Following the recent SERPConf event, Google Search Analyst Gary Illyes shared insights that provided insight into the latest trends and challenges in the world of SEO.
Seve LinkedIn post covers a range of topics from technical issues to the role of AI, providing a comprehensive overview of the current state of the industry.
Addressing hreflang frustrations
A key area of discussion was the ongoing struggle with hreflang, a markup that indicates a website’s language and regional variations.
Illyes acknowledged the difficulties, stating, “hreflang is annoying. I don’t disagree.”
However, he was open to finding a better solution, adding:
“I’m still very open to coming up with something less obtrusive, but it also needs to work for small, mammoth sites, while providing at least the same amount of information.”
The AI Conundrum: Fear vs. Innovation
The rise of AI, especially generative AI, was a hot topic at the conference.
While some attendees expressed concerns, Illyes offered a balanced perspective.
“AI is a tool that you can use and, as with any tool, misuse. It’s no different than any other feature you have access to.”
He encouraged SEOs to “use it however you want, liberally and innovatively,” but cautioned against contributing to the abundance of low-quality content already online.
Site migrations: a persistent challenge
Another area of concern highlighted by Illyes was the ongoing problem of migrations from bad sites.
“This shouldn’t happen,” he said, urging webmasters who have had prolonged issues with site migrations to contact Google for help.
The persistent “SEO is dead” myth.
Addressing the recurring claim that SEO is becoming obsolete, Illyes dismissed it as a cyclical phenomenon.
“Every time something changes in the search engines there are tons of posts about how SEO is dead now,” he remarked.
Drawing on the history of search engines, he added:
“Looking at the history of search engines and according to these posts, SEO has been dying since about 2003. Hell of a slow death.”
Why SEJ cares
As SEO evolves, with AI and other emerging technologies playing a prominent role, Illyes’ insights show there are challenges and opportunities.
Their willingness to address concerns head-on and recognize areas for improvement can encourage a more open dialogue between Google and SEO professionals.
How this can help you
There are several key points for SEO professionals:
Stay tuned for possible hreflang improvements. Illyes suggested that changes could be on the horizon. Embrace AI responsibly. Illyes encourages SEO professionals to explore these technologies in innovative ways while emphasizing the importance of maintaining high standards and producing quality content. Contact Google about site migration issues. Because site migrations are an issue, Illyes’ recommendation to escalate lingering issues highlights the need for proactive communication with Google. Turn off the “SEO is dead” noise. Illyes offered a reality check for those overwhelmed by doomsday narratives. Understanding that the industry has resisted similar claims can help you stay focused.
Featured image: fran_kie/Shutterstock
