SEO has Changed Completely – Has your Strategy?

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Prior to Google’s rollout of the Panda and Penguin updates and the introduction of Hummingbird, which completely replaced the old algorithm, there were basically two types of SEO campaigns; black hat schemes that used manipulative practices to trick the search engine and quickly move web pages up to high rankings on the results pages and legitimate practices that were designed along the lines of Google’s search parameters. In this environment, black hat techniques often achieved results bordering on the immediate, much to the frustration of the companies that were playing within the rules, as well as Google, the company that was trying to enforce those rules.

 

Backed with increasing sophistication in detecting black hat techniques, the Penguin and Panda updates attacked spammy links and content in a big way, essentially rendering both practices as obsolete. The re-tooling of the algorithm brought about by Hummingbird was the next significant step in leveling the SEO playing field. The result of these three steps is two-fold; it has become incredibly difficult for black hat techniques to deliver results, and the listings that rank the highest in search results now do so because they answer questions rather than containing a high percentage of keywords that match the search term.

In addition to the modifications in how Google determines which web pages are surfaced, the new SEO paradigm includes the following changes:

 

       Successful SEO strategies will increasingly look like branding initiatives – Google has always wanted to surface quality content and now has the tools to deliver this objective. The emphasis on content that adds value for readers requires published materials to be informative and provide solutions which, rather that pitching products, tends to build trust and credibility over time. These are generally the same objectives of branding initiatives.

       Links are valuable, but not in the way they used to be – Within the Google algorithm, the number of links to a page has essentially been replaced by the quality of the originating site. Inbound links from authority sites as well as from social media platforms (aka social signals) now matter more than the sheer number of inbound links.

       Keyword research is dead, replaced by market research – Content that answers questions and solves problems is what Google is looking for now, meaning that companies that can publish  material that serves as a resource will see an increasing number of their web pages listed at the top of search results. Of course, this requires an understanding of what is being asked by potential customers, hence the need for market research.

 

The SEO universe has undergone some drastic changes. To ensure continued success with your SEO endeavors, assess your current strategy to determine whether drastic changes are needed there as well.            

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  • User Experience and SEO

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    Prior to Google’s implementation of the Hummingbird algorithm in the second half of 2013, search engine optimization and delivering a positive user experience with published content were distinctly different practices. Despite Google’s mission to surface high value content, its algorithms were easily manipulated with SEO tricks that didn’t necessarily deliver the information that the search engine users were looking for. At the same time, content that delivered relevant information often earned lower rankings than poorly written articles that prioritized packing in keywords over adding value.

     

    Hand it to Google, the search engine has stayed true to its commitment to deliver improved user experiences and is now far less vulnerable to manipulative practices. Its ranking algorithm now factors a variety of signals that result from positive user experiences, including:        

            

            Links from authority sites – Content that contains valuable source material, topic-relevant information or delivers a positive user experience in general can earn links from authority sites to provide additional information or to be cited as a reference. These links carry an increasing amount of weight in the ranking algorithms due to the quasi-vetting process from originating authority sites. This is a completely different ranking methodology than the one which rewarded web pages that had thousands of spammy backlinks purchased for a few pennies each.       

            Social actions – When content is posted to social media platforms such as Twitter and Facebook, user can elect to share that material with their friends and/or followers. Sharing or liking posted content is referred to as a social action, which is an indication that the content delivers a positive user experience, whether it’s entertaining, informative or a combination of the two. Steady and/or increasing social actions with specific web pages can then boost rankings due to the implied legitimacy of independent referrals.    

             Active and positive comment threads – Quality content draws engagement in the form of active commentary threads. Content that is generating shares and likes will also elicit commentary, with the actions reinforcing each other when being weighed by search algorithms. While these reinforcing actions are great for SEO campaigns, they are equally capable of driving higher rankings for negative content, such as news stories.    

     

    In today’s SEO campaigns, manipulating the algorithms has become increasingly difficult. This is due in part to the growing sophistication in algorithm methodology that can detect spammy links and content. It is also due to the evolution in the way people communicate and share information on the web. The paradigm change now forces SEO and content distribution campaigns to focus on the same primary goal; delivering a positive user experience. 

  • One SEO Change to Implement Now

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    As the sophistication of search algorithms continues to increase, search engines are improving their understanding of what their users are looking for with their inquiries. Prior to replacing its search methodology with the Hummingbird algorithm in 2013, search results typically showed results that had a high percentage of the same keywords included in users’ inquiries. While the pages that were returned based on keyword matches generally reflected some relevance to the search, there were also results that had nothing to do with the nature of the inquiry.

     

    Two of the primary reasons for these unrelated results were black hat techniques that were used to trick the early algorithms into granting high ratings, as well as words that were spelled the same but had different meanings, known as homonyms. An example of a homonym is the word “lead”, which can either be a noun as in the metal or a verb as in “to guide”. An inquiry such as “lead dog” could list sculptures of dogs made of the metal as well as dog teams in the Iditarod race. Refining the search to “what is a lead dog Iditarod” could still return mixed results. With the implementation of the Hummingbird algorithm, searches provided results based on the context of the inquiry, rather than trying to find pages with identical keywords.

     

    The change to contextual search, in addition to providing a higher percentage of relevant results for all users, was also influenced by the more conversational nature of inquiries from mobile device users. When voice commands are used, it’s more natural to ask a question than limiting inquiries to a few key words. As the search phrases became longer, keyword-based algorithms struggled to return listings that answered the questions that were being posed, which required follow-on searches and lead to a less than optimal user experience.

     

    For businesses that have not changed the foundation of their SEO initiatives to the new search methodology, previously high rankings are likely to start falling, if they haven’t already. The key to success in context-based search is to modify content so that it answers the questions posed verbally by mobile users. As a simple example, a searcher may pose the question “Where is a pizza place in Anytown?” Content that answers that question, which would earn a higher search listing, would include something like “Jack’s Pizza is located at 123 Main Street in Anytown.”

     

    As Google and the rest of the search engines try to deliver the best user experience possible, the focus is on eliminating listings that don’t deliver the answers sought by searchers. To that end, the listings that are presented will increasingly address the full context of inquiries with the delivery of specific answers. In this environment the SEO campaigns that are modified to answer questions, rather than match keywords to searches, will deliver website and storefront visits which will drive revenues.  

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