1. The document discusses Google algorithm updates from 2003 to present, including major updates like Penguin, Panda, Mobilegeddon and more recent shifts towards semantic search and knowledge engines. 2. It provides details on the goals of each update, such as targeting bad link building practices with Penguin and prioritizing page quality over other signals with Panda. 3. Recent updates emphasize mobile friendliness and showing app content in search results, reflecting Google's move towards a mobile-first approach to search.

1. aka Google Algorithm Updates
VIJAY SANKAR

2. VS
Index of Bing
Spiders / Crawlers Index of TopicsAlgorithms
reebok – website 1
Shoes website 2
….
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Algorithms

3. VS
• Signal
 Any factor of a web page considered by a search engine to rank the page against a
keyword and show it in results
• Update
 An algorithm update is a major change involving changes in ranking signals involved
• Refresh
 No change in ranking signals
 Data refresh
 Improve the quality of ranking results (based on an algorithm)
 Index refresh
Understanding the differences

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200+

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Source: Search Engine Land

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Links
Quality of
Content
RankBrain
aka today’s discussion points

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• Measuring the importance of a web page using links to it as a voting
mechanism
• Ranking a web page is based on how many links are linking to it and (how
credible are each of those)
Understanding Google PageRank algorithm

8. VS
• Measuring the importance of a web page using links to it as a voting
mechanism
• Ranking a web page is based on how many links are linking to it and (how
credible are each of those)
Understanding Google PageRank algorithm

9. VS
2003-2004
Boston
Cassandra
Dominic
Austin
Brandy
2005-2006
Bourbon
Personalized
Search
Local
Big Daddy
2007-2008
Universal
Search
Suggest
Vince
2009–2010
Caffeine
May Day
Social
2011–2012
Panda
Google+
Venice
Semantic
Penguin
2013–2014
Hummingbird
Pigeon
2015–2016
Machine
Learning
Mobile
Friendliness
For a complete list of updates from 1999, visit Moz Google Algorithm Change History

10. VS
• Keyword stuffing
• Link farms
• Duplicate content
Penguin 1.0
(2012)
• Advertorials
• Back-linking
• Credibility/Content
Penguin 2.0
(2013)
• Refinement on link building
• Move to a continuous roll out update
• Recoveries from 2.0
Penguin 3.0
(2014)
Taming bad link building and other black-hat practices

11. VS
Quality
• Quality of Content
• Content Farms
Duplication
• Duplicative pages
• Multi-Site/
Micro-Site
User
Experience
• Ad to Content ratio
• Navigation
Taming the quality of content

12. VS
Proximity over Authority
Directories being favored
Local business results v/s brands
Importance to long tail keywords
Its all about making local search better

13. VS
Synonyms of
keywords and
location
Semantic substitutions and
use of mark ups
Geo location &
Search device
• Search results based on documents and relationships
• Conversational search of ‘what is’,‘when is’ and ‘what for’ type of queries
• Shifting from un-structured data to a structured framework
opening of semantic search
• Tries to understand the intent of search
• ‘parker’ pen or ‘parker’ movie
• Tries to understand the context of search
• s6’ is a Samsung mobile model being
reviewed
• Tries to understand similarities/synonyms
• ‘red frock’ and ‘dark frock’

14. VS
How search engines are becoming knowledge engines?

15. VS
key components of semantic search/web
• Resources instead of web pages
• Defined by data, metadata and rules
• Identified by a URI/IRI
• Vocabulary
• Give a structure to meta data
• Use XML to define the structure
• A layer of abstraction
• Resource Document Framework
• <Subject> -> Property/Predicate -> <Object>
• Ontology
• Rules in defining data
• Model a domain to make it re-usable and share-
able
• Google Semantic Search Engine

16. VS

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learning what you intend to without visiting a page

18. VS
The machine learning component

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• Being mobile friendly as a search signal
 Page by page focus (as opposed to domain wide)
• Affects only mobile searches
• App Install buttons
aka mobilegeddon

24. VS
• Increased organic traffic to app
• Enhanced usage of app and possible revenue capture
• Potential to even get your app's logo shown
in search results
• Potential increase in more app installations
showing app content in search results

25. VS
one step ahead to Mobile-First…

26. VS
• Shift from Keyword to Quality of Content
• Shift from Links to Credibility
• Shift from Query Engine to Knowledge Engine
• Shift towards Mobile-First
aka what all these updates are collectively trying to achieve?

27. VS