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Episode 517: How Can We Prepare for What SEO May Look Like In Future by Mindy Weinstein #517
Future SEO success requires focusing on question answering, local driven results, stronger searcher intent, user experience, and conversion rate optimization, as Google increasingly rewards genuine user value over keyword tactics.
Key takeaways
- Google is rewriting titles and meta descriptions itself when it detects thin content or bad user experience.
- Remarketing is rated a top priority, described as the most cost-effective digital marketing tactic available.
- Local SEO remains critical, and tying your brand to local events, images, and organizations builds ranking trust.
- 75% of all Google searches are long-tail or new searches, making search intent understanding essential.
- Google is now pulling pages out of the index entirely, showing them as discovered but not indexed in Search Console.
really what everybody wants when they say SEO is they're not asking for SEO. They're asking for you to, ROI is what they're asking for, produce revenue based upon the spend
About this episode
How Can We Prepare for What SEO May Look Like In FutureSEO has come a long way and will continue to change as search engines evolve. What will it be like in 5 years? Here's where to focus next by Mindy Weinstein.
Questions this episode answers
What are the key things to prepare for in the future of SEO?
According to the episode, the five areas to focus on are question answering, local driven results, stronger searcher intent, user experience, and conversion rate optimization. These reflect Google's increasing use of AI and natural language processing to match searchers with the most relevant, trustworthy content.
How is Google handling pages with thin content or bad user experience?
Google is now doing two things: pulling pages out of search results entirely, showing them as discovered but not indexed in Search Console, and also rewriting titles and meta descriptions based on its own understanding of the business. Pages must be resubmitted for indexing after fixes.
Why is local SEO still important for future search rankings?
Customers rely heavily on map results to find local services and products. The episode recommends tying your brand to local events and organizations, using geotagged images, and building a consistent digital identity across platforms to establish the trust and credibility Google looks for in local rankings.
What is BERT and why does it matter for SEO?
BERT stands for Bi-Directional Encoder Representations from Transformers. It is a language model referenced in a Google patent granted in May 2020 centered on natural language processing. It helps Google understand questions being asked and find the best answers, making question-focused content increasingly important.
In their words
Google's not taking anybody's word for anything anymore. It's fact checking. It's backing it up and so I think that ultimately that's a good thing but that again raises the bar of the expectation of what you're going to be able to do
Matt Bertram
if you just get more juice out of that lemon, right, or what is it like more squeeze, get more juice out of that lemon that that's a great solution, too
Matt Bertram
The future of SEO is about honing in on our searchers, where our searchers are and what they want to know and how we can deliver value through our optimized content
Host
Terms defined in this episode
- BERT
- Bi-Directional Encoder Representations from Transformers, a Google language model focused on natural language processing tasks that helps Google understand searcher questions and identify the best answers.
- Search Intent
- The underlying goal or need behind a search query. The episode describes it as understanding where searchers are in the customer journey and what they want to know, not just what keywords they type.
- CRO (Conversion Rate Optimization)
- The practice of improving a website so that visitors take desired actions. The episode frames it as essential because driving traffic without conversions means SEO efforts produce no ROI.
- EAT
- Expertise, Authoritativeness, and Trust. The episode notes Google is building on these signals and that upcoming updates will require backing up claims with verifiable authority.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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