SEO in 2018 was a pivotal year, marked by major algorithm updates, evolving user behaviors, and a growing emphasis on content quality and E-A-T (Expertise, Authority, Trustworthiness). The SEO landscape shifted significantly as businesses and practitioners had to adapt to a new reality where high-quality, user-centric content became the cornerstone of successful strategies.
This article explores key insights from the period, including the importance of E-A-T, the role of user intent, and the continued dominance of content in SEO success. The discussion is grounded in factual data from available sources, ensuring that the recommendations and observations are relevant and actionable for U.S.-based digital marketers and SEO practitioners.
The Rise of E-A-T in SEO
In 2018, Google released a significant algorithm update that caused widespread fluctuations in organic traffic. The update, while officially described as a broad core update, led many SEOs to analyze the Quality Rater Guidelines for potential fixes. This led to a heightened focus on E-A-T, particularly in content creation and site evaluation.
E-A-T had been part of the Quality Rater Guidelines since 2013, but it wasn’t until 2018 that it became a central concern for SEO professionals. Danny Sullivan, Google’s public liaison of search, suggested using the Quality Rater Guidelines to improve content, which many interpreted as a hint that E-A-T was a factor in the update. While this was a general comment, the disproportionate impact on medical websites—those held to the highest quality standards—further reinforced the connection between E-A-T and the update.
SEO experts began to mine the guidelines for actionable fixes, and E-A-T became a focal point. This was largely because E-A-T was one of the areas where SEOs saw the most room for improvement. Prior to 2018, E-A-T had not received as much attention, making it a prime area for optimization.
However, more recent editions of the Quality Rater Guidelines have shown a slight decline in the frequency of E-A-T mentions, from 186 in previous editions to 135 in the latest. This suggests that while E-A-T remains important, its prominence may have slightly diminished. Nevertheless, for content creators and site owners, E-A-T remains a key factor in ensuring quality and relevance.
Content Quality and User Intent
A core element of SEO in 2018 was the emphasis on high-quality, user-centric content. As search engines refined their understanding of user intent, the need for content that directly addresses user needs became more critical. This trend was supported by the observation that many websites were producing content that, while technically well-written, failed to align with the intent behind specific keywords and topics.
User intent refers to the purpose behind a user's search query. For example, a search for "how to fix a leaky faucet" may indicate a user looking for step-by-step instructions, while a search for "leaky faucet" could be for general information. Understanding and aligning with user intent is essential for improving rankings and increasing engagement.
The importance of content quality was also underscored by the fact that low-quality content made link-building efforts less effective. If a site's content does not provide value, it is less likely to attract backlinks. Therefore, content strategies should focus on producing in-depth, high-quality material that thoroughly covers topics and provides real value to users.
In 2018, there was also a growing emphasis on topic-based content rather than keyword-focused content. As search engines became better at understanding context, the approach to content creation shifted. Instead of targeting a list of keywords, the focus was on writing comprehensive content about a topic, which naturally included relevant keywords and also opened up opportunities for ranking on a wider range of search queries.
The Role of Structured Data and Featured Snippets
Structured data and schema markup played a significant role in SEO strategies in 2018. These technical tools helped search engines better understand the content on a page, making it easier to display rich snippets and featured snippets in search results. Featured snippets, particularly in position 0, became a key goal for many SEOs, as they often led to increased visibility and higher click-through rates.
The use of structured data allowed webmasters to explicitly define the content of their pages, including information about blog posts, articles, recipes, and more. This made it easier for search engines to extract and display relevant information, improving the user experience and increasing the chances of appearing in featured snippets.
For example, if a page provided a detailed guide on "how to change a tire," using structured data would allow Google to recognize the content as a tutorial and display a featured snippet with step-by-step instructions. This not only increased visibility but also positioned the content as a trusted and authoritative resource.
Video Content and Organic Search
In 2018, video content continued to gain traction as a powerful tool in SEO strategies. With video making up a significant portion of online traffic, optimizing video content for search engines became a priority. Video featured snippets were becoming more common, and Google was increasingly using them to provide quick answers to user queries.
