Tag Archive of: SEO

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What is AIO?

The way people search and perform searches is changing. Where before people relied mostly on search engines like Google, we now see more and more users turning to AI-powered tools like ChatGPT and Perplexity to find answers. This change is leading to a new way of optimization called AIO (AI Optimization). What exactly does AIO mean, and how is it different from normal SEO (search engine optimization)? We discuss.

The shift from SEO to AIO

SEO, or Search Engine Optimization, has been the foundation of online findability for years. SEO focuses on optimizing websites and content to rank as high as possible in search results, with search engines such as Google, Bing and more. When you are doing SEO, you take into account specific keywords, backlinks and technical optimizations.

With the growth of AI-driven search, the way we search is changing and a new approach is needed in addition to SEO: AIO. In a previous article, we wrote about the shift from SEO to AIO.

Where SEO is focused on search engines, AIO is about optimizing content so that it is picked up by AI models and presented to users. This means that your content must not only be good for the algorithms an search engines, but also valuable and usable for AI-driven search systems that are increasingly becoming the norm.

How does AIO work?

The biggest difference between SEO and AIO lies in the way search queries are handled. Search engines like Google work based on keywords, among other things; the better your content is optimized for certain keywords, the more likely you will rank for that keyword in Google. AI systems, however, work differently. They understand in a deeper way the context and intent behind the user's query.

This means that if you currently put a lot of emphasis on writing content optimized for a particular keyword, you need to focus even more on writing content with depth and relevance that matches the user's needs. AI models prefer content that is complete and clear so that users get an immediate answer to their question without having to search further. So make sure you write content that really benefits users, however you normally should.

Why AIO is important for businesses

For businesses, AIO presents enormous opportunities, but also challenges. In the future, it is likely that a large portion of searches will go through AI systems. Companies that already have a lot of content need to ensure that their content remains visible within these new platforms. This will require a slightly different approach: understanding user intent and creating content that is not only informative, but also responds directly to customer demand.

Here are some important things to keep in mind for AIO:

  • Focus on search intent rather than keywords: Whereas SEO is all about using the right keywords, AIO focuses more on the question behind the search query. This means optimizing your content for the real needs of the user and not just the keywords they enter. Understanding your target audience and their search behavior is important here.
  • In-depth, valuable content: AI Search prefers content that is valuable and comprehensive. This means that companies that produce superficial or generic content (for example, with AI) will be less visible in AI searches. It is important to invest in good content, by working with a copywriter, for example, or an AI colleague who assists you with content writing and writes human content.
  • Natural language and structured data: AI search can understand and process natural language better than general search engines. Write content as if you were having a conversation with your target audience and make sure to simplify jargon. In addition, using structured data such as schema markup on your pages is important to help AI systems understand the relevance and context of your content.

The impact of AIO on website traffic

An important point to keep in mind with AIO is the shift toward so-called zero-click searches. Tools such as ChatGPT can provide instant answers to a user's search query without requiring them to click through to a Web site. This means that businesses that rely on organic traffic must adapt to this change. However, AIO also offers opportunities: by optimizing your content for AI, you increase the likelihood that your information will be used in AI responses, which can lead to increased visibility and authority. Also when recommending/recommending products and/or services.

How do you apply AIO in your content strategy?

Applying AIO requires a proactive approach. Here are some steps you can take to use AIO effectively for your business:

  • Research search intent: Understand what your target audience really wants to know. Use personas and analyze search queries to discover what questions they have and how you can respond to them.
  • Create extensive content clusters: By linking related content on your website, you create valuable content clusters that will make not only Google, but AI tools see you as an authority because you write a lot about a topic.
  • Get your brand talked about: Publish content on external platforms, such as trade magazines or reputable sites, and get mentions in relevant media. AI tools, like search engines, appreciate that you are being written and talked about externally in addition to your own channels. This promotes your authority.

The future of AIO and why you should start now

The shift to AIO is steady; there are already a lot of people using tools like ChatGPT to find what they are looking for. The rise of AI-driven search engines (such as Search GPT) is forcing companies to look beyond SEO and focus on creating valuable, in-depth content that is responsive to users' needs. Companies that start using AIO now will be better positioned to reach their target audience in a future where AI will play a major role in search behavior.

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ChatGPT search: Why Bing is becoming more important for SEO

With ChatGPT search, OpenAI has introduced a new way of searching that is simple and effective. No ads and dozens of blue links, but targeted answers that respond to what you really want to know.

