In today’s digital landscape, content along is not king. Content along cannot win over Google’s algorithms and earn you a spot at number one in its search engine results.
And it’s been particularly busy for Google in these last few years in terms of algorithmic changes and shifts in page experience benchmarks.
This year we have seen changes, too, when it comes to SEO, and how they tie to new ways to create growth and improvement for websites.
Let’s take a look at some of these SEO changes.
This is Google’s new tech that stands for Multitask Unified Model (MUM) that helps to answer complex questions that don’t particularly have direct answers. The MUM AI is the model that provides a more extensive information processing capability.
MUM AI helps Google manage text-to-texttransformation, which has meant that its ability to process the text as well as the meaning of a page can be done much faster.
Core Web Vitals
Page’s that are faster and cleaner leads to a greater likelihood of performing better on its search engine rankings. It’s not guarenteed but they are a great help.
Core Web Vitals consis of Cumulative Layout Shift, Input Delay, and Largest Contentful Paint.
Over the past 10 years, rules of search engine results page features have changed quite a lot. Many more metrics, much more complex.
Over the last few years Google has accelerated its pace of change.
Another one of these changes relates to T5, about text-to-text transfer transformations, which has made processing from a linguistic perpective.
The reason why technologies such as MUM are key for Google is that it improves their ability to impact businesses.
Between 2018 and 2020, the amount of busnesses in the US rose from 29 million to 32 million. Yet only 17 million actually benefit from Google services (YouTube, Google My Business, etc.)
And among them, only 2 million (which is less than 10%) benefit from Google Ads.
This is the reason why Google decided to accelerate the speed at which they carry out these changes given that they are trying to reach out to more business.
The SEO space
For those who live in the SEO environment, it very much feels like a marathon race to pull in more traffic. Yet to achieve this, it doesn’t necessarily mean focusing on more and more keywords.
But what are people currently searching for?
Live events! Considering the relative void that was 2020, there was a huge growth year-on-year in searches for concerts, shows, and stadium-related terms.
More specifically, searches for concerts rose 500%, with the top searches including “concerts in chicago 2021”, “concerts in las vegas”, “concerts in dallas”, and “concerts in atlanta 2021”.
Elsewhere, searches for car shows increased globally by around 300%, with the top searches including “car shows near me this weekend 2021”.
In addition, searches for stadiums grew 600%, with top searches including “wembley stadium seating plan” and dodger stadium seating chart”.
And searches for live music grew 400%, with top searches including “live music near me”, “live music near me tonight”, and “restaurants with live music near me”.
Core Web Vitals
Despite Google providing greater clarity in how they rank a particular page, plus which metrics that it emphasises, very few pages actually reach the threshold. In one study, among 2 million URLs only 4% scored a “Good” across all three Core Web Vitals.