For businesses looking to leverage video content, restructuring existing video material and optimizing it for search was essential. This included dividing videos into clear sections, using descriptive titles and tags, and ensuring that the content directly addressed user intent. By doing so, video content could not only appear in search results but also in featured snippets, increasing visibility and engagement.
YouTube was highlighted as a key platform for video SEO, with features that allowed for detailed content organization. This made it easier for users to find specific sections of a video, improving the overall user experience and increasing the chances of the video being referenced in search results.
The Impact of Organic Traffic and SEO Investment
Despite the importance of SEO, many businesses still hesitated to invest in a focused strategy. According to a report, only 44% of businesses had a dedicated SEO strategy, with the remaining 56% either not investing in SEO or not seeing immediate results. While this could be due to various reasons, including the perception that SEO takes time and effort, the data showed that SEO leads were consistently more valuable over time than those from paid search.
SEO was described as a "marathon, not a sprint," emphasizing the long-term nature of its benefits. While the results may not be immediate, the compounding effect of consistent, high-quality content and optimization efforts led to a steady stream of high-quality leads. This was particularly true for businesses that focused on the fundamentals of SEO, including keyword research, on-page optimization, and user intent.
For businesses not currently investing in SEO, the message was clear: even a minimal effort in the fundamentals could lead to significant long-term benefits. By creating content that addressed user intent and optimized for search, businesses could begin to build a strong foundation for organic growth.
Challenges in Click-Through Rates and Organic Traffic
One of the challenges faced by SEO professionals in 2018 was the decline in click-through rates (CTRs). Studies showed a significant drop in CTRs, with some reporting a 41.4% decline since 2015, particularly on mobile devices. This was attributed to the rise of zero-click searches, where users found the information they needed directly in the search results without clicking on a link.
This shift posed a challenge for websites that relied on organic traffic, as it meant that simply appearing in search results was not enough. The content had to be compelling enough to encourage users to click through to the site. This required a more strategic approach to content creation, focusing not only on relevance and quality but also on compelling headlines and meta descriptions that encouraged user engagement.
To combat this, SEOs were advised to focus on creating content that was both informative and engaging. This included using structured data to enhance visibility in search results and ensuring that content was optimized for featured snippets, which could help drive traffic even in the face of declining CTRs.
The Future of SEO: Strategic Planning and Data-Driven Decisions
As SEO continued to evolve in 2018, the importance of strategic planning and data-driven decision-making became more apparent. SEO was no longer just about optimizing for keywords or building backlinks—it was about understanding user behavior, aligning with search intent, and creating a seamless user experience.
For enterprise SEO teams, this meant investing in analytics and data support to make better-informed decisions. By analyzing data on user engagement, traffic sources, and content performance, teams could prioritize efforts more effectively and forecast the impact of different SEO initiatives.
At the same time, the need for a strategic approach to SEO was highlighted by the shift away from short-term tactics. SEO was increasingly seen as a long-term investment, with success measured in the accumulation of high-quality content, strong backlinks, and a consistent presence in search results.
Conclusion
The SEO landscape in 2018 was marked by a growing emphasis on content quality, user intent, and E-A-T. The major algorithm update served as a wake-up call for many SEOs, prompting a shift toward a more user-centric approach to content creation and site optimization. The importance of high-quality, in-depth content was reinforced, as was the need for structured data and featured snippets to enhance visibility in search results.
For businesses and SEO practitioners, the key takeaway was clear: success in SEO required a long-term commitment to creating valuable, relevant content that addressed user needs. By focusing on fundamentals such as keyword research, on-page optimization, and user intent, businesses could build a strong foundation for sustainable organic growth.
As the digital landscape continued to evolve, the role of data and analytics in SEO became increasingly important. By leveraging data to make informed decisions and forecasting the impact of different strategies, SEO teams could stay ahead of the curve and adapt to the changing search environment.