How Google’s Algorithms are Changing the Face of SEO


While running an online business, you probably have a ton of questions about search engine optimization.

One of your main concerns likely revolves around the future of search engine functionality: How, exactly, do search engines work today, and how will they work in the coming years?

If you’ve done any research whatsoever on the topic of search engine optimization, you know that sites like Google are getting smarter and smarter as time goes on. Thanks to functions such as Google RankBrain, search engines are better equipped to assist Internet users than ever before.

RankBrain works in conjunction with other functionalities within Google’s search engine algorithms to get a true understanding of what a user is searching for. Search engines no longer simply focus on specific keywords and phrases as if in a vacuum; they now can understand semantics, synonyms, and syntax, providing users with more relevant results and suggestions for further reading.

RankBrain also understands context, as well. For example, if a user searches for “leonardo inception,” Google would know to look for pages relevant to Leonardo DiCaprio, and exclude pages referring to Leonardo DaVinci.

What does this mean for online companies, though?

Simply put, SEO is becoming more and more organic than ever before. Blackhat techniques, such as keyword stuffing, will no longer do your site any good – in fact, you’ll likely be penalized for such. The quality of your content – the information you provide, links and resources given, and more – is incredibly important if you want your page to rank well.

If you’ve always relied on shortcuts and tricks to rank highly on SERPs, you’re in for a rude awakening. On the other hand, if you’ve always been focused on providing the best content possible to your customers, Google’s improvements may begin to help you get the recognition you’ve always deserved.

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