To ensure the quality of search results, OpenAI uses search engine Bing and collaborates with reputable media partners such as the Associated Press and Le Monde. These collaborations ensure that users receive relevant and reliable information, which increases trust in ChatGPT search.

For marketers and business owners, now is the time to capitalize on this development. Those who ensure that content is easily findable in these search results now can build an advantage. It not only ensures more reach, but also strengthens your position as an expert in your field.

First, want to know more about ChatGPT search and the rise of AI optimization (AIO)? Then read our extensive article on it.

Bing becomes more important for online findability

ChatGPT search works closely with Microsoft's search engine Bing. Thanks to Bing's comprehensive index, ChatGPT's search tool has real-time access to Web sites and current information such as news, sports scores and weather forecasts.

Although the number of users is still much lower than with Google, it is smart to include Bing in your SEO strategy. Companies that capitalize on this now can benefit from growing usage and less competition than with Google. In doing so, focus on content that truly responds to current user queries and search intentions.

Getting started with Bing Webmaster Tools

Bing Webmaster Tools is similar to Google Search Console. The platform shows how your website is performing organically and which pages may have indexing problems.

Important first steps:

  • Add a sitemap for proper website structure.
  • Check regularly for indexing errors.
  • Solve problems quickly for better accessibility.
  • Use the analyses to make targeted improvements. By the way, these analyses are fairly limited.

We recommend configuring Bing Webmaster Tools right away as part of your SEO strategy. It's a simple yet powerful way to increase your visibility on Bing and take full advantage of the opportunities this platform offers.

Control your visibility with OAI-SearchBot

To be visible in ChatGPT search, the OAI-SearchBot must be able to crawl your website. This crawler indexes content specifically for ChatGPT search and does not use your content as training data.

Don't want the SearchBot to crawl your website? Then add this line to your robots.txt:

User-agent: OAI-SearchBot Disallow: /

We do not recommend blocking this, so your website will just remain findable in search results.

The future of online search

Online search behavior continues to evolve. New players such as OpenAI and Perplexity are challenging traditional search engines, while platforms such as TikTok are also increasingly being used for searches.

Speech is also becoming increasingly important. All major AI tools are developing advanced speech features for real-time conversations. When this becomes available for search, your content should also be able to be indexed properly for speech.

This offers opportunities for companies that want to strengthen their online findability. By proactively responding to these developments and focusing on quality content that matches users' search intentions, you strengthen your online position.

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business. 'Marketing AI Friday' is your weekly guide.

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From SEO to AIO: the future of online findability

More and more people are now using AI for answers to their questions, rather than a search engine like Google. Whether they are searching for certain information, product recommendations, manuals or shortlisting, AI-powered tools such as ChatGPT, Claude, Gemini and Perplexity are rapidly becoming the starting point for more and more people. This requires a new approach to becoming visible in these AI tools: AI Optimization (AIO). 

In mid-2023, I started testing myself to do all the information I wanted to look up, and for which I previously used Google Search, through AI. As a result, I now start with AI 99% of the time and use virtually no Google search engine. This is a trend that is going on worldwide. This shift from general search to AI-driven interactions also causes us to think differently about the approach to online findability for websites and businesses.

SEO, or search engine optimization, has been an important part of online marketing for many years. SEO is optimizing your website and content to rank high in search results, with Google being the main player. But with AI comes an important component: AIO, or AI Optimization. To what extent this will completely or partially replace SEO in the short or long term, we do not know, of course, but that AIO will play an extremely important role in your online findability is a certainty.

AIO goes a step further than SEO. It focuses even more on the intent behind search queries and is all about creating content that directly provides real value to the user. Where SEO focuses on search engines, AIO is about optimizing content to directly answer questions people ask through AI systems. As AI-driven search engines become more dominant, this will increasingly shift.

What exactly is changing?

The transition from SEO to AIO follows fundamental changes in the digital landscape:

Changing search behavior

People are increasingly searching with natural phrases or questions rather than single keywords. This means that content must not only meet technical optimization criteria, but must also increasingly match how people search.

Emergence of AI-driven search engines

New AI technologies such as ChatGPT, Perplexity and Google's AI views (which is still in rollout phase) are providing increasingly direct and relevant answers to search queries. These technologies better understand the context of a search query and provide in-depth, relevant answers that go beyond general search results.

