Posted: June 05, 2015
If you’ve followed search engine optimization practices and search engine algorithm updates, then you probably know that content is king when it comes to increasing website traffic and getting higher rankings on search engine results pages.
But what happens when content is dethroned?
Those who have been paying close attention to the latest Google algorithm updates can spot the new direction that the search engine giant is heading: context of a search.
In trying to decipher the decisions of search engines, and estimate what the future of SEO will look like, one platform has always rung true for Google — providing the user with a better experience.
Google was quick to become the leading search engine thanks to its dedication (and innovative crawling and indexing techniques) to find the most relevant content based on keywords and keyphrases.
But one problem was holding a lot of websites back, as well as making SERPs less than amazing. Many people who conduct an online search don’t use the same keywords or phrases that a website might use. Regional dialects, conversational translations and even poor spelling can keep a user from finding your website.
Google has been concerned with this as well. If users are unable to find what they are searching for, then they might start using a different search engine. That’s bad for Google’s business (and yours!).
So Google has begun to look at the why behind the search. Why are users searching at the moment they are searching, and what are they looking for?
One way to help users find the information they want is to improve the performance of apps, which can make mobile browsing easier and more efficient. How? Well, imagine you are driving and notice that you need to get gas. A Google Map app can show you the nearest gas stations as you drive based on your location and direction of movement. Or let’s say you’ve been using a mobile app to track calories. Google can use the information in this app to help you find healthy recipes when you search or even show recipes that can help you achieve the goals you’ve set for weight loss.
The plethora of helpful apps available to users can be overwhelming, and it’s clear that users have slowed the behavior of searching for apps to solve a problem. Now, they’re turning to the most useful apps that can provide answers and services in a variety of ways. These apps focus on context, rather than content.
Google has been a leading search engine in terms of creating new ways to streamline searches and serve users. But beyond the search engine, Google has been using context for a while to provide a more useful experience to users. Through email, browser extensions, apps and search behavior, Google can let you know if a flight is delayed or show you relevant coupons based on your location.
Other apps follow suit. Fitness apps, weather apps and even reminder apps could evolve into a far-reaching network of simplifying your life. What if it rains the day of your child’s birthday party? The future of apps could allow the weather app to suggest nearby indoor activities, allowing you to save the party. Scheduling and reminder apps can remind you that it’s your anniversary and show you nearby locations that sell your spouse’s favorite items. The possibilities are endless, but it’s all based on context.
Understanding the behavior of users, both offline and online, is key to creating a dynamic future where apps share information and provide better experiences. This ‘Big Brother’-esque scenario doesn’t have to be scary or invasive, and can prove to be quite useful.
As SEO practices and ranking algorithms continue to change and improve, we’ll be at the forefront of the trends. Check back often to learn more about the future of Internet marketing, SEO and building a better website with Jumpem.