However, some clear trends are emerging for the coming years. These include an increased importance of page experience, holistic quality, universal search, indexing problems and Google Discover.
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1. Page Experience: a ranking factor on desktop since February
Google has been using Page Experience as a ranking factor in mobile search since June 2021. Page Experience also includes Core Web Vitals, which measure the loading time, visual stability and response speed of websites. Page Experience also includes the use of HTTPS, mobile friendliness and the avoidance of annoying interstitials.
All of the criteria mentioned, except for mobile friendliness, are also used to evaluate the page experience of desktop pages. With the launch of page experience as a ranking factor in desktop search this year and in the years to come, this criterion will become more important.
Quality
2. Holistic quality
Google calculates its rankings based on both individual pages and the entire website. For this reason, it is important to apply a holistic definition of quality in SEO that covers as many pages as possible and, in addition to technical aspects, structural and content-related aspects.
A good aid in this regard can be the regularly updated guidelines for quality checkers by Google, which explain what the people employed by Google should pay attention to when checking search results and the pages found on them.
For example, it describes the criteria that apply to evaluating the “EAT” of websites. “EAT” stands for “Expertise, Authoritativeness, Trustworthiness”.
Especially in connection with the regular Google Core Updates, it is important to keep the quality of websites high and to constantly improve them.
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3. Universal Search
Universal Search refers to the compilation of different types of results on the search results pages. In addition to the normal web results, this also includes images, videos, news or recipes, for example.
To be successful in searches, it is no longer enough to rely solely on classic blue links. You should also optimize for the other possible types of results. Important in this context are SERP analyses, which look at what types of search results Google displays for keywords of interest.
There is currently a trend towards more diversity on search results pages. For example, there are now more visual elements such as images and videos among the results. This makes it all the more important to optimize for these types of results as well.
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4. Indexing
More and more website operators are reporting problems with indexing. Google is not indexing some of their pages even after several weeks. Manual indexing via Google Search Console should only be seen as an emergency solution in this context.
The fact that Google cannot index all pages can be explained by the limited capacity in Google's data centers and the ever-increasing number of pages on the web.
This makes it all the more important to create all the conditions necessary to enable Google to crawl and index. In addition to technical criteria such as the correct use of robots.txt and meta robots tags, this also includes a good website structure with appropriate internal linking and, above all, high-quality content that is attractive to Google.
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5. Google Discover
In addition to search, Google Discover has now become an important, in some Austria Phone Number Resource cases even the most important, source of traffic. Google Discover is a feed of messages that smartphone users see. Google takes people's individual interests into account.
Due to the prominent display of the messages in Google Discover, a large number of impressions and clicks can be generated within a short period of time .
However, appearing in Google Discover is not a given. Google only shows content from websites that the search engine trusts. To increase the chances of being included in Google Discover, the relevant best practices should be taken into account.
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Conclusion
Due to the dynamic development of search and SEO, it is difficult to identify clear trends. However, it is becoming increasingly clear that quality is becoming the dominant criterion for success in search. In addition to content, this also includes the page experience. Good quality also improves the chances of indexing as many pages as possible. In addition, the growing variety of different types of results on the search results pages should be included in the optimization plans.
