From Keywords to AI-Driven User Experience: Modern SEO

Distribution and User acquisition are two of the toughest parts of making web apps. I would say it's even tougher than actually making a blog or membership site and any web app.

I am constantly on the lookout for ways of simplifying and updating my SEO endeavours. Here is a mental model I built from a video I recently watched. It really gives a good reflection on the state of SEO as of November 2023.

The evolution of SEO (Search Engine Optimization) has undergone significant shifts, from a focus on traditional factors like keyword stuffing to the rise of AI and user experience as the primary determinants of search rankings. This transformation reflects the broader changes in digital technology and user behavior.

Introduction:

Search Engine Optimization (SEO) has been the backbone of online marketing for years. Beginning as a simple tactic to rank higher on search engines by jamming keywords, it has now evolved into a sophisticated domain that integrates user experience, AI, and vast data points.

Evolution of SEO:

1. Early Days of SEO:
   • In the early years, SEO was all about keyword stuffing and creating doorway pages. Search engines like Google Al Vista, Lyos, and Hotbot were the prominent players.
   • The primary strategy involved jamming hundreds of keywords into web pages, essentially making them 'doorways' to get higher rankings.
2. Shift in the Landscape:
   • With advancements in technology and the introduction of algorithms like Panda and Penguin by Google, the face of SEO began to change.
   • SEO professionals had to adapt and move away from traditional techniques, focusing more on creating quality content.
3. Rise of Modern SEO and AI:
   • As technology advanced, especially with the introduction of AI, the factors determining search rankings became more intricate.
   • Google and other search engines began prioritizing user experience. It was no longer just about jamming keywords but about creating content that was genuinely useful and engaging for the user.

Importance of User Experience:

1. User-Centric Content:
   • The content should be created keeping the user in mind. Google's algorithms have become adept at recognizing content that genuinely provides value to users.
   • Mere keyword stuffing doesn't work anymore. It's about creating content that answers users' queries and provides them with meaningful insights.
2. Engaging and Search-Friendly Content:
   • Not only should the content be user-centric, but it should also be in a format that's easily understandable by search engines.
   • It's essential to balance the two: creating content for users and making it search-friendly.

The Role of AI in SEO:

1. Data Collection:
   • With tools like Google Chrome holding significant market share, search engines have access to vast amounts of user data.
   • This data allows search engines to understand user behavior better and optimize search results accordingly.
2. Algorithm Advancements:
   • Modern SEO is no longer just about keywords and links. With the introduction of machine learning and AI, search engines can now analyze vast amounts of data to determine the best search results.

Core Components and Relationships

1. Content Creation

• Analogy: Think of this like cooking a meal. You need to use quality ingredients and follow a recipe that people will love.
• Interaction: Creating high-quality, relevant content that satisfies user intent is crucial.

2. User Experience

• Analogy: Imagine a store. If it's clean, well-organized, and easy to navigate, people will stay longer and come back.
• Interaction: The website should be easy to navigate, fast, and mobile-friendly to provide a good user experience.

3. Machine Learning and AI

• Analogy: Think of Google as a very advanced detective. It uses clues and patterns to figure out what's valuable or not.
• Interaction: Google uses machine learning to assess content quality, relevance, and user engagement.

4. Backlinks and Brand Authority

• Analogy: Consider this as a voting system; the more people talk about you and link back to you, the more popular and credible you are.
• Interaction: Earning backlinks from reputable sources and positive brand mentions boost your site's credibility in Google's eyes.

5. Keyword and Semantic Analysis

• Analogy: Imagine keywords as signposts on a highway, guiding you to the right destination.
• Interaction: Incorporate relevant keywords naturally to guide both Google and users to your content.

6. Data Points and Metrics

• Analogy: Think of metrics as a health checkup report for your website.
• Interaction: Monitoring metrics like click-through rates, bounce rates, and time spent on the site help you understand performance.

7. User Behavior

• Analogy: This is like a shop owner watching how customers interact with products in the store to make improvements.
• Interaction: Google considers how users interact with your website as a measure of its quality and relevance.

8. Trust Signals

• Analogy: These are like credentials or recommendations that vouch for your credibility.
• Interaction: Reviews, testimonials, and social mentions serve as trust signals for Google.

Examples in Practice

Recipe Blog

1. Content Creation: A well-written recipe with clear steps.
2. User Experience: Fast-loading pictures, easy navigation to different recipes.
3. Machine Learning and AI: Google recognizes that users spend a lot of time on the page, indicating it's good content.
4. Backlinks and Brand Authority: Popular food websites link back to the recipe.
5. Keyword and Semantic Analysis: Relevant keywords like "quick dinner recipe" are used naturally in the content.
6. Data Points and Metrics: High click-through rate from Google search.
7. User Behavior: Readers scroll through the entire recipe, indicating engagement.
8. Trust Signals: Several positive comments and social media shares.

Online Shoe Store

1. Content Creation: Detailed product descriptions and images.
2. User Experience: Easy-to-use search and filter options.
3. Machine Learning and AI: Google identifies low bounce rates, indicating users find what they're looking for.
4. Backlinks and Brand Authority: Mentioned in fashion blogs and forums.
5. Keyword and Semantic Analysis: Keywords like "summer sandals" are incorporated into product descriptions.
6. Data Points and Metrics: Conversion rates are monitored to gauge success.
7. User Behavior: Users frequently click on the 'Add to Cart' button.
8. Trust Signals: Verified reviews from customers.

In both examples, all these components work together to improve SEO, ultimately helping the websites rank higher in Google search results.

Important Quotes From Presentation

• "The problem is is that these tools still do not meet the criteria of what you need to rank humans are not deprecated yet we still have an important role in how we serve content and what we do."
• "Google can now tell if someone genuinely has the experience or they don't this is where EAT and helpful content come in."
• "Google will know more about your brand than you think from citations people talking about your brand on social media this brand is crap they didn't deliver my tablets they didn't do this they didn't do that negative stuff all over the place Google is far more aware of of data because they have access to so much data and Trust signals."
• "Content created to satisfy end user needs versus content designed to rank what that means is is that if you carry on writing content based on a brief that is targeting keywords you're going to you're going to suffer in the long run."
• "Google can start to differentiate between content that is designed to rank and this is why I've now embarked on trying to Advocate not following content tools to the tee because when people put a keyword into a Content tool and it says we write this put these keywords in this many times blah blah blah the person isn't thinking about well is this important to the end user."
• "Google helpful content updates are the paradigm shift. This is the point that now people have to start paying attention creating content for the sake of it does not work and will not work creating content that doesn't have a scope and put the end user first will not work."
• "The problem with SEO is that a lot of SEO is self-taught by experimentation and that is something that you don't necessarily learn for these sources."
• "Google Chrome can see that and if it's anonymized data it doesn't breach EU regulations so with most people using Google most people using Chrome that thousand data points can tell a much bigger picture rather than a H1 tag with a keyword in it."
• "Google Now uses machine learning and Ai and it collects data at an alarming rate and this was one point me and Mark had some funny conversations about."