Google helpful content and the shift away from traditional SEO - Daniel Foley

In this talk, Daniel Foley discusses Google's definition of helpful content and how much SEO has changed in his 25+ years of experience. Daniel states that traditional SEO still works in some cases but in the next few years, the SERPs will go through a big shift, the likes of which the industry hasn't seen before. For the full slides and information about the event, go to https://www.searchnorwich.org/events/searchnorwich-12 Time stamps: 01:42 🕰 Traditional SEO has evolved significantly over the years. It used to focus mainly on keyword stuffing and basic optimisation techniques. 04:28 🔄 Traditional SEO factors still hold some relevance, but the landscape is shifting towards creating helpful content for end users. 06:15 📝 It's crucial to prioritise user experience and create content that caters to what users actually want, rather than just optimising for search engines. 07:26 📉 Google's recent updates prioritise content created for users over content created solely for search engine ranking. 09:02 🛍 Offering a good user and page experience includes providing information that users find valuable and relevant to their needs. 10:12 📚 Demonstrating expertise and authority is important, especially in fields like law or finance, where accuracy and reliability are crucial. 10:53 🌐 Building brand authority and trust is increasingly important for SEO success, both locally and internationally. 12:57 🔗 Link building is still a valuable component of SEO, despite claims that it's losing significance according to Google. 15:42 🎯 Google now uses machine learning and AI to better understand user behavior, making it more challenging to rank using traditional SEO techniques. 20:56 🛠 Relying solely on AI-driven content creation tools may not be effective for achieving SEO success, as human judgment and expertise are still essential in crafting valuable content. 23:40 📝 Google is emphasising the importance of providing helpful content to end users. If search results don't meet user needs, it can negatively impact rankings. 24:33 🚫 Google doesn't always perfectly follow its own guidelines. Even if some results seem subpar, focusing on user satisfaction can lead to long-term success in SEO. 25:44 🧠 Google is utilising AI and machine learning to better understand content quality, user intent, and context. This means understanding what users want is crucial for effective SEO. 26:26 👁 Google gathers extensive data and trust signals from various sources, including social media and reviews, to better understand and evaluate brands. 27:06 📊 Google can differentiate between content created for users' benefit versus content created solely to rank. Prioritise content that serves the end user's needs. 28:05 📚 Content quality is crucial. Ensure information is accurate, substantiated, and relevant to the user's needs. Avoid misleading claims or unsubstantiated statements. 28:48 🎯 Focus on creating content that aligns with user expectations and needs. Consider the user's search intent and deliver content in a format they prefer. 29:19 💡 To benefit from Google's helpful content updates, ensure your content is competitive, covers relevant services/products, prioritises essential information, and is presented in a way that offers a good user experience. 32:42 🛠 Exercise caution with keyword and AI tools. Instead, focus on understanding and meeting the needs of the end user. 33:08 🏆 Demonstrate expertise in your content, especially in specialised niches. Ensure your content offers a good page experience for users.