Keeping up with new developments in the SEO industry can be daunting.
With increasingly frequent Google algorithm updates, rumored insider leaks, and the latest large language model (LLM) breakthroughs, there’s hardly any time to pause and reflect on what these changes mean for an online business.
This is unfortunate, as many of these updates have little impact on actual search engine optimization.
Meanwhile, following breaking SEO news can easily distract from what truly matters for rankings: consistent SEO signal input.
SEO noise
Confirmed Google updates are just the tip of the iceberg.
There are daily algorithm adjustments that don’t warrant public acknowledgment.
Additionally, Google conducts countless live SERP tests daily on a small portion of its user traffic.
It’s nearly impossible to track and deduce the specifics of these frequent changes, even as a full-time journalistic pursuit.
A more practical approach is to consider these updates as “SEO weather” – constantly shifting, with the occasional storm that will eventually pass.
Alleged document leaks of unverified origin are equally, if not more, distracting.
Without context, a grasp of internal corporate language, or experience with the company’s internal systems, these documents provide no basis for anything beyond speculation.
While they may be useful tools for loud self-promotion, they offer no real value for website optimization.
Large language models, often marketed under the umbrella of “AI,” have significant potential to streamline certain workflows.
They can be valuable tools for speeding up various processes, including software development cycles.
They also frequently provide compelling answers to queries, stirring up an industry that has seen relatively little true innovation over the past two decades.
In short, they are useful tools, like Google Search Console, Bing Webmaster Tools, or a server log analysis, and can support efforts toward better rankings.
However, they are far from a one-size-fits-all solution for anything related to search.
SEO input
All of the examples above contribute to a confusing overload of SEO information, distracting from what actually matters: signal input.
To clarify, achieving dominant SEO requires more than simply identifying individual signals that Google and Microsoft Bing factor into their calculations.
Only through experience can one understand how an isolated signal, such as canonical tags, interacts with and influences another, like crawl budget distribution.
This, in turn, can affect content quality signals, which impact user satisfaction and drive key SEO metrics like click-through rate (CTR) and bounce rate.
These signals can be influenced by other SEO factors, like legacy PageRank-passing backlinks.
They can also be compromised by issues like:
Faulty sitemaps.
Incorrect hreflang implementation.
Unintentional use of noindex tags.
Outdated robots.txt settings.
These are mere examples of the many technical, content, and off-page signals that ultimately have a cumulative impact on any website’s organic search result rankings.
Both Google and Bing incorporate numerous SEO signals into their algorithms.