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When will SEO come to an end?

“When Google stops changing its algorithm and all your competitors die.” That’s Bruce Clay’s cynical answer to the question when SEO will come to an end. But in all seriousness: SEO never stops. Did you know Google changes its algorithm at least 8 times per day? Trying to beat Google is close to impossible. That’s why you have no choice but to play by the imposed rules.

You can, however, maintain some control by keeping up with major SEO changes. Doing so allows you to optimize your way of working while gaining a competitive advantage.

Here are 3 things you should know about SEO:

  1. Beware that location and timing impact search results

Every single keyword has its own SEO algorithm. The search results of a person in Belgium might be completely different from those seen by someone in the United States. Results also differ depending on the time you type in your search request. Let’s take the search for “Garage repair” as an example: during the day, Google will suggest a nearby garage that’s open. During the night, it will show you the phone number of a company that provides road assistance.

2. Structure your content in silos

It’s best to silo or segment your content. Google rewards pages that are well structured and provide extensive information on one specific topic. Imagine you’re a car dealer that sells different brands: you better create one page per brand instead of mixing different brands on one and the same page. It’s time to start structuring your information now more than ever!

3. Constantly integrate updates and reworks

Google rewards websites that are well maintained. Hence, regularly updating your pages and rephrasing content also helps you to score higher in the rankings. You don’t always need to create new content: start by updating or improving what you already have.

There’s no doubt that your SEO performance is a continuous work in progress. Make sure to clearly structure the information on your website, so your customers can easily navigate through it and find what they’re looking for. While SEO is a never-ending story that requires time, you don’t necessarily have to reinvent the wheel. Get started today by optimizing your existing content.

This article is part of a series of 9 short articles, inspired by DigiMarCon Ireland 2022.

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