Sullivan advised continuing to focus

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Many SEOs get obsessed with knowing all the individual search ranking factors. While SEOs try picking everything apart, Mueller said there is a better way: “For a lot of the guidance that we have, it’s a lot more now about the bigger picture, because it feels like from a technical point of view, things are often pretty reasonable. And now you really need to get that bigger picture into the right shape, so that when users come, they’re like, ‘Oh, this is actually a helpful site,'” Mueller said.

Because Google’s algorithm is made DB to Data of multiple systems,  on the big picture: “Know that we’ll just try to share more information, so that you can understand more about the systems that are out there and, you know, hopefully be successful with them.” Authentic content. The term “authentic” came up a few times during the discussion, with Mueller specifically noting how authentic content can be a differentiator when competing against AI content: “But I think now more than ever, having that authentic content that you created because you have an actual audience in mind that you know would come to it directly, that is your way forward as you try to navigate this world of how ranking systems are evolving with Google,” Mueller said.



And I think also generally, as we go into this world of AI content and so on, that it will have places and it’d be useful, but I think the bedrock will be to continue to point people towards authentic information. There’s a big craving for that, and that’s going to be your key to success,” Mueller said. User-centricity. You should “put yourself in the shoes of someone who arrives at that content and what they’re going to be thinking about,” Sullivan said, adding some helpful context from a personal travel experience: “It’s like, I just wanted to know, like, where do I park? How do I get to the place? How long do I need to be there? And that you’ve actually been there,” Sullivan said.