Faceted navigation is a great way to help users find what they need on your site, but it can
create an SEO nightmare if not implemented carefully. Why? Because it can generate a near-infinite
number of URLs, which causes all sorts of crawling problems.
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The Search Central Live events in Kuala Lumpur and Taipei were nothing short of amazing, in large
thanks to the over 600 people who attended the events! We were thrilled to see the level of
enthusiasm and engagement from attendees even if, on the day prior to the Taipei event, we
collectively had to deal with
typhoon Kong Rey,
the first supertyphoon in Taiwan’s history to make landfall after mid-October. Here’s a deeper
dive into what made these events so special and what’s next.
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To better help you monitor the recent performance of your content, we’re launching the ’24 hours’
view to the SC performance reports and improving the freshness of the data. We’re rolling out
these changes to all properties gradually over the next few months, so you might not see changes
right away.
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It’s the festive season! Or it’s nearly Valentine’s Day, or the start of summer, or… You get the drift. People love to celebrate, which is why seasonal content tends to do well during those periods. So, should you put effort into creating content for the holidays? We think so! But you should be smart about it. Here are five tips to help you create good-quality seasonal content.
A big benefit of creating seasonal content is that you’ll stay top of mind. After all, your customers are probably looking for content to give them ideas for gifts, services, or events. By participating in the trend, you’ll show your audience that your business is relevant.
Of course, by having seasonal content, you’ll also be able to boost your brand’s visibility and traffic. Especially if you have content optimized for seasonal keywords! In short: most people get swept up by the holiday season, so it’s good to join the hype.
Good news for busy people! You don’t need to create a new piece of seasonal content every year. It’s way better to create one excellent Christmas post, for example, that you optimize every year. Preferably, you optimize it a month or two before the event or holiday takes place.
This will save you time, and increases the likelihood of your content actually ranking (since that usually takes a while). So, avoid adding years to your content. Don’t write a piece about: Best recipes for Hanukkah 2024. Just delete the year from the title, and you’re good to go.
If you do want to include the year in your title, don’t include it in your URL. That way, you can update the post and title each year without having to constantly create new posts and redirect the old ones.
If your posts rank well for different keywords and they get a decent amount of organic traffic, keep them. But if there is overlap in the keywords they’re ranking for and they get okayish traffic, it’s better to merge them into one big post. Just make sure the post’s content still makes sense.
Our tip would be to use the URL of the post that is performing the best. For the other posts, make sure you redirect them to the optimized post so people won’t hit a 404.
Whether you want to write a new post or optimize an existing one, it’s good to do research. First, start with keyword research, so you know what your audience is searching for during specific events or holidays.
Tip: you can always look for variations of your core keywords! For example, you can add “holiday” or “guide” or “summer/winter” to them.
Just don’t create content for content’s sake. Only write content if you’re sure that your audience is looking for this information. At the end of the day, you want your audience to feel that your site has added value.
Once you’ve picked out a main keyword, it’s good to search for that keyword in Google, for example. Analyze the top results. Are they blog posts or category pages? If they’re blog posts, what kind of articles are they? For example, if all the top posts are how-to guides then you probably have the best chance of ranking if your article is a how-to guide as well. Just make sure to write something different from what’s already out there.
It’s good to remember that people often search for gift ideas or tips for activities or recipes weeks in advance. This means you’ll need to have your seasonal content ready before the actual holiday! That’s why it might be a good idea to have a content calendar for your posts, so you won’t forget.
Plus, it’s good to publish new content early so it has time to rank. After all, once the event is there, you want your content to be findable by your audience. That’s why it’s also a good idea to make sure your content meets Google’s helpful content and E-E-A-T guidelines.
Even though you’ve created evergreen content, make sure to update it at least once a year—preferably a couple of weeks before the event or holiday itself. Let’s say you have a new tip, or one of your products is no longer being produced. By updating your content, you’ll ensure that your content is always relevant and helpful. Which your audience and Google will both like!
Once you’ve updated your content, don’t forget to change the publish date. This way, people (and search engines) will know it’s been updated. Of course, if you have a feature on your site that shows both the publish and updated date, then this isn’t necessary.