Shift to 'zero-click searches'

Users are increasingly seeing their answers directly in search results, without clicking through to a Web site. This is forcing marketers to think about how to still make their content visible and effective, even when there is no click-through to the Web site.

With these changes, a new approach is needed to remain discoverable to your audience online, where traditional methods must be expanded and/or adapted to remain relevant.

What is the impact on website visits?

While exact numbers are difficult to predict, we do see some trends and research:

Decline in organic search engine traffic expected

Experts estimate that search volume through search engines such as Google could drop by 25% in the next few years. This decline could have a major impact on businesses that rely largely on organic traffic. In some businesses, we have already seen even larger declines. It is important to prepare for this and develop alternative strategies (see also Gartner Report and Prepare for Searchquake).

Increase in AI-driven search traffic

In contrast, traffic through AI-driven search engines is expected to increase by 50% to 100%. This presents opportunities for companies that succeed in creating content that is picked up and displayed by AI systems. AI-driven search engines such as ChatGPT could completely change the way we consume information (see also Insight Partners and Google AI Overviews).

This means that businesses can no longer rely solely on traditional SEO strategies to stay visible online. This shift is also referred to as a "Searchquake," which significantly undermines the foundation of previously used SEO strategies.

The key to success with AIO

AIO requires a different approach to content creation and optimization. Here are some key pillars:

Intention over keywords

Understanding what your target audience really wants to know is more important than just using keywords. Content should not only be informative, but also address users' specific needs and questions at different points in their fan journey. Consider using clear personas (a detailed description of a fictional customer who represents a specific group within your target audience) and search intent research to better understand what really moves your audience.

In-depth, valuable content that answers questions

Superficial and generic articles are a thing of the past. AI systems prefer content that offers real value and best answers to questions. This means that you need to connect very well with the questions your audience has, elaborate on specific topics much deeper, create more content from your own experiences, offer extensive research or analysis and enrich your content with multimedia such as videos and infographics. This will also prepare your content right away for the multi-modal AI era of text, images, video and audio. 

Structured data

Make sure AI systems can easily interpret your content by using structured data. This can be achieved by using what is known as schema markup, which allows AI search engines to better understand what your content is about and how it is relevant to specific searches.

Natural language

Write as if you were in conversation with someone. This means that your content should not only be good, but also come across as natural and authentic. It is important to find a conversational tone that both informs and connects.

The growing importance of PR in the AI era

If you want your company and/or yourself as a person to be highly visible in AI, it is also becoming increasingly important to get serious about your "Public Relations. The AI model needs to know who you are and what you stand for. How do they know that? By the data they are trained on. This data comes largely from the public Web. The so-called "Common Crawl archives" (archives that contain a copy of much of the Web, including Web pages, texts, and other online resources) make up 70-90% of what AI models learn, depending on the model.

Unlike search engines where SEO metrics and link traffic play an important role, AI models learn at the sub-word level and do not pay attention to links. Therefore, for companies aware of AI, it is essential to have relevant text about themselves in as many places on the Internet as possible. Blogs, transcripts of podcasts and webinars, YouTube subtitles, news articles and books, make sure you have a presence in as many relevant places as possible. Where from the perspective of an AI model, an online article on a smaller media platform is just as valuable as an article on a leading national platform. 

And who can help with that? Public Relations. PR focuses primarily on getting placements, which make you visible in places outside your own channels.

If you want to become highly visible in generative AI models, we recommend focusing your PR strategy on volume, to be present everywhere. From guest articles in local newspapers to responses to relevant LinkedIn posts. Every bit of text counts.

Don't forget about opportunities with relevant trade publications, either. If you have a good publication in a trade journal that is read by your audience, chances are it will also be published online and bring you to the attention of journalists. Who in turn may approach you for an article they are working on, if they see you as an important expert on that topic.

The caveat, of course, is that you want to be in as many places as possible that are credible and trustworthy for your brand. So it's time to get started on a PR strategy. PR may become an important part for you in the AI era.

How do you incorporate AIO into your content strategy?

With the increasing need for AIO, it is advisable to make adjustments to your content strategy. 

Here are the key components to get started:

Focus on 'Topic Expertise'

Become the source of information for "your" topic by creating comprehensive, in-depth topic groups (content clusters) and linking them together on your Web site. Creating these content clusters helps demonstrate your expertise on this topic and show AI systems that your site is the place for reliable information on these specific topics.

Optimize for 'highlighted summaries'

Answer specific questions clearly and concisely and use structural elements such as lists and tables. This helps AI systems to highlight your content in so-called "featured snippets," which increases the chances of a zero-click view.

