Intro
Search algorithm changes are as unpredictable as a Taylor Swift breakup song. With discussions about core updates, helpful content, reputation abuse, and new developments like OpenAI’s search engine and Google’s expanding Search Generative Experience, it's becoming challenging for SEOs to keep up, leading to serious FOMO.
Recurring themes reveal that while search engines evolve rapidly, our understanding and philosophy of SEO have not kept pace. As new changes occur, I strive to understand the search engines' intentions, often adopting a contrarian viewpoint. Here are some unpopular opinions that, though hard to swallow, could benefit many businesses.
1. SEO is Real Marketing Now
With each algorithm update, we move further from the days of tricking search engines to embracing real marketing. If you're not considering user needs, personas, and intent, you're already behind. Many SEOs approach it backward, aiming to rank specific keywords rather than understanding user intent first. The correct approach is to start with the keyword, comprehend the user intent, and build content that satisfies it.
2. Spam and Tricks Aren’t Sustainable Business Models
Even the most ethical SEOs experiment with spammy tactics to test the limits of search engines. However, these tactics carry risks. While they might be acceptable for disposable affiliate sites, businesses with employees and families to support should avoid these high-risk strategies.
3. Search Engines Don’t Owe You Traffic
Search engines are not public utilities and do not have to ensure fair and balanced rankings. Their responsibility is to their users. If users are satisfied, they will continue using the search engine. Complaints about "brand bias" overlook that user behavior influences rankings. The goal should be to become a trusted brand, acknowledging that SEO success takes significant time and effort.
4. Search Engines Prioritize Their Users Over Your Business
Recognizing that search engines prioritize their users' needs over your business interests allows you to align your strategies accordingly. Real marketing involves understanding and meeting user needs while also catering to what search engines perceive as valuable for their users. This may require continuous adaptation to evolving search trends.
5. Not All Searchers Want Websites
Search engines have evolved beyond listing websites that merely mention the search query. Modern search aims to fulfill user tasks efficiently. For example, a search query like "how old is Taylor Swift?" should provide a direct answer rather than linking to a cluttered webpage. Successful SEO now involves creating content that helps users accomplish their goals, moving beyond outdated tactics.
6. On Reputation Abuse
If content is paid for, it’s an ad, not organic content. While such content may be useful to your website's users, it might not be deemed valuable by search engines. This doesn’t mean you can’t monetize it through newsletters or social media, but don’t expect it to rank unless search engines see its value for their users.
Adapting to the New SEO Landscape
Gone are the days when outdated SEO tactics were effective. We need to embrace change and prioritize user intent. This era demands a focus on creating content that aligns with search engines' understanding of user needs. Diversifying traffic sources and not relying solely on search engines is crucial. Users will always have needs, and marketers will be essential in helping them make decisions and accomplish tasks. Is it SEO? Is it marketing? Call it what you want.
