Google’s algorithms are constantly evolving but a closer look today reveals they are now focusing on the meaning behind the terms under which users are searching. To achieve this they utilise their unique size and scope to trawl millions of websites to look for the answer to each and every query before returning with thousands of answers that need to be ranked against one another.
In providing this shortlist of answers to users, Google strives to give users the most well written and intriguing content, and rightly so. Search engine algorithms look for a variety of criteria when ranking, most importantly is the freshness of your content, so updating it regularly is imperative.
The phrases used on your website are also monitored in relation to the searched topic, which means getting highly comparative words and terms included is a must. You can see how else you can benefit from brilliant content here.
The release of Google’s Panda algorithm in 2011 made it harder for websites and business trying to survive in the search engine game. 2012’s Penguin update made excellent content its focus, and the 2013 release of Hummingbird proved you couldn’t just cheat with basic keywords anymore and Google was adapting to the trending behaviour of users simply keying in questions instead of search terms.
Keyword stuffing is a common term in the SEO industry, and should be avoided at all costs. Naturally flowing, unique content wins hands down on webpage rankings over multiple word mentions. If Google detects an unusually high amount of keywords on a page, it will be flagged as badly written content and over-optimisation.
Google uses the bounce rate of your website to monitor the effectiveness of it, so engaging content is a must. If visitors only view one landing page, it could be an indication that your content is failing. Including links to other pages on your site and having likeable, appealing updates is a sure-fire way to combat a high bounce rate.
Are you on Google+? You should be. Google takes any content you post there and indexes it immediately, thus giving you a better standing in the search engine rankings.
The majority of SEO experts are continuing to navigate through the newest algorithm update, Pigeon, but have so far found it has a stronger focus on contextual intelligence for searches. With this, trendy technological eyewear Google Glass breaking the market and 2015 bringing more editions of Google’s popular Nexus phone, we can be sure that next year’s update will tie in and be pretty spectacular.