The Google Penguin Update has evolved the search engine market and changed both the way websites rank in results pages and the ways online marketers implement their marketing strategies. Search engines have grown alongside the web for the past decade and a half. In this time, the search engine has grown from a convenient entry point for accessing information to being the essential portal for finding information online.
There have been several players in this space, but Google has emerged atop the shortlist of the most important search engines world-wide. Ranking in Google’s search engine results pages (SERPs) has become a science in and of itself, described as search engine optimization. Web experts study Google’s search algorithm and implement the most beneficial strategies in order to produce a better user experience and higher search results rankings.
Periodically, the search engines will evolve their algorithms, the systems that run the search engines’ functioning, and usually web searching is improved for the end user. This past spring, Google’s Penguin Update evolved searching a considerable amount. Now users can expect more relevant content to the keywords they are searching for throughout their entire search experience, from the title and Meta description tags in the SERPs to the onsite page content and anchor texts that are used for linking.
Relevancy in Your Keywords
In years past, a recurring yet non-recommended practice in the online marketing community was to put the keyword in written content online as much as they could bordering on “spamming” the page with keywords. This was seen as a negative practice and although it was implemented in the industry, reputable SEOs did not engage in this. An extreme example of this practice is “keyword stuffing,” which is characterized by putting keywords in content and Meta tags as well as background text. All these practices receive penalties from Google with the Penguin Update and provide even more reason to utilize favorable practices.
Instead of using the same keywords over and over, the search algorithm since Penguin prefers to see related content and terminology that is closely associated with the keywords you are trying to optimize fore. The idea is that Google reasons such content is better for the user experience as the content does read like advertising copy and provides more quality information. As Google is in the business of delivering what is in the best interest for the end-user, the algorithm factors this relevant content into its analysis of page content to determine its overall quality. This factored into the inks as well largely determine the authority of a page.
Now since Penguin, the process for searching such content containing related keywords and subject matter is called semantic search. Concentrating on the semantic elements of the content and the related diversity in specific terms coupled with the overall relevancy of the content speaks to the direction of where search and its optimization is heading.