6 SEO changes that can change SERP

SEO(Search Engine Optimization) is the process where the organic traffic of the website is increased by improvising the quality and quantity of the content of a website. This is unpaid advertisement gets when Google considers the website to be worthy for SERP.

Even though Google makes thousands of changes in its algorithm per year, basic things remain the same, the on-page and off-page SEO. But recent updates from Google needs to be looked into and apply to be worthy for SERP


1.Core Vital Web

Page Experience Update is going to come into effect in 2021 by Google which is called Core Vital Web. These are the three vital metrics that Google uses

  • Largest Contentful Paint(LCP)- It can be defined as the amount of time required by the majority of your webpage content to load.
  • First Input Delay(FID)- The amount of time required by the user before it can interact with your page example- adding details in the login window
  • Cumulative Layput Shift(CLS)- Number of times a page shifts during loading of the page

These three metrics help to increase User Experience (UX) which recently Google has started to pay more attention to than the number of backlinks you add to your website.

Core Vital Web can affect your ranking in SERP. How much cannot be defined as there is no proper detail over it? But not working on it will surely affect your SERP rating. –

2.EAT(Expertise, Authoritativeness, Trustworthiness)

  • -Expertise

It refers to the credibility of the main content creator. To check if the creator is an expertise in the field and has deep knowledge of the subject. There are times where the content is written by someone who is not related to that field. Example A doctor writing health tips makes more credible than a person who is working in the IT field unless query like “what does it feel like to have cancer.” Someone living with the disease is better placed to answer than a doctor. That being said, the writer has to have deep knowledge. This is likely to come in YMLA(Your Money Your Life) categories.

  • -Authoritativeness

This is related to the authority value of your website based on how many backlinks you get from other high authority websites which will increase your trustworthiness as well as Domain Authority in the SERP. For example, let’s say you have an NGO website if this website gets backlinks from high authority websites like the Government of India or other higher domain authority websites it increases its domain in the SERP.

  • Trustworthiness

This is the number of trust users has on your website which includes safely keeping of personal information of the user which can be done by having HTTPS in the domain and firewalls. The number of positive reviews given to the website will decide its position in SERP.

3.Search Intent Becomes More Important 

Remember Hummingbird algorithm? Which tries to give the user the result based on its intent. Well, that has more important for Google because sometimes users’ intent is a little different from its keyword.

So lets, say your website is coming on top of SERP based on search and user comes to see your website but didn’t find what he/she is looking for and click back, if a certain number of the user does same for a while then Google down your website position for that keyword.

Hence, it’s important to find relevant keywords for your website. Make sure what user intention when he is using for that particular keyword.

4.SERP Real Estate 

The new SERP features have changed the scenario in the SEO world. In old times websites will be shown at the top of the SERP Page, but now those are replaced by Paid Search ads. Which defines that a part of the SERP is sold to bidders and after that only organic search result is shown which can be anywhere from 2nd to 5th position.

You can see many companies are shown in both paid and organic search ads are one below the other. It is due to the reason that companies don’t want to leave that space for some other websites so they pay and do SEO also. For example, I searched for shoes on Amazon but let’s just say Amazon is not using paid ads who do you think will come. There is a possibility Amazon’s competitor may show up because of keyword shoes. Now no one wants to lose a customer based on that. Companies are more focusing on grappling with top results than traditional Organic results.

5.Click-through rate(CTR)

Even though paid search ad is shown. Google wants to make sure the user gets what he/she is looking for so. If CTR is good then it means the content is good to satisfy the user. CTR is debatable in the digital marketing world but knowing how it can help to increase ranking needs to be included that’s our opinion.

Things that can increase CTR are :

  • Use a number in the title tag
  • The Important content has to be updated one
  • Catchy and Unique description
  • Catch Titles

6.Voice Search 

Voice Search can be defined as voice-enabled or user uses his/her voice to make a search in Google. It has been found out that 76% of smart speaker users perform local voice searches at least weekly and that 27% of the online global population is using voice search on mobile.  So here are 8 Ways to Optimize a Website for Voice Search.

  • Use Long-Tail Keywords. …
  • Transform Queries into Questions. …
  • Optimize Your Content. …
  • Design for Mobile. …
  • Use More Conversational Language. …
  • Optimizing for Future Snippets. …
  • Polish Your ‘Google My Business’ Profile. …
  • Localize Your Experience.


Google every year update algorithm to provide users better user experience so we at KS Digital Service also believe in the same concept.

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