Navigating the Changing Seas of SEO: My BrightonSEO Conference Takeaways
This month, I attended the BrightonSEO conference in San Diego with one of our SEOs, Cynthia. It was an incredible few days learning about the latest advancements, tests and tools that are changing the SEO landscape. It was so great connecting with other SEOs, infusing our days with the latest and greatest in the SEO space and preparing for some big changes to come in 2024. We heard from Danny Sullivan, Google’s Public Liason for Search, as well as other industry leaders.
It was fascinating to see all of the changes, but reassuring to hear from experts that affirm our current approach to SEO at Searchlight—no gimmicks or hacks, just a focus on quality, user-centric SEO that improves site performance, as well as user experience.
There were dozens of speakers over two days, and there was SO much to take in, but here are my main takeaways:
Embracing the New World of Google’s SGE
Understanding SGE (Search Generative Experience): Change is inevitable, especially in the world of SEO. Google is experimenting with a new interface called SGE. In simple terms, it's like Google getting a new brain that understands your website and customers better. This could mean your website might get more (or less) visitors, depending on how this new brain views it. As a small business, it’s crucial to keep an eye on these changes.
Practical Tip: Regularly check your website's performance. If you notice changes in your visitor numbers, it might be due to Google's updates.
Humans and AI: The Perfect Duo
The Power of Human Touch in AI-Driven Content: It's not just about beating the robots anymore. The key is to blend AI's efficiency with the unique touch only a human can provide. When creating content, whether it's a blog post or product description, think about what makes your business special and infuse that into every word.
Actionable Strategy: Use AI tools for tasks like data analysis or initial content drafts, but add your personal insights and experiences to make it truly resonate with your audience.
Technical SEO: The Unsung Hero
Strengthening Your Website's Foundation: Think of technical SEO as the foundation of your house. Without it, everything else might crumble. With Google's new SGE, it's more important than ever to have a strong foundation. This means making sure your website is easy for Google to understand and categorize.
Simple Steps to Improve: Ensure your website loads quickly, is easy to navigate, and is mobile-friendly. Schema amrkup is also a great way to serve up your content to google on a silver platter. These are not just good for Google but also make your customers' experience better.
The Power of Niche
Mastering Your Market Segment: Google has shifted from just looking at keywords to understanding topics and themes. This is fantastic news for small businesses! It means that by focusing on your specific niche, you can stand out more easily.
How to Leverage This: Create content that speaks directly to your unique audience. For instance, if you run a local bakery, write about the unique flavors of your town or your special baking techniques.
Content That Connects
Understanding the 'Why' Behind Searches: Every search on Google has a deeper meaning. Someone searching for a "relationship counsellor" might actually be seeking ways to save their marriage. Your content should address these underlying needs.
Content Creation Tip: When writing, think about the deeper needs of your audience. If you’re a fitness trainer, don’t just write about exercises; talk about achieving a healthy lifestyle balance.
The Importance of UX & CX in SEO
Creating Memorable Experiences: Great content is just one part of the puzzle. Your website and customer service are equally important. If your website is difficult to use or your customer service lacks, even the best content won’t help much.
User-Friendly Focus: Regularly update your website to ensure it’s user-friendly. Also, train your team to provide exceptional customer service.
Satisfying User Intent
Beyond Keywords: Fulfilling Needs: SEO is no longer just about using certain words a number of times. It’s about making sure your website truly helps your visitors. Do they find what they're looking for? Can they easily purchase your product or service?
Key Practice: Regularly ask for customer feedback to understand if your website and content are truly helpful.
Local SEO: Stand Out in Your Community
Being One Step Ahead Locally: In local search, the competition might not be that strong. By doing just a little more than your competitors, you can see significant improvements.
Local SEO Tip: Ensure your business is listed on local directories, encourage customer reviews, and create content that resonates with your local community.
The New 'E' in EEAT: Experience
Your Unique Advantage: Experience is now a critical factor in Google's ranking. This is where your small business can truly shine. Share your stories, your journey, and your expertise. This authenticity is what sets you apart from AI-generated content.
How to Use This: Write blog posts about your personal experiences in your industry. Share customer success stories and lessons learned.
By focusing on these key areas, small business owners can better navigate the ever-changing world of SEO. Remember, it’s not just about keeping up with Google’s changes; it’s about connecting with your customers in meaningful ways.