How Google is Changing the Rules of SEO


Changes to the Google algorithm can mean a whole new learning curve for SEO experts or content developers but trying to navigate it all might be a fruitless exercise.

In 2013, Google changed their algorithm 15 times and in 2012, they changed it 37 times, perhaps even on purpose to stop people from manipulating search engine results.

One of the main changes to SEO on Google is that the Google Analytics keyword data has been stopped, which stops people from being able to manipulate and tap into trending topics.

They have also not updated Page Ranks since early 2013 and it is not clear when or if they will. Links back to your site were essentially supposed to raise your ranking in Google but now, the exercise is apparently useless.

The most recent update Google has employed is the Hummingbird conversion which was released in September 2013. Hummingbird was designed to be more conversational, and focuses on voice searches.

So, what can you do to create high ranking, SEO friendly content on Google?

Experts predict that Google is using your author profile to determine your credibility and therefore, the ranking of your content. The Executive Chairman of Google, Eric Schmidt said- “within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top results. The true costs of remaining anonymous, then, might be irrelevance.”

Ultimately, your focus should be on creating quality content that users love, share and respond to.

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