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  • Writer's pictureHigor Barbosa

New SEO Trends: Navigating Google's New Indexing Policy

Do you know what SEO is? SEO stands for Search Engine Optimization, meaning the optimization for search engines. It is an area that studies and applies techniques to improve a website's positioning in Google and other search engine results.

SEO is crucial for those with an online business, as it can help attract more visitors, customers, and sales to your site. However, SEO is not static; on the contrary, it is always adapting to new trends and the demands of the digital world.

Recently, Google announced a change in its indexing policy, affecting how it selects and ranks web pages. This change brings new challenges and opportunities for SEO professionals, who need to stay updated and prepared for the trends emerging in 2024.

In this article, we will explain Google's new indexing policy and outline the main SEO trends for 2024, and how they can impact and benefit e-commerce retailers.

What Changed in Google's Indexing Policy?

To understand the SEO trends for 2024, it is necessary to first understand what changed in Google's indexing policy and how it affects the interaction of Googlebot, the robot that crawls and indexes web pages, with them. Google's indexing policy is the set of rules and criteria Google uses to choose which pages should be indexed in its search engine and how they should be ranked in search results.

Until recently, Google only indexed pages it could access and understand, meaning the text, images, videos, and other elements that make up a page. The Googlebot needed access to the page's source code or HTML to analyze its content and meaning. However, in 2023, Google changed its indexing policy to include pages it cannot access or understand their content but can identify some metadata or structured data describing the page.

This change in Google's indexing policy was motivated by various factors, such as:

- The increased use of modern web technologies like JavaScript, CSS, and AJAX, which can hinder or prevent Googlebot's access to or understanding of a page's content.

- The growth of dynamically generated pages, like e-commerce pages that can vary based on the user, device, location, time, and other factors.

- The need to provide a faster, more relevant, and diverse search experience for users seeking different types of information, such as news, images, videos, maps, products, services, and more.

SEO Trends in 2024 and Impacts for Retailers:

1.Artificial Intelligence (AI) AI is becoming increasingly predominant in SEO. AI-based SEO tools can help optimize content, conduct keyword research, and analyze SEO performance, leading to greater efficiency and accuracy in optimizing sites for search engines.

Retailers can leverage AI to create more relevant and personalized content for their customers. For instance, they can use AI tools to generate titles, descriptions, meta tags, and other SEO elements that are appealing and suitable for their target audience. AI can also assist retailers in monitoring user behavior on their site and adjusting content based on customer preferences and needs.

AI can help retailers adapt to Google's new indexing policy, indexing pages without access to their content. Vurdere is an excellent example. By using artificial intelligence to generate structured content, Vurdere can improve the visibility and ranking of its products in search results.

2. E-EAT (Expertise, Authority, Trust, Experience) Google now considers the author's or creator's experience when evaluating content quality. This means retailers need to ensure their content is created by authors with relevant expertise. This can improve a site's ranking in search results and increase user trust in the site's content.

Retailers can demonstrate their expertise, authority, and trust (E-EAT) in various ways. For example, they can include information about the author or content creator, such as name, biography, credentials, and contacts. They can also provide evidence of their expertise, such as certificates, diplomas, awards, recognitions, testimonials, reviews, and references. Additionally, they can create content that is factual, accurate, up-to-date, and well-researched, citing reliable and relevant sources.

User experience (Experience) is also a crucial factor for E-EAT. Retailers need to ensure their site offers a good user experience in terms of usability and content. This involves improving the design, navigation, speed, security, and accessibility of the site. It also involves creating content that is useful, informative, interesting, and engaging for users.

3. Audience-Targeted Content, Not Just Traffic Content should be created with the target audience in mind, rather than solely focusing on generating traffic. This may involve creating content that meets the specific needs and interests of customers, leading to increased user engagement and conversion of visitors into customers.

Retailers can create audience-targeted content using techniques like segmentation, personalization, and conversion optimization. For example, they can use analytics tools to identify the profile, behavior, and intentions of their customers. They can also use marketing tools to create content tailored to the preferences, goals, and issues of their customers. Additionally, they can use testing tools to evaluate content performance and improve conversion rates.

4. Mobile-First SEO With Google's new indexing policy, it is essential for websites to be optimized for mobile devices. This can improve the user experience on mobile devices and increase a site's visibility in search results on mobile devices.

Retailers can optimize their sites for mobile devices using techniques like responsive design, Accelerated Mobile Pages (AMP), Progressive Web Apps (PWA), and Core Web Vitals. For example, they can use development tools to create sites that adapt to the size and orientation of mobile device screens. They can also use optimization tools to create pages that load faster, consume less data, and offer more functionality on mobile devices. Additionally, they can use measurement tools to assess site quality in terms of loading, interactivity, and stability.


As we enter the dynamic SEO landscape, it's evident that evolution is the only constant. The recent change in Google's indexing policy is proof of this, presenting both challenges and opportunities for SEO professionals. For e-commerce retailers, adapting to these transformations is crucial to remain relevant and competitive.

Emerging trends, such as the increasing influence of Artificial Intelligence (AI) in SEO, highlight the importance of embracing innovation. Innovative solutions, like Vurdere's AI, not only optimize content but also provide a deeper understanding of user behavior, enabling retailers to personalize their SEO strategies more efficiently.

In this scenario, adaptability is the competitive differentiator. Retailers investing in modernizing their approaches not only overcome challenges posed by constant evolution but also turn difficulties into growth opportunities.

Therefore, as we bid farewell to this dive into SEO trends for 2024, our message is clear: evolution is inevitable, and success is reserved for those who embrace change with innovation and adaptability.

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