The Top 5 SEO Predictions from Google’s Search Relations Team

The Top 5 SEO Predictions from Google’s Search Relations Team

The Top 5 SEO Predictions from Google’s Search Relations Team

SEO is an extremely dynamic field. There is always something changing and evolving. In order to make sure they are taking the right steps, SEO professionals must stay on top of the latest news.

Furthermore, they should also be able to anticipate what is coming next. Thus, they can set the stage for what’s to come – both in regards to the implementation of best practices for Local SEO on websites as well as their own career progression and development.

Google’s Search Relations team – John Mueller, Martin Splitt and Gary Illyes – recently sat down to talk about the future of SEO and the industry for SEO professionals in the recent podcast episode of the Search Off the Record.

On the podcast, they made five predictions about SEO. Here are those predictions.

1. HTML will still play a major role in search engine optimization

In the first part of the conversation, John Mueller said SEOs will no longer have to know HTML. In his opinion, the reason for this was that more advanced CMSs now incorporate much of the technical HTML content.

“I mean, it’s like if you had a rich text editor, where you would simply type in items, then format them and add links to them. Does HTML really matter?”

In contrast to Gary Illyes, however, he disagreed. The SEO process isn’t just about content, Gary says, and HTML is necessary for a lot more – meta tags, links, structured data, etc.

Besides link tags and meta tags, there are title elements and other things in the header section of an HTML file that are related to SEO. In terms of control over your snippets or titles appearing within search results, you’d like to know about them. Similarly, you’d want to know about real canonical tags so that you can control the URL’s canonical version. “That’s an important thing to know,” Illyes said.

In the end, all three of them agree that SEOs will continue to need to know HTML and how to utilize it.

2. URLs will not be Replaced with IP addresses

The possibility of IP addresses replacing URLs is being discussed. According to Gary Illyes, however, this won’t happen. URLs cannot disappear… At least not anytime soon, since they are what the internet is all about. An Internet address is the standard method of communicating. An Internet without an address is just not an Internet.

Due to how It is built on the Internet, as well as the way domain names are created, IP addresses can never disappear. This is equivalent to how URLs can never disappear.

3. The demand of structured data has been rapidly decreasing

Martin Splitt stated that Google still uses structured data for understanding pages, and it is important, but that Google is getting A sophisticated system that may be able to get rid of structured data entirely in the future.

Martin Splitt responded by asking: Will Google no longer require structured data for understanding a webpage in the near future? We surely understand what you’re saying: Here’s a product, whose name is this, whose cost is that, and whose image is this.

In spite of this, Martin says machine-readable information is still important.

4. The future of SEO may not include voice search

Voice search is regarded as the future of SEO and will become the primary way in which searches occur because smart homes and voice-activated mobile assistants will increase.

Martin Splitt says, in response to a question about voice search in the future:

“Oh my God, there will be no future.” “I don’t think so.”

Additionally, he said:

Apparently this won’t change in the future, it will just become the foremost thing to be worried about. This modality of input changes, it may change how queries are phrased, but it does not change the way we retrieve information Using the Internet by using natural language. The problem won’t be too big of a deal, Martin said.

5. Artificial intelligence isn’t yet replacing human-generated content

Is it possible to Human-produced content to be replaced with machine-generated content? Should SEO specialists and website owners worry about replacing content writers with machines?

According to Gary Illyes, The potential of machine-generated content is limited, however isn’t going to have a significant impact on its own anytime soon, at least.

We do not want machine-generated content in search at this time because it is not subjected to human supervision. “As long as it has been reviewed by someone before it is made public, it’s ok.”


That’s all there is to it. Google’s Search Relations team has announced its top five predictions for SEO. What is your prediction for SEO in the near future? We’d love to hear your opinions.


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