SEO changes constantly, but these fundamentals remain critical: Mobile-first indexing, Core Web Vitals, quality content, E-A-T, and technical SEO. Let's break down what really works.
1. Mobile-First Indexing is Non-Negotiable
Google predominantly uses the mobile version of your site for indexing and ranking. If your site isn't mobile-optimized, you're essentially invisible in search.
What this means:
- Mobile version must have all the content of desktop
- Mobile UX directly affects rankings
- Page speed on mobile is critical
- Responsive design is mandatory, not optional
2. Core Web Vitals: The Speed & UX Metrics
Google measures three key user experience metrics:
- LCP (Largest Contentful Paint): Loading performance - should be under 2.5s
- FID (First Input Delay): Interactivity - should be under 100ms
- CLS (Cumulative Layout Shift): Visual stability - should be under 0.1
Sites that pass Core Web Vitals rank better. Sites that fail get penalized.
3. Quality Content Still Reigns
"Content is king" isn't dead—but the definition of quality has evolved.
What Google wants:
- Helpful content: Answers user questions thoroughly
- Original insights: Not just rehashed information
- User intent match: Delivers what searchers are looking for
- Well-structured: Easy to read and scan
"Write for humans first, search engines second."
4. E-A-T: Expertise, Authoritativeness, Trustworthiness
Google evaluates whether your site is credible and authoritative in your field.
How to demonstrate E-A-T:
- Author bios showing expertise
- Clear contact information and business details
- Professional, error-free content
- Backlinks from reputable sources
- Positive reviews and testimonials
- About page explaining who you are
5. Technical SEO Fundamentals
The behind-the-scenes optimizations that make your site crawlable and indexable:
Site Structure
- Clean, logical URL structure
- XML sitemap
- Proper internal linking
- Breadcrumb navigation
On-Page Optimization
- Descriptive title tags (unique for each page)
- Compelling meta descriptions
- Proper heading hierarchy (H1, H2, H3)
- Image alt text
- Schema markup where relevant
Security & Accessibility
- HTTPS (SSL certificate)
- Accessible to screen readers
- No broken links
- Proper redirects (301 for permanent)
What Doesn't Matter (As Much)
Stop wasting time on these outdated tactics:
- Keyword stuffing: Natural language wins
- Exact match domains: Branding matters more
- Meta keywords tag: Google ignores it
- Buying links: Risky and ineffective
- Excessive social signals: Indirect impact at best
Local SEO Essentials
If you serve a local area, local SEO is critical:
- Google Business Profile: Complete and optimized
- NAP consistency: Name, Address, Phone identical everywhere
- Local citations: Listed in relevant directories
- Reviews: Encourage and respond to customer reviews
- Local keywords: Target "[service] in [city]" searches
Content Strategy That Works
Don't just create content—create content that ranks:
- Research keywords with search volume and low competition
- Target user intent (informational, commercial, transactional)
- Create pillar pages and supporting cluster content
- Update old content regularly
- Build internal links to important pages
How We Build SEO-Friendly Sites
Every website we create is optimized for search from day one:
- Mobile-responsive design
- Fast loading speed (Core Web Vitals optimized)
- Clean, semantic HTML
- Proper heading structure
- Optimized images with alt text
- XML sitemap and robots.txt
- Schema markup
- SSL certificate (HTTPS)
The Bottom Line
SEO isn't about tricks or hacks. It's about building a fast, user-friendly website with quality content that genuinely helps people. Do that, and rankings will follow.