le’s ranking updates: Google focuses on the big picture and not individual signals

Your SEO success depends on publishing original content and thinking of ranking concepts rather than individual signals.

In the most recent episode of Search Off the Record, Googlers Martin Splitt John Mueller and Danny Sullivan said as much. The group discussed content, ranking systems and updates, and the importance of user-centricity.

Why do we care? Google’s algorithm is like a recipe, and we need to know the ingredients that will improve our ranking and increase traffic and conversions. We don’t care what Google tells us. In the quest for SEO success it is important to provide quality content and satisfy your audience first.

The Big Picture. SEOs are often obsessed with the details of each search ranking factor. Mueller says that SEOs are trying to pick apart everything, but there’s a better approach:

• “For many of the guidelines that we have now, it’s more about the big picture because, from a technological point of view it feels like things are usually pretty reasonable. Now you need to make sure that the bigger picture is in the best shape possible, so when users visit, they will say, “Oh, this site really is helpful,” said Mueller.

Sullivan explained that Google’s algorithms are made up of many systems. He advised to keep an eye on the bigger picture.

• “Know that I’ll try to share information so that you understand more about systems that are available and hopefully, be successful with them.”

Authentic Content. The word “authentic” was mentioned several times in the discussion. Mueller noted that authentic content is a key differentiator for AI-based content.

• Mueller stated that “authentic content is the best way to go as you navigate through this new world of Google’s ranking system.”
• “I also think that as we move into the world of AI content, it will find its place.”
  
  It would be helpful, but the foundation will continue to be pointing people to authentic information. “There’s a huge desire for this, and it’s going be your key to succeed,” Mueller said.

User-centricity. “Put yourself in someone else’s shoes and think about what they are going to be thinking,” Sullivan added, citing a personal experience.

• “I just wanted to ask, like, how do I park?” How do I reach the location? How long will I be staying? “And that you have actually been there,” Sullivan added.
• “… When I sit back, I ask myself, “If I was a real person and I read this, would I be satisfied?” I also think about the audience.
• “And if that’s what you do, you feel that the way you go about it is working and your audience gives you positive feedback that everything you are doing is great. Do it. Do it. “Keep going in that direction, right?”

Splitt said that the point of SEO was not to dress pages up in order to rank them in the top position on Google.

• “… Are you making something better for your users, and improving it so that a search engine can understand how good the page is?

Listen the episode Let’s discuss ranking updates

The article Google ranking updates: Focus not on individual signals, but on the big picture first appeared on Search Engine land.