EVOLUTION! What Charles Darwin mentioned ages ago, seems to be working for businesses today, especially for SEO. Less than a decade ago, internet marketing was evolving and people minted millions by doing various SEO activities like article submissions, directories and local listings. Beside SEO, Google evolved too and growth halted for SEO driven projects for a while. Those things stopped working and all the links began disappearing in limbo.
Low Quality Links Disappeared and Never Returned.
Yes, they never appeared in searches ever. Google worked on its algorithms and leveled up the game. So far, we have come to know four Google algorithms: Panda, Penguin, Hummingbird, and RankBrain. All work on different criteria and have significantly affected searches in a negative way that weren’t doing white-hat marketing. It’s the time when all black-hat marketing tactics had been shown the door.
Traditional SEO is Dead
Yes, the one you knew and used to outsmart Google and other search engines have been long dead. SEO experts who only knew spammy and low-level practices are now suffocating in a thriving environment because it’s hard to draw attention to a website and even harder to work on visitor’s relevancy to rank better. So, traditional things are dead, but it can be used to boost your strategy when you map out the things that stopped working and will figure out the things that are working fine, or at least need some hard work to drive results.
The Dawn of Machine Learning and AI
RankBrain is currently hoarding many things in search engine, which most marketers have a very little idea about. Even a good SEO company is trying its level best to understand the algorithms, which is based on artificial intelligence and work on the different set of parameters. It even notices the search queries related to your business niche and work according to visitor’s relevancy on the site.
After gathering data from people regarding the structure of the websites and how they perceive good websites, the engineers applied it in machine learning – and the result was the birth of Panda.
Penguin brought huge organic drop, but when Hummingbird released, there wasn’t any major effect noticed. However, Matt Cutts told that it affected 90 percent of the searches. But what was really affected?
When marketers dug deeper, they found OK Google was playing a crucial role in Hummingbird. Now Google was working semantic searches, making SEO even harder than it used to be.
Google announced its official RankBrain release last year, which will help the company in machine learning and understand search engine queries. Why a user is putting a search query and for what intent. Since people have a different purpose to search the same thing, Google is trying to tap into those opportunities and to driving targeted audience to the website. Perhaps the answers somewhere float around it, or we have just scratched the surface of the artificial intelligence and there’s a whole mountain to climb?
Google now tries to understand the intent of search queries and what article is all about. According to Backlinko.com, many people are finding no keywords in the article related to their search queries, but still, Google showing it because it understood the intent and trying to show relevant content to user looking for the necessary information.
Nonetheless, the engineers working in Google are trying to understand the behavior of search queries. Why a user search things and for what intent? It will expand horizons and will open many new doors for websites to target better convertible audience whose intent matches with theirs and can correlate with each other’s functioning.
They don’t work like they used in traditional SEO. Google is getting smarter in the age of smartphones. Before all these algorithms introduced and made work complicated, title tags worked perfectly fine. Once there was a time when it had to be exact keywords in title tags to have a higher ranking. Now with the advent of AL technologies, Google is considerably understanding the overall context of your page and pushing it higher as per nature.
Now Google doesn’t regard the exact words as it did once. Since it has expanded its machine learning structural program, it’s now picking up similar words to the search queries for the best results.
For instance; if someone types best digital marketing company, then it can also show various results, such as;
- Best SEO Company
- Best online marketing Company
- Best PPC Company
- Best SMM Company
These are the words that have relations with each other. It’s like various branches of a tree, all important and interrelated to drive fruitful results in the dynamic world of the web.
After optimizing your website, it’s your duty as a marketer to find solutions for the better site performance and giving up old school practices completely for the success sake. Instead of worrying about placing keywords accurate in your title tags, think about creating a better user experience to work better in semantic searchers.
The best way is to think like your visitors. What makes them tick? You need to get into your visitors’ mind and understand what things they are looking for. You have to solve their problems, not of search engines.
The content is the key. Experiment with different types of content and conclude what’s working for your business. Try with short forms content during the experimental phase and then move towards creating long from. As you drive potential visitors in search of solution proving content to their questions, you see the amount of positive ranking on your website. This has been the most relevant tactics to do online marketing.
Since SEO has become truly complicated, only a good SEO company that employs the finest talent can help your business to move up the ladder and show in search results even when it’s articles or content don’t incorporate search queries keywords.