SEO: 4 Google updates you need to know about

Natural search engine optimisation evolves constantly. For those aiming for a strong position on search engines, this represents a moving target. It is therefore important to stay informed about the latest developments in this area — particularly regarding Google, which remains the unchallenged leader among search engines in Europe.

Here are the 4 latest developments from France's most widely used search engine that impact SEO.

1. Switch to HTTPS

Short for Hyper Text Transfer Protocol Secure, the addition of that final S ensures better web protection. Data transmitted through your website will therefore be encrypted.
In the address bar, this is reflected by the appearance of a green padlock. Many sites already use this protocol, especially those that handle financial transactions directly. Banks, e-commerce sites, and PayPal all adopt this security protocol.

Beyond SEO, it is already an important element in its own right for reassuring users. But more than that, Google intends to factor this protocol into its ranking algorithms. A site that does not use it would therefore be at a disadvantage compared to its competitors.

Furthermore, Google is not the only one to take this stance. WordPress, the well-known website management system, does the same to encourage site owners to use HTTPS.

While HTTPS does not guarantee absolute protection, it holds an important place in the considerations of users and, above all, of Google. Doing without it would therefore be counterproductive.

2. Forget pop-ups on mobile

Pop-ups are pages that open by themselves on your screen while (or before/after) you are on the page you are actually interested in. Most often, they consist of adverts or newsletter subscription requests from the site you are visiting.

For a site owner, these pop-ups certainly have their advantages. But on mobile, these windows typically cover the user's entire screen and therefore affect the user experience. In response, Google announced in August 2016 that, from January 2017 onwards, pages displaying intrusive adverts on mobile would be penalised in their rankings.

Google wants to ensure that sought-after content is easy to find for mobile users. Pop-ups work against this when they cover the entire screen. Some are exempt from this regulation: for example, cookie notifications or age verification requests, which respond to legal obligations. Similarly, banner adverts that do not obstruct the visibility of the main content are not penalised.

The best way to avoid any such repercussions would be to disable your pop-ups on mobile devices. Several tools, particularly on WordPress, allow you to choose on which type of screen you want your pop-ups to appear (desktop, tablet, or mobile). A single click will let you remove those windows from mobile devices.

3. Think responsive

Mobile screens dominate the web more than ever. Google searches on mobile have in fact outnumbered those on desktop since October 2016. Google has responded accordingly and had even anticipated this trend.
As early as 2015, the search engine added responsive web design to its algorithms. Responsive design allows a site to adapt according to screen size: photos, for example, will automatically be resized on mobile so that they can be viewed in full without having to scroll sideways.

While this factor seems to have less of an impact on search results than the absence of pop-ups, it is set to grow in importance.

Today, the majority of sites are responsive. It is estimated that 85% of mobile pages meet this standard. If it is therefore no longer a distinguishing argument, failing to play the game can quickly become a handicap — if only from a human perspective: mobile users will prefer competitors who offer pages designed with them in mind.

4. Switch to AMP format

AMP stands for Accelerated Mobile Pages — pages designed to load quickly on mobile. The aim is to encourage site owners to optimise their sites and offer AMP-compliant pages.

Google has even introduced a logo so that users can tell when a page is in AMP format. The icon depicts a lightning bolt in a circle.

For now, the impact of this element on rankings is low, if not non-existent. But it is likely to become very significant in the near future. In fact, the AMP project has gained such momentum that a dedicated conference was even held on the subject in March 2017.

Although this factor does not yet affect your ranking, the AMP symbol should increase your click-through rate on mobile. This format delivers a better user experience, resulting in more pages and adverts being seen by users.

It is worth noting that this format is unfortunately not compatible with all sites. Certain design elements will need to disappear or be limited — including some advertisements.

Even if organic search is not your primary source of traffic, aiming for better natural referencing is always worthwhile.
Moreover, keeping up with Google's updates will not only improve your SEO but also the user experience you offer.

To summarise this article:

• The HTTPS protocol will grow in importance as a Google ranking factor
• Pop-ups that cover the entire screen will be penalised on mobile
• Offering a responsive site is more important than ever
• The AMP format (Accelerated Mobile Pages) will be pushed to the fore

(Freely translated from Elegantthemes)

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