In the ever-evolving landscape of SEO, staying abreast of the latest trends, challenges, and strategies is crucial for achieving and maintaining success. Recently, Wix marked a significant milestone by celebrating the 100th episode of its “SERPs Up” podcast, which featured an impressive lineup of industry experts. This landmark episode delved into the current state of search engine results pages (SERPs), recent advancements in local SEO, and the transformative role of artificial intelligence (AI) in SEO practices. Here, we unpack the key insights and discussions from this enlightening episode.
The episode kicked off with Chima Mmeje from Moz, who candidly expressed her dissatisfaction with Google’s recent updates. Mmeje was particularly critical of the so-called helpful content update, describing it as ineffective in enhancing the quality of search results. She highlighted Google’s over-reliance on Reddit content in SERPs, which she argued was a lazy and potentially hazardous approach, given the anonymity and questionable reliability of Reddit users. The discussion was further enriched by Crystal Carter, Head of SEO Communications at Wix, who noted the recent volatility in SERPs. She attributed this instability to the introduction of numerous new features, including AI overviews and the Search Generative Experience (SGE). Mmeje concurred, pointing out that the lack of proper testing before releasing these features has contributed to a chaotic search environment. She also underscored the difficulties faced by small website owners and businesses in adapting to these unpredictable updates, calling for clearer guidance from Google to help SEOs navigate these changes more effectively.
The conversation then pivoted to local SEO, with Darren Shaw of Whitespark and Joy Hawkins of Sterling Sky sharing their insights. Hawkins introduced a new feature in Google Business Profile that enables businesses to add custom services. While this feature may have a modest impact on rankings, it proves particularly useful for targeting niche keywords and less competitive terms. Shaw added that custom services often appear in local results as justifications, emphasizing the importance for businesses to accurately describe their offerings. He even suggested using emojis in service titles to make listings more eye-catching. These insights underscore the potential of local SEO strategies to help businesses improve their visibility and reach in specific geographic areas.
Another major topic of discussion was the role of AI in SEO, with Eli Schwartz and Kevin Indig offering their perspectives. Indig highlighted AI’s capabilities in content creation and data analysis but cautioned against overhyping its potential. He noted that while AI has made significant strides, it still has limitations and can make mistakes. Schwartz echoed these concerns, pointing out the misuse of AI, particularly in content creation. He observed that many businesses are replacing their SEO teams with AI, resulting in lower-quality content and potential penalties. Schwartz emphasized that AI should be used as a tool to enhance human efforts, not replace them entirely. Crystal Carter supported this view, noting that AI’s most significant contributions are in boosting productivity, such as speeding up content creation and brainstorming. However, she acknowledged that the quality of AI-generated content still requires substantial improvement.
The episode concluded with Barry Schwartz from Search Engine Land discussing the August 2024 core update. Schwartz explained that the update’s impact varied across different websites, with some experiencing significant improvements and others seeing minimal changes. He stressed the importance of focusing on quality content and user experience, as these factors generally lead to long-term success despite algorithm changes. This insight highlights the enduring principle that quality content and a positive user experience are fundamental to achieving sustained SEO success.
The 100th episode of “SERPs Up” offered a wealth of insights into the current state of SEO. Google’s recent updates have introduced significant volatility in SERPs, prompting calls for clearer guidance and better-tested features to stabilize search results. In the realm of local SEO, new features in Google Business Profile, such as custom services, provide valuable opportunities for businesses to target niche keywords and improve local search visibility. AI has the potential to significantly enhance SEO efforts, particularly in content creation and data analysis, but it should be used as a tool to support human efforts rather than replace them. Ultimately, focusing on quality content and user experience remains crucial for achieving long-term success in SEO.
The “SERPs Up” podcast continues to be an invaluable resource for SEO professionals, offering expert insights and practical advice. This milestone episode, in particular, provided a comprehensive overview of the current challenges and opportunities in the industry. For those seeking to deepen their understanding of the evolving SEO landscape, tuning into this episode is highly recommended.