Invest in "long-form" content:

Write comprehensive e-books, white papers and in-depth articles (think at least 1,500 words) with a logical structure. Long-form content is often seen as more valuable and can help increase your authority and credibility in the eyes of both search engines and users. This content is what people with a certain intent want to view more extensively and is also more durable. This serves a very different purpose than "short-form" content that people see on socials. That's not what people are specifically looking for and this is what they happen to see coming along in their timeline. That content is much more intended as entertainment, newsworthy or inspirational.  

Improve your E-E-A-T signals

E-E-A-T (expertise, experience, authority & trust) is already important according to search engines since 2022. For AIO, this will come into play as well. Show your expertise by sharing unique insights and build your authority through collaborations and publications in as many (reputable) sources as possible. This not only helps improve your visibility, but also build trust with your audience.

Implement structured data

Make sure AI systems can easily understand your content by using structured data called schema markup. This means adding extra information to your content, such as tags and descriptions, that help search engines and AI understand what your pages are about. This makes your content appear better in search results, and your information is more likely to stand out in AI-driven search engines.

Use natural spoken language that matches how people talk. Voice search is becoming increasingly popular, and it's important to make sure your content is easily accessible for this new way of searching.

Create multimedia content

Integrate videos, infographics and interactive elements into your content and provide transcripts and detailed descriptions. Multimedia content is becoming increasingly important in a world where AI-powered search engines can understand and display a more diverse set of media formats.

Looking ahead: The future of AIO

The transition from SEO to AIO represents a major change in how we approach online findability. It's no longer about optimal keywords and backlinks, but about actually understanding and serving your audience with valuable content.

Companies that adapt quickly to this change will have an edge in the coming years. It's time to look beyond the SEO best practices of years ago and focus on creating real value with your content. In the world of AIO, quality is king, and your knowledge and expertise are the keys to online success!

Stay on top of the latest developments, experiment with your strategies and always keep your content strategy up-to-date. Have questions? We're here to help.

Invitation to monthly AI inspiration sessions

We would like to invite you to join us on the last Friday of every month to explore the world of AI. We dive into the latest developments, discuss current updates and share valuable experiences. Together we inspire each other, discover the possibilities of AI and prepare for the upcoming changes in our field. These sessions are designed to increase your knowledge, expand your network and give you an edge in the rapidly changing AI landscape.

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Google's core algorithm update August 2024: What you need to know

When Google makes a major update in their algorithm, it has a major impact on how websites are ranked in Google and what position you come up with keywords. Google regularly adjusts the algorithm to ensure that users get the most relevant search results.

The August 2024 core algorithm update is one such update, in this article we share some findings about the update and advice on what to focus on.

Forums and User Generated Content (UGC) continue to do well

During the update now underway in August 2024, we see that forums and user-written content (UGC) still perform well in search results.

While this is not a new trend and has been around for some time, it is remarkable that this type of content continues to have so much value. Reddit is a good example of this. A small increase in visibility can quickly lead to many additional visitors for Reddit, as the platform already has a large number of users.

Niche and local businesses get more visibility

Another important change is that both niche and local businesses seem to be doing better in search results. This presents opportunities especially for SMEs and niche companies. Where previously large national players or multinationals were often at the top (partly due to a combination of amount of content, domain authority, through links and branding) we now see that smaller and medium-sized companies are also scoring better in national searches. This is a positive development as it also gives smaller companies a chance in the playing field.

Relevance of your website

Domain relevance also plays a larger role. It remains important that your domain name and the services you offer are consistent with other content on your website. Sites that get this right seem to hold their position(s) well or rank better in search results than before.

So while we see smaller and medium-sized companies doing well, that does not mean that all big brands are/will do worse. Brands that already have an established name and receive constant flow of authoritative backlinks continue to perform well in search results. These brands continue to do well because of their broad visibility both on and off the Internet and because of their a multi-channel approach.

Our findings

With an algorithm update, it is important not to react emotionally too quickly, whether you are positive or negative about the changes in terms of rankings. This is because it may take some time before all the effects are fully visible.

Recently, there have been many complaints about Google's performance, as some people feel the search results have become less relevant. Google seems to be taking these concerns seriously, especially given the emergence of new competitors such as SearchGPT, which means that in addition to SEO, AIO is going to become more important.

