In today’s digital world, simply having content isn’t enough to succeed on Google’s search engine results pages (SERPs). It’s crucial to understand the evolution of Google search and how to achieve top rankings. This article will delve into the significant changes in on-page SEO this year and their implications for you.
A Glimpse at On-Page SEO Transformations:
- The Power of MUM AI: MUM, Google’s latest AI model, offers enhanced, faster, and more comprehensive data processing capabilities. It excels in text-to-speech conversion, enabling Google to understand and assess text and page relevance faster than ever before.
- Dynamic SERP Feature Landscape: The past decade has witnessed substantial shifts in on-page SEO, with Google exerting increasing influence at an accelerated pace.
- Performance Redefined: While speed and a clean website remain important, they no longer guarantee success. Although Google has emphasized Core Web Vitals and speed as crucial ranking factors for years, the landscape is evolving.
The speed at which Google implements these changes is unprecedented. Thanks to MUM, Google has introduced numerous advancements, surpassing even what was achieved with its predecessor, T5.
T5 focuses on text-to-speech conversion and how Google’s grown quicker for information processing. This encompasses aspects of phonetics, meaning, and intent.
MUM has significantly expedited this process.
The Importance of On-Page SEO Changes
MUM and similar advancements are crucial for Google because they enhance their ability to impact businesses.
The number of U.S. businesses rose from approximately 29 million in 2018 to around 32 million in 2020.
However, SEO Australia statistics reveal that only about 17 million, roughly 50% of these businesses, utilize Google services (Google My Business, search, YouTube, etc.).
Furthermore, a mere 2 million, less than 10%, leverage Google Ads.
This explains Google’s urgency in implementing changes—they aim to reach a wider business audience.
For many SEO professionals, increasing traffic isn’t solely about targeting new keywords but optimizing existing ones to improve the performance of the catchphrases we currently rank for.
Shifting User Searches: The Rise of Live Events
Keywords and terms related to concerts and stadiums have experienced substantial year-over-year growth.
Searches for concerts globally have surged by over 500% YOY, with top searches including “concerts in Chicago 2021,” “concerts in Atlanta 2021,” “concerts in Dallas,” and “concerts in Las Vegas.” This highlights a crucial aspect of on-page SEO.
Searches for “car shows near me” have also witnessed a global increase of over 300% YOY, with top queries like “car shows near me this weekend 2021” and “car shows near me this weekend” gaining traction.
Searches for “stadium seating” have skyrocketed globally by over 600% YOY, with popular searches such as “dodger stadium seating chart,” “Busch stadium seating chart,” and “Wembley stadium seating plan.”
“Live music near me” searches have surged globally by over 400% YOY, with top queries including “live music near me,” “live music near me tonight,” “bars with live music near me,” and “live music venues near me.”
Consider this: what keywords are you currently targeting, and how effectively are you generating traffic and awareness from them?
The performance of existing terms in a particular niche is definitely more significant today than our ability to continually attract more traffic for additional keywords.
In-Store Shopping Search Trends
Searches for “open now near me” have increased globally by over 200% YOY, with popular searches including “restaurants open now near me,” “food open now near me,” “fast food open now near me,” and “pharmacy open now near me.” This emphasizes the relevance of on-page SEO.
Searches for “mattress stores near me” have grown globally by over 50% YOY, with common searches like “mattress stores near me,” “discount mattress stores near me,” “best mattress stores near me,” and “bed and mattress stores near me.”
Searches for “open 24 hours near me” have developed internationally by over 80% YOY, with frequent queries like “stores open 24 hours near me,” “gas stations open 24 hours near me,” “grocery stores open 24 hours near me,” and “restaurants open 24 hours near me.”
Searches for “tire shop near me open now” have risen globally by over 40% YOY, with top searches such as “tire shop near me open now” and “tire shop near me open right now.”
Searches related to “open now” significantly transformed during the pandemic.
Contrary to expectations, outdoor dining, typically a growth driver, didn’t surge as anticipated due to restrictions on indoor dining experiences.
Understanding these search patterns provides valuable insights for managing search expectations. It enables search engines to rapidly determine Google is handling data regarding the pages and content to display.
The Evolving Landscape of Google SERP Features
SERP features have become Google’s primary tool for reshaping on-page SEO.
Here’s a concise overview of various SERP features and the volatility observed in other SERP elements.
With MUM, Google can now analyze non-branded search queries and strategically position website links against similar queries. Consequently, website links are now more effectively distributed across the SERP.
The key takeaway regarding SERP features is the need to reassess our brand’s search presence.
It’s not about limitations in attracting search traffic but about embracing new techniques for measurement automation. This includes optimizing FAQs and strategically positioning key navigational pages for increased visibility and website traffic.
Adapting to SERP Features: Rethinking Search Data
Today’s dynamic market demands faster and more targeted decision-making than ever before. Here’s what you need to do:
- Re-evaluate your brand’s search focus.
- Embrace process automation.
- Create faster, more dynamic content that encourages engagement.
These resources can be leveraged as sources of traffic and awareness on Google.
Unraveling the Truth About Core Web Vitals
Searchmetrics conducted a study analyzing 2 million URLs to assess their execution destinations on Google. Surprisingly, only 4% achieved a good Core Web Vitals score.
This is significant because Google has become increasingly vocal about its expectations for Core Web Vitals and, more importantly, overall performance.
Simply being the fastest no longer guarantees the most traffic.
The Evolving Landscape of On-Page SEO: Conclusion
Driven by its goal to reach more businesses, Google is accelerating its pace of change.
The focus is shifting from solely targeting new keywords to optimizing existing ones for better performance.
To thrive in this evolving landscape, prioritize your brand, relevance, and search engine presence to drive growth.
Embrace the power of SERP features and adapt to the need for faster, more targeted decision-making in today’s dynamic market.