Google has now started using machine learning for its search results. While this has improved the quality of the search results, it has presented challenges to brands which must now get smarter and work within the industry SEO rules. Here are the main things that must be found on the websites.
- There must be highly relevant content that presents actionable and engaging information on the keywords entered in the search query.
Google checks on the relevancy of the content entered in the websites in relations to the intention of the readers. Therefore, it scans the text to find if there is a relationship between what the readers want and not just what they have entered in the search results.
- The pages must be more streamlined, and load faster. This may mean the use of fewer videos and images.
While interactive content such as the use of videos and images capture the audience, it may also lead to visual overload and lower loading times. Therefore more text content and fewer interactive content works. This varies from one industry to the other. Some industries work well with the use of images than lots of text.
- Ranking highly now means using less of the keyword phrase in the text. The more the keyword phrase is used, the lower you rank on the new AI-enhanced Google searches.
The more the keywords are used in the text, the more the text looks unnatural. Google is advocating for content that is easy to understand and flows well when answering the readers’ questions. Reducing the keywords and enhancing the relevancy of the content is a sure thing to get a higher ranking.
- The new AI is favoring sites with fewer menus and interactive elements that lead the visitors to other pages of the site.
- For professional services, being engaged or shared in LinkedIn helps rank high in the search results. LinkedIn is considered to as a credible professional network. Other products and service sites are okay with Facebook and Twitter among others.
Because of the machine learning, Google is better able to decipher the intentions behind the words that are entered in the search bar. This way, it can deliver results that are relevant and industry-specific. Therefore, brands can no longer rely on the general SEO tactics in their SEO efforts. They need to understand what the AI will be looking for when ranking sites in a particular industry.
To learn more about Search Engine Optimization, check out our SEO Class Series here: demandquest.com/seo/
SEO for 2017: What has changed?
There has been the talk that SEO is dead. As we always maintain, this is far from the truth. Search Engine Optimization is much alive and effective and it’s one of our most popular classes! However, there are a number of things that have changed in the last few years. SEO has always been dynamic and keeps on changing as new knowledge and algorithms appear. So, what has changed in 2017? Here are a few highlights.
Google realized that more than 50 percent of searches on its engine are performed on mobile phones. Therefore, it has been pushing for mobile-friendly websites. It is expected that by the end of the year 2018, Google will use a mobile-first index in the ranking of the sites. This includes the desktop users. Those with older sites need to redesign them to make them responsive.
Speed is also being used as a ranking factor for websites. The faster loading sites are gaining more traction when it comes to ranking. Currently, Google is applying the AMP (accelerated Mobile Pages) to enhance the speed at which the mobile users get the content.
Bing and Google are now showing direct answers to the questions posted by the users. Direct answers are plucked from web pages and appear above the regular list. Google calls the direct answers featured snippets. Most companies are fighting to provide the direct answers that are picked by Google robots for display. This is because many clients will start by clicking on the source website when they see the answers.
Strategies whose importance decreased
- Personal and site search history
Google has downplayed the importance of the site’s age and history. This is not something that will bring you higher rankings into the future. While the search engines have not entirely dropped the factor, a lot more other features are being considered before the history makes a change. In the same light personal search history also has little importance nowadays,
Strategies that were dropped
- Personal social sharing and Site identity
Google ended its support for Google Authorship which was the major way that identity seemed to have an impact. Google has since retaliated that authorship can be determined by other ways.
In the past few years, Google+ was the primary platform that Google was using for personal social sharing to influence the search results. Google+ continues to exist. However, its impact on the search results is not there anymore. It does not help much to be Google+ than to get traffic to your site.
Sign up for our monthly digital marketing newsletter below for updates on SEO and all things digital marketing. We also offer fantastic SEO classes that you can check out here: demandquest.com/seo/
Digital Marketing Classes in Minneapolis; registration is now open for our career changing 2017 Fall classes.
Get the most comprehensive Digital Marketing training in the Twin Cities including Google Analytics, PPC (Google AdWords), Social Media Advertising & Search Engine Optimization (SEO). Attend our 4 most popular digital marketing classes, receive your Digital Marketing Certificate, and save $350! Register today for the best Digital Marketing Classes in Minneapolis.
