Learn how factors beyond keywords—like user behavior, machine learning, and intent—are reshaping modern SEO.
As SEOs, we often see surprising results in the search engine rankings (SERPs). For example, why does Reddit rank for commercial keywords that usually show ecommerce sites? Or how is an article from The Verge, filled with keywords like “best printer 2024,” ranking so high despite being spammy and AI-generated?
While The Verge article initially performed well after its April 2024 publication, it began dropping by mid-May. It still ranks highly, but it raises questions about how Google’s rankings work.
Outdated SEO Assumptions
Many people cling to old ideas about how Google ranks pages. We often still emphasize keywords, but is that what really matters now?
What’s Ranking for “Best Printer 2024”?
The top results for “best printer 2024” include some user-generated content (UGC) and listicles from publishers, but no major ecommerce sites like Amazon. So, why is that?
Why is this ranking on Google?
If you’re surprised to see unexpected URLs on Page 1, it’s likely because your understanding of how ranking works is outdated. Here are some modern ranking factors:
1. Authority
Google prioritizes established brands. Trusted brands are more likely to rank because users recognize and trust them. This translates to higher click-through rates (CTR) and backlinks, which are still essential. Secure websites with transparent policies and good content often perform better.
Key takeaway: Brand building is critical for SEO. It’s not just about SEO anymore—collaborating with other marketing teams is essential to establish brand authority in SERPs.
2. User Behavior
Google uses user interaction data in its rankings, like “good clicks,” “bad clicks,” and how long users stay on a page. User behavior has become a key ranking signal, with data from tools like Chrome’s clickstream influencing results. It’s important to analyze user behavior using tools like Hotjar to improve user experience and rankings.
Key takeaway: User behavior matters more than ever. Testing your site’s click-through rates and improving the user experience is crucial for SEO.
3. Machine Learning
Google’s machine learning algorithms pick up patterns that might not make sense to us. For instance, an unrelated factor like the color of buttons on a page might affect user preference and influence rankings. These machine-learned patterns often shape how pages rank.
Key takeaway: Machine learning is a big part of SEO, and while it’s difficult to control, it’s essential to recognize that sometimes what ranks is based on machine-identified patterns.
4. User Intent
User intent is one of the most important ranking signals SEOs can influence. Search results often include UGC or blogs, even for commercial keywords. For example, a New York Times article ranks high for “school bags,” a keyword we might assume would favor product pages.
Key takeaway: Make sure your pages cater to multiple user intents. You can include more information on product pages or even add blogs and reviews to match what users are searching for.
5. Bugs and Tests
Sometimes, high rankings can simply be the result of a bug or a test from Google. For instance, a ranking bug in August 2024 saw certain URLs fluctuate before Google fixed the issue. Similarly, The Verge article dropped after a brief period of ranking high—likely due to user data collection and testing.
Key takeaway: SEO rankings can change due to Google’s internal tests or bugs. Patience is key when analyzing ranking shifts.
Conclusion: The New Era of SEO
SEO has evolved beyond just keywords. Today, factors like user behavior, machine learning, and search intent play crucial roles. As SEOs, we need to adapt to these changes and embrace a more creative, modern approach to search.