So why should you republish or update your content? Again, it shows that your content is relevant and current. Because let’s be honest, how would you feel if you read a blog post with Tips for a perfect summer vacation and the date said 2018? You’d think it was outdated, right?
Tip: Our free Duplicate Post plugin allows you to easily rewrite and republish your posts! With the plugin, you can edit your posts without taking them offline.
If you’ve got a solid post that you can update every year, you’ll ensure that you’ll give your audience helpful content. Plus, you’ll gain more traffic during seasonal events. Just make sure to update or write your content weeks in advance, so it has time to rank. All that’s left then, is to promote your content, for example on your social media channels or via email marketing. Good luck!
The post 5 tips on how to create good seasonal content appeared first on Yoast.
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We love to say that SEO is always changing, and 2024 proved that true. There’s hardly been a year more challenging and exciting than that. But as we’re heading into 2025, we’re sure we have not seen the last of it. With everyone banking on AI, search, and the search industry are set for another sea change. In this post, we hear from seasoned SEO experts for their predictions on the future and how you can prepare.
2024 was a year with many newsworthy developments. We won’t review everything here, as that would need a book, but maybe someone will make a documentary about life as an SEO in 2024. Or maybe life at Google, as the search giant was central to almost all the big news.
Let’s start with the biggest: Google faced a significant legal ruling when a federal judge declared it a monopoly in August. This landmark antitrust case found that Google’s dominance in the search engine market violated antitrust laws. Since then, there have been many discussions about potential regulatory changes and impacts on the broader search and tech industry. Currently, it looks like the DOJ will ask Google to sell off Chrome, among other things.
In May, Google launched AI Overviews during its I/O event. This new feature uses AI to generate concise summaries in search results, aiming to make searches more efficient and user-friendly. This integration marked a significant advancement in using AI within search engines. AI Overviews are now available in most markets, but not the EU.
Around the same time, a massive leak of Google’s search API documentation occurred, revealing over 2,500 pages of internal documents. Although the leaked documents do not contain the algorithm’s secret recipe, they provide valuable insights into Google’s inner workings.
Throughout the year, Google’s core updates led to significant swings in search rankings and notable traffic changes for many websites. For many of us, it remains an ongoing challenge to adapt to evolving algorithms quickly.
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Additionally, in March, Google banned Parasite SEO, a practice that exploits high-authority domains for quick ranking. Google uses this ban to improve search quality and eliminate manipulative practices within its search ecosystem. This policy affected major sites like Time, Forbes, CNN, and the Wall Street Journal, as they were penalized for not adhering to Google’s guidelines.
In non-Google news, OpenAI introduced a search feature within ChatGPT in October, which was another groundbreaking development. This addition allows users to access up-to-date web information directly through the chatbot. As a result, OpenAI became a direct competitor to traditional search engines and offered a new way to find information online.
These were just some of the big events that happened in 2024. SEO is one of the most dynamic industries — there is never a dull moment! But this also means that you must stay informed about SEO trends for 2025 and be able to adapt to a rapidly changing environment.
We’ve asked several trusted experts for their predictions of what’s happening next in SEO in 2025. We’ll present their answers in themes, starting with the biggest one: the role of AI in SEO.
Artificial Intelligence is reshaping how businesses and professionals approach SEO. As AI tools become more advanced, they offer both opportunities and challenges.
Arnout Hellemans (independent SEO consultant) believes AI will “massively” transform SEO strategies. However, he says, “The issue is that search engines will leave loads more content out of the index because it’s generic content already there.”
This means businesses must focus on creating unique and valuable content rather than relying solely on AI-generated text. AI can help keep content updated and assist in research, but human oversight remains critical. Hellemans suggests that while AI advances rapidly, “human oversight and rewriting is still really needed.” This balance ensures content remains relevant and engaging.
Lily Ray (VP, SEO Strategy & Research at Amsive) points out that AI can make content creation much more efficient: “More and more companies will find ways to integrate AI into their content creation and optimization strategies. Outside of using AI to generate content, AI can create major efficiencies that streamline the content creation, such as analyzing and summarizing data, producing insights and text content at scale; generating metadata and structured data, and much more. While mass-producing AI content on a large scale can present SEO risks in some cases, using AI creatively and intelligently can dramatically speed up and improve the content ideation and creation process.”
