SEO and GOOGLE
Posted: Wed Jan 22, 2025 9:27 am
For this reason, Google has been creating features and updating its indexing algorithms year after year, and at the same time that it released these features or improvements, Google indicated in some way what the objective of this change was and this is where the SEO factor comes in. Every time Google releases a new feature, SEO analyzes what this novelty has been and tries to shape it to take advantage of it. The problem is that SEO carries out these actions with the sole objective of achieving the best positioning for your website.
To give a simple and clear example, for many years Google has put the investor leads email database focus on content, and SEO has always said that content was King, which is why the focus for many years has been on “generating a lot of content” to somehow give Google what it was looking for.
And so far everything is fine, because Google wants content, and SEO gives it the content it wants, but what happens when what Google is looking for is quality content and on top of that, it meets the user's search intention, well, due to technological problems, Google cannot solve this situation.
But what happens when Google starts using artificial intelligence and real-time learning neural networks to provide better results based on the user's search intent? SEO no longer has to think about what Google wants, but rather has to start thinking strategically about what the user needs, in order to fulfill the premise of providing the best results.
And this, although it seems current, began in 2015 with RankBrain and has evolved year after year, until BERT arrived in 2019, an Artificial Intelligence algorithm that learns day by day from the behavior of users, and this is possible, since Google now has more computing capacity than ever, in addition to the ability to learn in real time thanks to Bert, which makes the results much better than before, allowing to detect content that does not add value to the user's search intention in real time.
The key is the user's search intention
As we have already mentioned, with the appearance of the Bert update, Google has been able to determine more easily and accurately what the user's search intention is with each search they perform.
And this fact is something that has completely changed SEO up to this update, we could even say RankBrain, we could position a content without taking into account what intention the user had with the search in question, and this, the truth is, in many occasions did not generate a good user experience, since Google showed the results that it considered most relevant based on the content, not based on what the user really needed, and this paradigm shift is brutal and devastating for many sites that are not managing to adapt to the needs of the user.
Improve your SEO!
The key is to understand the needs that users need to meet with each search they perform and give them what they really need, not just any content.
Google introduces Core Web Vitals to rank search results
In May 2021, Google will introduce Core Web Vitals factors into the content ranking algorithm , which are indicators focused on Google's evaluation of the user experience on our website.
At the moment, Core Web Vitals focuses primarily on three user experiences, but it is more than likely that new indicators will be introduced in the future.
These three indicators to measure the user experience on a website are:
LCD or Largest Contentful Paint: Measures the loading performance of the largest element (LCP), to provide an excellent user experience, the LCP metric should occur in just 2.5 seconds from when the page starts loading. This metric can be influenced by your server time, your CSS, JavaScript, the weight of images, videos…
FID or First Input Delay: The way pages respond for the first time when interacting with the user. At its core, this metric measures inactivity and to provide a good UX, all pages should have a FID of less than 100 milliseconds. To put it more simply and clearly, what it will measure is the speed at which the browser begins to process the first user interaction and produces a result.
It's not a good experience when you click on something and nothing happens or it's very slow. That can be down to JavaScript, third-party code, and there are different ways to dig deeper and fix them.
CLS or Cumulative Layout Shift: This metric measures visual stability according to the number of unexpected layout changes of the content of a visible web page. In this metric, providing a good UX means that the pages can maintain a CLS below 0.1. In this case, what Google wants to look at and expects us to avoid is that the web is being built at the moment the user wants to interact with it, since not all the CSS has been loaded yet, or the images do not have the exact size indicated or because the loading of the Javascript itself has been deferred.
And how does this affect our SEO strategy? From my point of view, if we prioritize solving the user's search intent, we will only be affected when there are two contents with the same relevance in terms of quality and similar authority. In this case, the one with the best user experience will have priority, based on the Core Web Vitals that Google has established.
To give a simple and clear example, for many years Google has put the investor leads email database focus on content, and SEO has always said that content was King, which is why the focus for many years has been on “generating a lot of content” to somehow give Google what it was looking for.
And so far everything is fine, because Google wants content, and SEO gives it the content it wants, but what happens when what Google is looking for is quality content and on top of that, it meets the user's search intention, well, due to technological problems, Google cannot solve this situation.
But what happens when Google starts using artificial intelligence and real-time learning neural networks to provide better results based on the user's search intent? SEO no longer has to think about what Google wants, but rather has to start thinking strategically about what the user needs, in order to fulfill the premise of providing the best results.
And this, although it seems current, began in 2015 with RankBrain and has evolved year after year, until BERT arrived in 2019, an Artificial Intelligence algorithm that learns day by day from the behavior of users, and this is possible, since Google now has more computing capacity than ever, in addition to the ability to learn in real time thanks to Bert, which makes the results much better than before, allowing to detect content that does not add value to the user's search intention in real time.
The key is the user's search intention
As we have already mentioned, with the appearance of the Bert update, Google has been able to determine more easily and accurately what the user's search intention is with each search they perform.
And this fact is something that has completely changed SEO up to this update, we could even say RankBrain, we could position a content without taking into account what intention the user had with the search in question, and this, the truth is, in many occasions did not generate a good user experience, since Google showed the results that it considered most relevant based on the content, not based on what the user really needed, and this paradigm shift is brutal and devastating for many sites that are not managing to adapt to the needs of the user.
Improve your SEO!
The key is to understand the needs that users need to meet with each search they perform and give them what they really need, not just any content.
Google introduces Core Web Vitals to rank search results
In May 2021, Google will introduce Core Web Vitals factors into the content ranking algorithm , which are indicators focused on Google's evaluation of the user experience on our website.
At the moment, Core Web Vitals focuses primarily on three user experiences, but it is more than likely that new indicators will be introduced in the future.
These three indicators to measure the user experience on a website are:
LCD or Largest Contentful Paint: Measures the loading performance of the largest element (LCP), to provide an excellent user experience, the LCP metric should occur in just 2.5 seconds from when the page starts loading. This metric can be influenced by your server time, your CSS, JavaScript, the weight of images, videos…
FID or First Input Delay: The way pages respond for the first time when interacting with the user. At its core, this metric measures inactivity and to provide a good UX, all pages should have a FID of less than 100 milliseconds. To put it more simply and clearly, what it will measure is the speed at which the browser begins to process the first user interaction and produces a result.
It's not a good experience when you click on something and nothing happens or it's very slow. That can be down to JavaScript, third-party code, and there are different ways to dig deeper and fix them.
CLS or Cumulative Layout Shift: This metric measures visual stability according to the number of unexpected layout changes of the content of a visible web page. In this metric, providing a good UX means that the pages can maintain a CLS below 0.1. In this case, what Google wants to look at and expects us to avoid is that the web is being built at the moment the user wants to interact with it, since not all the CSS has been loaded yet, or the images do not have the exact size indicated or because the loading of the Javascript itself has been deferred.
And how does this affect our SEO strategy? From my point of view, if we prioritize solving the user's search intent, we will only be affected when there are two contents with the same relevance in terms of quality and similar authority. In this case, the one with the best user experience will have priority, based on the Core Web Vitals that Google has established.