SEO has a massive perception problem. By this, I don't mean the perception of whether SEO is worthwhile (or dead); I mean the perception of some SEOs needs a re-alignment. 2023-24 has seen some of the most seismic and consequential changes in search results in some time, and people are generally freaking out. This is highly understandable (and I have been there!), but in SEO, this is generally a cycle that has happened a few times before. I'm not gate-keeping or lecturing less-experienced SEOs (not intentionally); when I say we need a re-alignment, I am more talking about those who have been around the block a few times and should generally know better. What I'm getting at is how we judge and report on algorithm updates. The phrase "weather is not climate" comes to mind. Not because I'm arguing SEO is bad for the climate, although one could maybe make that about some elements, but because what you observe when you look out of the window, rain or shine, is weather. Just because it's cold where you are right now doesn't mean it's not warm elsewhere! The search ranking equivalent of this is seeing your site's rankings change and proclaiming something for everyone else. Saying anything for definite in SEO isn't always simple or easy, but changes in search results and ranking algorithms IS hard and getting harder. I'd even argue some of the changes we see in SERPs following a large update suggests that many within Google aren't really sure what will happen until someone's pushed the red button. Why does this matter? Well, if you need to rank your site and your site alone, then your SEO "weather" is more immediately useful, and you should act on that with an eye on the longer-term climate. If you are a consultant or agency SEO, you need to be a little more circumspect and nuanced with what you take away. If you have a presence within the industry and have influence, you HAVE to be aware of the difference between your weather and the wider search climate. It is really, really easy to fall victim to confirmation bias, so before taking to the megaphone, check wider data and do not just cherry-pick your examples. Google is making mistakes, and some businesses are likely losing out wrongly and some SEOs are coming off badly because of it. This summary is a weather forecast; it isn't useful information on climate change ☔️
This is spot on. Being aware of how others may read what we write is important (applying this to myself). Although panicking is a very real feeling these days, it is best not to generalise, in case it produces a negative effect for others. I know clients and employers can read about all this and make it difficult for the SEOs they're working with.
Director at Digital Funnel | Helping Irish & UK companies grow revenue without wasted spend or low traffic through SEO & Digital PR | Achieved +3000% growth for multiple businesses
1wA big problem is the rush to report on these updates and get content out. There is not enough in-depth analysis done first - which leads to a lot of noise.