{"id":59808,"date":"2023-05-30T15:45:06","date_gmt":"2023-05-30T14:45:06","guid":{"rendered":"https:\/\/www.clickintelligence.co.uk\/seo-expert-insights-april-2023-news-round-up\/"},"modified":"2023-08-03T08:42:06","modified_gmt":"2023-08-03T07:42:06","slug":"seo-expert-insights-april-2023-news-round-up","status":"publish","type":"post","link":"https:\/\/staging-uk.clickintelligence.com\/us\/seo-expert-insights-april-2023-news-round-up\/","title":{"rendered":"SEO Expert Insights: April 2023 News Round-up"},"content":{"rendered":"<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/829406852?h=71a54b21a5&amp;title=0&amp;byline=0&amp;portrait=0\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Another episode of our SEO Expert Insights, hosted by our Co-Founder, James Owen.<\/p>\n<p>In this April news roundup James delves into how SEO may look in the next decade of search, and the different areas expected to evolve. Moreover, James touches on the Google April 2023 Reviews update, changes to Google Helpful Content Guidance and continues with AI talk, as we factor in Google&#8217;s John Mueller say on the topic.<\/p>\n<h3>Video Transcription<\/h3>\n<h4><strong>Part 1: How Will SEO Change In the Next Decade &#8211; James Owen&#8217;s Predictions<\/strong><\/h4>\n<p><em>Okay, so the first thing I want to talk about is my own predictions on how SEO change over the next decade.\u00a0 This <a href=\"https:\/\/www.staging-uk.clickintelligence.com\/predictions-how-will-seo-change-in-the-next-decade\/\" target=\"_blank\" rel=\"noopener\">piece of content<\/a> I wrote for our own blog and it basically goes through the changes that we&#8217;ve been seeing.\u00a0 It&#8217;s an interesting piece of content because we&#8217;ve had a huge amount of updates and turbulence in the SEO industry over the last twelve months.\u00a0 We&#8217;ve had Google updates, Google Bard, and ChatGBT being rolled out, so things have shifted quite quickly.\u00a0 These are my predictions that I wrote around the end of April, so let&#8217;s dive right in.\u00a0 <\/em><\/p>\n<p><em>The first area I&#8217;m going to talk about is predictive SEO analytics, and this is really cool I think.\u00a0 Let&#8217;s say you are involved in an industry that promotes events or to does it to any event that happens on an annual basis, like Eurovision or Cheltenham Festival, or bit further out with a World Cup, and you need to maybe build a website or update content about the event.\u00a0 You can look at past event data through <a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noopener\">Google keyword tool<\/a>, <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noopener\">SEMRush<\/a>, <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noopener\">ahrefs<\/a>, and you can even look at <a href=\"https:\/\/archive.org\/web\/\" target=\"_blank\" rel=\"noopener\">WaybackMachine<\/a> to see what your competitors are doing last year or the last couple of years and basically tailoring the user experience to what the users are expecting to see.\u00a0 So essentially tailoring your content to what users going to want and there&#8217;s huge amount of data for you to make your website kind of work in that way, which is really cool.<\/em><\/p>\n<p><em>Voice search has come on leaps and bounds.\u00a0 I think as people evolve we have a search at the moment for people who want to speak to it for convenience.\u00a0 This is a stat from pwc.com, it&#8217;s a table of information, essentially different types of search queries or types of searches that people do.\u00a0 I certainly use Voice Search for writing an email or if I&#8217;m writing kind of specification, or maybe using Google Voice Search if I don&#8217;t know how to spell word or something.\u00a0 So I&#8217;m using it like that and also trying to find local restaurants or reviews for restaurants.\u00a0 Voice search will continue to evolve and I think we&#8217;re going towards that kind of medium, moving on.\u00a0<\/em><\/p>\n<p><em>Okay, so hybrid content creation. 16 years ago when I started in SEO, we were still writing keyword tags in the head section of the website just to let Google and other search engines know what basically the page is about, what keywords we want to target, and what keywords we found for we&#8217;re going to search when someone types in a search query. Now, 16 years on, things have massively changed. We&#8217;ve got the EEAT principles, for example. When we&#8217;re doing searching in Google before we write content, what content is Google actually featuring?