A prime example of these changes is apparent in this week’s Google announcement regarding updates to its search algorithm, with the changes projected to affect about 1.2% of all English-language queries (Sullivan, 2013). Each year, Google changes its search algorithm up to 500 – 600 times. While most of these changes are minor, every few months Google rolls out a “major” algorithmic update that affect search results in significant ways (SEO Moz, 2013).
The most recent Panda #24 update is designed to target pages that aren’t necessarily spam but aren’t great quality either (Stamoulis, 2013). In a similar vein, Google updates announced last year, named Penguin, enacted “important algorithm changes targeted at webspam” (Stamoulis, 2013). These updates, which were designed to improve the quality of Google organic results, have been called “game changing” by SEO blogger Sean Penson (2012).
At present, Google results are muddied with millions of artificial links, created to reach a high page ranking on Google search. “There is therefore a paradigm shift taking place in the way Google works as it attempts to move from its existing method of organizing information based on a document retrieval process to one based on semantics and understanding user intent (Penson, 2012). Penson (2012) also writes, “the days of link building to valueless and irrelevant sites such as directories and networks” are as good as done and dusted. The new focus will be on “a place where relevance is king” (Penson, 2012).
The future of the semantic web is based on understanding the user intent behind a search query with Google moving away from its previous lifeblood, the PageRank model. The new engine will make the search process easier by better understanding relationships, i.e. how one piece of content is improved by another on a related theme and by mapping the relationship between words and phrases to "entities" (people, places, etc), something that Apple’s Siri already has a bit of head start on (Penson, 2012).
Penson (2013) gives an example of this algorithm in action:
While that is all very well and interesting, the big question for SEO enthusiasts and marketers is, how do these changes ultimately affect us? While the updates are only impacting a small percentage of U.S. searches at the moment, Penson (2013) advises that search marketers remain aware that these updates can help explain changes in rankings and organic website traffic analysis.
Furthermore, Google’s updates are now emphasizing the importance of website “content quality” more than ever (Kumar, 2012) to deliver what it believes will be a more personalized and effective result.
Cazier (2013), the author of the PM Digital study outlining the updates, suggests 30 ways to move beyond traditional link building. From this study, Sullivan (2013) points out starting out at paying more attention to incoming links that are immune to future updates, such as the Better Business Bureau or the Chamber of Commerce. In addition, avoid violating Google's quality guidelines of keyword stuffing, purposeful duplicate content, doorway pages/cloaking and link schemes as "current violators have been put on notice that their tactics must change” (Cazier, 2013).
As visitor engagement and high quality content are the current focus, marketers should ensure their sites offer valuable information to users to be aptly rewarded by Google’s future updates.
While researching Google’s algorithm updates, I was reminded of other changes in history that resulted from the public’s call for authenticity, namely in the advertising and public relations industries. While publics can be swayed, or even tricked with technologies and trends for a certain length of time, ultimately, one thing that has remained constant is a public’s desire for authentic, quality information that meets their needs. For example, the following, written by Edward Bernays in his 1928 piece Propaganda, still rings true today:
Bernays, E. (1928). History is a weapon: Propaganda. Retrieved January 25, 2013 from http://www.historyisaweapon.com/defcon1/bernprop.html
Cazier, C. (2013). 30 ways to move beyond traditional link building. PM Digital. Retrieved January 25, 2013 http://www.pmdigital.com/_asset/n74cw3/PMD_LinkBuilding_Report.pdf
Kumar, A.J. (2012, June 12). What Google's Panda and Penguin Updates Mean for the Future of SEO. Entrepreneur. Retrieved January 25, 2013 from http://www.entrepreneur.com/blog/223765
Penson S. (2012, August 27). Is Google afraid of the big bad Wolfram? Search Engine Watch. Retrieved January 25, 2013 from http://searchenginewatch.com/article/2200995/Is-Google-Afraid-of-the-Big-Bad-Wolfram
Penson, S. (2013, January 10). Semantic web and link building without links > the future for SEO? The Daily SEO Blog. Retrieved January 25, 2013 from http://www.seomoz.org/blog/semantic-web-and-link-building-without-links-the-future-for-seo
PI Reed School of Journalism. (2013). Lesson 1: Intro to web analytics. Retreievd January 25, 2013 from ecampus.wvu.edu.
