According to Search Engine Watch, search equity is the ability of a site to compete at some level of significance on the search engine results page without being impeded by a lack of SEO knowledge and technical expertise.

Why Did Google Not Have Search Equity To Begin With? 

Historically, Google has used algorithms to pinpoint technical jargon such as keywords and key phrases when serving results to “ideal audiences,” putting a heavier emphasis on the ability of the website developers to write these in instead of the actual content itself. Google Search Equity is making its mark in the marketing industry by measuring the ability of a company to appeal to its target audience based on the worthiness of the content. Google is implementing this new framework by improving its ability to understand content more naturally, like a human would – a little creepy, right? In essence, we are getting closer to a world of AI where processing systems, such as Google, do not just read code anymore but assess the nature of the content. Theoretically, it can operate in an abstract world, making decisions based on what it has learned, not just what its developers tell it to look for. 

Why Does Search Equity Matter?

Google’s past inability to read content through a “human” lens has posed a real problem in the past to those who are not as well versed in the marketing industry. This switch to more content-related ad placements has opened doors for many business owners who know nothing about page structure, title-tags, canonical tags, and incentivized structuring but know how to run a business and create content for the audience of that business. In layman’s terms, Google has hindered many potential opportunities by upholding difficult structuring standards to secure visibility on the platform. Those who do not understand the importance of headers, title tags, and keywords are at risk of being cast into the void of infinite pages on Google, and we all know, no one goes beyond page one. As a result of this inequality, Google is now taking a more topical approach by reevaluating how to make marketing on the platform more user-friendly and stand by its mantra to “write naturally for users.” 

Google’s own John Mueller tweeted about the matter, saying, “What I recommend to small businesses is: never self-host, avoid plugins, buy your domain name, use a simple & reliable platform, use 2-factor authentication, have 2+ people internally who can update your site’s content, get local SEO help.”

If you need local SEO help, LSM is here for you! The SEO team at our award-winning digital marketing agency is ready to help you and your business rank at the top of the search results and drive traffic and conversions to your site. Contact us today to get started!