Search engine optimization (SEO) has never been the same and it will continue to grow.

Every Sydney SEO agency knows that SEO is a constantly evolving process since it needs to measure up and adapt to the changing needs of online activity and the changing behaviors of the market and consumers.

According to the latest industry reports, Google tops the list of the most-used search engine platforms on the plant which accounts for more the two trillion queries in its search engine each and every day.

This is what keeps SEO specialists such as an SEO agency in Sydney always busy and on the alert for any new change in Google’s algorithms that affect the search query process.

In order to be on top of everything, it is important that everyone who has a stake in the SEO industry knows when such changes are occurring and how it is impacting the processes.

This is why every Sydney SEO agency needs to develop SEO strategies that will take advantage of the search algorithm and other operational updates that are applied so that websites are adapted and optimized to leverage from the processes.

Brand as a ranking factor

Industry experts believe that one of the newest updates in the Google search algorithm is the use of online brands as a ranking element for queries.

There are a couple of ways that the search engine uses brands as a way to differentiate the good from the bad content that it can provide in the query results, also known as the search engine results page (SERP).

First, the search engine has the ability to determine if your brand is empty, especially when crawling for unlinked brands. It then analyses all the properties and characteristics that relate to the brand in order for Google to develop your profile or a picture of your authority in a given subject, field, or topic.

Second, it factors in the context and sentiment of each search component, such as trust, reputation, problem-solving, issue resolution, advertising, etc.  For instance, site reputation is a factor for rankings, which means that any sentiment generated for the brand can affect the rankings for the site.

Focus on mobile indexing

Google has considered mobile-first indexing when indexing and ranking sites in the SERP. This is only practical because the latest statistics show that around 52% of searches are made on mobile devices.

This is why your sites need to be optimized for mobile in order for it to become mobile-friendly and allow you to leverage this mobile consumer behavior.

Yes, page speed

This is one of the technical aspects of Google ranking factors that cater to delivering a positive user experience (UX) for users. Desktop page-loading time has been initially applying it in the search algorithm, but with the entry of mobile devices into the picture, it updated the capability to incorporate mobile page speed into the equation.