Latest SEO Trends

For modern companies, SEO is a core marketing channel, since to generate growth for a business, consumers have to be able to find that business.

At the very least, consumers need to see a business in their list of potential purchasing options. With the help of SEO, companies can gain more visibility by making their business websites rank higher on search engine results pages (SERPs).

That means businesses need to spend a lot of time learning about SEO and staying on top of its latest trends to make their efforts more effective. In the last year, SEO has experienced significant changes, mainly due to the fact that now users are able to continuously scroll on their mobile devices instead of opening a new page to see search results.

This change has also directly impacted the interactivity of search engines.

What used to be considered the largely irrelevant second page of results that Google showed its users, thanks to continuous scrolling on mobile, has become a relevant space that companies can strive to show up on.

Core Web Vitals

One of the recent updates Google made to its Page Experience was the release of Core Web Vitals. This update to Page Experience includes brand new metrics that companies can use to prioritize the user experience. These metrics are based on analyzing a website in three different ways.

This new update wasn’t that popular with many businesses, but it’s likely going to increase in prevalence due to the improvements that Google is constantly making to it. Companies that want to improve their SEO efforts have to keep track of the performance of every one of the Core Web Vitals.

Those signals include the Largest Contentful Paint, the First Input Delay, and the Cumulative Layout Shift. However, it’s important to note that companies shouldn’t solely be focusing on the Core Web Vitals metrics at the expense of all their other SEO efforts because Google is likely going to be introducing plenty of other important metrics in the future.

Google Discover

It’s been around for a few years, but Google Discover still hasn’t turned into a popular SEO tool, which is likely to change. The feed experience of Google Discover works similarly to Instagram, where users can engage with content that shows up on their feed. Google took this feature a step further by allowing users to curate their feeds based on their search queries. Companies should be investing time and effort into this platform because it’s able to drive a lot more traffic to business websites compared to organic search.

There are four requirements to get content featured on Google Discover, including page loading time, click-worthiness, schema markup of the site, and a focused topic.

Title Tag Rewriting

With Google constantly looking for ways to improve traditional search, one of those efforts was the title tag rewrites. As a result of the latest changes, Google will be replacing a website’s title with the H1 tag, or with the text from another page, in order to create better titles for users.

Website titles are a key element to ranking on results pages, and if the search engine decides to rewrite a website’s title, the ranking of that website could end up changing.

There are several strategies that companies can use to improve their website titles to make them less likely for Google to change them, but it’s still a trend to keep in mind in the coming months.

Ronn Torossian is the CEO and founder of NY based PR firm 5W Public Relations. Torossian is also the founder of the Ronn Torossian Foundation, and a lifelong New Yorker.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud