Google has announced a range of new updates for search, which provide varying levels of functionality for brands, and are worth noting within your SEO approach.
The main focus is on helping people find the information they need, so they’re not specifically aligned with brand queries. But some of them will be search considerations – here’s a look at some of the new elements and what it could mean for marketers.
“We’ve continued to improve our ability to understand misspelled words, and for good reason—one in 10 queries every day are misspelled. Today, we’re introducing a new spelling algorithm that uses a deep neural net to significantly improve our ability to decipher misspellings. In fact, this single change makes a greater improvement to spelling than all of our improvements over the last five years.”
This won’t be a significant consideration of SEO, given that it will only help users find the right query for their search. But, of course, you should ensure that your web pages are spell-checked.
“Very specific searches can be the hardest to get right, since sometimes the single sentence that answers your question might be buried deep in a web page. We’ve recently made a breakthrough in ranking and are now able to not just index web pages, but individual passages from the pages. By better understanding the relevancy of specific passages, not just the overall page, we can find that needle-in-a-haystack information you’re looking for. This technology will improve 7 percent of search queries across all languages as we roll it out globally.”
Again, this is probably not a major SEO consideration, as it will be relative to each query – you should answer common questions as best you can in the hopes of matching audience demand. But it could change where your pages are ranked for each query, which could subsequently impact your performance stats.
“We’ve applied neural nets to understand subtopics around an interest, which helps deliver a greater diversity of content when you search for something broad. As an example, if you search for “home exercise equipment,” we can now understand relevant subtopics, such as budget equipment, premium picks, or small space ideas, and show a wider range of content for you on the search results page. We’ll start rolling this out by the end of this year.”
It looks like Google is going to show users more subtopics as clickable options within search results, which could be an important SEO consideration, as you’ll need to match your listings to each relevant category.
For a more detailed look at each new element and how they can improve your business’s search optimization, follow this link.