Google © by Daniel Morris
As Google continues to reign supreme in the world of search engines, it is in the best interests of any company to keep up to date with what Google has to offer and how it works. The algorithms used are constantly being improved and updated, and whilst this is aimed at ease of use for the consumer, any savvy business will keep track and use the search engine properties to best promote themselves.
‘Freshness Update’
The most talked about change that has been made recently has been dubbed ‘the freshness factor’. Google have altered the way search results are prioritised, giving greater visibility to sites that have been updated recently. This means that digital agencies should now be encouraging their clients to regularly add new content to their sites, as this will improve the chances of ranking highly in a search. Although this change has caused a certain amount of controversy amongst web users so far, with many believing that just because something is new doesn’t mean it is more relevant, for the time being it is how it works. It is therefore beneficial to every company to add new content to their websites as often as possible, to increase their chances of heading up a search page.
Content Visibility
Google have also decided to pull more snippets from page content as opposed to from titles or header text. This means companies really need to think hard about every piece of text they display on their websites. Although this will not affect the visibility of the search in the way that titles do, it does mean that people could be reading any small part of any piece of content before they even click to open the website. Therefore more care must be taken by some to ensure that their content isn’t centralised around a catchy header, but is consistently informative and entertaining.
Algo changes
The cross-language information retrieval has also been improved recently. Google have implemented algorithms to recognise the language a query is written in, and return results in that language. For example, even if someone is logged onto an English server, if they write their query in German they will receive relevant results form both English and German pages, so multi-national companies need to be aware of consistency issues.
SEO
Choosing a professional SEO company to assist in designing your website is becoming a necessity. Choose one with years of experience, as well as knowledge of all the latest updates, to ensure your company is top of the list every time.
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