Google continues going through great lengths to change SEO rules in hopes of preserving internet equality for all pages. This means that although one company may have figured out a way to use the latest Google algorithm to its advantage to get top listing, SEO changes dictate it won’t stay that way for long.
To understand why Google keeps us all on our toes, a history lesson may be necessary. In the before time (i.e. 2007), nearly three-quarters of Americans came down with a terrible case of “search engine fatigue,” according to a landmark Autobytel study. The symptoms, similar to the plague sans the boils, included a persistent inability to find what they were looking for in the first three pages of Google due to advertising overload.
In those days, a page’s number of inbound links determined its ranking. Such a ranking system would be sound if the internet was the judicious place we all hope it to be. However, intelligent advertisers soon found ways to boost their searchability by mining inbound links (where companies would actually pay to have thousands of links added to their pages to boost its SEO rankings)—but were we finally out of the search engine dark ages?
The Renaissance shift only occurred once Google began to value answers over inbound links. Before this, fresh relevant content rarely made the front page because it lacked the inbound links older content naturally acquired over time.
To stay relevant, Google started calculating answers to specific queries for users. In between the sponsored and algorithmically generated search results, Google inserted a little area that would directly answer a user’s question, like something along the lines of: By asking, “What time is it?” Google will directly answer—3:20 PM / Friday, April 11, 2014 (CDT) / Time in Austin, TX, or Google will solve mathematical equations without needing to refer you to a site.
The answer service was very useful, but its utility often came at the disservice to the listed results, as users could shortcut visiting an actual website that also have answers to this information.
The latest Google algorithm sorts search results based on their utility, or ability to answer user questions. Google has held on to the direct answer box, because sometimes users need to know the time in Austin immediately, but now the search results that follow the box are tailored to the query needs of the user based on Google’s previous history of answering similar questions.
Here at AOI, we keep abreast of all of Google’s latest updates to keep our clients on top of search listings. With the latest switch, it solidified the work we have already been doing—keeping our clients pages useful and answering questions your clients are looking for. If you are currently in need of SEO services to boost your placement on Google, contact us today at (800) 221-8424 to schedule a free consultation.
Attorneys Online, Inc. – Legal Marketing Specialists