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Digidot

Digidot

13 November 2013

Web Design

Some days ago, Google announced a new search algorithm. The new algorithm has the code name 'Hummingbird' and Google says that it should deliver better results than the previous algorithm. How does this influence the Google rankings of your website?

Goolge Hummingbird

What is a ranking algorithm?

The ranking algorithm is the method that Google uses to choose the web pages that are displayed on the result page. Although Google released many updates of the previous ranking algorithm during the last months, this new update is a new development that replaces the old ranking algorithm.

Since when does Google use the new algorithm?

When Google announced the new algorithm some days ago they said that they had been using it for about month. For that reason, you shouldn't see any major changes in the search results.

What about Google's previous updates (Panda, Penguin)?

Panda and Penguin were updates of the old ranking algorithm. The new Hummingbird algorithm replaces the old algorithm. It is very likely that the methods of Panda and Penguin have been integrated with the new algorithm.

Does this mean that PageRank is not important anymore?

Like before, PageRank is one of over 200 factors that Google considers in the ranking algorithm. The quality of the links that point to a website are important. Google also considers the quality of a web page, the words that appear on the page and many more factors. The Top 10 Optimizer in SEOprofiler can help you to get a better idea of these factors.

What's new in Google's Hummingbird algorithm?

According to Google, the new algorithm should be better with 'conversational search'. For example, a search for "What's the closest place to buy the iPhone 5s to my home" does not search for the individual words "iPhone 5s" and "buy." Instead, the new algorithm tries to get the meaning of the search.

Will there be major changes in the search results?

Google has been using the new algorithm for the last month. There haven't been many complaints about changes in Google's search results (at least not more than usual).

If your website rankings haven't dropped last month, chances are that you don't have to worry about the change.

How do I have to optimize my website for the new algorithm?

Google's new algorithm aims to process the existing signals in new and better ways. The recipe for high rankings on Google remains the same:

  • You need a professional website with good content.
  • Your website must have good backlinks from related websites.
  • The content of your web pages must be related to the topic of your site.
  • Search engines must be able to parse your pages.

Use the tools in SEOprofiler to make sure that your web pages get high rankings with Google's new ranking algorithm. The website audit tool in SEOprofiler checks your web pages to make sure that all pages can be indexed correctly.

The Top 10 Optimizer in SEOprofiler shows you the web page elements that can be improved on your web pages. SEOprofiler helps you to get the rankings that your website deserves.

If you haven’t done it yet, create your SEOprofiler account now:

Sometimes, your web site might contain pages that you do not want to see in Google's search results. Some people block Google without knowing it and others don't know how to exclude individual pages. This week's article shows you how to prevent Google from indexing pages of your website.

The official Bing blog has posted information on how to improve the Quality Score of your ads and web pages. Although the information is from Bing, it can also help you to get better results with your Google campaigns.

If you want to optimize your paid search campaigns for the holiday season, the following tips will help you:

Relevancy is important

Some business owners run ads on every possible keyword variation and on every synonym that they find.

While it is important to bid on many targeted keywords, it is also important that there's a connection between the keyword, the ad and the landing page.

If that relevancy is missing, you run the risk of using keywords that won't deliver results. The relevancy influences the Quality Score of your ads.


Your Quality Score can change even if you don't make changes

Just because you haven't made any changes to your campaign does not mean that your competitors haven't optimized their accounts.

If your competitors optimized their relevancy for the keywords for which you advertise, the Quality Score of your own ads will decrease.


There are three ways to improve the Quality Score

1) Improve the relevance of your keywords
  • How relevant are the keywords that you've chosen for your campaign?
  • How well do your keywords compete against your competition and other advertisers who bid on the same keywords?
2) Improve the relevance of your landing page
  • Are your ads and landing pages relevant to the search queries that potential customers use to find your products, services and website?
  • Does your website offer content that is useful to your website visitors?
3) Improve the user experience on your landing page
  • Is your ad highly relevant, accurate and well written and is there a strong relation between the keyword, the ad text and the landing page content?
  • How does your website navigation and functionality affect users?

Which Quality Score your keywords will get

1) A Quality Score of 1-5: Your keywords will get this Quality Score if it is underperforming in the market place. The keyword might not be relevant to the ad or the ad is poorly written. The click-through-rate (CTR) is lower than average.

Ads with keywords that have this Quality Score are less likely to appear when the keyword is searched.

2) A Quality score of 6: Your keywords will get this Quality Score if the CTR is competitive but not better than the average of keywords that target the same traffic.

3) A Quality Score of 7-10: Your keywords get this Quality Score if the keyword is very competitive and the CTR is higher than the CTR of keywords targeting the same traffic.


Improving the Quality Score of your keywords will improve the results of your paid search marketing campaigns.

Paid search marketing shouldn't be your only way to promote your website. If your website is only listed in the paid search results, you'll miss the majority of people who would purchase something on your site.

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