SEO has come a long way from being just about getting backlinks, creating content and on-page optimization. When you read blogs and the articles on SEO you can see the inclusive strategy for SEO that goes beyond new ways of link building or content marketing.
Nowadays a major part of creating content in SEO practices is about brand building and influencing search queries as opposed to starting with a truckload of keywords and content around those words. It is seen that links, keywords, content and site optimization remain the building blocks of SEO, while the column on which the edifice are built are taking on a different appearance.
Although RankBrain, seems to be the third most important factor in the Google algorithm, the speculation and counter-speculation never seems to end.
Since RankBrain was one of the first few algorithm updates that Google first revealed to major news publication, it has caught the attention of the general tech-reading public. While Google admits that they don’t understand how RankBrain Works, they have major strides in using machine learning to entrust their prized search algorithm to it.
According to some experts RankBrain does not act on your backlink profile, content quality or click-through rate but works in interpreting the queries on search engines and linking them to the relevant page content.
And also that Google does what it does best without human interaction, it will gain more significance with time.
Accelerated Mobile Pages
In Feb 2016, Google integrated Accelerated Mobile Pages results as a part of search results as a Top result form of entity and after making sure this was compatible they integrated AMP pages in the main organic search results.
Google now has 150 million pages of AMP search results and when they will be searched from mobile devices one of these results will show even if there is an app available.
Even though most mobile users cannot spot the difference, Google’s decision is definitely in line with their aim of bringing the mobile web on par with native apps and keeping Google relevant in the increasingly mobile-centric world we’re living in. AMO is here to stay whether you like it or not.
Knowledge Graph and Rich Answers
Google’s Knowledge Graph is a sure and slow attempt to organize the world’s information and make it universally accessible. It’s Google’s attempt at scraping- according to Wikipedia, ‘The knowledge Graph is a knowledge base used by Google to enhance its search engine’s results with semantic-search information gathered from a wide variety of source.’
Typically, Knowledge Graphs answer will be in form of structured information in form of boxes with links to authoritative sources of further information. Common formats include the knowledge panel displayed on the right of the SERP and answer box, displayed on top of other organic results.
Brand managers and marketers are continuously looking to control the impression, conversation and queries people have about them. Moving forward, one of the most effective ways to do that would be to try to influence what Google has to say about them.
Real Time, integrated Penalty Filters
Google announced that they have finally updated Penguin, noting that it is for the last time. That’s because Penguin is now a real-time signal processed within Google’s search algorithm data on your pages is refreshed every time Google re-crawls and re-indexes them.
With this Google was to fight spam a central, automated function of serving search results. This is a positive step for website owners, cleaning up spammy backlinks and getting rid of poor-quality content will bring quick results. Marketers struggling to justify extra efforts to improve the quality of their websites will now be able to put their money where their mouth is.
SEO at this very moment is very closely related to content marketing. While Google can interpret content and derive its relevance to search queries with a high degree of success, it is constantly focused on making refinements to improve how timely, contextual and useful this content is to the searcher.