Reviewing the Google Search Changes
One really nice thing about Google is that they really spend the time to update, tweak, and try and improve their products. Standing pat is really not anywhere in their business plan. That is why it shouldn’t be much of a shock to any of us that they rolled out almost 90 changes to the way Google Search handles its business over the summer.
So should we go over each item one at a time and discuss how it may or may not impact the way you do business? Sure, we could also listen to audio tapes of people reading the encyclopedias or find another mind numbing task. Instead let’s just check out the high points, avoid the low points, and we will give you some crib notes about what it is all about.
As Google Search is so popular, it pays from a marketing perspective to be aware of how they are searching to ensure your products stay near the top of the list of returns.
The Big Google Search Changes
Answers – This is a big one, at least to me. Google spent a lot of time working on quality changes on how it will query answers. More than likely this will have a long term plan aspect of helping with future projects such as Google Shopping. There is a good bet that it will also trickle down into the Knowledge Graph project that Google has going on. While this will be more beneficial for people searching it means you have to tighten up your SEO to maintain top hits in the areas you want to be found.
Page Quality – Google is and seems to always want to push page quality to the top of the list. This is good for people who are actively looking to ensure their sites are top dogs due to quality and effort. All the buzzwords are being used in changes such as high quality, unique content, quality of inbound links, and trusted sources. People who use cheap methods to secure traffic as well as spinning original content are going to be getting hit with low quality content or duplicate content tabs. This is great for those of us who take pride in providing top-notch, original work.
Site Clusters – It has been rumored that Google is working on reducing the clutter from multiple page hits under a single domain name to help clean up results. What this means is it is better to focus each page to different search aspects instead of constantly duplicating your SEO. Or if you feel the need to have multiple pages you might want to put them on more than one domain and just link them together (which can help with quality inbound links if you get both pages rated highly).
Project Names – Finally they get out of the dark ages of development and actually are grouping projects under a singular header. This is so much easier than trying to relate a bunch of individual code names to decide what the heck is the overall goal or trend of a particular update/release.
The Bottom Line
It looks like Google is really working towards providing the best filter possible on the internet. This means better searches that bypass content farms and very outdated information to provide a user the most recent and relevant information. This is great for those businesses that use the internet to promote and sell products. This is not great for people whose business is about spamming content to get clicks for ads. If you use the internet for marketing (and hopefully you do) then these changes are important to be aware of. Hopefully you are reviewing your marketing plan every few months to change and update things as the internet world changes to ensure that you are in the best position to succeed. If not, now sure looks like a good time to start that practice.