How Google’s Ecosystem Influences SEO Strategies Across Platforms

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Are you looking to improve your businesses ranking on Google and other search engine results pages (SERPs)? This can be achieved if you implement the right SEO strategies into your digital marketing campaign. Being ranked higher on Google should bring more organic traffic to your website, which is important as this kind of traffic shows that visitors are actively finding your website on SERPs. With more organic traffic usually comes more leads. This is crucial for the success of any business.

Ranking high on Google isn’t as simple as it sounds with there being so many algorithm changes from the most popular search engine in the world. These updates happen regularly, so it can be tricky to keep up with all the new factors that come into play to affect the way websites rank. One of the most important updates from Google was E-E-A-T, which put a focus on website content that showed experience, expertise, authoritativeness and trustworthiness.

Google holds such a strong weight over the digital world and is the powerhouse that everything revolves around, especially SEO. We hope that this guide can help you with navigating your SEO campaign so that you can rank highly on Google’s search results.

Google’s Influence

Google receives over 8.5 billion searches per day, which is more than 100,000 searches every second. This makes it by far the most popular search engine worldwide. It was ruled by US courts that Google operates as a monopoly, which is very unsurprising considering that it dominates web search, controls over half of the mobile market and has the most used tools among search engines like maps, email and media. This ruling has put an element of fear into advertisers, as they have started to prepare for long-term impacts of it which shows just how highly Google is valued by the digital marketing industry.

Search engines are popular all over the world with Google obviously being the main player, but with platforms like Bing performing well in countries like China, Google needs to ensure that it stays ahead of the game in other countries. Some of the key ways that Google has managed to stay ahead of other search engines include:

  • Market dominance.
  • Algorithm complexity.
  • Transparency limitations.
  • Constant updates.
  • User experience focus.

The main focus of SEO campaigns has always been Google with it being the search engine that drives the most organic traffic to websites.

Google’s Search Generative Experience (SGE)

Artificial intelligence (AI) is now a very useful tool in the world of SEO. Search Generative Experience (SGE) is the search engine using AI to change how results are generated and presented. It’s one of the newest technologies used by Google to optimise the results page and bring a better user experience.

Rather than receiving the usual list of links to websites whenever you type a query into the search bar, SGE will provide detailed responses using their Gemini AI tool to create an overview based on what you have searched. Google’s AI is trained on massive amounts of data, including what users have previously searched and what they have clicked on based on these search terms. This is programmed to give you the best results to help you find the answers you want. For example, if you search “how to prepare for a driving test” on Google, you will be given information from AI based on this search using various highly authoritative websites.

Google users can also ask follow-up questions to the AI system, which makes the experience become more like speaking with a helpful advisor rather than having to browse through a range of websites for an answer. This advanced user experience has given digital marketing agencies another way of optimising a website with the hope of appearing on this SGE.

Google SEO Strategies

Let’s explore some of the best strategies a digital marketing agency can use to help your business succeed.

Helpful Content

The latest version of Google’s Helpful Content Update was made available on September 14, 2023. This made Google favour websites and pages that had content that was perceived to be useful, which eliminated the use of tactics like keyword stuffing and excessive SEO techniques. After this update, blogs and content marketing became a very valued inclusion for websites looking to improve rankings. Having a regularly updated blog page with helpful guides significantly boosted how well websites performed on Google search pages.

Targeted Keywords

Although keyword stuffing has become a thing of the past, web pages still need to be optimised with keywords to ensure that it ranks well on Google. Using keywords that are directly related to your content helps search engines understand the topic of your page and match it to relevant search queries, which helps get more relevant traffic to your website. This can help with boosting engagement rates on your website.

Technical SEO

Google technical SEO holds a lot of weight in terms of optimising a website to improve rankings. The process helps search engines understand the content that’s on the page and helps it perform better to attract more users.

You can improve your technical SEO with the following:

  • Google PageSpeed Insights: Analyse the performance of your website and receive suggestions that can help with improving website speed. Both mobile and desktop can be checked with this free tool.
  • Core Web Vital Optimisation: The information from Google PageSpeed Insights can give you actions that you make complete that will make your website run faster and smoother.
  • Manage Duplicate Content: Your website’s content must be unique. Avoid duplicate content problems by using canonical tags and 301 redirects.
  • Create a Sitemap: XML sitemaps help search engines to understand your site’s structure and find all the important pages.

Local SEO

If you want your website to be more visible in your local area, you will need local SEO. This strategy helps your business have a strong local online presence on Google. Any business that has a physical location or serves a geographic area can benefit from local SEO, as with a Google search users can see your location on the map as well as other core information like your Google rating.

Conclusion

Google should be the focus of every digital marketing campaign, as it can be the catalyst for a website’s success. Google’s focus on user experience and the rise of AI-powered search further emphasise the importance of creating high-quality, user-friendly websites that provide genuine value. Businesses can not only improve their search rankings on Google but also build strong, lasting relationships with their customers. While SEO is an ongoing process that can take a while to see the true benefits, they are undeniable. By focusing on these core Google SEO strategies, you’re not just chasing short-term gains; you’re building a sustainable online presence that will drive consistent traffic and growth for your business in the long run.