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Understanding search engine algorithms
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.
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Understanding search engine algorithms
- 1. aka Google AlgorithmUpdates VIJAY SANKAR
- 2. VS Index of Bing Spiders/ Crawlers Index of TopicsAlgorithms reebok – website 1 Shoes website 2 …. …. ….. …. ….. Algorithms
- 3. VS • Signal Anyfactor 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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- 6. VS Links Quality of Content RankBrain aka today’sdiscussion points
- 7. VS • Measuring theimportance 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 theimportance 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 Fora 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 ofContent • 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 Directoriesbeing 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 Semanticsubstitutions 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 enginesare becoming knowledge engines?
- 15. VS key components ofsemantic 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
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- 17. VS learning what youintend to without visiting a page
- 18. VS The machine learningcomponent
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- 23. VS • Being mobilefriendly 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 organictraffic 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 aheadto Mobile-First…
- 26. VS • Shift fromKeyword 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?
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