Google has numerous algorithms in place to ensure quality and fair play when displaying search results. Every algorithm has a specific purpose and Google makes constant changes– whether it is a small tweak or a complete overhaul. These tedious steps are generally taken to reward brands that follow good SEO practices and to punish ones that don’t.
What Are Algorithms Used For?
According to SEO Shark the digital marketing agency, when you search for a particular query, you want to have access to relevant pages responding to it. But with billions of pages on the web, how can you access the ones most relevant? Google uses algorithms to sort through billions of web pages to bring forward the most relevant and useful results in less than a second.
Google uses a series of algorithms to analyse and bring information to your fingertips. The search engine has constantly refined its algorithms to bring more relevant search results to queries.
Analysing Search Queries
Google seeks to understand the meaning of every search in order to return the right answers. This means that the search engine utilises language models to analyse and better understand the words used in your search query. Here are some considerations:
- Google can interpret spelling mistakes to better understand your search query.
- Google will apply natural language to help complete your search query faster.
- Google uses a synonym system to interpret words that may have different definitions.
Google also analyses search queries to better understand the category of information users are looking for whether it is specific or broader in nature.
Responsiveness For Mobile
With mobiles being the future, Google has made it important for every website to be mobile friendly and uses algorithms to track this. Google released its mobile-friendly ranking algorithm a few years ago, which is designed to boost rankings of web pages that are mobile friendly. Consider the following:
- Mobile search results now easily dominate searches.
- Mobile responsiveness makes it easier for users to find you.
- Mobile responsiveness has a direct impact on your Google rankings.
Without mobile responsiveness, you’ll find yourself falling down the rankings because you’re unable to meet the criteria set out by the algorithm.
Voice Searches
Voice search has completely changed the landscape of digital marketing. Every modern device has a voice input, which is why voice queries are on the rise with users. In fact, voice search has become a vital part of Google. Consider the following:
- Optimise your page for voice searches using relevant keywords and phrases in your content.
- Optimise the page for related questions as well to keep the user engaged.
- Optimise for the local market as people are increasingly using the ‘near me’ option when searching for relevant information.
If you’re able to optimise your pages for relevant voice searches, then you’re likely to be promoted in your search engine rankings.
Conversational Content
Google uses algorithms to track for different search queries, but you can never replace the strength of well-written content because this will always remain a vital part of the SEO and digital marketing mix. Hummingbird is a Google algorithm that tracks for conversational content that is not keyword heavy. Consider the following:
- Keyword stuffing has been penalised by Google so avoid it.
- Content needs to be more helpful and relevant to specific searches.
- Content should answer user queries in a conversational manner.
- Content should always be fresh and new because of dynamic and changing rankings.
- Use internal linking between pages on the website effectively to keep users on the website for longer.
With everyone competing to be displayed among the top results, content integrity is a huge deal. So called “click-baits” are rampant in the digital world. People use words that users will click, but the content will be completely irrelevant. Google’s algorithms will assess this content and de-index websites that fail to produce conversational and relevant content.
It’s understandable that digital marketers are concerned about the updates that Google makes to its algorithms because every change could affect rankings on search engines. While Google doesn’t always share detailed information about every update they make, the information that is available is highly beneficial for brands to put into practice.
