SEO and The Ever-Changing Landscape of Google


A few years ago, Google put emphasis on mobile-friendly websites. This meant that your web page would be penalized during internet searches if it wasn’t mobile compatible – even if your site contained valuable information. This is just one example of how pay-per-click ads, or PPC, and Google is constantly evolving.

So, how do you ensure your page ranks in search engine result pages or SERPs? Being mobile-friendly is obviously important, but what else can you do? Being aware of the current trends for search engine optimization (SEO) will help your content stay relevant.

Utah Search Engine Optimization Tips

In addition to making sure your web design functions well on both desktop and mobile, you want to use the right keywords and phrases in diverse ways on your site.

  • Text
  • Images/Photos
  • Infographics

Be sure your images are sized for viewing on mobile devices, as that is where the majority of internet users are conducting their searches. Having an image that’s too large to be seen on a phone looks sloppy, and it can significantly slow down your site. When it comes to text size and font used, this is where bigger can be better. As long as your headlines aren’t so large that they take up multiple rows when viewed on mobile, larger text is ideal when people are viewing it on a smaller screen. 

Our other tips for Utah search engine optimization include the following:

  • Create “rich content” on your site. When Google crawls your site, it’s searching for content that provides the most thorough answer to the Internet query. When you publish a blog post related to your brand, word count isn’t the only thing that matters for search engine optimization. Google wants to see text, charts, links, and a variety of graphics that further explain the topic. Show a search engine like Google that you’re an authority by including your involvement in the subject elsewhere. Does your brand’s social media back up your claims that you’re an expert on this product or service? Put a button on your site that links to it. Behind purchased Google ads, rich results typically rank second on SERPs.
  • Avoid duplicate content. When you have more than one page on your site that focuses on the same keywords/phrases, the articles can cannibalize each other. Do your research and identify which page is garnering the most results. Consolidate the information that is across multiple pages and make one rich content search result, all found on your current, top-ranking page. The next time Google crawls your site, it will recognize that you have an in-depth answer to the query, and you won’t be competing against your own content to rank on SERPs.
  • Don’t shy away from purchasing Google Ads. Google Ads look more natural in SERPs than in years past. You may have noticed that paid search results blend in with rich and organic results. Google still denotes when a search result is a paid ad, but the “AD” disclaimer/web page title is no longer a different color than other search results. It’s a great way to make the paid Google ad more appealing to the consumer; it’s less conspicuous.  

Local SEO vs National SEO

  • Implement local SEO strategies. How is local SEO different from “regular” SEO? It may seem obvious, but it is a strategy for getting local customers to find your brand. On a broader level, potential customers use a large search engine to find what they’re looking for. While it’s important to optimize your content for those large search engines, such as Google, Bing, Yahoo, etc…, it is also beneficial to focus on websites that help people connect to local services, such as Yelp, Google Local, Angie’s List and the like. When someone searches for “XYZ near me,” your site can pop up if you’ve optimized for local SEO. Your Utah web design should include registration with these sites so you can work your way on the top landing page.

Focus on the User Experience

  • Make the purchasing experience as seamless as possible when conducted on mobile. Research shows that mobile users are more ready to pull the trigger on their purchase; they’re beyond the gathering-information-stage and are looking for instant gratification. If they can’t easily purchase the goods/services from your site while using a mobile device, they’re going to look elsewhere.
  • Consider what people are saying to their mobile devices. How often do you, as a potential consumer, use the voice search feature on your phone? Do you say your query differently than you would type it into a search engine? Keep that in mind when not only choosing keywords/phrases but when writing your content. Conversational articles are not only easier to read, but they may pull up on SERPs because the phrasing better matches what people are saying in their voice searches.

Whether you’re using free or paid services to do your SEO research, it should start paying off before you know it.