The world of search engine optimisation is complex and always changing, but we’re here to help.

Let’s be honest, if you’re in marketing you know SEO is important, even though it can feel overwhelming and confusing.

Our SEO boffins have been learning the ins and outs for years – making them the experts you need to achieve SEO success.

So, we thought we’d pick their brains, helping you understand the basics of SEO in part two of our handy series.

In this part, we’ll go over modern SEO and the changes it has undergone.

If you missed part one, find it here.

Modern SEO – What’s Changed?

SEO has been around for over a decade. During this time, the practice has changed a great deal. Here are some of the biggest changes so far…

Emphasis on ‘The Relevance of Good Content’

If your content is poor, your efforts to build your website have been wasted.

The evolution of SEO has made people realise the value of high-quality content and how they can make use of effective content marketing strategies to appeal to their target users.

Search engines like Google ‘like’ meaningful and high-quality content, not keyword stuffed rammel which has been popular in the past.

Mobile Indexing

The introduction of mobile first indexing means that Google uses the mobile version of your page for indexing and ranking. Since March 2018, Google’s started the process of migrating sites to mobile-first index.

Bear in mind, a mobile-first index does not mean “mobile-only.” There’s still a single index with both mobile and desktop versions. However, the whole “mobile-first” buzz means that Google now uses the mobile versions for ranking once the site’s migrated.

You get it, right? With your mobile version being the primary one for ranking, there’s no excuse to postpone mobile-friendliness.

Google Has Started to Understand Intent

Google is always getting smarter, with new features being rolled out every year.

One of its most impressive updates is improved understanding of user intent – (the goal or intention a user has when entering a search term).

Google strives towards displaying the most relevant information for the user in its search results – focussing on finding out the intention of the user and improving the semantic search. Instead of the individual keyword, the search engine inspects the connection between all words of a search term.

So, if you search ‘Tesco’, Google will most likely bring up your nearest Tesco, based on your location and the reason you may be searching it (you want to know where the closest one is/opening times, etc). Or, if you search ‘how to make brownies’, a ‘how to’ video could pop up in your search results alongside a ton of relevant articles.

The Introduction of Voice Search

Voice search is HUGE right now. And it’s only getting bigger.

It changes how people search, when people search, and what they search for.

In fact, Google states that 70% of searches on Google Assistant use “natural language”.

For example, let’s say you want to start brownies. Before voice search, you’d probably type a short keyword like “brownie recipe” into Google.

But when you search for the same thing with your voice, your query will be totally different.


The likes of Google, Amazon, and Apple are dominating voice search.

“Hey Google, how do I make brownies?”

And it doesn’t stop there. Google is slowly changing from a search engine to an “answer engine”.

In fact, thanks to SERP features like Knowledge Graph and Featured Snippets, the number of organic clicks has dropped by 37%.

Because you don’t need to visit a site to get your answer. It’s right there in the search results.

Featured snippets are transforming the way search works.

And Google is using this same answer-focused technology to provide voice search results.

For example, let’s say you wanted to know how long giraffes lived.

Back in the day, you’d search for something like “giraffe lifespan” and be forced to sift through 10 different results.

But with voice search, you can get your answer read back to you within seconds.

The development and popularity of voice search has therefore changed the way in which we write our content for SEO. Now, content needs to give people direct answers to their questions. Otherwise, it’s harder and harder to get your content in front of people.

Content needs to be snappier, answering the question (or targeting the keyword) in the first few sentences, written in a conversational tone utilising long-tail keywords.

Part Two Conclusion

That’s the end of Part Two.

But if you’re still struggling, fear not! We can help.

Creating successful SEO campaigns is a big responsibility. Often the people we work with know what they want to achieve, but they don’t know how to get there.

With us you’re not alone. We’ll be an extension to, or complete outsourced marketing department for your business. Giving you as much or as little as support as you need.

Why not give us a call to find out how we can help you?

And keep your eyes out for more SEO guides coming soon! Keep updated by following our social media pages below. 👇 👇

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Posted by Mitch Brown