How Have SEO Optimization Strategies Evolved in 2019 for Google?

The world of search engine optimization (SEO) has seen significant changes over time, particularly in 2019. Traditional methods like directory submissions have become obsolete, and new strategies like AI and user experience (UX) have taken center stage. This article explores how SEO strategies have evolved, focusing on the Google core update in September 2019 and the subsequent changes in the industry.

Google September 2019 Core Update

The Google core update in September 2019 marked a significant shift in how content is ranked and considered by the search engine. This update focused on several core principles, including content quality, the expertise of the content author, the presentation of content, and the overall value to the user.

Key Changes in SEO Strategies

Content and Quality Questions

The nine primary questions that are now being asked by Google in relation to content quality are as follows:

Does the content provide original information, reporting research, or analysis? Does it provide a substantial, complete, or comprehensive description of the topic? Does it offer insightful analysis or interesting information that goes beyond the obvious? If drawing on other sources, does it avoid simply copying or rewriting them, instead providing substantial additional value and originality? Does the headline and/or page title provide a descriptive, helpful summary of the content? Does the headline and/or page title avoid being exaggerated or shocking in nature? Is this the type of page you would want to bookmark, share with a friend, or recommend? Would you expect to see this content in or referenced by a printed magazine, encyclopedia, or book?

Expertise Questions

Google also focuses on the expertise of the content creator. Questions in this realm include:

Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, or background about the author or the site that publishes it (through links to an author page or a site's “about” section)? If researching the site producing the content, would you come away with the impression that it is well-trusted or widely-recognized as an authority on its topic? Is the content written by an expert or enthusiast who demonstrably knows the topic well? Is the content free from easily-verified factual errors? Would you feel comfortable trusting this content for issues relating to your money or your life?

Presentation and Production Questions

Google also assesses the presentation and production of the content:

Is the content free from spelling or stylistic issues? Was the content produced professionally or does it appear sloppy or hastily produced? Is the content mass-produced by or outsourced to a large number of creators, or is it spread across a large network of sites, so individual pages or sites don’t get as much attention or care? Does the content have an excessive amount of ads that distract from or interfere with the main content? Does it display well for mobile devices when viewed on them?

Comparative Questions

Google also compares the content to others in the search results:

Does the content provide substantial value when compared to other pages in search results? Does the content seem to be serving the genuine interests of visitors to the site or does it seem to exist solely by someone attempting to guess what might rank well in search engines?

Impact of AI on SEO

A significant development in 2019 is the increasing role of AI in SEO. AI is becoming more integral in how Google analyzes, ranks, and provides content to users. This means that content providers need to adapt and ensure that their content not only meets the standards outlined above but is also optimized for AI-driven algorithms.

Spamming No Longer Works

Another crucial change is the fact that spamming no longer works in the same way as it did in the past. Google has become more sophisticated in detecting and penalizing spammy content. SEO strategies now need to focus on providing genuine, high-quality content that genuinely adds value to the user rather than just trying to game the system.

User Experience (UX) Is More Important

In 2019, user experience (UX) became a core component of SEO. SEO strategies that prioritize UX factors such as website speed, mobile responsiveness, and easy navigation are more likely to rank higher in search results. This shift highlights the importance of creating an intuitive and user-friendly website that provides an excellent user experience.

Conclusion

The September 2019 core update was a leading indicator of the changes that would come to SEO in 2019 and beyond. As Google continues to evolve its algorithms and prioritize user experience and AI-driven content analysis, SEO strategies must adapt to these new standards. By focusing on content quality, expertise, presentation, and user experience, website owners can ensure that their sites remain competitive in search rankings.

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