Garry Grant, CEO of SEO Incorporated, recently joined the Future of Work podcast to discuss the critical nature of ranking high on Google for generating business revenue.
This evolution of Google’s AI and algorithms underscores the vital and changing landscape of SEO, where adaptability and knowledge of current best practices are essential to maintaining relevant and high search rankings.
Quality, relevance and visibility form a triangular foundation for successful SEO.
Getting your website visible on search engines like Google is critical to driving traffic and growing your business. But with more one million websites online today, how do you make sure search engines can find and display your site?
Search engine optimization (SEO) is the cornerstone of digital marketing and involves strategies and techniques aimed at increasing the visibility of websites in search engine results, specifically Google, given its pre-eminent market share in search .
Garry Grant, CEO of SEO Incorporated, has recently joined the Podcast of the future of work to talk about this and more. Grant brings a wealth of knowledge to this field, emphasizing the critical nature of ranking highly on Google to generate business revenue.
High rankings directly correlate to increased visibility and, by extension, a greater opportunity to generate income.
High rankings directly correlate to increased visibility and, by extension, a greater opportunity to generate income. In the absence of a strong search engine presence, even the most well-designed and content-rich websites can remain obscure and fail to attract the desired traffic and leads.
Grant mentioned the importance of Google’s ranking AI, formerly known as RankBrain, and its evolving algorithms that have become more complex and lengthy over time. The most recent release he cited is unprecedented in its duration and volatility, with website rankings fluctuating significantly over a month and a half.
“In the future, the next five years, AI will be more complex, hopefully it will show you more relevant information on the web. Right now, I don’t think it’s the best, but they’re evolving in the next ten years,” Grant said.
The impact of deliberate SEO strategy
This evolution of Google’s AI and algorithms underscores the vital and changing landscape of SEO, where adaptability and knowledge of current best practices are essential to maintaining relevant and high search rankings.
The future of SEO, as described by Grant, promises even more complexity from AI systems, with the goal of providing more relevant search results to users.
This is a reminder that the value of a website lies not only in its aesthetics or quality of content, but in its visibility to users searching the web. Simply put, no matter how important the investment in website development and design is, without proper SEO, that investment may not yield the desired returns.
Grant compared a high-ranking website to a business located on a busy high street, benefiting from the inevitable foot traffic: high visibility translates into potential business.
In contrast, a website without visibility is like a store stuck in an isolated location, unlikely to attract any customers by accident.
This analogy explains the critical factors that dominate successful SEO in today’s digital landscape. According to Grant, two of the most significant elements are tied to the top spot: content and page speed.
What is most important to the algorithm?
Content is still king because it resonates with users and satisfies their search intent. However, even well-designed content cannot stand alone. It must be accessible quickly, which brings us to the importance of page speed.
Page speed, an indicator of website performance, has become more difficult to perfect, beyond the skill set of many programmers. Mastering this feature requires experience and constant commitment to maintain optimal scores, as assessed by tools such as Google PageSpeed Insights.
This commitment to constant website maintenance and improvement parallels that of a brick-and-mortar store: both need to stay clean, up-to-date, and aligned with the latest trends to attract and retain customers.
Grant advised that finding the most effective SEO strategies can require trial and error, and recommends spending time researching and applying new ideas. Each incremental improvement can positively affect ranking over time.
Creating quality content, tailored to both users and search engine algorithms, requires a significant investment, sometimes up to a week for a single page of content.
However, that investment is worth it, as organic search can bring “more than 84%” of a site’s traffic, according to Grant. Although paid search may seem prominent, many users prefer to click on organic results, knowing that they are not paid ads.
Quality, relevance and visibility form a triangular foundation for successful SEO.
Writing good SEO articles requires specialized skills; it involves balancing the demands of SEO strategies with user engagement. For SEO companies competing in a field flooded with experts, the bar is especially high. Grant emphasized the need to outshine peers to secure the top ranking on the first page of Google.
Grant concluded with a tip that SEO is not just about the volume of content but the value it brings to users. Quality, relevance and visibility form a triangular foundation for successful SEO.
Creating content focused on being viewed, rather than for the sake of the activity, aligns with strategic business practices, avoiding the waste of valuable time and resources.
“You can’t just throw something on your website,” Grant explained. “You have to launch with purpose and then design the content to have a result aligned with your overall SEO plan.”
“You can’t just throw something on your website,” Grant explained. “You have to launch with purpose and then design the content to have a result aligned with your overall SEO plan.”
When looking for better Google rankings, focus on three core areas:
1. Page speed: Google favors fast loading sites in its algorithm. Optimizing page speed by minimizing file sizes, enabling compression, and streamlining code can increase rankings.
2. Quality content: Unique and informative content tailored to what your audience is searching for to indicate Google relevance. Regularly posting new and useful content is key.
3. Inbound links: assuring links from other authorized sites help Google validate your site’s value and expertise. guest post, sponsored content and link building should be ongoing activities.
Grant’s insights provide insight into the ever-evolving world of SEO. Success in this area lies in understanding and responding to the complexities of search engine algorithms, prioritizing both technical performance (such as page speed) and the creation of relevant, high-quality content.
As AI continues to shape the future of search, mastering these elements becomes more crucial for businesses looking to secure their visibility and competitive advantage online.
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