Google’s focus is on optimizing for users never changes. This is why it continues to update its content best practices and SEO.

These could include core algorithmic changes, new features and products. This could include changes to the SERP format and new ranking signals in order to avoid low-quality content and better understand consumer behavior. It is not surprising that Google has been rolling out updates to improve search results and site experiences, given their focus on user experience.

The most recent changes were made to improve page speed and Core Web Vitals. They also included product reviews. This shows how Google values quality content. The helpful content update (HCU), focuses on content that is useful to human users and not just for ranking. This can lead to over-optimization, which can cause people to lose the ability of finding information.

These changes have been difficult for some marketers. Other brands are flourishing, however.


Because they are able to focus on quality content and stay ahead of Google’s ever-changing algorithms.

Marketers who are smart know that they need to have the same goals as Google. This means creating content that resonates, engages, and converts consumers – wherever, whenever, and however they find it.

It is important to look beyond where Google is now, but also where Google will be in the future. You can keep up with these important shifts and be ahead of your competitors to be the leader in your industry online.

Focusing your efforts on content optimization and user experience is the best way to stay ahead of the curve.

It’s time for you to think forward. And fast! Here are five SEO tips you should know as we move into the second half of the year.

1. SEO for ranking to SEO for content convergence and performance

SEO alone won’t guarantee success in SEO. Content alone isn’t enough.

Danny Goodwin explains in a recent article that content must:

  • Create content for a specific audience.
  • Feature expertise.
  • Be trustworthy and reliable
  • Meet the searcher’s need(s) and wants.

Good SEO and content marketers are now in a unique position to overcome the old days of irrelevant content and optimizing for rank. Long-term success is possible for those who are more aligned with their writers and content partners, and use good SEO practices.

Data can now help marketers understand consumer intent and create quality content that aligns to the customer journey and meets the needs of the user.

Here are some ways marketers can master this shift.

Make sure your content creation is based upon intent-led data

Without data, content marketing is useless. Data is becoming a key source for business and content intelligence.

Use SEO data to understand user intent and define the correct audiences. Also, provide relevant topics people are interested in reading and engaging with.

These can be tracked and measured to gain insights that will help you create valuable content that people enjoy and improve your content marketing efforts.

Foster search, content and social synergy

Combining organic search, content, and social media can help brands reach their goals and objectives. Search visibility is enhanced by creating high-quality content that includes SEO from the beginning.

This great content can be further amplified through social media, creating demand that you can harvest via search.

Maximize the size of your search engine results page (“SERP”) footprint

You can create and optimize high-ROI content such as articles and videos that help people.

Your brand will be more visible in search engine results pages (SERPs) by securing real estate with featured snippets and site links, related questions or images, videos, tweets, and images.

2. Mobile-first to ‘the necessity for mobile speed’

Google has been warning marketers for years about the shift to mobile-first. Optimizing for mobile search, devices and usability is now mandatory. It’s mandatory.

This is especially true for Core Web Vitals, whose initial focus was mobile rather than desktop.

Many brands are mobile-ready but many forget that mobile speed is the most important factor. Google has started to consider mobile loading times in its ranking algorithm. This means that improving site speed can help you get higher in the SERPs.

Here are some ways marketers can master this shift.

Mobile SEO can be done quickly and furiously

Mobile websites must not only be attractive but also easy to navigate. According to Google research, 53% of mobile users will abandon websites that take longer than three seconds to load.

Following technical mobile SEO best practices (e.g. image optimization, redirects JavaScript and CSS) is a must to gain access in today’s digital world.

Consider contextual mobile content

Make sure you create content that mobile users will love and find useful. Mobile users are often in research mode, searching for the information they need or looking for inspiration.

Your brand should be present and influence the decision when they are ready to convert. This is more likely to happen in-store or on a desktop than on a phone.

Mobile design

CDNs are a great way for media to load faster.

This can be done by consulting Google’s most recent developer documentation on image optimization, and adhering Web Content Accessibility Guidelines.

