the technical/on-page, content, and off-page aspects of the website.
Any SEO activity begins with prior knowledge of the organisation, including its objectives and targets as well as the persona that has been defined.
The initial phase of optimising a website for Google search involves:
A technical and content audit.
Keyword identification and analysis.
Implementing any changes in the content management system (CMS) and content.
Using the secure HTTPS protocol for the website.
Submitting the website to Google Search Console.
Submitting the website to Bing Webmaster Tools.
Submitting the website to other appropriate search engines.
Adding website tracking code such as Google Analytics, Hotjar or others to the website.
Summary
SEO plays a critical role in enhancing an organisation’s digital presence, and the dynamic nature of search engine algorithms provides a way to address the immediate pain touchpoints of a persona.
This focused around the imperative for organisations to offer content that not only resonates with a persona’s needs but also aligns with the evolving criteria of search engines like Google, Baidu or Bing.
This latter alignment is crucial given the stakeholder tendency to focus only on the first SERP. It is important to adhere to ethical SEO practices employing ‘White Hat SEO’ tactics that comply with search engine guidelines, as opposed to more manipulative techniques.
There is a need for continuous monitoring and reviewing of any SEO activities.
Frequently changing search engine algorithms, which now heavily incorporate AI and machine learning, means that a campaign’s parameters can change quickly. SEO is not a “set and forget” activity.
Staying informed and adapting to these changes is essential for maintaining and improving search engine rankings.
The environmental impact of digital activities should also be a consideration in SEO and wider marketing practices, optimising websites not only aligns with SEO best practices but also contributes to sustainability.
Search engines offer marketers one of the largest big data sets available to refine and target their content creation activities.
Historic search behaviours are good predictors of the future, and the use of these resources helps marketers to optimise and be better placed to offer value to their persona.
To read the book, SEJ readers have an exclusive 20% discount until the end of 2024 using the code DSMM24 at Routledge.
The book officially launches on October 7 2024 and you can attend the event with a chance to hear from some of the authors by registering through this link.
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Featured Image: Sutthiphong Chandaeng/Shutterstock