\u00a0 We need to ensure that the content we&#8217;re writing matches what Google is kind of looking for to display the SERP.\u00a0 So this is only going to continue evolve. If you aren&#8217;t going to be doing those sort of things, with the EEAT principles, looking at the SERP and what Google is displaying right now, I think you&#8217;ll be falling behind and losing traction.<\/em><\/p>\n<p><em>Next thing to talk about is visual search engines in terms of the imagery (I&#8217;ll talk about videos in a minute).\u00a0 But essentially how people are searching and how people want to view their results are evolving.\u00a0 It&#8217;s no longer just text based, and very much a multimedia SERP. So assuring that you&#8217;re following the basic principles or optimising your images has never been more important.\u00a0 Again, this is the multimedia side of the SERP is only going to continue to evolve.<\/em><\/p>\n<p>AI, I talk about this quite a lot on the <a href=\"https:\/\/www.staging-uk.clickintelligence.com\/category\/seo-expert-insights-us\/\" target=\"_blank\" rel=\"noopener\">SEO Expert Insights<\/a>. I talk about Google Bard, ChatGPT and the emergence of those kind of technologies.\u00a0 For me, this is only going to start.\u00a0 They are going to get a lot more experience, they&#8217;re going to get brighter, more intelligent, and for me as a business owner, it&#8217;s about what can we enhance to help us with our clients efforts, with more in depth data analysis?\u00a0 So it&#8217;s an exciting time for sure, and AI isn&#8217;t going anywhere.\u00a0 It&#8217;s all about enhancing, taking advantage of this technology.<\/p>\n<p><em>Next thing to discuss is Local SEO.\u00a0 Super important if you&#8217;re on a local business, or if you&#8217;re a nationwide business but have local branches, it&#8217;s super important to have a local strategy.\u00a0 Users are now doing a lot more local searches.\u00a0 SERP has changed massively over last kind of decade.\u00a0 Even the last 12 to 24 months has changed massively.\u00a0 Essentially, ensuring that you&#8217;ve got a solid SEO strategy for local search in place as users are doing a lot more searches on their mobile, voice search (that we mentioned before) with &#8216;Where is a local Thai restaurant? curry house?&#8217;, or whatever it may be, and ensuring that your local SEO strategy is in line with how people are searching.<\/em><\/p>\n<p><em>Video content, as I said, with the content creation of a multimedia or image search, is only going to continue. For us, Video now as a medium is huge.\u00a0 Users have changed their habits, how they&#8217;re actually viewing their content. Now it&#8217;s video they view on YouTube, TikTok, Facebook, so on and so forth.\u00a0 The way that people are actually taking on board video now is on Netflix, Disney etc, and they&#8217;re literally watching it when they want to watch it, as opposed to when it&#8217;s kind of &#8216;online&#8217; (ie. Live), let&#8217;s say.\u00a0 So it&#8217;s about video engagement, ensuring that video marketing is correct and ensuring that the videos are optimised for the best reach.\u00a0 So it&#8217;s only going to continue to evolve.<\/em><\/p>\n<p><em>The last thing to discuss is always the wild card, always online, always on social media, and we get asked by clients all the time; is SEO dead?\u00a0 My response always has been, and I truly believe it, no, SEO is not dead.\u00a0 Has it changed? Absolutely. Of course it has.\u00a0 It&#8217;s evolved massively.\u00a0 It&#8217;s got a lot more intelligent. Google 16 years ago were very primitive; what they use, machine learning and the amount of data they were using. Now, it&#8217;s all about machine learning, personalization, enhancement.\u00a0 The user experience is huge.\u00a0 Google is trying to keep you actually within Google itself a lot more than it has ever done, opposed to clicking you off.\u00a0 Obviously, with the emergence of Google Bard.\u00a0 Let&#8217;s see how that evolves. It&#8217;s about taking advantage where you can, but also knowing that Google is still on a journey of discovery and better user experience.\u00a0 So, yeah, will SEO exist in 10 years time? Absolutely.\u00a0 But it will be a lot different than it is today.<\/em><\/p>\n<h4><strong>Part 2: Google April 2023 Reviews Update Rolls Out<\/strong><\/h4>\n<p><em>Okay, so the next story we&#8217;ll talk about is &#8216;<a href=\"https:\/\/www.seroundtable.com\/april-2023-reviews-update-35224.html\" target=\"_blank\" rel=\"noopener\">Google April 23 Reviews Update Rolls Out, Expands To Cover Reviews About Product, Services and Things<\/a>&#8216;.