Front-end developers will ensure that your HTML5/CSS is lightweight and consistent with industry standards. This will allow you to stay within industry standards and focus on the user’s experience.

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3. From local and hyperlocal to shopping online and in store’

Marketers have never had a greater opportunity to reach hyperlocal customers. Hyperlocal targeting allows you to reach people based upon their location. This is a great way for brands to capitalize upon “near me”, “I-want–to-go” micro-moments, and become hyper-relevant.

It is worth noting that many shoppers had to choose between shopping online and in-store due to the COVID-19 pandemic. According to a Digital Commerce 360 study, there has been a steady rise in people shopping online from their smartphones with just one click.

Here are some ways marketers can master this shift.

It is important to ensure that the contact information people need is easily accessible and prominent. This includes your name, address, phone number, hours, and directions.

Hyperlocal optimization = very important

Google’s personalized hyperlocal results provide greater visibility to smaller geographical locations.

Optimize your Google Business Profile and create landing pages and localized content. Use local business Schema markup to monitor the performance of your local keywords rankings.

Take advantage of the convergence of mobile and local

People who use smartphones to do local searches have greater intent.

Optimizing for local means optimizing to users who are mobile. These users have different needs and expectations to local searches than those who use other devices.

Learn to adapt

Some people still prefer brick-and-mortar shops when they need something.

However, most consumers search for products online before purchasing at physical stores. You can track ranking fluctuations across industries to see how these trends change over the years.

4. From text to voice to multiple search entry points

Marketers need to develop comprehensive strategies that drive interaction at every search entry point in order to be successful in today’s competitive marketplace. This includes smartphones and TV sets, as well as IoT devices such smart plugs and lightbulbs.

Marketers collect this data to become a virtual user group. We gather information and understand where people search.

Here are some ways marketers can master this shift.

Understanding the customer experience

Consumers are looking for the perfect product at any given moment, whether it is in product development, customer acquisition, sales, or service, post-sales support and loyalty.

Search provides a window into every step of the user experience, so make use of it.

Make sure that customers have a pleasant experience from start to end

They must have seamless experiences on all channels, without any hassle or hindrance.

Get smart about intelligent agents

Voice searches are common at home, at work, and on the move. This makes the world more connected. These intelligent agents use semantics and search history to deliver the best results.

Make sure that content aligns with customers’ intent and interests at the right time in their decision-making process. Be the best answer.

5. From data to machine-learning to ‘intelligent automatization’

Google uses machine learning (RankBrain, MUM and other core technologies) to make sense out the vast amounts of data and provide the best search results possible for users.

We know that the pandemic accelerated every organization’s journey towards digital transformation. Next is evolution, and who can move with ease, speed, and efficiency?

Marketers must also use data science and machine-learning to understand the intent, interests, behavior, and motivations of their audience so that we can provide and personalize the content they desire.

Here are some ways marketers can master this shift.

Data can be viewed as a source for truth

Martech stacks are built around data integrations and performance. We simply have too many data and not enough analysts and hours to make sense it all.

Marketers need to look beyond the “what” to understand the “when”, “why” and “how” of analytics in order to capitalize on demand and spot patterns.

Use AI and machine learning

Machine learning allows marketers to spend less time analysing data and more time creating content that will influence prospects and customers.

Machine learning and AI can provide actionable insights about your audience, content performance, and other relevant information. It should not be allowed to write your content.

Define metrics and measurement

Marketers can make faster, more accurate decisions with data. Define the metrics that are important to your brand and monitor your search- and content data.

This will allow you track your progress and iterate on your content production.


SEO and data are crucial for a successful digital strategy that delivers tangible ROI.

Understanding the five points and measuring your results consistently will show that creating engaging, thoughtful, and compelling content is a path to revenue.

SEO plays an important role in providing insight, optimizing, and measuring content. Content has become the cornerstone for any SEO campaign.

Search Engine Land’s first post, 5 major SEO and content changes you must master now, appeared first on Search Engine Land.