aka Google Algorithm Updates

VIJAY SANKAR

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Index of Bing

Spiders / Crawlers Index of TopicsAlgorithms

reebok – website 1

Shoes website 2

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Algorithms

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• Signal

Any factor of a web page considered by a search engine to rank the page against a

keyword and show it in results

• Update

An algorithm update is a major change involving changes in ranking signals involved

• Refresh

No change in ranking signals

Data refresh

Improve the quality of ranking results (based on an algorithm)

Index refresh

Understanding the differences

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200+

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Source: Search Engine Land

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Links

Quality of Content

RankBrain

aka today’s discussion points

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• Measuring the importance of a web page using links to it as a voting mechanism

• Ranking a web page is based on how many links are linking to it and (how credible are each of those)

Understanding Google PageRank algorithm

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• Measuring the importance of a web page using links to it as a voting mechanism

• Ranking a web page is based on how many links are linking to it and (how credible are each of those)

Understanding Google PageRank algorithm

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20

03

-2

00

4 Boston

Cassandra

Dominic

Austin

Brandy 20

05

-2

00

6 Bourbon

Personalized Search

Local

Big Daddy2

00

7 -

20

08 Universal Search

Suggest

Vince

20

09

–2

01

0 Caffeine

May Day

Social

20

11

–2

01

2 Panda

Google+

Venice

Semantic

Penguin 20

13

–2

01

4 Hummingbird

Pigeon

20

15

–2

01

6 Machine Learning

Mobile Friendliness

For a complete list of updates from 1999, visit Moz Google Algorithm Change History

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• Keyword stuffing

• Link farms

• Duplicate content

Penguin 1.0 (2012)

• Advertorials

• Back-linking

• Credibility/Content

Penguin 2.0

(2013)

• Refinement on link building

• Move to a continuous roll out update

• Recoveries from 2.0

Penguin 3.0 (2014)

Taming bad link building and other black-hat practices

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Quality• Quality of Content

• Content Farms

Duplication

• Duplicative pages

• Multi-Site/

Micro-Site

User Experience

• Ad to Content ratio

• Navigation

Taming the quality of content

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Proximity over Authority

Directories being favored

Local business results v/s brands

Importance to long tail keywords

Its all about making local search better

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Synonyms of keywords and

location

Semantic substitutions and use of mark ups

Geo location & Search device

• Search results based on documents and relationships

• Conversational search of ‘what is’, ‘when is’ and ‘what for’ type of queries

• Shifting from un-structured data to a structured framework

opening of semantic search

• Tries to understand the intent of search

• ‘parker’ pen or ‘parker’ movie

• Tries to understand the context of search

• s6’ is a Samsung mobile model being

reviewed

• Tries to understand similarities/synonyms

• ‘red frock’ and ‘dark frock’

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How search engines are becoming knowledge engines?

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key components of semantic search/web

• Resources instead of web pages

• Defined by data, metadata and rules

• Identified by a URI/IRI

• Vocabulary

• Give a structure to meta data

• Use XML to define the structure

• A layer of abstraction

• Resource Document Framework

• <Subject> -> Property/Predicate -> <Object>

• Ontology

• Rules in defining data

• Model a domain to make it re-usable and share-

able

• Google Semantic Search Engine

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learning what you intend to without visiting a page

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The machine learning component

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• Being mobile friendly as a search signal

Page by page focus (as opposed to domain wide)

• Affects only mobile searches

• App Install buttons

aka mobilegeddon

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• Increased organic traffic to app

• Enhanced usage of app and possible revenue capture

• Potential to even get your app's logo shown

in search results

• Potential increase in more app installations

showing app content in search results

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one step ahead to Mobile-First…

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• Shift from Keyword to Quality of Content

• Shift from Links to Credibility

• Shift from Query Engine to Knowledge Engine

• Shift towards Mobile-First

aka what all these updates are collectively trying to achieve?

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