Impactful SEO Lessons We Learned From Google

Jan 1, 2019

<a href="" target="_self">Matt Bertram</a>

Matt Bertram

Matt Bertram is a award-winning marketing consultant and SEO Expert. He is the lead digital strategist at EWR Digital. Host of the Best SEO Podcast and Co-Host of the Oil and Gas sales and marketing podcast.

As soon as you enter the world of SEO in Houston, it’s easy to get intimidated by its ever-evolving landscape. That’s because Google keeps on changing its search algorithms.

As marketing experts we’ve uncovered tactics and ways of how Google perceives SEO.

Let’s look at the top 5 SEO lessons that you can learn from Google itself.

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Contrary to what many people believe, Google loves automation. In fact, it relies on machine learning to identify its problems and redress them.

And, it works in an automated environment.

So, if you want to impress Google search bots, the idea is to focus on user-centric practices.

As a result of Google’s constant updates, you may see a lot of swing in your website’s traffic. However, this shouldn’t dampen your SEO efforts.

Work on Your User Experience

Rather, you must concentrate on proven optimization techniques. A slight drop in your rankings shouldn’t freak you out as long as you focus on improving user experiences.

  • Our clients are the main stakeholders in our project. We have to use their vocabulary or language when we communicate with them. If you’re not doing that, you’re alienating them.
  • Don’t overthink established user paths. Keep your research open and explore something new.
  • Reflect more. As activities tend to be focused on doing things, processes get established even if there are loopholes. Take time to reflect, go back and don’t deter to follow a new path.


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You may have heard that Google penalizes sites that don’t comply with its latest algorithms. However, this isn’t the whole truth.

Google never aims at penalizing the websites. Instead, the company has the sole objective of providing users with the most relevant listings.

For example, if a leading company uses some bad links on its website, it makes no point for Google to ban the site. Banning the site reduces traffic and organic reach.

Now, picture this: the brand in question is a name like Ford. It’s a well-known brand with a wide client base. Average users searching for Ford aren’t actually worried about the links on its website. They only want to see this specific website when they search for Ford.

Here, penalizing or banning the site may disappoint the users. To keep them happy, Google keeps on fine-tuning its algorithm over time to deal with wrong SEO practices.


In the landscape of Google search, shortcuts can’t survive. Always consider the risk/reward of any SEO strategy you use. Even if you manage to find some leeway, don’t let it spoil your efforts. One such shortcut is using expired domains.

Many marketers have fiddled with this idea but in vain. Despite buying the domains with .Gov and .Edu extensions, they couldn’t sustain the growth, and their rankings eventually tanked.

Well, the truth is that an expired domain unto itself has no value.

These domains become valuable when A) they have a quality link profile (with unoptimized anchor text), B) they were relevant to your website, and C) they weren’t previously used for spam.

Google is aware of the fact that marketers buy expired domains to use 301 redirects to their websites. So, the search engine is ready to give you a tough call if you intend to use this strategy.

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It’s a reality that Google prefers text-based content on the websites. Primarily, that’s the reason for having a blog on your portal – but this isn’t all.

You need to step up your SEO in Houston by expanding your global outreach. Though the competition is massive, you can explore better opportunities on platforms like YouTube.

6 out of 10 people prefer online video platforms to live TV.

Many people prefer finding their desired content on this popular site. Need proof?

Well, YouTube is huge – in fact, it has more than 1.9 billion active monthly users. The average viewing session of each user is 40 minutes, and about 5 billion videos are watched daily by these users.

A majority of video views on YouTube take place on mobile devices. In fact, they account for 500 million daily video views. Now, if you aren’t making the most of this platform, you’re certainly missing out.


Every day, your inbox gets flooded by emails offering paid links on websites having high domain authority. However, they aren’t actually worth the price that you pay for them.

Many SEO folks refer to link points as “link juice.” The link juice flows through sites and into new sites through hyperlinks. The more reputable the site, the bigger boost of link juice the linked-to site gets. A no follow link is a link that does not count as a point in the page’s favor, does not boost PageRank, and doesn’t help a page’s placement in the SERPs. The bigger websites like Entrepreneur no-follow the guest post links and make it harder to find them on the website.

In fact, Google itself has indicated that spending money on paid links is a total waste. It ignores or devalues such links instead of penalizing the websites.

So, if you want to build effective links using guest posts, brace yourself to the minimal impact of this off-page SEO optimization strategy on your rankings.

In conclusion, you need to understand that Google, like any other thing in the world, is changing and adapting to these changes to stay ahead of the curve. Hence, you must shift your attention to customer experiences exactly as Google does.


SEO Lessons

With experience in handling SEO campaigns for our diversified clientele, we know how to play safe on this turf. While maintaining our focus on traditional SEO, we are consistently updating our strategies as per changing algorithms.

Get in touch at (713) 592-6724  to discuss your requirements and make an effective strategy that yields the desired results.

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Impactful SEO Lessons We Learned from Google | EWR Digital- Houston, TX