The world of the web, as well as SEO, Search Engine Optimization and the strategies connected to it, are in total and constant change. As time passes we are witnessing the birth of increasingly complex and sophisticated digital tools and automations, this also happens with regards to the Google algorithm , responsible for the organization and classification of all content present online .
For this reason it is necessary to stay updated and in step with the times and trends, evaluating the quality of your site and how it behaves with respect to the innovations of Artificial Intelligence . It is in fact preferable to carry out an assessment every year, including 2024 , in other words to ask for the opinion of a specialist who allows us to understand the trend of traffic accrued over recent times by our site and how to build the best SEO strategy, the which has as its reference the achievement of our short-term objectives.
Given the complexity of building an SEO strategy with respect to the real needs of your site, it is good to understand what the weak point and the strong point of the site actually are and consequently improve the performance of web traffic.
The article shows the 2024 trends regarding Google’s algorithm and its updates . We will have the opportunity to understand how this web tool is increasingly intelligent, capable of distinguishing the simple Keyword from the Search Intent, i.e. the words and phrases with respect to the search intention to which the text wishes to respond. Furthermore, the first paragraphs will be dedicated to an in-depth analysis of the concept of assessment, more specifically what it is, how it can be used by the company to improve the efficiency of its site and what are the aspects that characterize it.
What is an SEO assessment?
For all those companies that want to optimize the efficiency of their website, requesting an SEO assessment every year is essential . This is a report, an opinion of a more expert that makes clear the strengths and weaknesses of the site in the SEO field.
This tool is very effective for promptly correcting your online actions, responding to the needs of users, i.e. leads, and getting closer to the established objectives. An aspect that should not be underestimated is that SEO is not a subject where knowing the theory is enough to know how to apply it in practice. It is necessary to have a lot of experience, in other words to let an objective judgment of our current online situation be made by those who have many years in the sector behind them, who therefore know aspects that may escape us.
What does an assessment look like in practice?
What the specialist will do in practice is a detailed analysis of some data and the parameters into which they fall. These are real indicators, which demonstrate how the situation is progressing (depending on our objectives) and what changes are necessary to improve it.
An aspect that should not be overlooked is that carrying out an SEO assessment requires a lot of experience, especially in the more complex cases to carry out a more in-depth analysis and provide more concrete solutions to the company, based on its needs. What is offered to the company is therefore a combined strategy, capable of generating the best results.
What remains in the practice of the requested consultancy is a document, in which the data collected and an opinion on how these influence the traffic of the site appear.
The data present in this document are generally the following:
- traffic generated by the company website over the last 18/12/6 months;
- branded and non-branded traffic, in other words that generated by queries that focus on the brand or related topics;
- the expert’s opinion;
- conclusions, whether it is good or not and how traffic to the company website can be improved.
Why is SEO important today?
Today, knowing SEO and how to apply it to your company website is essential . In fact, this, managed in the best possible way, is capable of taming Google’s algorithm with the right strategies and solutions. It seems obvious to reiterate, but Artificial Intelligence is becoming more and more intelligent every year. Today the Google algorithm is capable of reading textual content as if a human being were reading it, evaluating its usability, communicative effectiveness and clarity .
It is also able to distinguish , like the human mind, the weight of words , whether these are more or less useful for understanding a content, based on the context and the sentence in which they are inserted.
Furthermore, the clearer and more flowing the text, the more easily its contents will be rewarded.
In the same way, the algorithm “discards” contents that are less clear or in any case lacking in concepts, enhancing the best ones . Adequate knowledge of SEO helps us precisely in this: it gives us the possibility of building valuable content, which includes strong usefulness with respect to the topic covered, the ability to involve and entertain the reader and clarity.
How is Google’s algorithm rating changing?
Thanks to reading the previous paragraph we understood that, year after year, Google’s algorithms are becoming more and more sophisticated and complex, so much so that they appear, in their way of acting, more and more similar to the human mind. During 2024 there will be no exceptions and the upward climb of the improvement of Artificial Intelligences will continue.
As Search Intent refines, seemingly the same concepts can change from an algorithm’s perspective. The position of the words within the sentence in fact changes the communication efficiency towards the user and this aspect is perfectly recognized by the Google algorithm. The inclusion of certain keywords within a content is no longer sufficient. This must be taken care of in detail, so that the context in which the keyword is inserted is relevant and capable of better understanding its meaning, as well as the questions that the user might ask themselves. Remember that Search Intent is nothing more than the user’s search intention.
Furthermore, giving care and attention to the inclusion of metadata in the content is essential to achieve positive results. In order for the search engine to better understand the textual content, as we want to understand it and convey it to the reader, it is important to use RDF*.
It is important that at least the minimal sentence, i.e. subject, predicate and object, has compatible and linked elements, being clear and explicit within the text. Finally, proper use of RDFs makes the interpretation of metadata clear to spiders.
How to optimize search intent and what value does it have in a web text?
Today, those who work on the SEO part of a site’s contents must have excellent technique. It is no longer enough to enter keywords to direct searches towards your content. It is necessary to think about Search Intent, that is, the search intention that the user transmits when he enters a query into the search engine.
What the SEO professional will therefore have to do is convince the algorithm that his content will perfectly meet the needs of the user who is entering a specific query.
There are many measures in this sense, for example the insertion of many metadata in the textual codes, in particular the author, or the presence throughout the text of internal links to the site, relevant to the textual content, so that these represent a useful and direct insight. Finally, when talking about keyword research it is important to give more weight to solutions and meanings, and less weight to synonyms.