\u00a0 This story was broken by Search Engine Roundtable.\u00a0 The update kind of happened around April 12th and 13th, when it started to roll out.\u00a0 Essentially it rolled out fairly quickly after the March Core Update and to paraphrase &#8220;product has now been removed from the name and now that the system covers reviews about product, service and things&#8221;.\u00a0 It&#8217;s not the first time Google has updated the review system.\u00a0 It&#8217;s happened quite a few times last year, but essentially they just changed some of their wording in terms of how they are handling product reviews now.\u00a0 If we go down the news article, we can see here that it discusses the change: &#8220;The reviews system aims to better reward high quality reviews, content that provides insightful analysis and original research, and is written by experts or enthusiasts who know the topic well&#8221;.\u00a0 <\/em><\/p>\n<p><em>If we go on to the Google Update Notes, <a href=\"https:\/\/developers.google.com\/search\/updates\/reviews-update\" target=\"_blank\" rel=\"noopener\">Google Search review system and your website<\/a>,\u00a0and then around April 26th, kind of 13 days later, the review update is done from rolling out.\u00a0 Essentially for all review content, including products, services, destinations, games, movies, other topics.\u00a0 It&#8217;s not penalty, it promotes and rules insight analysis and original research.\u00a0 It&#8217;s not core update, it was just targeting reviews only.\u00a0 Google has not told Search Engine Roundtable what potential queries or searches were impacted by his update.\u00a0 Essentially Google probably refreshed the algorithm, but may not communicate these updates in the future.\u00a0 This may be a first refresh that Google has done and it&#8217;s the first refresh information that has communicated about it.\u00a0 <\/em><\/p>\n<p><em>Essentially the impact; it was slow to start but with a big ending.\u00a0 <\/em><em>Looking at the kind of tracking tools [on graph], it went live around about here [14th April] and it ended over here, about the 25th. It went a bit cold around this point [19th] and then obviously had a big impact around the 20th of April.\u00a0 Similar stats on Rank Ranger as well.\u00a0 We scroll down to the bottom here [of the article] there was kind of other updates in 2023 regarding this. So we have February 2023 and then we have September 2022, July 2022, March 2022 and also September 2021.\u00a0 So Google&#8217;s essentially been looking at how they can improve reviews that people are writing.\u00a0 Google goes on to say about advice, again, there&#8217;s a <a href=\"https:\/\/developers.google.com\/search\/docs\/specialty\/ecommerce\/write-high-quality-reviews\" target=\"_blank\" rel=\"noopener\">link <\/a>to that over here. But to kind of paraphrase, they&#8217;re talking about evaluating from user perspectives; demonstrate that you are knowledgeable about what you&#8217;re viewing (again links with EEAT: Authoritativeness, Expertise, Experience, Trust); share quantitative measurement about how something measures up to the various categories or performance; to focus on important decision making facts based on your experience or expertise, again a bit like EEAT; to include links to other useful resources, consider including links to multiple sellers; when recommending something your best overall, or best for a certain purpose, include why you consider it [the service\/product] to do best, or provide first-hand supporting evidence.\u00a0 So essentially, like what Google&#8217;s been doing with just general updates, or with a core update i.e. EEAT, it is a signal we need to improve the overall content of a website and include reviews.<\/em><\/p>\n<h4><strong>Part 3: What Changed With The Google Helpful Content Guidance?<\/strong><\/h4>\n<p><em>So the next three news stories were written on Search Engine Roundtable and it&#8217;s where basically Google&#8217;s updated their guidelines on Best Practise.\u00a0 The first news story that we&#8217;ll talk about from April 21st was about <a href=\"https:\/\/www.seroundtable.com\/google-retired-ranking-systems-removals-35264.html\" target=\"_blank\" rel=\"noopener\">Google Drops Mobile-Friendly, Page Speed, Secure Sites and Page Experience As A Retired Ranking Systems<\/a>.