Google AI changes for SEO — Dale Bertrand // Fire&Spark

Dale Bertrand, President of Fire&Spark, talks about technical changes that impact your SEO performance. Google’s algorithm has become alarmingly astute at understanding user intent and matching the right content to that intent. In an effort to continue driving business results as Google’s algorithm updates increase in frequency, SEOs must focus on serving customer needs first. Today, Dale discusses Google's AI changes and how they impact your SEO.
About the speaker

Dale Bertrand

Fire&Spark

is a little camera shy

Dale is President at Fire&Spark

Show Notes

  • 02:23
    Googles AI changes and how theyve impacted the SEO community
    Google's AI search engine is getting better at matching intent with the right content. SEOs have to publish content relevant to the questions customers are asking before a purchase.
  • 05:29
    SEO strategies to master Googles algorithm and drive business results
    Take a top down approach to SEO to align your marketing efforts with your branding. Rather than optimizing the technical signals, its about optimizing engagement, backlinks, reviews, etc.
  • 07:15
    Signals Googles algorithm needs to see on websites
    Ultimately, Google wants to see engagement with your website. In addition to those signals, the algorithm is looking for organic links, an organic audience, and valuable content.
  • 09:36
    The value of SEO to businesses today
    For large websites with high traffic, technical optimization should still remain a focal point. Smaller B2B businesses can benefit from a top down marketing approach including SEO.

Quotes

  • "It's important for us to realize that Google's not one monolithic AI algorithm. Google's using a number of different AI algorithms in its search engine." -Dale Bertrand, President, Fire&Spark

  • "Do you understand the questions your customers are asking when they're making a buying decision? If not, how do you get those questions so you can publish content that is useful to your customers?" -Dale Bertrand, President, Fire&Spark

  • "When you're thinking about SEO from a top down approach, you're more likely to have success because youre building marketing thats aligned with your branding." -Dale Bertrand, President, Fire&Spark

  • "The algorithm is looking for natural links, natural audience, and content that's valuable as opposed to content that's optimized." -Dale Bertrand, President, Fire&Spark

  • "Billions of dollars worth of commerce move through Google search engines. Anybody who can figure out how to get more of that, regardless of the tactics you're using, is valuable." -Dale Bertrand, President, Fire&Spark

  • "Smaller businesses moving from a brochure website to adding some content would do better thinking about a top down marketing approach that includes SEO." -Dale Bertrand, President, Fire&Spark

About the speaker

Dale Bertrand

Fire&Spark

is a little camera shy

Dale is President at Fire&Spark

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