Check our all our Digital Marketing Classes in Minneapolis; taught in-person by industry professionals at our school inNortheast. We’ve been teaching since 2011 and have helped many students get promotions and even land new jobs thanks to our in-depth training. Our classes are not hour-long intros. We will teach you how to properly set up, manage, optimize, report, and use your digital marketing techniques to the fullest with our 10-25 hour long class series.
Google AdWords – Sept 27 & 28, Oct 4, 5, & 12 from 1-5 pm: Learn how to create, manage and analyze high-performing online advertising campaigns. Learn what new features are available in your MCC, see a higher CTR and lower CPC & CPM, and prep for your Google AdWords Certification Test.
Google Analytics – Oct 16, 17, 19, & 20 from 1-5 pm: Learn how to navigate Google Analytics, analyze data and improve your overall business performance and ROI. Learn how to track web visitors and turn those visitors into qualified leads. Analytics is a powerful tool that will help you determine which practices are best for your business in terms of marketing and advertising online.
Search Engine Optimization – Sept 19 & 26 from 1-5: Learn how to make your website work for you! Learn how to optimize your website & landing pages so that they show up higher in search engine results organically.
Social Media Advertising – Oct 11 & 18 from 1-5: Options for advertising through social media channels have changed drastically in the last few years. Learn how to pick which platform is best for your business and how to create effective campaigns including geo-targeting, remarketing, analytics, and much more.
Register today or call Rachael at 612-460-8770 with any questions. We look forward to seeing you in class!
Thanks to everyone who came to Demand Quest for our National Small Business Week 2017 free Google workshops and training to get you on the map! We had a great turnout and we shared a lot of important resources for small businesses to use in their digital marketing strategies. Here are some of our favorite local business resources from #NSBW #AllForSmallBiz:
Google Workshop Presentations:
Google Small Business Week Lessons: https://www.gybo.com/lessons
Google Business Listings: https://www.gybo.com/business
Google Small Business Channel on YouTube: https://www.youtube.com/user/GoogleBusiness
Intro to AdWords Video Series: http://bit.ly/2p967m6
Google My Business Video Series: http://bit.ly/2p0OLgj
Learn with Google Video Series: http://bit.ly/2p0HTQ4
Additional Online Tools:
The Ultimate List: 50 Online Local Business Directories: http://bit.ly/2pIZ8o6
Test My Site – Think with Google: http://bit.ly/2oYD7Cx
G Suite by Google: Great for setting up email, calendars, documents sharing and a lot more: https://gsuite.google.com/
Google Voice (for forwarding calls, etc.) https://voice.google.com
See the latest trends, data and visualizations from Google:
Google AdWords: adwords.google.com
Bing Advertising: http://advertise.bingads.microsoft.com/en-us/home
Yahoo! Advertising: http://advertising.yahoo.com/
One of the best websites for learning all of the details of AdWords is the AdWords learning center and you can visit that here:http://support.google.com/adwords/certification/bi...
Here’s the AdWords Keyword tool to help you generate keyword and ad group ideas:
Google Grants for Nonprofits: https://www.google.com/grants/
Also, if you’re sending ads to your website, you want to make sure that it is optimized to convert. Take a look at the website marketing grader tool here: http://marketing.grader.com
Social Media Advertising:
LinkedIn Advertising: http://www.linkedin.com/advertising
LinkedIn Blog for Tips: http://blog.linkedin.com/topic/linkedin-tips/
Facebook Advertising: https://www.facebook.com/advertising http://www.facebook.com/ad_guidelines.php
Facebook Graph Search: https://www.facebook.com/about/graphsearch
Twitter Advertising: https://business.twitter.com/start-advertisingUsef… Resources and Articles
Search & SEO:
· How Search Works (Walkthrough) – http://www.google.com/insidesearch/howsearchworks/...
· Beginner’s Guide to SEO (Moz) – http://moz.com/beginners-guide-to-seo
· Resources to Broaden Your SEO Knowledge (Moz) – http://moz.com/learn/seo
Thanks again to everyone who came to training. Best wishes on your digital marketing success!