The August 2024 core update shows how important it is to create content that fits well with what your visitors are looking for. The success of forums and User Generated Content shows that people need valuable and real information. Therefore, it is important that your content is not only informative, but that it really responds to your visitor's needs.

What can you do?

Make sure that the content on your website is relevant to your services and matches your visitors' questions and expectations. You can do this, for example, by creating a content strategy, in which you create content that connects to different stages of the fan journey. It is also important that your content is well structured and easy to read, so that visitors can quickly find what they are looking for.

Google values websites that put their visitors first and provide the best user experience. By focusing on the quality of your content, you increase your chances of ranking well in search results regardless of future Google updates. Visitors will stay on your site longer and actually be interested in what you have to say, which can further improve your ranking.

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Together with you, we would like to take a look at the most important AI developments, discuss the latest news and updates, share experiences, inspire each other, take advantage of what is possible and prepare ourselves as well as possible for the changes that are coming.

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OpenAI announces SearchGPT

Following the recent focus on Meta's introduction of Llama 3.1, OpenAI is now attracting the spotlight with another major announcement: the introduction of SearchGPT. With this new technology, OpenAI offers an innovative way for users to perform searches and get information.

In early March 2024, Sam Altman told Lex Fridman during an interview that he would find it boring to build a search engine similar to Google. What he did think was "cool" was the integration between LLM and Search, "nobody has cracked that code yet."

And OpenAI does not appear to have been idle. On July 25, 2024, OpenAI announced SearchGPT, a prototype of new search features that leverages the power of their AI models to give you quick answers with clear and relevant sources.

This is an excerpt from Lex Fridman's interview with Sam Altman published on March 18, 2024. View the entire interview here.

What exactly is SearchGPT?

SearchGPT is designed to give users access to relevant information from the Web in a fast, intuitive way. The system uses advanced natural language processing to answer queries with clear and reliable sources. The emphasis here is on citing and linking to original sources. This prototype provides the ability to search through naturally, similar to a conversation, giving a more organic and user-friendly experience.

What can you do with SearchGPT?

  • Find what you are looking for in a faster and easier way.
  • Get current answers to your questions quickly.
  • Find real-time information from the Web with clear links to relevant resources.
  • Search in a more natural, intuitive way with follow-up questions, just as you would in a conversation.
  • Get visual answers with images and video in an easy-to-understand format.

With this, OpenAI seems to be competing fully with search engines such as Google Search, as well as Perplexity. This could start to cause a major shift in search behavior. This makes it even more important to make sure your content and products are visible when someone asks a related question to a chatbot such as ChatGPT. 

In its introduction, OpenAI also specifically states that "SearchGPT is designed to help users connect with publishers by listing them prominently and linking to them in searches.

This is a logical consequence of the many licensing agreements OpenAI has recently signed with several major publishers such as News Corp ($250 million over five years), Financial Times, The Atlantic and Associated Press (AP). These collaborations help train OpenAI's AI models and ensure that search results are based on current and reliable sources.  


Future Developments

Although SearchGPT is currently only available to a limited test group, interested parties can sign up for the waiting list. OpenAI has indicated that this prototype is a temporary solution, with the intention of integrating the most successful features into ChatGPT in the future. Feedback from both users and publishers will play an important role in further developing and refining these features.

In addition to improving the overall search experience, OpenAI is also focusing on improving local information and commercial search. This could mean that users can expect even more personalized and contextually relevant search results in the future.

Take a leap forward in your marketing AI transformation every week

Every Friday, we bring you the latest insights, news and real-world examples on the impact of AI in the marketing world. Whether you want to improve your marketing efficiency, increase customer engagement, sharpen your marketing strategy or digitally transform your business,'Marketing AI Friday' is your weekly guide.

Sign up for Marketing AI Friday for free.

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Data breach at Google exposes operation of algorithm & ranking factors

In a recent data breach at Google, thousands of APIs used in ranking Web sites have become public. Interestingly, much of the information from this document directly contradicts what Google has publicly communicated. Let's look at what the key findings are from the leaked documents and how they may be relevant to your business if you are in the business of marketing and want more (organic) traffic to your website.

Google API data breach

Search engine optimization (SEO)

One of the biggest secrets within marketing is how search engines like Google use their algorithm to rank websites in search results. When you do optimizations for this, it is called search engine optimization, or SEO. 

Through much experimentation and testing over time, we have gotten a good idea of what works, but it always remained based on assumptions. Virtually no one (even most employees within Google) knew what the algorithm was looking at. Until now.

