How Search Engines Are Evolving and Ways To Adapt
Search engines have been around for quite some time. For some, it may just be a tool for searching something on the internet. For an internet marketer, the value of it is tantamount to the success of their business. This is because search engines have allowed them to make their brands compete with other well known brands. Not only that, it has also provided internet marketers with a virtual salesman as they promote their products and services to the top of the search.
During the early days of the internet, search engines only provided a list of search results without much content value to the internet user. Today’s search engines are a lot more intelligent with the quality of search results that they now provide. While contents are now more relevant, it is important to pay attention to the changes that are being added to make them more efficient.
With the development of new search algorithms and updates, internet marketers have been finding ways to fit their website into these changes. This is necessary in order to improve and maintain their position in the market. Here is how search engines are evolving and the ways you can adapt to it.
1. Search engine results are more diversified.
A particular marketing firm had conducted an experiment involving searches made from a mobile device and from a computer desktop. They discovered that more than 25% of the results from mobile devices were different from searches made from a desktop computer using the same keywords.
This shows that the search engine actually knows what a particular user needs in relation to the device he or she is using. For instance, while searching for a pizza on a laptop, it is most likely that the user is looking for a pizza delivery service. So the search engine provides a list of pizza delivery service within the user’s area. On the other hand, when the search query is entered on a mobile device, chances are that the user is searching for a restaurant to go to. As a result, the search engine provides a list of nearby restaurants.
Currently, this trend is expected to rise. What’s worth noting is that the ads that are shown on mobile devices cover 2/3 of the mobile device screen. This is very valuable for internet marketers and search engines are also aware of this.
2. Inclusion of additional knowledge graph.
For those who are not aware of what a knowledge graph is, it is a system that Google uses to increase the value of the search result. Facts about places, people and things are included along side of the search results. It gathers data from many different trusted sources such as Wikipedia and World Fact Book. This allows the users to gather information without navigating to another site.
This is important because it provides a convenience for the user. For instance, if you were to search for the start time of a baseball game and you type in “Boston Red Sox Schedule”, you will not only receive the game schedule, you will also find additional information such as venue, weather conditions and other statistical information related to the search query.
3. The importance of structured data.
While Google is trying to provide faster search results and relevant information without having the user to navigate to other sites, this has made a lot of users wary of Google’s intentions. This is because Google seems to be luring most of the content into their own domain which can affect internet marketers. They can easily treat Rich Snippets and other forms of rated advertising content as spam. So it is advisable to be cautious about this.
4. The importance of user signals.
Google has recently been considering user signals as a major criteria for Page Ranking. What this means is that the overall reputation of a user will play a vital part in their overall ranking. This has made a lot of users develop their online reputation by way of author ranking and personal reviews. A good approach is to develop your online profile particularly on Google Plus so that Google will recognize you as an authentic source of information.
5. The necessity of more in-depth content.
Previously, having content with keywords was enough increase the rank of a website. But with Google’s Hummingbird update, it has become necessary to make contents more in-depth and relevant for contextual search. Answers to search phrases such as, “How can I build a home garden?” or “Where can I find the best fishing gear?” provide a more decent ranking result.
As search engines are continuously evolving, it has become necessary for internet users to adjust their strategy for best online business success.