\u00a0 This actually had a big impact because I had quite a few web developers, who I work with on various projects, come to me and say, why does Google not care about page experience and mobile friendliness, and page speed, and have a website that&#8217;s secure?\u00a0 You then have to explain to them that no, it&#8217;s still important, Google&#8217;s just changing their documentation.\u00a0 So essentially Google is now saying that Google page experience system, mobile friendly ranking system, pages speed system, secure site system are not part of a ranking systems guidelines.\u00a0 This is the first news story. <\/em><\/p>\n<p><em>It then goes on to the next one [<a href=\"https:\/\/searchengineland.com\/google-page-experience-is-not-a-ranking-system-but-it-is-a-ranking-signal-399940\" target=\"_blank\" rel=\"noopener\">news story<\/a>] which is essentially from April 28th, where the confusion has continued. But then Google comes out and just confirms, hey guys, actually this is what we&#8217;re doing.\u00a0 T<\/em><em>hat is basically Google now saying that page experience, mobile friendless, page speeds and making a site secure are ranking signals, not ranking systems.\u00a0 Although some of the systems we use them as signals.\u00a0 So web developers I was talking to I was like, no it&#8217;s still really important, don&#8217;t worry about it, because they&#8217;re going to start scrapping while we have secure sites.\u00a0 [Web developers thinking] Why am I painstakingly sorting out, making sure a website is super fast with CDNS? And making sure that we&#8217;re using the right size images?\u00a0 And so on and so forth. So that was quite interesting that Google has come out and confirmed actually this is what we mean, this is what we&#8217;re doing, we just change the documentation.\u00a0 So it&#8217;s different terminologies.\u00a0 Essentially Google is sort of looking at the basic premise of what we&#8217;re trying to get across here and then this sprouted because on April 20th, <a href=\"https:\/\/www.seroundtable.com\/google-helpful-content-guidance-pages-experience-changes-35258.html\" target=\"_blank\" rel=\"noopener\">Google came out<\/a> and kind of changed it, moving it from one document to another document.\u00a0 So then we say, okay, Google announced the change of guidance around what makes content considered helpful, including adding in paid experience as one of those areas.\u00a0 <\/em><\/p>\n<p><em>Essentially on top of that, we go on to EEAT, which we explained about early on that video is super important for multimedia content.\u00a0 I started kind of delving into some of the <a href=\"https:\/\/developers.google.com\/search\/docs\/appearance\/page-experience\" target=\"_blank\" rel=\"noopener\">guides<\/a> that they&#8217;ve updated just to confirm the confusion.\u00a0 Google wants you to kind of look at your landing page and kind of self-assess the content page experience as well.\u00a0 Do you have good core web vitals?\u00a0 Are pages served in secure fashion?\u00a0 Does content display well for mobile devices when viewed on them?\u00a0 So we&#8217;ve already got three of them for, right?\u00a0 Does content lack an excessive amount of ads that distract from the interface of main content?\u00a0 Do page lack intuitive images?\u00a0 How easy can businesses navigate to all locate main content on your page?\u00a0 Is a page designed so visitors can easily distinguish the main content from content on your page, from other content on your page? <\/em><\/p>\n<p><em>I then move on to this <a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\" target=\"_blank\" rel=\"noopener\">document<\/a> from Google. Updated to creating helpful, reliable people-first content.\u00a0 Self assessing your own content, similar to the understanding of Page experience in Google research results, but going a bit further into depth, to take a couple of bullet points from here. Does your content provide original information regarding research analysis?\u00a0 Does your content provide substantial, complete or comprehensive description of a topic?\u00a0 Does the content provide insightful analysis or interesting information that is beyond the obvious?\u00a0 Is this a sort of page you want to bookmark, share a friend, or recommend?\u00a0 \u00a0Would you expect to see the content in, or reference by, printed magazines, encyclopedia&#8217;s or book?\u00a0 Again, it&#8217;s about elevating your content.\u00a0 It&#8217;s about making sure that your content is as good as it can be and is well thought out and is cited and authoritative.