Panelists at SMX East discussed the future of search. In reading about the three themes, keep in mind that future is never longer than a year. They are mobile apps and voice – these affect everyone, and attributio – which is a matter of attributing sale of a product to a source or agent.
Looking Ahead: The New Search Landscape, Casie Gilette, Search Engine Land (Oct 1)
Mobile apps, attribution and voice search were the main themes, but of course, the topic of where Yahoo and Bing fit in was brought up. The biggest takeaway was the split of Yahoo/Bing (i.e., Gemini) and how that may end up hurting each company in the long run.
What does Google do with the new TLDs? Nothing. And now it seems Google doesn’t give preferential ranking to .edu or .gov.
Google Explains How It Handles The New Top Level Domains (TLDs), Barry Schwartz, Search Engine Land (July 21)
In summary, there are no TLDs that Google finds preferential to others; they are all treated equally in rankings. There are some geo-specific TLDs that Google will default to a specific country and use that as an indicator that the website is more important in a specific geographic region. But all TLDs are treated equally.
Danny Sullivan at Search Engine Land has announced a new version of the Periodic Table of SEO Factors (June 1). This is always useful to review as searchers to know the factors that matter for ranking results whether on-the-page or off.
Key in this report are three new factors:
- Vertical search – meaning that the site must have a variety of resources – images, news, video etc.
- Direct answers – can be a good thing to be able to provide answers – and construct the page so that Google sees this
- HTTPS – a secure site using the https protocol
Among the changed factors is structured data – it’s more important to design and designate.
In this post, Barbara Starr describes some of the workings of entity based search – or the use of structured data to select and rank results.
Structured Data & The SERPs: What Google’s Patents Tell Us About Ranking In Universal Search by Barbara Starr, Search Engine Land (May29)
Google has changed ranking algorithms again. This should keep everyone on their toes.
The Quality Update: Google Confirms Changing How Quality Is Assessed, Resulting In Rankings Shake-Up, Barry Schwartz, Search Engine Land (May 19)
This slideshow – A History of Google Algorithm Updates – reminds us of the ways Google search has changed over nearly 15 years. It’s quite stunning and we can only wonder – what next? The timeline was created by DPFOC, an online marketing agency offering SEO services.
Not sure of the intention of this piece – to show how search engines process links, or to tell people how to block the crawlers.
How Search Engines Process Links, Jenny Halasz, Search Engine Land (Apr 13)
Personalizing results is all about context – where you are, what you looked at before, and probably several other factors, which Google NOW is determined to identify. This is especially true for activity on the smartphone. And it’s not just Google – it’s in apps, in the fitbit you wear, Facebook, everything – as you will read in this article.
The Future Of Search Engines Is Context, Aaron Friedman, Search Engine Land (April 6)
Google explains in this patent a prototype for surfacing content from structured databases.
How Google May Index Deep Web Entities, by Bill Slawski, SEO by the Sea (April 5)
Bill Slawski presents this takeaway
If you’ve been looking for a connection between the SEO of web-page Crawling, and the use of Data from sources like Knowledge-bases, this paper describes such a connection – using data from a knowledge-base such as freebase to query the content of a deepweb database, such as an ecommerce site where content doesn’t surface to be crawled unless it is queried first.
Microsoft identifies entities and expands on them to improve Bing search results – or so it seems from this patent – “Query Expansion, Filtering and Ranking for Improved Semantic Search Results Utilizing Knowledge Graphs”.
How Bing May Expand Queries Based Upon Finding Entities Within Them, Bill Slawski, SEO by the Sea (April 3)
“The patent is telling us that it might provide improved search results by expanding queries using information about entities involved.”