Lily’s colleague Johnny Herge added that content writers will start using AI tools to do more than just produce content. “A new way many SEOs will succeed in 2025 is by using AI to help with the final product besides the copy itself. Coding is made infinitely easier with AI. Using AI will allow writers to make data analytics scripts or scripts that organize data and pull insights that would have previously required a writer to have a different skillset entirely. This likely will lead to writers being able to put forward much further quantifiable insights. ”
Kevin Indig (independent consultant) agrees: “AI + no-code offers SEO and other marketers powerful new workflows around building systems instead of working on single campaigns. I expect us to see many more examples of “systemization” next year, which will lead to smaller SEO teams with larger impact.”
As AI and SEO tools evolve, they will become much smarter. They don’t just identify issues but suggest fixes, making them incredibly valuable. Kyle Risley (Senior SEO Lead at Shopify) predicts, “SEO tools will evolve to be more proactive, shifting from merely identifying issues to offering comprehensive solutions. For small businesses with limited time and resources, these recommendations can help improve site quality, even without specialized SEO knowledge. Instead of simply noting “Your title tag is too short,” tools will suggest “Your title tag is too short. Click here to implement a better one.”
Jes Scholz (independent Growth Marketing Consultant and SEO Futurist) says, “AI agents will be all the hype, but very few SEOs will actually change their strategy. Only the bold will have the buy-in to take tactics to the cutting edge. But this will be needed as LLM-powered surfaces (AI Overviews, ChatGPT, etc.) start slowly but steadily eating into traditional search. Quick win AI visibility tactics, like best of listicles, will rise and fall like the meta keyword tag of old. Brand building on popular RAGd platforms will likely emerge as a dependable strategy. But no matter what, now is the time you can win the HoM/CMO/CEOs attention.”
Kevin Indig predicts that Google’s AI Overviews will evolve: “I expect AIOs to morph into other formats next year, similar to how they contain products in shopping. Right now, they look like Featured Snippets, but I expect Google to keep iterating. I also expect them to roll AIOs out even further to monetizable queries, widening the gap between what’s measurable and what’s happening in the search results even more.”
Mark Williams-Cook (SEO Director at Candour) adds: “We’ve long seen the trend of Google trying to keep searchers on their SERP, and with their recent announcement they have reduced the cost of generating AIOs by 90%, I think it’s obvious we’re only going to see more of them. However, AI in the form of LLMs does open new doors, especially with content creation, without falling into the no-value trap of having AI write your content for you.”
Yoast SEO expert insights for 2025
Carolyn Shelby – Principal SEO at Yoast
The balancing act of SEO professionals
In 2025, the big shift in SEO will be balancing diversified visibility with unified messaging. As AI-powered platforms, alternative search engines, and social discovery tools like TikTok, ChatGPT Search, and even Reddit increasingly influence how users find information, businesses can no longer rely solely on Google to drive traffic. Success will come from creating a consistent, authoritative presence across these fragmented ecosystems.
SEO professionals will need to ensure brand messaging remains cohesive and trustworthy across all channels while adapting to each platform’s unique requirements. Structured data, multimedia content, and a deep understanding of user intent will become critical to connecting the dots between platforms and maintaining a seamless user experience. In 2025, SEO will evolve into an integrated marketing discipline where visibility and messaging work hand in hand to build lasting trust and engagement.
The rise of zero-click searches is changing how businesses approach SEO in 2025. Getting clicks can be harder as users find answers directly on search result pages. Here are our experts’ predictions on this challenging topic.
Arnout Hellemans suggests that you “start looking at other platforms (both search engines and AI interfaces) and try to understand how you can be included in their answers (think Claude, ChatGPT, Bing, Brave search engine). By doing this, you can ensure your business remains visible even when traditional clicks decrease.”
Building a strong brand presence is essential. Arnout advises businesses to focus on “proper marketing, such as building a following or fans. Visibility will start shifting away from Google; I think this is where we will find plenty of opportunities.” Engaging with your audience on social media and other platforms helps maintain interest and loyalty, even if users don’t click through to your site directly.
