Embrace the changes and challenges that come your way

Sarah says: “Embrace change and don’t worry about the challenges and obstacles that come our way. It’s all part and parcel of working in SEO.

SEO has always been about change to a certain degree but it feels like it’s changing even faster now. In the last year alone, the number of big changes and updates that came out or were announced seems to have been constant.

We do have to remember that Google is always changing its algorithms and its search results, and it’s always testing – because that’s what it does. Its mission is to test new stuff, and it’s all about user experience. Unfortunately, that does mean a lot of change. According to an article in Search Engine Journal, in 2021 alone, it was estimated that Google made 5,000 changes. That’s what’s going on; it’s always changing.”

Should SEOs even try to keep up to date with all the changes that are happening?

“I’m not saying that you shouldn’t bother. However, most SEOs have a strategy or a roadmap. They’ve planned out what their projects are, and they’re normally aligned to business goals and business targets. Big updates and algorithm changes happen all the time, but you don’t necessarily have to jump off what you’re working on right now to go and focus on them. If you do, then you’re constantly playing catch-up.

If an update or algorithm change has negatively impacted you in some way, then you do need to look into it. Take a breath, have a look at what’s happened, and figure out what your strategy is going to be and what you can do about it. However, if you haven’t seen a massive change in the wrong direction, then don’t deviate from your strategy or plan. You put that strategy and plan together for a reason.”

Are you also likely to hear about big changes that might affect you anyway, like the switch to GA4 and the introduction of the SGE?

“Absolutely. There was a lot of talk when Google removed FAQ snippets from search results. I also remember that, early in the year, Google used to show carousels of podcasts in Google search results, and they don’t do that any more either.

They’re changing their algorithms, their ranking factors, and what matters to them. However, the things that are around now might not always be there. Google will take things away and we can’t control that. Google controls it. Accept that and focus on the things that you think are going to make a difference.”

When you’re intending to rank for a keyword phrase, can you still look at the SERP to see what is there and what might be likely to stay?

“Yes, definitely. There will be core elements that stay the same – for example, People Also Ask, answer boxes, or YouTube carousels. I’m very aware that I’ve just said all these things and next week we might find out Google’s removed one of them. However, you always have to look at the landscape. Look at the search results and see how you can boost your visibility.

Ranking fluctuations are important to consider as well. If you are constantly looking at your keyword rankings (especially individual ones), that’s going to cause you a headache because they change all the time. We know that Google’s changing its algorithms and changing what it’s showing to people in the SERPs, so don’t get too hung up on those fluctuations. If a keyword drops a couple of positions, keep an eye on it, and look at it in a topic to make sure that there aren’t any negative trends happening.

Content and pages rank for more than just a single keyword, so it’s better to look at trends on a broader scale. Don’t get caught up on singular ranking fluctuations, and be more pragmatic about it.”

What trends do you look at and when do you take notice and change the way you do something?

“Keep an eye on your most popular content: the pages and articles that you know are getting decent traffic a month, and giving you conversions. Those are the ones that are the most important. Obviously, you will have other articles and other content that will be ranking, driving traffic, and driving conversions – but prioritise your hero content.

It’s always good to keep an eye on that on a weekly basis, but take a look at that page and have a look at the different keywords, not just a singular one. You will have a keyword that is the most important because it’s the most popular, but have a look at all the keywords – and look at them over the span of a month, or a few months.

You could get caught up looking at it on a weekly or daily basis and you’re constantly going to be chasing your tail thinking you have to change something when it’s actually just Google changing what it wants to show people. Have a look at the key metrics, like the impressions and clicks that the page has been getting over a month.

Also, your new content might become a really important piece. After a few months of it being live on Google, it can pick up traffic and all that wonderful stuff. Keep an eye on that as well. However, you have to prioritise because even small sites have loads of articles, pages, etc. It can be a headache, especially if you’re in a small team.”

What do you do when Google takes something away from the SERP?

“What can you do? You can worry about it and have a little moan but be pragmatic and proactive. Have a look at how it has impacted you and have a plan for it.

For example, with the podcast carousel moving away, what can you do about that? You can’t get Google to put them back because it’s their decision. If you find that you’re not getting as much traffic or listeners for your podcast from that, look at what you can do instead. Could you look into YouTube because YouTube carousels are still there? Have a plan B.

Also, they removed the FAQ snippets from Google, and it took some dev time and resources to put those things in place for your website. I would always recommend weighing up resources and rewards. How much time are these things going to take you and is it worth the reward, especially if Google might take it away?

There are always going to be other opportunities. As a digital marketer, you have to be adaptable. Things change all the time, and things that were working for you won’t necessarily be the same in a few months or a year. You have to sort of embrace change, and embrace the new challenges that come up.”

Should people be worried about AI in relation to their jobs?

“Again, it’s change. It’s something that the industry is going to have to adapt to. I don’t think there’s anything to be worried about at this moment in time. I started using ChatGPT and it’s actually helped me speed up my own processes and work more efficiently.

I’ve just been playing around. If I’m stuck for a title for my next podcast episode or I’m writing a blog and I’ve just got writer’s block, I go to ChatGPT, tell it what the article or episode is about, and ask it to generate some ideas for me. Then I’ve got some inspiration to work from. You can also use ChatGPT to help you improve your writing. I’m a blabber, and I know that I am. I’ve been using ChatGPT to make what I’m saying more concise by removing filler words, etc. It can also generate page titles and meta descriptions.

Obviously, you always need to check the work that ChatGPT is coming back with. Humans will always be needed, but ChatGPT can be used to make our lives easier and help us work more efficiently. The way you embrace that change is by reviewing what you’re currently doing and experimenting to see if a new technology like ChatGPT can positively impact you.

Change is scary and it is hard; I get that. It is challenging but everyone else is in the same boat. I think that comparing ourselves to others is part of embracing challenges and changes. You’re not superhuman and you’re not going to know everything, but you don’t know what challenges and obstacles someone else is facing either. We’re all in this together.

Something that helps you to embrace challenges and avoid being overwhelmed is being part of a community, and I want to give a shout-out to Areej AbuAli’s Women in Tech SEO community. Obviously, that is specifically for women in tech SEO but there are many others that other people can join. It’s really valuable to be part of a community where you can have honest conversations. If you’re worried about something or you’ve got a question, there are safe spaces where you can go and ask about those things.”

If an SEO is struggling for time, what should they stop doing right now so they can spend more time doing what you suggest in 2024?

“Prioritise your content. Focus on one piece of content and look at ways to improve it. There are always opportunities to increase traffic to a page, get more signups, or get more conversions.

Stop what you’re doing right now, take your most important bit of content that’s already working really well for you, and look for some more quick wins. What can you do with that content to boost its discoverability, get more traffic, and get more signups? It’s working well, so what can you do to improve it even more?”

Sarah McDowell is SEO Manager at Captivate and Co-Host of the SEO Mindset Podcast, and you can find her over at TheSEOMindset.co.uk.