Google updates & AI search

The Google algorithm is constantly changing, with both core updates and secondary changes affecting how websites are ranked on the search engine and also how users receive information based on their searches. 

One of the biggest changes that has been introduced over the summer is AI in search results. From AI snippets to users being able to implement AI mode for their searches, how searches are being made and how users are receiving information is changing rapidly. 

So what does more AI on Google mean for your website? 

Strengthening your E-E-A-T through quality content is still the best strategy for improving your Google ranking and helping you appear in AI search. E-E-A-T stands for experience, expertise, authority and trust. This is the framework that Google uses to evaluate content and decide how high-quality the content is and how authoritative the brand is within its niche. 

To help your content appear in the featured AI snippets, it’s important to make sure that you are answering specific questions in your content. If you’re struggling to settle on a topic, sites like AlsoAsked and AnswerThePublic can help you get a feel for popular searches if you don’t have an SEO platform like SEMRush to work with. 

If you do have SEMRush, then you will also now have access to their AI SEO tool, which should help to give you a clearer picture of how your brand is performing in AI search. 

How is Google tackling spam? 

Google’s spam update began rolling out in August and was finally completed towards the end of last month on the 22nd of September. As the name suggests, the new update is designed to reduce the volume of spam appearing in search results, targeting sites with low-quality and thin content, keyword stuffing and manipulative links. 

This means that it is more important than ever to make sure you are producing high-quality, authentic content that has been written with your target audience in mind and which covers topics that are relevant to your brand and business goals. 

If you need support in creating engaging website content that can help your website rank better in Google search, or if you need wider support with your website’s SEO strategy, get in touch with us today.