Kyle Risley says, “As clicks become harder to come by in organic search, there are pretty much two options for organic acquisition: hang on to as much of your remaining click share as you can and activate new traffic acquisition channels.” This could mean looking at channels like TikTok and YouTube. These platforms are gaining traction as starting points for user journeys. Businesses can create engaging content on these channels to reach new audiences and drive traffic.
Gus Pelogia (Senior SEO Product Manager at Indeed) notes that being a source in AI Overviews can be more relevant than getting clicks: “Imagine searches displaying a brand’s blog as a source (e.g. software listicles). If one of the players is the main source for AI Overviews, they’ve more control over the message vs competitors. Could they change the wording to say better things about them?
“I’d guess many people will see an AI answer mentioning a few brands and what’s being said about them, and later, they will move to each brand’s website to evaluate their options. That specific search was a zero-click, but there’s a new one happening directly to your company’s website.”
“It’s interesting that clicks will decrease, but since AI Overviews are a RAG (AI answers validate with sources), many pages will still have a reason to exist since they’ll validate the AI answer. This is intent-dependent. Many informational, common-knowledge queries won’t require new articles or have a brand impact.”
Kevin Indig doesn’t expect Reddit’s growth to slow: “Searchers want connection and a non-commercialized space. I expect Google to improve at showing Reddit posts that are not outdated or thin. The implication is that domains must compete for one less spot since Reddit takes up many top spots in the search results. On the other hand, it becomes a valuable pool of audience insights and engagement. Brands that develop a playbook to grow their visibility on Reddit have a chance to improve their sentiment and create loyal customers.”
Aleyda Solis predicts that tracking pixels, SERP features, and clicks vs. no-clicks will become fundamental: “Start monitoring your overall SERP visibility and click behavior: Your SERP features shifts — AI overviews included — pixel visibility from the top, as well as clicks (and no-clicks) shifts per content type and SERP feature, to focus your SEO strategy accordingly.”
Yoast SEO expert insights for 2025
Alex Moss – Principal SEO at Yoast
The evolving role of the SEO: It’s more than just “SEO”
As an SEO professional, I’ve witnessed a dramatic shift in our field, particularly in 2024. While the traditional “SEO” title remains, it has become an increasingly outdated term. Our role is expanding, becoming more multifaceted, and demanding a broader skillset. We’re no longer solely focused on optimizing for Google; we’re becoming Discovery Optimization Experts responsible for ensuring brands are found across the entire digital landscape.
Several factors drive this shift, including the rise of AI-powered search engines like ChatGPT and Perplexity and the growing importance of platforms like TikTok and Reddit as legitimate discovery channels.
Furthermore, the perception of SEO as purely a marketing function is misguided. SEOs bring a unique understanding of the digital ecosystem far beyond traditional marketing. We should be more involved in high-level business decisions that shape a company’s online presence, influencing everything from website design to content strategy to product development.
The future of SEO is exciting, but our value still tends to be underrated. Our skillset will need to expand further yet again, practicing through experimentation.
Video content is becoming a key component of SEO strategies in 2025. Its engaging nature offers a unique way to connect with audiences.
Mark Williams-Cook says, “I expect we’ll see many smaller businesses take a ‘top-down’ approach with content now, meaning they will go video first – and I think this is really smart. Video content is cheap, fast to make, and a natural way to pull real insight out of people. With the tooling we have now, it’s easy to automatically produce transcripts, which in turn, LLMs can rewrite into a more traditional ‘article’ style. This approach means you’ll get the video to share over multiple platforms, which is not only hard for AI to replicate but how a lot of people prefer to engage in content.”
Lily Ray confirms that “video content is increasingly essential, as Google prominently features YouTube and sometimes TikTok across various surfaces, like Search, Discover, Google News, the Video tab, Short Videos, and more. Site owners should be well-versed in changes to how Google indexes video content and expands their text content into visual formats.”
“As it relates to video indexing, Google now requires that a video be the focus of an indexed watch page for the video to get indexed (“Google indexes videos only from indexed watch pages.”) Using YouTube to host the video is another way to ensure that the video is indexed, but be sure to use VideoObject structured data to “connect” your watch page to the YouTube video for the watch page to get video rich features in search results.”
