Digital marketers have been discussing Google’s dynamic search ranking algorithm.
In a recent statement, Danny Sullivan, Google’s Search Liaison, explained these frequent algorithm updates:
“The web changes. Content changes. People’s expectations change. That’s why we keep looking at ways to improve the search results we show.”
Since Sullivan has worked in the digital space for over 25 years, he’s seen search engines continuously transform long before Google.
These updates have sometimes sparked concerns that small websites might become obsolete. However, history shows that small sites persist and thrive.
New small sites continually emerge, grow, and excel. Some of today’s “big” sites had humble beginnings as small entities. Moreover, small sites often serve as experts in niche areas, offering valuable and authoritative information. Sullivan can personally attest to this, having run two small websites of his own before joining Google.
Google aims to reward high-quality content and support the open web ecosystem. When great content exists, Google can direct users to it, resulting in satisfaction all around. Users are happy, website owners are content with their increased traffic, and Google achieves its mission.
Nonetheless, the digital landscape is far from static. The web evolves, content changes and people’s expectations shift. Google continually seeks ways to enhance its search results to stay aligned with these dynamic trends.
For instance, if users increasingly value content from platforms where individuals share their experiences, like forums, Google aims to incorporate this into its search results.
Danny Sullivan clarifies that there is no “expert arms race” where the Google search engine favours websites with more expertise. The key is to create content that resonates with your readers, not just cater to Google’s algorithms.
An author bio, for example, should be for your readers’ benefit, as it aligns with producing high-quality content.
Google provides guidance to help content creators ensure their content is user-centric. One of the core principles is delivering original information, reporting, research, or analysis. If your team is passionate and knowledgeable about your field, you will likely follow these guidelines naturally.
In conclusion, the primary objective is to provide content that offers value to your readers. It’s not about being recognized as an “expert” or having the perfect author bio…
…it’s about producing exceptional content.
Thus, you not only align with Google’s ranking criteria but also create a more satisfying and enjoyable user experience.
