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Here is a fun podcast from Googlers John Mueller, Gary Illyes and Martin Splitt on the future of SEO. The group spoke about HTML, JavaScript, web app, structured data, crawling and machine generated content and learning.
In short, it didn’t sound like much will change in SEO in the near future but maybe there are opportunities for change with machine learning and crawling and indexing. Also, maybe when it comes to images, Google will rely less on alt text and text around the images and more on visual algorithms. The biggest change, I think they all agreed on, was on machine written content and the future there, but we just wrote about that.
It is worth a listening too, espesially interesting hearing their thoughts on crawling and if that might be replaced by a push solution like IndexNow, which Google recently said it will test.
Here is the audio and transcript:

Making predictions about the future in a time when everything’s different than before seems like a really risky thing. Oh well, what did we end up saying? Is SEO dead yet? :-))

— 🧀 John 🧀 (@JohnMu) November 11, 2021

Making predictions about the future in a time when everything’s different than before seems like a really risky thing. Oh well, what did we end up saying? Is SEO dead yet? :-))
Forum discussion at Twitter & WebmasterWorld.
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TheGamer Round Table Podcast Hub  TheGamer
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While it can get confusing for Google to differentiate names, there are steps you can take to help. Adam Riemer explains in this week’s Ask An SEO.
This week’s Ask An SEO question comes from Andrew in Chatanooga, who wrote:
“I have a client who is a personal injury attorney with a last name that is the same as a major U.S. city (City Name Removed).
Google gets confused sometimes and puts his firm’s website on SERPs for that city plus our targeted keywords.
In Google Search Console, these queries keep gaining traction over other, legitimate queries. Is there a way to let Google know that his last name is not in fact the city that they think it is and is just his last name?
It’s an issue because his firm is located nowhere near [City Name].”
Hi Andrew,
Great question and the good news is that the answer will likely be easy for you to implement.
Yes, you can differentiate for Google between a location and a person or business’s name when the city and name are the same.
It’s even easier because you are a localized business with professionals who need to be licensed or board-certified.
Google offers a helpful guide to setting your service area here.
With that said, the instructions in that post aren’t 100% clear, so here’s the path to take:

The next step is to deploy “area served” schema into your website services page schema and organization schema.
Both of these types of schema let you define an area served.
You can reference Wikipedia or Wikidata with the area served section to help define where you or your client provide services.
The last one, which can be the trickiest, is to build local citations and local backlinks.
In your case, this is easy since you have a licensed professional who can become a local expert.
Getting community and city-based links and references helps show Google that you are a known figure, entity, company, or brand for that region.
Just don’t get spammy and fall into link schemes.
Some of the items listed below could be bad for you if done incorrectly.
You can build citations and links from:
Think about what you can do to engage within your community.
And it does not matter if the links are followed or no follow.
You are trying to show you are the dominant force and being referenced regularly for a specific region.
You still want to focus on quality and the localized aspect of the website that is linking to you.
Even if you do all of the above, there is a chance Google will show you in the city with which your client shares a name.
And if that happens, there are a few things to look at to ease their worries.
Go into Google Analytics and look at the visitors by city.
If the city is bigger than the region your client or your company is in, you may still be getting the maximum amount of traffic for your keyword but because the larger city has more people, they’re overshadowing your local traffic.
This means you’re fine and can begin focusing on new niches and new rankings.
Then, localize your site to reduce wasted time on customer support from people in an area you do not serve.
Make sure to add:
If you do the above, you should be in good shape.
I hope this helps, and thank you for the question!
More resources:
Ask an SEO is a weekly SEO advice column written by some of the industry’s top SEO experts, who have been hand-picked by Search Engine Journal. Got a question about SEO? Fill out our form. You might see your answer in the next #AskanSEO post!
Featured image: BOGORA/Shutterstock
Adam Riemer is an award winning digital marketing strategist, keynote speaker, affiliate manager, and growth consultant with more than 20+ …
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How To Start A Podcast And Make Money In 2024  Forbes
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