Let’s buzz a simple question to you-
“How often do you find yourself scouring for Real World SEO Ranking Factors?”
We know that Google algorithms have dramatically changed and with updates throwing routinely, the SEO industry is authenticating the direction in which they should process their work.
Search Engines Changing Quicker than the SEO Industry?
Without a Doubt! And, a blunt – Yes!
The SEO industry is in constant “catch & comprehend” scenario. One fine example of this case is found in 2005 when an announcement rolled out explaining the role of statistical analysis in ranking (quality websites) and demoting (spam) of websites.
The Status of Statistical Analysis in 2005
The role of Statistical analysis was one of the most important developments in search engine algorithms. The ranking factors in SEO were advancing comparably with link ranking factors. This was basically converging on the statistically relevant quantities of anchor text.
Hence, the number of links or the quantity of the same was considered a crucial ranking factor.
The Penguin Update of 2012
When in 2012 Google came out with Penguin algorithm (which was more specifically focused on Link Ranking) the SEO Industry was taken by storm. People started assuming what it could bring in the world of SEO.
It was after some years that we at least found a plausible interpretation which is backed by several citations from the search engine researchers.
Therefore, the sufficed explanation reveals that – obtaining loads of links and increasing quantities of anchor text are just not enough for the website to rank.
Ranking Factors in the AI Era
The AI technology is effectively churning around the contemporary era. The statistics say that now AI answers 30% of all search queries. In fact, one report in the Search Engine Journal disclosed that Google has been using AI for almost all time in 2018 (could be as a part of the experiment, which could be revealed later on).
So is there any specific way that AI has been modifying the search rankings?
If you follow the AI type algorithms approach and study how it has been working, you will surmise that these algorithms are already running in full fledge. That does not mean that old ranking factors like links and headings are not performing any significant role.
In fact, these are vital for weeding out spam and checking on fewer relevant search queries. Whenever anyone types a query on the search engines, they rank websites based on a system which is called Ranking Engine.
Progressing with Results
The AI results have been progressive in the sense that they have been an employing Neural Matching algorithm. In AI search results are matched with several factors other than conventional ranking factors. Please note that links are not performing any part in this section of the search ranking.
It may seem a more simplified process but you must comprehend that there are other algorithms playing as well in the search engine results. The one set that has been introduced lately is the depiction of results matching synonyms and stemming.
This broadens the number of pages that are scanned, not limiting the results to fewer pages that solely contain the matching keywords. Here the golden key to working with AI algorithms is to see beyond the normal ranking algorithms such as headings, title tags, alt attributes and links etc. As these take on less importance once the results are transferred to neural matching.
Answering Like a Human
If you are setting in a query and you open a webpage for an answer, will you spend time checking on the title tag and the heading?
Most probably you will skim to find an answer.
Google’s AI is spending time on improving the experience in that respect. Precisely it is performing two functions-
To briefly understand what a person really means when he/she is typing a search query.
To search for the web page that in the truest sense answers and explains the real question within the search query.
More like understanding the context and answering from there on. So here we need to concede that rather than simply converging on the traditional ranking factors, we need to make sense in giving the answers.
And this goes even for eCommerce. So if a person is looking to buy something, will it make sense to provide informational content on the web page?
Here you would need to evaluate your rankings for confirmation.
In the End…
Fathoming that we’re no longer in the Keyword Era is critical. If you are doing a thorough keyword research, Good on You! However, this is just the beginning and what users means and aims to know about is the current point of evolution in the SEO.
Follow the lead and you will realise that how search engines are working to rank in 2019.
At iMark Infotech Pvt. Ltd, we are doing our bit to stay abreast with the newest developments in the SEO. When doing SEO for a search engine that employs AI for 30% of search queries, it takes more preparation in order to rank.
You can always connect with iMark Infotech for a more nuanced SEO strategizing. Write to us at [email protected] and discuss your project in detail.