Google releases average 600 updates every year. Most of the updates are minor but some updates make bigger differences. As many of the SEOs might have noticed, 2015 was the year of updates as Google made some major changes in its algorithm; and there are more to come in 2016. Hence, this situation demands SEO practitioners to be more than just being ready as search engine algorithms are expected to put some great challenges for internet marketers.
To make your Search Engine Optimization strategy more target-oriented, here is a brief detail of some major changes which Google has made recently.
- Google has changed its approach drastically in showing results against search queries. Not too long ago, Google used to promote web pages based on keyword density, Meta description and Meta keywords. Now, Google focuses more on providing results based on the queries’ logic. Development of snippets is the best example in this regard.
- Snippet in Google SERPs is the short piece of information from a page which tends to answers user query better than any other information source. If you have managed to get a snippet in SERPs against some of search queries, you are definitely going to receive more traffic on your web page.
- Google has stepped in to the realm of artificial intelligence by integrating ‘RankBrain’ into its core algorithm. Development of this AI feature indicates that Google will start to learn about queries and the desired pages against those queries. In the test phase, ‘RankBrain’ delivered results beyond expectations. SEO aspects which are going to get major benefits from this algorithm include user experience, local SEO and content quality.
- The number of mobile internet users rose up to a great extent in the past few years. Therefore, importance of developing mobile friendly versions of website has become a crucial need rather than just an option. Keeping this fact into consideration, Google has released an update which is known as ‘Mobilegeddon’. Although, this update hasn’t been affecting search results noticeably, it is likely to hit hard after a few tweaks and a little increase in the number of mobile internet users.
- Google takes web security pretty seriously. It is evident from the fact that HTTPS sites have got good response from Google. The process of acquiring HTTPS status may be hectic but its result is worth this trouble. If you are providing some service or product from your website and you have added the login feature, you will need to make your website secure with HTTPS.
- Link building can never lose its significance in SEO. However, Google’s approach in promoting a website based on its incoming and outgoing traffic through links has greatly been modified. Now, Google values only those links which drive traffic to and from high authority websites. Moreover, it would be a wrong idea to ignore the existence of broken links on your website. That would lower your website’s authority.
- Google has been focusing more on promoting local businesses in their respective localities. It’s been obvious by
- Local business getting ranked in Google SERPs.
- Development of Google My Business which has started servings as the prior option for local business owners to get their business listing registered.
If you are following these procedures already, you will surely be able to get your website promoted. However, you may need to modify your SEO strategy if you are not fully complying with these conditions.