SEO (search engine optimisation) changes continually, so it is important to follow developments. Here are several developments and trends that have attracted attention:

1. Artificial intelligence and machine learning

  • Google’s use of artificial intelligence: Google uses AI systems to understand language and improve search experiences. Examples include BERT and MUM, although their roles differ and MUM is used for particular applications rather than general ranking.
  • Optimising for voice search: The spread of mobile devices and smart speakers has drawn attention to spoken queries. Keyword research should consider natural language and more specific, longer search phrases, known as long-tail keywords.

3. User experience (UX)

  • Core Web Vitals: Google’s page-experience guidance includes user experience. Loading speed, responsiveness and visual stability are important measures to assess.

4. E-A-T and E-E-A-T: expertise, experience, authority and trust

  • Content quality: The original E-A-T concept emphasises expertise, authoritativeness and trustworthiness; E-E-A-T also includes experience. Reliable sources and knowledgeable authors support useful content. E-E-A-T is not itself a specific ranking factor or a guarantee of higher rankings.

5. Local SEO

  • Local search results: Local SEO matters particularly to small businesses. Effective use of Google Business Profile, formerly Google My Business, can support visibility in local searches.

6. Video and visual content

  • The importance of video: Video is an important way to attract attention and encourage engagement. Optimising content on YouTube and other video platforms also deserves consideration.

7. Mobile-first indexing

  • Mobile-friendly design: Google primarily uses the mobile version of a website’s content for indexing. Responsive design and fast loading are therefore important.

8. Content updates

  • Refreshing older content: Review and improve existing content to keep its information useful and current. Improvements may support search visibility, but updating content alone does not guarantee higher rankings.

9. Links between relevant content

  • Internal linking strategies: Useful internal links help visitors discover more content and support search engines’ understanding of the website.