\u00a0 Essentially that&#8217;s what Google is kind of going for. So to sum up, it&#8217;s three, I wouldn&#8217;t say major updates, just kind of rejigging what they&#8217;re saying in different documentation, but we&#8217;re still talking about the same thing.\u00a0 Ensuring that your page experience is as good as it can be.\u00a0 You&#8217;ve made your site as mobile friendly as possible, the page lays as quick as possible, the whole website loads as quick as possible, and the website and content is secure.\u00a0 Ensuring that the content adheres to the principles of each.\u00a0 So I thought that was quite interesting and I&#8217;d share it with everyone. <\/em><\/p>\n<h4><strong>Part 4: Google&#8217;s John Mueller Stance On AI Generated Content<\/strong><\/h4>\n<p><em>Something I&#8217;ve spoken about quite a lot on this channel is around Google&#8217;s stance on using AI to write content, and kind of chat GPT, the main one that everyone is using.\u00a0 So on Twitter [in this <a href=\"https:\/\/www.seroundtable.com\/google-on-using-ai-to-write-content-35169.html\" target=\"_blank\" rel=\"noopener\">news story<\/a>] someone asked &#8216;should we use ChatGPT from now onwards for publishing content on our website? It&#8217;s giving 80% unique content.&#8217; Sounds pretty good to me. John Mueller Connor comes back and said:<\/em><\/p>\n<blockquote><p><em>It&#8217;s like food with only 20% toxic chemicals. Sounds tasty.\u00a0<\/em><\/p><\/blockquote>\n<p><em>John then continues the conversation on Twitter, saying <\/em><\/p>\n<blockquote><p><em>If you had\u00a0 an important legal case, would you w<\/em><em>ant your lawyer to use ChatGPT and Google translate to make the argument before judge?<\/em><\/p><\/blockquote>\n<p><em>A bit more context to this conversation on Twitter.\u00a0 He then goes to say:<\/em><\/p>\n<blockquote><p><em>Using automation &#8211; including AI -to generate content with the primary purpose of manipulating rankings in search results is a violation of spam policies. That said, it&#8217;s important to recognise that not all use of automation, including AI generation, is spam.\u00a0 Automation has long been used to generate helpful content such as sports scores, weather forecasts and transcripts.<\/em><\/p><\/blockquote>\n<p><em>This makes sense.\u00a0 Google is interested now in very much EEAT and has changed their core documentation towards that as well, and they basically spelled it out to you on what they&#8217;re looking for: to self assess your own content.\u00a0 <\/em><\/p>\n<p><em>It goes back to, well, ChatGPT.\u00a0 You can&#8217;t put a face to that content when you&#8217;re reading a blog article or any article, you want to be able to cite who&#8217;s the author of that content is.\u00a0 Is that content written by someone who&#8217;s got years of actual on-the-ground experience about that subject?\u00a0 ChatGPT has not got on-the-ground experience about that subject.\u00a0 It&#8217;s impossible. It&#8217;s never going to happen.\u00a0 So AI has its place and that moment is literally just to help you come up with ideas, let&#8217;s say, on articles, help you maybe rewrite product descriptions, maybe rewrite meta descriptions, come up with article titles, and that&#8217;s as far as it goes.\u00a0 It may help you rewrite some of your own articles, to use more descriptive words, perhaps, but that&#8217;s as far as it goes.\u00a0 <\/em><\/p>\n<p><em>The bulk of your content needs to be written by someone who has EEAT principles.\u00a0 If you can&#8217;t do that, then you bring someone in-house to your business who can help you write that content, opposed to going down the ChatGPT route, which Google will have filters to detect AI content and how to deal with that.\u00a0 So you&#8217;ll get to a point where it&#8217;s a waste of time using AI content because it&#8217;s not going to rank particularly well.\u00a0 They&#8217;ll put filters in, there&#8217;ll <\/em><em>be updates, and you&#8217;ll lose traction.\u00a0 I thought it&#8217;d be interesting just to show this.\u00a0 It&#8217;s not anything groundbreaking, at least John Reese said that there are sometimes automated content that can be useful.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Another episode of our SEO Expert Insights, hosted by our Co-Founder, James Owen. In this April news roundup James delves into how SEO may look in the next decade of search, and the different areas expected to evolve. 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