Today I need all your attention. Something unforeseen happened: Google expresses itself personally on the subject of SEO and also gives tips and tricks. These tips and why User Intent has become one of the most important ranking factors are explained in this article.
Search engine optimization is like searching for the Holy Grail. There are clues, but too few of them to solve the puzzle completely. This is largely due to Google, which has made its algorithm so complex over the years that nobody knows all the ranking factors except a few Google employees.
Of course, we can’t expect Google to reveal anything. But all the jubilant years, when Easter falls on Christmas and karma is well-disposed towards us, a few hints from Google itself come to the topic. Of course, we want to share these with you.
SEO tips from Google
The employees of the search engine giant themselves work on more than 7,000 of their own websites and, of course, have to adhere to the conditions that Google dictates in order to appear as high up in the search as possible. Nevertheless, we can assume that Google employees can teach us a lot about SEO.
All the better that they have now packed their experiences into three crisp tips and give us on the way.
Tip 1 – Start Small
That may sound lapidary, but it’s proven. Focus on small, step-by-step changes to the overall SEO strategy of a website.
The Google My Business marketing site, the site where you can sign up for Google My Business, saw an almost two-fold increase in SEO organic traffic as the team implemented a number of basic best practices on the web. This included setting Canonicals to show the search engine exactly which pages should be indexed.
So start with the supposedly small and simple tasks. So you can already achieve great effects.
Tip 2 – Dare to
By this Google means that you should not be afraid of changes. Sure, you can lose rankings at any change. If you do nothing, you will lose it sooner or later. Therefore, be courageous and move with the times. In the case of SEO, this means: concentrate on mobile and try out new tools like AMP or Progressive Web Apps.
Over the past year, for example, Google employees have focused on fixing bugs in the Google Search Console, implementing structured data, and adding AMP to the Think with Google website. After fixing a common AMP error on a number of URLs, these impressions increased by 200%.
In addition, overall content improvements have led to more frequent selection for selected excerpts, resulting in an additional 1,000 impressions per day.
Tip 3 – One large website instead of several microsites
Build a large site, instead of many smaller similar sites that only confuse the user and the search engine: With this measure, the click-through rate was doubled and the organic traffic increased by 64%. Success speaks for itself. With these three tips from Google, we don’t want to leave you standing.
SEO and User Intent
This is now one of the most important ranking factors. Those who know what user intents are can also take appropriate measures to make use of the user intents.
In the beginning, there is a visit in person. This is about searchers who are usually looking for a local shop on their smartphone. Google Maps integrations dominate the SERPs. While on the desktop you can often still see the beginning of the organic hits, on the mobile phone you can almost only see Google Maps.
User Intent: Website
The search queries with keywords, where the user wants to go to a special, previously known target website, i.e. if you know Effectively and are not looking for a digital agency, but for Effective Online Marketing.
User Intent: Do.
This is about the searcher wanting to do something. Frequently buy, but sometimes also download, install or otherwise become active.
Interesting: Google only displays paid advertising in the visible area of the smartphone.
In addition to the classic AdWords ads, Google has become inventive: whether Google Shopping, app downloads, flight comparisons, credit information and much more – the different paid ad formats become more with each stock exchange quarter.
User Intent: Know
If you don’t want to buy, you’re probably looking for information. Google calls this User Intent Know and Know Simple a variation of it.
What’s the difference between these two?
Well, there is a difference between the questions: “What is the chemical symbol of potassium?” and “What is potassium used for?”
Question one falls into the category “Know” and usually answers such questions directly in the SERPs. The second question, on the other hand, needs to be considered in more detail. Therefore, SERP’s mainly contain links to websites that explain this. When doing SEO, especially in local projects and competitive cities like Denver, you gotta take this into account.
What do you do with this knowledge?
With the intentions Visit-in-Person and Do we have to say: rather not. Visit-in-person is dominated by Google Maps integration. Organic rankings can only be found in the area below the box that is clearly less clicky. For the Do-Intention results plastered with advertisements, things tend to look even worse. Google will have to step up its monetization efforts here to generate growth.
However, the situation is different with the search intention called “Know”. If you answer complex questions and topics with your content, it will still work organically in a few years. Also with the search intention website, the answer is clear.
From all this input two clear calls for action can be formulated, which you should follow in order to emerge successfully in the search results also in the long term:
Become a brand so that Google can’t do without you as a result 🙂