BlogSearch Engine Optimization (SEO)
Latest Google SEO Updates and Algorithm 2018
Hey all you SEOers! It’s that time of the year again when we need to look at the latest Google SEO updates once again. Yes people, Google has a new update ready for us again – in 2017. Some experts have been contemplating that the company has made up gradations…
SchemaUsing a Schema markup is becoming progressively important with the forever transforming Google and the evolving user trends. Schema’s job is to make it simpler for search engines to fathom and comprehend your site, thus helping to ensure that it is displayed correctly. Schema can also be especially helpful when Google chooses to display rich answers, such as Quick Answers or a Rich Card. Google likes to make life easy for its users by displaying answers as simply as possible so that they can find what they are looking for. As of now, rich snippets are displayed for recipe and videos, AMP articles, local businesses, music, reviews, and TV & movies. Although there is a possibility of this changing in the future, using the Schema helps to ensure that your site is always ready. Google has also been increasing its usage of Quick Answers. Schema can help make the purposefulness and content of your site clear, so your text is more appealing for snippet boxes. Of course, we cannot overlook one of the latest updates of SEO 2018 without talking about RankBrain and artificial intelligence. Since Google lays special emphasis on this machine learning now, brands need to be doubly sure that their sites are easy for a machine to interpret. Schema can be of immense help if you want to make this a reality. As artificial intelligence is likely to grow by leaps and bounds in the future, using Schema now can keep your site prepared for whatever the future brings.
HybridizationIt is a well-known fact today that users have become extremely sophisticated online and the demands of digital marketing manage to pull professionals closer together. Now, mobile users check business mails on the go and desktop users redeem social media coupons. To tap into this potential and cache of customers, your team should be up and about running hybrid campaigns, and be prepared for these changes. To make sure your team is hands on:
- Conduct trainings where you can manage to help members of different teams get to know each other’s goals and strategies
- Create shared projects where members of different teams come together for joint goals
- Advance ahead with common documents between the different teams that define vocabulary, expectations, and roles so that everyone can communicate effectively
Changes on the SERPsGoogle has been testing and trying out the SERPs this past year. Particularly, they have been increasing the number of characters allowed in some of the Meta descriptions and titles. This trend could pose a challenge for marketers because they have not been rolled out to all websites, nor has Google announced that they are permanent. For the sites that are fortunate enough to receive the extra traffic, there are great prospects for including more keywords and more compelling descriptions to help attract more people to the website.
SEM alignment and intent signalsWe all know that searches with focus on commerce display a higher number of ads on an average. This is mostly done at the top of the page but the click-through-rates are lower for organic search results as compared to those with fewer top-of-the-page. Gauging the terms that have organic search results above the fold is critical to prioritizing efforts. With regards to these subjects, organic and paid search teams should work in tandem to target these terms to boost ROI for both paid and organic efforts. It’s also essential for these teams to align their content strategy and plan to create web pages and assets that map what searchers are looking for.
Mobile and speedSince the year 2015 when Google first introduced the AMP project, the importance of speed, particularly on mobile devices, has grown. The search engine has always recognized and made it clear that slow load times hurt the user experience, which is why even a one second delay results in a considerable reduction in conversions. With AMP, Google can intensify the importance of speed. Moving on to the Algorithm changes, here is some of the top ones in 2018:
- Penguin went onto become a real time algorithmic update meaning every negative action will have an equal and opposite reaction.
- Application of meaning technology to billions of pages from across the web
- Use of knowledge graph facts to ensure better search results
- Easy recognition of keyword stuffing
- Effectiveness of long-tail keywords
- No multiple pages with the same keyword
- Get rid of auto-generated content and roundup/comparison type of pages
- No pages with only 1-2 paragraphs of text
- No scraped content
- Panda likes new content
- Be careful with affiliate links and ads
- Too many outbound links with keywords are bad