SEO Moz. (2013). Google algorithm change history. 2013 Updates. Retrieved January 25, 2013 from http://www.seomoz.org/google-algorithm-change
Stamoulis N. (2013). Google Panda Update vs. Google Penguin Updates. Brick Marketing Blog. Retrieved January 25, 2013 from http://www.brickmarketing.com/blog/panda-penguin-updates.htm
Sullivan, L. (2013, January 25). Google's algorithm changes throw marketers, new study comes to rescue. Media Post. Retrieved January 25, 2013 from http://www.mediapost.com/publications/article/191919/googles-algorithm-changes-throw-marketers-new-st.html#ixzz2J6k3BivS
The future of the semantic web is based on understanding the user intent behind a search query with Google moving away from its previous lifeblood, the PageRank model. The new engine will make the search process easier by better understanding relationships, i.e. how one piece of content is improved by another on a related theme and by mapping the relationship between words and phrases to "entities" (people, places, etc), something that Apple’s Siri already has a bit of head start on (Penson, 2012).
Penson (2013) gives an example of this algorithm in action:
“So, let’s say I type in ‘what’s the weather today?’ At present Google might know where I am but would find it difficult to associate other content to that query. The reason I’m searching for it may well be because I want to know whether I can BBQ, or complete that landscaping project I’ve been researching online.
Google can improve its results by ‘knowing’ why I’m searching for the weather so it can also throw up food offers or home improvement guides.”
While that is all very well and interesting, the big question for SEO enthusiasts and marketers is, how do these changes ultimately affect us? While the updates are only impacting a small percentage of U.S. searches at the moment, Penson (2013) advises that search marketers remain aware that these updates can help explain changes in rankings and organic website traffic analysis.
Furthermore, Google’s updates are now emphasizing the importance of website “content quality” more than ever (Kumar, 2012) to deliver what it believes will be a more personalized and effective result.
Cazier (2013), the author of the PM Digital study outlining the updates, suggests 30 ways to move beyond traditional link building. From this study, Sullivan (2013) points out starting out at paying more attention to incoming links that are immune to future updates, such as the Better Business Bureau or the Chamber of Commerce. In addition, avoid violating Google's quality guidelines of keyword stuffing, purposeful duplicate content, doorway pages/cloaking and link schemes as "current violators have been put on notice that their tactics must change” (Cazier, 2013).
As visitor engagement and high quality content are the current focus, marketers should ensure their sites offer valuable information to users to be aptly rewarded by Google’s future updates.
While researching Google’s algorithm updates, I was reminded of other changes in history that resulted from the public’s call for authenticity, namely in the advertising and public relations industries. While publics can be swayed, or even tricked with technologies and trends for a certain length of time, ultimately, one thing that has remained constant is a public’s desire for authentic, quality information that meets their needs. For example, the following, written by Edward Bernays in his 1928 piece Propaganda, still rings true today:
“While the public should appreciate the great economic benefits which business offers, thanks to mass production and scientific marketing, business should also appreciate that the public is becoming increasingly discriminative in its standards and should seek to understand its demands and meet them.”
References
Bernays, E. (1928). History is a weapon: Propaganda. Retrieved January 25, 2013 from http://www.historyisaweapon.com/defcon1/bernprop.html
Cazier, C. (2013). 30 ways to move beyond traditional link building. PM Digital. Retrieved January 25, 2013 http://www.pmdigital.com/_asset/n74cw3/PMD_LinkBuilding_Report.pdf
Kumar, A.J. (2012, June 12). What Google's Panda and Penguin Updates Mean for the Future of SEO. Entrepreneur. Retrieved January 25, 2013 from http://www.entrepreneur.com/blog/223765
Penson S. (2012, August 27). Is Google afraid of the big bad Wolfram? Search Engine Watch. Retrieved January 25, 2013 from http://searchenginewatch.com/article/2200995/Is-Google-Afraid-of-the-Big-Bad-Wolfram
Penson, S. (2013, January 10). Semantic web and link building without links > the future for SEO? The Daily SEO Blog. Retrieved January 25, 2013 from http://www.seomoz.org/blog/semantic-web-and-link-building-without-links-the-future-for-seo
PI Reed School of Journalism. (2013). Lesson 1: Intro to web analytics. Retreievd January 25, 2013 from ecampus.wvu.edu.
SEO Moz. (2013). Google algorithm change history. 2013 Updates. Retrieved January 25, 2013 from http://www.seomoz.org/google-algorithm-change
Stamoulis N. (2013). Google Panda Update vs. Google Penguin Updates. Brick Marketing Blog. Retrieved January 25, 2013 from http://www.brickmarketing.com/blog/panda-penguin-updates.htm
Sullivan, L. (2013, January 25). Google's algorithm changes throw marketers, new study comes to rescue. Media Post. Retrieved January 25, 2013 from http://www.mediapost.com/publications/article/191919/googles-algorithm-changes-throw-marketers-new-st.html#ixzz2J6k3BivS
Ultimate set of different keywords with organic searches are defined in a descriptive manner. Having no knowledge regarding Pay Per Click Advertising Management and other methods of online marketing. Reading more and more articles online to judge the report work to be submitted by one of the agencies I hired last month.
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