Gareth Hoyle emphasizes that “video will also continue to gain importance due to its interactive nature and engagement. AI video will continue to grow, but like the EEAT signals above, curated and well-engaged real video will help businesses showcase themselves to Google’s algorithm and their current and potential new customers.”
The landscape of e-commerce SEO is evolving, particularly with changes in how Google handles shopping queries. Businesses need to adapt to these shifts to stay competitive. These are some of the predictions our SEO experts had to share.
Kevin Indig expects “the new Shopping Tab experience to become the default experience for shopping queries. As we’ve seen before, Google often tests a new experience in the shopping tab and then moves it to the main tab. The implication is that e-commerce SEO becomes more about optimizing product pages as Google becomes the new category page.”
As Google will likely integrate more e-commerce features directly into search results, businesses must optimize their product listings. With the emphasis on product pages, businesses should ensure that these pages are detailed and informative. This includes high-quality images, detailed product descriptions, customer reviews, and clear pricing information. Structured data markup can enhance how products appear in search results, increasing visibility and click-through rates.
Accurate and organized product feeds are crucial. Kyle Risley highlights the importance of having “well-organized and error-free product feeds” as search engines increase the visibility of organic product listings. This requires regularly updating product information and ensuring consistency across platforms.
As consumers begin their shopping journeys on platforms like TikTok and YouTube, businesses should consider expanding their presence on these channels. Creating engaging product videos and leveraging social commerce features can attract new customers and drive traffic.
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Today, brand authority is vital if you want to perform well in search results. As search engines evolve, they will develop new ways of determining how valuable your brand is. Building a good — human — brand is one of the best ways to stand out from the crowd.
Aleyda Solis emphasizes that it’s all about brand optimization: “Brand optimization becomes key. It’s clear that Google wants to feature real, authoritative brands at the top of the SERPs, which is also helpful for increasing CTR and optimizing conversions. Grow your brand authority by understanding your company brand positioning and considering it in your SEO strategy: Target your branded queries, specify your brand details with structured data, optimize your knowledge panel details, etc.”
Gareth Hoyle highlights the importance of EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) referenced content: “As Google continues to improve its ability to weed out low-level, auto-produced AI content, EEAT-referenced content will become increasingly important and visible as Google increases trust based on what it knows about the author rather than just the words on the page. I am sure it will be an ongoing battle as spammers and content sites continue to churn out page after page of content, but the personal brand will help the cream rise to the top.”
Local SEO is essential for small and medium-sized businesses attracting nearby customers. As we move into 2025, businesses should focus on a few key areas.
Keeping an updated and complete Google Business Profile is essential. Freelance SEO expert Arnout Hellemans emphasizes that a “regularly updated Google Business Profile and a fully completed profile will be extremely important.” This means ensuring that all business information is accurate and up-to-date. Regularly adding new photos, responding to customer questions, and posting updates can make your business more appealing to local searchers.
Customer reviews significantly impact local search rankings. According to Arnout, reviews with the “right sentiment,” particularly those discussing “the services received and results,” are crucial. Encourage satisfied customers to leave positive reviews, highlighting their experiences with your services. Responding to positive and negative reviews shows that you value customer feedback and are committed to improving your business.
Improving user experience is key to boosting SEO performance. A smooth and intuitive website keeps visitors engaged and encourages them to explore more.
Arnout Hellemans highlights the importance of “proper form validation on lead forms and checkout.” Ensuring that forms work correctly and are easy to use can prevent user frustration. Make sure users can easily fill out and submit forms without errors.
Removing distractions is also crucial. Arnout advises focusing on “the removal of distractions like pop-ups on every page.” Pop-ups can be annoying and disrupt the browsing experience. Limiting their use or ensuring they’re relevant and easy to close can help maintain user attention.
Joining SEO communities can be a game-changer for people looking to enhance their knowledge and network. These communities offer support, insights, and opportunities that can drive growth.
Jo Turnbull (Founder and Marketing Consultant at Turn Global) mentions that by 2025, there will be “the growth of global SEO and digital communities.” This growth is particularly beneficial for smaller brands aiming to build authority. Being part of a community provides access to shared experiences and advice from peers facing similar challenges.
