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The world is constantly changing, and marketing is changing along with it. To stay relevant, it is important to keep up with innovations and changes. In this article, we'll look at what's new in SEO and how these changes affect website content requirements.
Search engines such as Google and Yandex are increasingly taking user intent, or intent, into account when generating search results. The intent is determined based on the user's request and its relevance. For example, the query “buy an ostrich egg” indicates a commercial intent, while the query “what size is an ostrich egg” is information-oriented.
In addition, search engines now pay more attention to current news feeds. For example, if you enter the query “Sandman” after the release of the series of the same name, the results will be associated with him, and not with any superhero, as was previously the case.
This filter is designed to lower in search results sites that are trying to secretly copy more popular resources. If your site is too similar to another and does not offer unique content, Yandex may send you a notification through the webmaster panel. The filter is aimed at preventing abuse of trust by users who may mistake a clone for the original.
Google has introduced an important update aimed at improving the quality of content on websites. The main emphasis is on expertise, real benefits and focus on users, rather than on search engines.
To test the usefulness of content, Google suggests answering several key questions:
This approach currently applies mainly to English-language sites, but in the near future the update is expected to spread to other languages, including Russian. It's important to prepare by eliminating useless content and increasing your expertise.
One of the most important updates is the expansion of the E-A-T algorithm, which checks the site for expertise, authority and trust. The algorithm will evaluate whether the information on the site can be trusted, whether it was written by experts, and which links confirm its reliability.
If the E-A-T algorithm was previously applied to sites in the fields of medicine, finance and healthcare, now it is also used to evaluate other types of content. It is especially important to consider that the algorithm will now check information that could harm the user, for example, advice on refusing medical services.
Proxima is a Yandex algorithm that analyzes the quality of commercial websites. It evaluates the presence of a unique selling proposition (USP), accurate pricing, ease of ordering, and quality of content. Particularly strict requirements apply to topics such as health, finances and people’s lives, which makes this algorithm an analogue of Google E-A-T for the Russian-language Internet.
Proxima continues to evolve and its importance for SEO in commercial niches grows. This also needs to be taken into account when optimizing your site.
Google has rolled out an update that improves how it works with reviews and reviews of products and services. The main requirement is high-quality and detailed text that demonstrates that the author really understands the topic and has used the product.
The update does not demote unreliable reviews from search results, but rather encourages high-quality ones. If your site publishes product reviews or comparisons, this update will help improve your search rankings.
So far, the update applies mainly to English-language sites, but in the near future it will extend to Russian-language content.
The answer is obvious: you need to adapt to the new requirements of search engines. Regularly checking your content for its usefulness and expertise will help increase trust from search engines and get you on the first pages of results. Pay attention to the checklists and quality criteria published by Yandex and Google, and compare them with the current state of your site.
If you need to update your content or you are not sure that it meets modern requirements, seek professional help.
If you have questions, you can write to the SEO studio "SEO COMPUTER" with any question at email info@seo.computer.
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