1. SEOs (& All Companies) Need to Make Everything Mobile-Friendly. Right Now.
Google made a big announcement in November that they are starting to consider mobile rankings as more relevant than desktop rankings. Google says that the majority of their searches now come from mobile so they need to make sure their algorithm mirrors the trend. From Google’s recent blog post: “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.” This means that non-mobile friendly sites are going to start being penalized in search engine results. This also means that if your site is not mobile-friendly, it’s time to call your local Search Engine Optimizer because your number one priority in 2017 is to make your site speedy and mobile-friendly. You can check how mobile-friendly your site is here: testmysite.thinkwithgoogle.com and they will even send you a detailed report on how to fix any mobile compatibility issues you may have.
2. *Dense Content* Is Now Essential to Cut Through the Content Noise on Social Platforms
Holy overload of information, Batman! As we become more and more like the characters tied to their tech in the creepy yet mesmerizing Netflix series Black Mirror, we continue to post more (as do publishers and businesses) and in return, we have way more to filter through in our newsfeeds. Facebook changed its algorithm this summer to reduce the amount of publisher content that shows up in news feeds so we can see our “friends” stories more often and is currently taking aim at fake news on their streams. Even so, our attention spans keep getting shorter and we need to be bolder and more concise to stand out in an ever-growing ocean of white noise. In response, marketers should realize that dense content is necessary, making every line and every word count.
3. Live Video Streaming May Be a Way to Cut Through The Noise (Until It Isn’t)
Do you want to know what’s happening IRL, right now? Facebook has been pushing their live technology for months with some success, including the first Presidential debate of the season, and since most people have faster Internet and crave in-the-moment content, more and more apps and platforms will also push “live streaming”. Facebook also just announced this week that Two-Person Broadcasting is also coming to Facebook Live. The updated version, which will go live later this summer starting with verified Pages, will now allow for two people in different locations to share a live broadcast. Live been on the upward tick for a couple of years and it will only continue to be utilized in 2017. Will you be live?
4. Mobile May Win in 2017 But Video Ads Will Be Close Behind
Not only do you need to consider going “live”, you should also up your video advertising game. As we get used to more and more live videos in our Facebook feed and Instagram Stories this year, video advertising is expected to amass $13.5 billion in revenue in 2017 – almost double its projected revenue from 2016. If you’re not ready to fully immerse yourself in video advertising, at least make an effort to learn how to use some of Facebook’s video features in the new year. It’s a tool that can help massively increase your social media reach and is well worth the investment. Google also just made Video campaign management easier with AdWords Scripts. They announced on Tuesday that they’re rolling out AdWords scripts support for TrueView and six-second bumper ad which means you’ll be able to programmatically create and manage video ad groups, targeting and other campaign features alongside your Search, Display and Shopping campaigns. The new script support is available for standard YouTube ad campaign types like TrueView in-stream, TrueView discovery and bumper ads – and they’re hoping to eventually expand functionality to additional campaign types like shopping. Check out The Latest YouTube Stats on When, Where, and What People Watch from Think with Google.
5. All Google Ads Will Soon Be Expanded Text Ads.
This isn’t a prediction as much as it is a reality. We’ve been talking about Expanded Text ads for months and your deadline is officially approaching. As of January 31, 2017, AdWords will no longer support standard ads so you will not be able to edit or create standard ads but they will continue to exist alongside the new ads (until Google pulls them at some point in the future). Any ads created after that date must use the expanded ad format. You can read my post on how to easily update your current stand ads to expanded ads and how to optimize them in the new format: http://bit.ly/2cfdU0m
6. Bonus Prediction: The Tech Bubble will Pop Again (We Predict 2018).
Our founder Ted Kozlowski started his career in Silicon Valley and if you’ve ever wondered how insane the start-up industry is, check out this great new book, Disrupted: My Misadventure in the Start-Up Bubble, by Dan Lyons, who’s a writer for HBO’s Silicon Valley and who is brutally honest about his time at Hubspot (marketing automation software startup) as a “beached white whale” in an overly upbeat, frat/cult-like work environment.