Jo says, “We have seen a growth in members of some communities such as Women in Tech SEO, The FCDC and the DMU (a community for freelancers) over the past few years and many communities will continue to grow in 2025. SEO Office Hours has had over 60k views and regularly has between 30 and 40 live attendees per episode. As of November 23rd, there have been 50 episodes.”
“The International Search Summit, run by WebCertain, has grown to over 600 attendees, but when it first started in Barcelona, there were just 50. Search London has been running for nearly 14 years, and we have grown to now run events in Barcelona. They sold out of tickets just by promoting on social media and within our network.”
SEO can often feel isolating, especially in smaller companies where one person handles most of the SEO tasks. Jo notes that these communities help individuals who “look for external support” as they navigate frequent updates and changes in SEO. Participating in events, webinars, and online forums provides valuable learning opportunities and informs members about the latest SEO trends and techniques.
Being active in an SEO community can also open doors to career opportunities. Networking with other professionals can lead to collaborations, job offers, and new projects. Jo points out that people join communities to “feel and be supported,” learn from one another, and advance their careers.
As we move into 2025, staying on top of SEO trends is more important than ever. The events of 2024 have shown us how quickly the landscape can change, from legal rulings and algorithm leaks to shifts in digital strategies. These changes underscore the need for you to remain agile and informed.
Join our monthly SEO news webinar to keep up with these changes and gain deeper insights. Alex and Carolyn — our resident SEO experts — talk you through all the latest developments. It’s a great opportunity to stay informed about the latest trends and strategies. Please sign up today and learn how to navigate SEO in 2025. Let’s continue to learn and adapt together.
Do you have any thoughts or predictions about SEO in 2025 to share? Please comment on this post!
The post SEO in 2025: Experts reveal key trends and insights appeared first on Yoast.
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Allow us to cache, pretty please.
As the internet grew over the years, so did how much Google crawls. While Google’s crawling
infrastructure supports heuristic caching mechanisms, in fact always had, the number of requests
that can be returned from local caches has decreased: 10 years ago about 0.026% of the total
fetches were cacheable, which is already not that impressive; today that number is 0.017%.
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Google’s Search Engine Results Page (SERP) offers more than just a list of links. Its layout can change based on what you’re searching for, presenting various SERP features tailored to your needs. You might see different elements like featured snippets, shopping options, or local listings and also AI Overviews. Understanding these can help you navigate the results more effectively. This guide will help you identify and differentiate between the paid and organic results you encounter.
Search features are elements on a search engine results page (SERP) that provide information beyond the standard list of links. They include things like featured snippets, image packs, and knowledge panels. These features make it easier for users to quickly find answers and relevant information in search results.
AI Overviews are a new feature in Google’s search results. They use artificial intelligence to create concise summaries that answer user queries quickly. These summaries appear at the top of search pages, providing immediate information without the user needing to click through links, although links are provided. This feature helps users find the information they need faster and increases the visibility of diverse websites.
What the result page looks like largely depends on what you are searching for. If you’re searching for a product you can buy, Google will show shop results on the SERP. For example, when we searched for hockey equipment for an eight-year-old, Google showed us this:
This results page starts with shopping results, with images on top. On the left-hand side, you will see all kinds of filters to fine-tune your product search as well. To enter the Sponsored section, you must pay Google – note the word ‘sponsored’ in the upper left corner. After those results, the first is an ad, which is another paid result. And then the organic results start.
However, if you’re searching for information about the planet Neptune – because your son is writing an essay about that – you’ll encounter a different-looking SERP:
These search results do not show any paid or sponsored results. At the top, you’ll see an AI Overview for the topic, and on the right, you’ll notice a knowledge graph with lots of information about the planet Neptune. There’s even an interactive diagram to learn more about what Neptune looks like.
Read on: What is search intent? »
The default page of Google’s search result is a page on which different results appear. Google decides which results fit your search query best. That could be ‘normal’ results, but also news results, shopping results or images. If you’re searching for information, a knowledge graph could turn up. When you’re searching to buy something online, you’ll probably get lots of shopping results on the default result page.
