Search engine, digital advertising, and now emerging social media powerhouse Google has always played its cards close to the chest in relation to the factors that influence search result positioning.
November and December saw the first of these public notices, and while there is a great deal of room left for interpretation for search engine optimization professionals, few would disagree that many of the insights shared are actually quite actionable.
Let’s take a peek into Google’s black box and analyze what these changes mean for digital marketers.
■ Google indicated that it is now more likely to pick text from the actual page content, and less likely to use text that is part of a header or menu, for use in the snippets that appear on search results. While Google has long disregarded most page meta data (meta keywords, titles and description), this change indicates to many that spending more time optimizing page content and sitewide experience will yield better results on the search results pages.
■ Perhaps most significant, particularly for those responsible for link building, Google indicated that it has begun deprecating the value of anchor text within inbound links in the influence of search result page titles. This means that all of the work SEO professionals have put into varying the anchor text used in their link-building campaigns may ultimately be for naught. Instead of concentrating on the variations of relevant keyword anchor text, perhaps it is best to provide more in the way of strong calls to action.
■ As applications for mobile, the desktop and even the browser continue to become popular, Google has made strides in helping developers provide an additional layer of information. By extending coverage to include applicationrich snippets, consumers searching for different applications will begin encountering information about the apps such as reviews, ratings, offers (where it can be found), cost, date published, OS required and more, including file size, format and even the features provided.
Read more at Mastering Search