Age of Digital Darwinism and SEO
Google's Source of Magic, AI and SEO approach.
Search Engine Optimization has been around as long as search engines have existed and continues to be a topic of debate. Discussions about whether SEO is really effective have been ongoing for years. And surprisingly, SEO is often said to be "dying" each year, yet according to Google Trends, it continues to grow in popularity.
While I won't debate this topic today, if I were to comment, I'd say:
Yes, SEO does seem to "die" periodically, leaving behind those resistant to change.
And no, SEO is not dying; it's simply evolving along with search engines and the digital sector.
But that's a topic for another post.
The Mystery of SEO and User Hierarchy
Google's automated ranking systems are designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top Search results.
We know Google has been reiterating this statement in various forms for years, but we've never been this close to the truth.
Let's evaluate the above statement through the different eras of SEO:
The Ancient Era was the period when keyword stuffing led to success. It was relatively easier to trick Google's algorithms, and SEO consultants were essentially hacking Google. I miss the days of hidden H1 tags.
The Old Era was when AI and NLP were first introduced to SEO. Numerous low-quality websites could appear authoritative in rankings, and we frequently encountered results contradicting Google's stated mission. This was due to the learning process of new technologies, and SEO could still be successfully executed with relatively traditional tactics.
Recent Years: No doubt there are many more periods, but the last four years, especially the last two, have been revolutionary for search engines and the digital ecosystem.
The Need for an AI-Driven Revolution in Search Engines
AI, Google MUM & Bard, Gemini, various LLMs, and the necessity of an AI-driven revolution in search engines...
We don't know who initiated this, and it's unclear if it was too early, but we are aware that Google founders organized exceptional meetings for the first time since 2019 in January 2023.
Let’s return to the quote.
Google's repeated message over the years is more accurate than ever.
The rapid introduction of AI and LLMs into our lives has forced search engines to change their operational principles. Now, there are almost no search engines without AI assistance, each promising to offer the most satisfying user experience.
This brings us back to the "Creating content for user" thesis.
SEO has long been a profession where the primary success criterion is providing what the user needs.
How do we know this?
One of the most important pieces of evidence is the documents from the US vs. Google LLC anti-trust case recorded in 2020.
The working process of the Google Search algorithm is generally taught as follows:
However, the reality is that Google's Search algorithm is constantly evolving through user interactions.
The search engine stores all the data it collects and continuously transforms itself into a learning entity, and this operation goes on ceaselessly.
It is sometimes considered odd by SEO consultants that some websites without a single piece of content hold the top position. In contrast, other websites with perfect H1 tags, meta titles, and technical aspects should win this race.
The key point is the user interaction, mostly.
The source of Google's magic is this two-way dialogue with users. With every query, we give a some knowledge, and get a little back. Then we give some more, and get a little more back. These bits add up. After a few hundred billion rounds, we start lookin' pretty smart! This isn't the only way we learn, but the most effective.
Of course, I am not claiming this is something you don't know. However, many SEO consultants often hesitate to make moves that would improve user experience. This is generally not considered part of an SEO consultant's job.
Fact: User interaction is one of the most important factors you should pay attention to, and it’s a significant fact that as Google evolves, it adds new areas of expertise to our profession.
Content for the user is not just content or text. It refers to the entirety of a page.
Providing the best possible user experience and creating easy-to-use websites that offer answers tailored to users' needs has long been the domain of both UX experts and SEO consultants.
The Current Landscape and Future Direction
Google has released a total of 21 updates, including 7 core updates since 2022. This is a significant number, primarily due to the substantial changes in search engine algorithms and the periodic updates to the ranking algorithm to meet new needs and innovations.
SEO consultants now have to fight on multiple fronts, and this isn't just related to Google updates.
AI & LLMs
With the introduction of Gemini, Bing AI, LLama, and many other LLMs, the digital world is rapidly evolving. It's clear that digital workers need to be involved in every aspect of this evolution. The success of AI is uncertain, but it's evident that it will fundamentally change search engine algorithms.
The question is very clear and always revolves around the same essence, just in a different version: If search engines and LLMs, thanks to artificial intelligence, will provide the most suitable content for users, how do we optimize the content of our potential website based on needs?
Sorry, but the only concern of SEO consultants in this context and these developments should not be “How can we produce SEO-friendly content with AI?”
Google Updates & New SERP Features
Google first announced MUM in May 2021, an exciting AI milestone. While we anticipated its gradual implementation through periodic updates, it's surprising how quickly Google has rolled out many of MUM's promised features. For instance, users can now see the most relevant results for transactional and e-commerce queries through Shopping features, which are now permanently available in many countries.
This rapid change signifies that SEO consultants must adapt more quickly than ever, integrating user experience into a holistic strategy.
Conclusion or closing thougts
Do we still need SEO in 2024?
Yes, but not in the traditional way.
We need to think bigger and update our vision to include innovations. If we want organic and periodic growth, we must fully understand search engine principles and build websites that prioritize user experience.
And yes, more than ever.
Despite numerous updates and innovations, organic growth is still possible. A growth strategy with the right capabilities and vision can lead to unexpected and positive outcomes.
As the digital world evolves, it is essential that we evolve too. Those who can adapt and seize opportunities will always come out ahead.
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