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The search environment is always changing, but recently, we've seen a couple of larger shifts that have created some noticeable difference in Google's search results. In this article, I'll explain some of the main ones and guide you on how to design your content to keep getting found on search.

As usual, a lot of the changes are designed to benefit Google's users and serve them with information that is helpful and relevant. Marketers and SEO people are good at finding tricks and taking advantage of technology like AI to get a temporary performance boost on search, and these changes are Google's way of closing the loopholes and making life harder for dishonest online publishers. Fortunately, content creators who invest time and resources in high-quality, useful content that focuses on solving problems and answering questions don't have anything to worry about!

Let's start by taking a look at a significant recent change to Google's algorithm.