You can apply some filters on the search results yourself if you want to. You can, for instance, click on ‘images’ if you’re searching for an image. This allows you to browse through images only. You can also choose ‘shopping’, ‘maps’, ‘forums’, ‘videos’, ‘news’ and ‘more’.
Keep on reading: How to get your Shopify store on Google »
Google shows both paid results and organic results. It can be pretty hard to notice the difference between the two. The ads usually appear on top of the search results. Sometimes it’s only one ad, but Google can show more ads as well. This depends on how many people search for a certain search term and who wants to pay for it.
You’ll recognize the paid result by the word Sponsored shown in front of the link to the website. The shopping results in Google are also paid results: a company pays Google to appear in the shopping results. If you want to advertise on Google, you should check out Google Adwords.
Google’s organic results are all non-paid results. According to Google’s algorithm, the organic results shown first are the best fit for the user’s search query. Search Engine Optimization (SEO) improves the chances of ranking in organic search results.
The search result page consists of a number of snippets. A snippet is a result Google shows to the user in the search results. A ‘normal’ snippet usually looks like this:
Google shows the title in blue, the URL in grey, and a description of the page. You’ll also encounter rich snippets on the SERP. A rich snippet shows extra information between the URL and the description. A rich snippet looks like this:
In this snippet, a picture of the ice cream is added. You can see the recipe’s rating and the time it takes to prepare this type of ice cream. A rich snippet contains much more information than a normal snippet does.
Read more: What are rich snippets? »
Besides snippets, images, videos, news results, shopping results and maps, Google also shows some other elements on the SERPs.
The Knowledge Graph Panel appears on the right side of the search results. According to Google, this information is retrieved from many sources, including the CIA World Factbook and Wikipedia. Information from the Knowledge Graph is used to answer spoken questions in Google Assistant and Google Home voice queries.
This box appears somewhere between the organic search results. It’ll suggest questions related to the search query you typed in. You’ll encounter these related questions in the organic search results if you’re searching for Minecraft. Clicking on one of the suggestions will directly answer the specific question.
A featured snippet, aka answer box, is a highlighted search box that answers the question you type in the Google search bar. This featured snippet box is situated above the regular organic search results. Featured snippets often appear as a paragraph or a bulleted list, accompanied by an image.
Keep reading: How to get featured snippets »
When you search from something locally, the Local 3-pack can show up to highlight three related local businesses. It’s a Google search feature that provides information such as business names, addresses, phone numbers, and customer reviews. This feature is often integrated with Google Maps. It helps users find directions and learn more about local businesses.
The image pack search feature shows a collection of images related to a search. Typically shown in a grid or carousel format, they allow users to quickly browse visual content without leaving the search page. For some searches, images are a better fit than just regular links or other SERP features.
Top stories is a search feature on Google that displays the most recent and relevant news articles. This section typically appears near the top of the search results, highlighting breaking news and timely updates. It includes headlines, publication names, and often images to quickly inform users about current events.
Google’s search engine results pages can show various elements: the search results (so-called snippets), AI Overviews, a knowledge graph, a featured snippet, an answer box, images, shopping results, and more. Some of these elements will show up depending on the type of query and the data Google finds. You can add structured data to your page so Google can show a ‘rich’ snippet, providing more information about your product or recipe, for instance.
You can pay Google to make the snippet of your page end up high on the search results page as an ad. Or, you can optimize your pages for the search engines – and users! – so it will rank high organically. That’s SEO, and that’s what we write about!
Read on: Yoast SEO: how to make your site stand out in the search results »
The post Features of the Google Search Engine Results Page (SERP) appeared first on Yoast.
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The world of SEO keeps evolving and changing, which is why it’s important to keep developing your own skills. An excellent way to do this is via hands-on experimentation. In this post, I’ll share three valuable lessons I’ve learned from my previous ventures.
Note that this blog post was inspired from my talk at BrightonSEO in October 2024.
A bit of background information: I started experimenting with SEO in 1999 without realizing it, when I created a South Park fan website. This was done via my early foray into the fundamentals of HTML and having fun with the site through different experiments. I discovered that by manipulating meta keywords, I could influence search rankings. Nowadays, that tactic wouldn’t fly, but it’s still incredible that I learned about SEO this way rather than the more predictable entry through my first professional jobs!
