SEO can be a difficult topic to understand, but the key to developing a lasting SEO score is to not think about it.
First, why are people searching?
When people search online, they need certain information. This need may stem from a problem they are facing or an interest in a particular issue. Search engines like Google strive to provide the best results that they believe will meet these information needs.
Simply put, Search Engine Optimization (SEO) involves the actions we take to convince search engines that we have the best answers to these information needs. It's that simple.
What complicates SEO is that these actions are numerous and we cannot be sure that they will lead to improved organic results. Also, results can take several months to become apparent, and the landscape is always changing. What works today may not work next week.
However, it all leads to one goal: convincing search engines that the best answers are right here with us.
How can you let the search engines know that you have the best answers? Introducing the CAKE framework.
(Simplicity) The best technical structure. Search engines don't employ millions of people to manually review content. Instead, they use bots to analyze and predict what types of informational needs there are to target content. Technical clarity includes accurate meta titles and descriptions, well-structured HTML layout with appropriate headings (especially H1 and H2), and correct schema reflecting the type of content. This simplicity makes it easier for bots to understand and index your content, helping them accurately predict the information needs you make and improving your content's chances of ranking.
(Authority) Most reliableHaving the right answer is not enough. you need to earn Google's trust as an authority on the topic. As in real life, the same words spoken by different people can have different effects. People tend to trust the word of authorities, especially if they have professional knowledge on the subject. Consider your own life. there are specific people you go to for relationship advice and others for financial advice, but they're usually not the same people. The challenge is to prove to the search engines that your site is an authority. Start by thinking about how you prove to the people around you that you are an expert on a certain topic.
(Knowledge) Best contentBefore you try the “game system”, focus on your content. Ask yourself honestly. Is your content useful? Is it enriching? What is the goal of your readers search? Will they walk away satisfied that they found your content useful?
(Experiment) The best way to consume informationUnderstanding people's information needs requires empathy to further understand how they prefer to consume content. Does your content provide a great consumption experience? Is the loading speed fast? Does it respond well to all screen sizes? Are we sure that the best way to consume information is through our website? Is it presented in an attractive format? The same information can be repackaged in different formats such as tools, tables, infographics, videos or even interactive games. The same information can be published on different platforms where people search for information.
The mission is the same, although the tactics are constantly changing
The mission remains the same, although the tactics are constantly changing. Search engines like Google are constantly evolving, frequently updating their algorithms. Sometimes they introduce new dimensions, adjust the weight and importance of existing ones, or modify the display of search results to better serve information consumers as society progresses. Their ultimate goal is also constant: to be the single source of truth where people look for answers.
AI is a great example. With the introduction of ChatGPT and other emerging AI technologies, human search behavior is changing. People can no longer rely on search engines alone. For certain types of information, they may prefer AI over traditional search engines. That's why we shouldn't be surprised that Google exists Implementation of twins To provide a generative search experience (although it may not work well now).
However, the one constant is that people will always want information. SEO will gradually evolve beyond the domain of search engines. As SEO professionals, we must continually raise the bar and explore creative ways to ensure our assets are found in major media and we have the best answers to the information people are looking for.
