Google has made a few main upgrades which include the Google Hummingbird algorithm and the encryption of all search data. Both these changes imply most important changes for online marketing and Search SEO.
With the new upgrades come new focal points with using natural language for optimization, creating mobile-search-friendly content, and shifting importance away from keywords to publishing excellence content on a regular basis. Consequently, businesses will now have to adjust their content marketing strategies accordingly.
Google has named its reworked search engine “Hummingbird”. According to the company, the update is so named because of its “fast and precise” search results. The improve does a better job of sympathetic the intent behind long-tail search queries and queries entered in spoken or natural language.
Hummingbird will better appreciate the geographical location of the user’s home, and the “place” will be understood as a brick and mortar store. Thus, it goes beyond the traditional remit of locating web pages with words that match the search query. Of course, this will work only if the user has shared his or her location with Google.
It is clear that the significance of high quality and original content remains the same, but the search engine will now give first choice to web sites with content that is ideal for mobiles. Which means companies must now create and deploy mobile content.
Search Data Encryption
Google now encrypts all search inquiry data. This means that the keywords you type in a Google query are equipped by SSL encryption. This protection is valid even if the user is not logged into their Google account.
According to SEO experts, Google is now taking steps to restrict access to free data connecting keywords and to cheer SEO professionals to subscribe to paid Adwords campaigns.
Before the search data was encrypted, Google Analytics displayed the number of visits a keyword or a search phrase got on a site during a particular period, the proportion of first visits which resulted from the keyword expression, the bounce rate, and other relevant data.
This information was then used to decide which keywords would deliver the maximum traffic, and the content would be created consequently. In other words, search data encryption is a major blow to webmasters and SEO professionals as it literally destroys the organic or free keyword data that they depended on.
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