Dentsu outlines major changes to Google search [Video]

Google has made a raft of changes to its search engine and search engine optimisation (SEO) rankings recently to shift focus from information and clicks to intent and actions, Dentsu has said.

In its latest media update, the marketing communications agency said Google had made three-and-a-half years worth of changes in the past 12 months, culminating in the latest core update and the launch of Search GPT.

The scale and frequency of changes to Google’s internal workings have become a significant resource issue for marketing search teams trying to adjust in real time.

The changes to Google’s SEO ranking are part of the groups effort to double down on authority and prioritise helpful, fresh and people-first content.

“The main message is it’s about the quality of the content and the user experience, not just links anymore,” Dentsu said.

“The main reason behind this is that Google is shifting search from focusing on information and …