13 SEO takeaways from Google’s Elizabeth Tucker at SMX Advanced


1. User Experience is Key: Elizabeth emphasized the importance of a user’s experience when they land on your website. Prioritizing quick load times, mobile-friendliness, and easy navigation can significantly impact your site’s ranking.

2. Core Web Vitals Matter: Google continues to focus on Core Web Vitals as a significant ranking factor. Ensuring your website scores well in Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) is crucial.

3. E-A-T Principles: Expertise, Authoritativeness, and Trustworthiness (E-A-T) are still essential for SEO. Building high-quality content from credible sources will positively affect your rankings.

4. Content Quality Over Quantity: Rather than churning out mass amounts of content, focus on creating higher-quality pieces that provide value and answer user queries more effectively.

5. Structured Data Usage: Implement structured data markup to help search engines better understand your site content and improve the chances of earning rich snippets in search results.

6. Mobile Optimization Isn’t Optional: With the majority of searches now coming from mobile devices, optimizing for mobile usability is non-negotiable. Ensure that your site design is responsive and works well on all devices.

7. Page Experience Update Insights: Elizabeth discussed the Page Experience update and its components, including Core Web Vitals. Adapting to these changes should be a priority for webmasters ensuring user-centric performance.

8. Backlink Quality Over Quantity: The emphasis now is on acquiring high-quality backlinks from authoritative sites rather than focusing solely on the volume of links.

9. Page Speed Improvements: Faster pages result in better user engagement metrics like reduced bounce rates and longer session durations, which positively influence rankings.

10. Voice Search Optimization: As voice search becomes increasingly popular, optimizing for conversational queries and long-tail keywords can help capture voice search traffic.

11. Local SEO Tactics: For businesses targeting local audiences, focusing on local SEO strategies such as Google My Business optimization and garnering local reviews is critical.

12. Image Optimization Best Practices: Properly optimizing images (compressing file sizes, using appropriate alt text) helps with both speed performance and accessibility improvements.

13. Continuous Learning and Adaptation: The SEO landscape is always evolving; staying updated with the latest Google updates, industry trends, and continually adapting strategies are key to maintaining strong search engine performance.


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