Google turns out not to be entirely honest

In the past, Google has made many statements about which factors are important for optimizations. However, many marketers were skeptical of these statements, and rightly so, it now appears. The leaked documents show that Google has not always been honest. Optimizations that they claimed would not work actually turn out to be important ranking factors.

What does the document say?

The leaked document is highly technical, discussing more than 200 factors that can affect Web site rankings. These range from the quality of content, to technical optimizations and user experience. It further reveals that Google collects data from users (including through Chrome and navigation within Google), to use as input. 

Want to read some of the documents yourself? Then check out the following pages: Api reference, data & click signals.

How did the data become public?

The data comes from the developer platform GitHub. Google notes the APIs they use here. APIs are a piece of code that allow applications to exchange information with each other. Usually, information that Google does not want made public is put private. However, sometimes employees forget to do this. When that happens, this data can be copied and distributed.

No response from Google

We initially learned from several sources that Google had not released an official statement or response about the leak, including not confirming whether the information was real or fake news. This lack of communication left much room for speculation about the authenticity of the leaked data.

However, Google has since put out a statement. Google warns against making incorrect assumptions based on information that has been taken out of context, is out of date or incomplete. Google does not want to comment on the specific elements from the leaked documents to avoid manipulation of their algorithm. They stress that it would be incorrect to assume the data is complete, relevant or current.

This emphasizes the importance of building a strong brand. The focus should remain on building a good Web site that provides a fine user experience and good content.

What can we learn from the Google data breach?

User behavior 

The leaked information emphasizes the importance of how a user behaves on your Web site. Key elements are:

  • How long a visitor stays on the page.
  • Whether the visitor clicks back and clicks on another search result.
  • Whether the visitor is "satisfied." 

This indicates that the quality of your content and the user experience on your Web site are crucial. If a visitor goes to look around but is not actually of much use to your information and quickly clicks away, this has a negative impact. 

On-page SEO / Content

  • It is important to Google that authors who publish on your website are experts on the topics they write about. This principle, known as EEAT (Expertise, Experience, Authoritativeness & Trustworthiness), was previously known in the marketing industry through Google algorithm updates.
  • Having bad content on parts of your site can impact your entire website.
  • Google looks at the "freshness" of content. This means that you want to update content when it is no longer relevant or outdated. For this, Google looks at the content on the page, the URL and the edit date. 
  • Another important factor they Google looks at is "titlematchScore," this indicates that page titles are still relevant. Here, it is important that this page title matches a user's search intent. 

We recommend ensuring that your website provides a good user experience according to best practices, such as fast load times, mobile-friendliness and clear navigation, and that you publish content that matches the user's search intent. This will lead to better quality traffic, which will ultimately improve your search rankings in Google. 

Backlinks

Backlinks continue to play an important role in Google's ranking process. Despite the view that naturally obtaining links to your website or link building would be redundant, the paper shows that diversity of links with high authority is still very important. Anchor text of links (the clickable text in a link) also plays a role here. Both internal anchor text (links to other pages within your own site) and external anchor text (links from other domains to your website) are important.

Google also further tracks domain registration data (think registrar, domain purchase date and more). 

The importance of a strong brand

One of the biggest insights from Google's data breach is the importance of a strong brand. Want to increase your organic search results and traffic? Then focus on building a popular brand that people search for, both in Google and beyond. 

An important channel beyond Google for this is social media. Recent updates have made it easier for smaller businesses and brands to get more visibility, too. We wrote an article about it where you can find more information.

Whitelist

This point is related to having a strong brand. Indeed, what we see is that during elections and the COVID period, among others, Google gave certain websites priority in search results. This means that well-known and trusted websites such as major news organizations and official health authorities were given higher visibility. 

Some sites are excluded from certain algorithm updates because they are on a whitelist, so they did not experience a drop in traffic when normally they might have. This highlights the importance of building a strong brand identity and authority in your niche.

Conclusion

The leaked document offers valuable insights into how Google's algorithm analyzes websites and incorporates them into its index. However, there is no way to prove whether every API feature leaked is currently being used as a ranking factor within Google. 

But at least for businesses, this means that it is important to have a good SEO strategy that focuses on high-quality content, a good user experience and building a strong domain authority. In addition, building a strong brand that is visible on many relevant online channels is essential to increase organic traffic.

Would you like help with your content or SEO strategy? Then contact us with no obligation. We would be happy to help you further.

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