Today’s hot topics revolve around the future of SEO as the race to AI-powered search heats up. Bing will use ChatGPT and Google has Bard. I’m not saying all the buzz is unjustified.
These developments simply highlight the nature of search where change is constant and inevitable. Seasoned SEO practitioners know that everything could be turned upside down tomorrow.
Yet, in a practical sense, SEO doesn’t have to be tanked by new ranking factors, algorithm updates or constant changes. There is a way to do it sustainably while mitigating risk and focusing on priorities.
Below, I have outlined eight strategic aspects that have stood the test of time and are still worth investing resources in.
1. Clean code
The days (for most) of static, lightweight HTML and CSS websites are long gone. We can now push the design and functional limits of UI and UX. In many cases, search engines can see it.
In some cases, we see a return to simpler code outputs with headless applications and sites. What hasn’t changed is that the cleaner our code, the more trust we can have in it being found, indexed, and ranked in the search engines.
Whether your content is long-form, interactive or visual-heavy, making things easy for a search engine to consume and render is fundamental. It is as important today as when search engines first started crawling the web.
2. Security
We don’t want our target audiences to see broken sites or embarrassing messages from a Canadian pharmacy on our home page. The loss of...
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