It didn’t stop there, though. I kept learning by starting my own businesses and creating my own websites and plugins, which gave me invaluable insight into customer behavior, product development, and marketing. Plus, I gained a deeper understanding of website structures and functionalities, which we all know is invaluable for technical SEO.
It’s unsurprising, then, that my first piece of advice is: embrace experimentation. That’s how I learned most of what I know. Simply start by experimenting on your own personal website or create a new site to work with. If you use tools like LocalWP, you can freely experiment without impacting live websites.
And don’t shy away from getting your hands dirty with code! Writing code might seem daunting at first, but I promise you it pays off. I taught myself coding in PHP around 2002 and figured it out quite quickly, approaching code like a puzzle I needed to solve. If I could figure it out on my own during my teenage years (when the technology was in a much earlier stage), then you can too.
We all know WordPress is great. I think so too. It’s a truly unique and amazing platform to get started with, because it allows you to extend and experiment with plugins, as well as being able to create custom websites to your heart’s desire.
In recent years, more CMSs (content management systems) have launched as well as really upping their game to the wider market. Whilst a lot can be good for simpler needs, my preference always naturally returns to WordPress as my experiments and scaling attempts will always eventually hit a wall with other CMSs out there.
After you’ve experimented and gained an understanding of websites and SEO, people you know may start to ask you to build one for them, or help out with one they have already. Whilst this may sometimes seem annoying at the time, it’s a great opportunity to experiment with someone live on the web so you can create a use case for your work.
Working with different people and businesses will make sure you encounter different challenges and opportunities to develop new skills. This will ultimately enhance your SEO capabilities.
One venture I learned many lessons from is from when I owned a bar with my wife. Whilst this was far from SEO, it taught me many lessons, some of which I apply in my job today.
It’s the same with any business, online or physical. If you understand who your customer is, you can create content and products that resonate with them. This will make them much more likely to become your customers. With a physical business, it’s easier to engage directly with the customer, but in the digital world this can be more challenging. You can learn a lot by engaging with individual customers or end-users directly through a video call or meeting them in real life—try to do this for your clients or the company you work for.
An interesting story of brand loyalty: one day the bar received a one-star review on TripAdvisor. The reviewer said they were happy with their visit in general – with great service and wine – but there was a dog in the bar, which seemed unfair considering that the dog was 3 tables away from the customer and that it’s a dog-friendly bar (as most are in the suburbs). However, this does happen to businesses from time to time and we replied to the review. Back at the bar, some regular customers noticed the review and decided to add their own—all 5 stars. Three days later, the review was removed. This brought our average rating up as a result, which also improved our ranking within TripAdvisor.
This really brought home that not only can a disproportionately negative review have real consequences for a business and its owners, but also showed how brand loyalty counts for so much.
By nurturing and maintaining a relationship with your audience, people will talk about you online and offline.
Remember NFTs? Non-Fungible Tokens are a form of digital asset all powered by the blockchain and were extremely popular during 2020-2022. You may have seen a couple of them, including Bored Ape Yacht Club—a generative NFT collection—or a single NFT by Beeple sold for $69.3m.
During its increased popularity, I co-founded an NFT marketing agency. One SEO tactic I used was to utilize my existing agency and create a landing page there to sell the service, using the site’s existing relevance and authority. As a result we began ranking quicker than any other agency was attempting to, whilst also using our newly built site to do the same. Building something from the ground up is a long process but is still worth it, as even the new agency’s site ranked independently and earned its own authority.
Whilst the NFT marketing agency gave me a lot of invaluable experience and garnered new connections, the trend—and therefore the business—didn’t last.
This experience highlighted the limitations of niche trends for me. It was a great learning experience, but it taught me that trends are usually not a solid foundation for any long-term goals you might have. Whilst it’s great to go “all in” on a new venture, ensure that your current one is supported enough or balance both until one gets to a position you make yourself redundant in the other.
I hope this post helps nudge you to explore beyond business as usual. After all, the best way to enhance your SEO and other professional skills is by experimenting!
The post Enhance your SEO skills through experimentation appeared first on Yoast.
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