Relevant Info, Good Content, and Performance All Key Factors to Consider
Back on May 15, 2019, the Google Webmasters YouTube channel launched the first in a series of “SEO Mythbusting” videos, hosted by Google’s Martin Splitt and guest Juan Herrera of Angular GDE. In the video, Herrera asked Splitt about the top 3 SEO factors to consider. Splitt’s answer sheds a bit more light on what Google is looking for and what SEOs can do to create websites that Google will love. Let’s dive in:
1 – Content
We’ve heard it before: content is king. To hear Splitt talk about it, though, it’s not just about having “high-quality” content, but about having content that helps users. “You have to have really good content,” commented Splitt, “and that means you have to have content … that serves a purpose for the user.” Splitt added that content should also tell users “where you are, what you do, how you help me with what I’m trying to accomplish.” Essentially, this means creating useful, relevant content. Content that answers a question and provides useful information to the user is always going to be much more valuable, and Google notices this. Splitt also touched on the idea of using the language of users to create better content. As SEOs and business owners, we tend to focus in on certain keywords because we know what they mean and how they reflect the brand or product we’re promoting. We see search volumes and data, and double-down on these terms, ignoring that they’re often very industry-specific and don’t necessarily speak to what our users are actually looking for.
2 – Metadata
Metadata is, thankfully, a bit less open-ended as a ranking factor than “good content.” Splitt commented, “So the second biggest thing is to make sure that you have meta tags that describe your content, so have a meta description because that gives you the possibility to have a little snippet in the search results that let people find out which of the many results be the ones that help them best.” The same applies to meta titles—don’t automate this process, create custom meta tags that speak to the page’s purpose and content.
3 – Performance
Performance has frequently been discussed as a major SEO factor by other Google staff members, but it’s not necessarily always an algorithmic factor. Splitt mentioned that performance gets a lot of discussion, but that people often overlook that performance also helps make sites more visible to others. “We want to make sure that the people clicking on your search result, clicking on your page, [are] getting this content quickly … it just helps your users, right?”
The Bottom Line
Based on this video, one theme stands out above all else: relevant info for users. We’ve talked before about the importance of user experience, and it’s not hard to see how this also applies to even the most basic building blocks of SEO. After all, optimal UX means delivering info that’s relevant and useful to your users, not just how it’s delivered.
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