Google’s John Mueller spoke about the future of search engine optimization. He focused on small business opportunities and made predictions of what will be great for SEO in the near future.
Search ranking is getting more difficult – use your advantages
John Mueller expressed his opinion that SEO will continue to be competitive. He said this because big companies get better at SEO.
He pointed out that smaller and older online businesses, which are increasingly having trouble competing with larger companies, may want to explore less competitive niches, but also said that smaller businesses have an advantage in being nimble.
Mueller recommended focusing on unique benefits.
While he didn̵
I remember working for a medium-sized B2B company and discovering a brand new PPC opportunity in a location with thousands of qualified website visitors.
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Getting the buy-in was as easy as going to the CEO to tell him about the opportunity to get approval and a budget.
We made a lot of sales in the weeks that followed before our competitors saw the opportunity. It was a lot of fun and very rewarding both personally and financially.
Being nimble is a great asset, don’t underestimate it. Many of the small and medium-sized B2B companies I’ve worked with in the past have grown into billion dollar companies through rapid growth and acquisitions.
“When you’re a smaller team, a smaller company, there are a lot of things that big companies just can’t.
You can get things done really quickly, you can implement some new technology pretty quickly, you can be awesome in ways that are really hard for them to achieve. “
John Mueller recommended testing UX (User Experience) and SEO to improve a website. He warned against testing “fake test pages” and recommended using real websites.
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He said that testing with “fake test sites” is a mistake people make. He hasn’t elaborated on what he meant by “fake websites,” but presumably he is referring to SEO testing, which involves creating a fake test website to test an SEO theory.
He recommended real websites with real keywords for testing.
For SEO testing, he also recommended running more than one test to make sure the results are repeatable.
He also warned against falling for false patterns and correlations.
Mueller noted that it “human nature to find patterns in places where they don’t exist. ”
Good SEOs don’t need to know any code
Mueller said next that knowing how to code is not necessary to be good SEO.
If you listen to the context, it’s obvious that Müller was referring to computer and algorithm coding rather than HTML coding.
Here’s what Miller said:
“You don’t have to code to be good SEO. A lot of good, really fantastic SEOs don’t code.
But it’s something that gives you a little bit more background on how … software works. For example, if you are into machine learning and wondering what Google is doing next?
If you understand a little what machine learning can do and what people have been working on, you can figure out what things are possible and what things are more science fiction. “
These are all good points. Some have suggested that people who talk about algorithms are closed goalkeepers of SEO and that people should be free to speculate about what Google is doing.
But those who read patents and research agree more closely with what Müller said. Understanding what is possible and what is being researched helps an SEO to distinguish between imaginative speculation (science fiction) and something that is entirely possible and within the realm of possibility.
In the end, John Mueller encouraged SEOs to look into the coding.
The competition doesn’t get any easier, but there are many options
Discover, e-commerce thanks to Covid-19, videos in search and web stories offer publishers many opportunities that go beyond search traffic.
- Structured data
Structured data continues to provide opportunities for more traffic
- Importance of speed metrics
Speed gets more exciting when you focus on it and it pays to invest your time in this metric.
- AMP does not go away
Mueller confirmed Google’s commitment to AMP
- The events will still be online
Mueller said it would be nice to have the entire community quarantined and hold a personal conference and that he missed meeting people in person.
Mueller acknowledged that big brands are getting smarter when it comes to SEO, and that this poses new challenges for smaller publishers. But he also said that smaller to medium-sized websites have inherent benefits that can be unlocked and turned into winning strategies.
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And of course, e-commerce will continue to be a major contributor to small business sales.
He also pointed to structured data, discovery, video, and web stories as bright spots for smaller publishers looking to get more traffic.
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