SEOs and marketers, you better hold on to your keyboards, because Google may be about to fundamentally restructure how its search engine goes about indexing web pages. If a team of Google researchers has their way, link profiling may become a thing of the past, replaced by a centralized, Google directed, proto-artificially intelligent algorithm that taps into the company's vast (and growing) Knowledge Vault to rank websites based primarily on relevance and factual information instead of the number and quality of incoming links.
Marketing Technology for Growth
Attention all business owners with non-mobile-friendly websites: courtesy of Google, you now have another reason to dread mid-April this year. On April 21st, Google will officially update its search algorithm to consider mobile-friendliness as a ranking factor in Google search results.
As Google continues to evolve, so has the capabilities (and limitations) of its search engine. With algorithm updates focusing on the human perspective of search, businesses are being forced to shift away from the traditional use of SEO as a marketing tactic, and instead focus more on the content that drives it.
While SEO techniques are highly useful for organic searches, which in turn can drive a large amount of traffic to your site, the opportunities with paid search can be optimized to allow you to micro-target prospects and consumers.
These methods are more cost-effective than traditional advertising and can increase the right type of traffic — the people who are likely to spend time on your website, read your content, and have a higher likelihood of converting into customers.
In 2013, we not only saw updates to two of the most significant Google algorithms — Panda and Penguin — but also the release of Hummingbird, all of which affect SEO efforts to a great extent. The following tips will help you to stay up to date with the latest algorithms and plan your strategy for potential SEO changes in the future.
Two tech news stories recently caught my eye that, when taken together, suggest that the future of mobile discovery lies with the visual search engine.
Digital marketing is continually changing. What worked yesterday is now considered out of favor today. One area that is rapidly changing is the use of keywords. In 2011, Google started encrypting end user search data, effectively hiding that information from marketers and business owners. Couple that with their periodic search algorithm updates and you start to wonder if even pays to spend time trying to find the perfect long tail, low competition keywords for your marketing efforts.
Are search engines starting to think like humans? In preparation for his upcoming webcast for the Online Marketing Institute (OMI) Learn: Digital and Social Media Strategies Summit, SyneCore’s Digital Strategist Chris Horton helps me break down the evolution of search technology, while providing insight into its growing future.
In May of 2012, Google rolled out its Knowledge Graph, an AI-like semantic search engine that would forever shift the search paradigm by focusing on “things not strings.” These three simple words heralded a profound evolution in search, taking it from a static system that understood search queries as groups of keyword “strings” to a more dynamic, context based system that could recognize and understand references to actual “things,” i.e. ideas or entities.