As we all know, the Google ranking algorithm is never static, and is constantly being tweaked and altered. Over the past few weeks, we have noticed some changes that are clearly visible to anyone using the search engine, changes meant to improve the quality of results for searchers, but how might they affect your own site?
One change you might not have noticed is that Google is now showing local results based on your IP address. If you search for Chartered Accountants you will likely notice that many of the results in the middle of the page are more or less specific to your area, these results being based on your IP address. The same search made from a different location will bring up a different set of results. How might this affect you? Well, the first thing is that it is now easier to rank for competitive keywords for some local searches, depending on the size and population of the area you are based in. You can use this to your advantage by taking a few simple steps. First, make sure you submit your site to Google Maps, then ensure your location is included in both the title tag of your site and also in the meta description tag. It won’t do any harm to include it in your meta keywords tag as well.
The next change is a lot more obvious: Google has made the length of the snippet that makes up the description under the link title a little longer, for queries that comprise 3 or more words. The idea is that multiple-word queries tend to be quite targeted and the usual short snippet may not have contained enough detail. This might impact on your site by providing searchers with the exact match to their query without them having to check through many sites. Also, if your site was ranked in a position just above the fold before, now it might be pushed beneath the fold due to the extra space required to display these longer snippets, which means you need to be ranked that little bit higher to guarantee being seen at first glance by the searcher.
The final change Google has made is that they are now displaying more related searches at the bottom of the page of results. And occasionally at the top too. For example, a search for “evolutionary ideas” will now display related terms such as “jean baptiste lamarck evolution”, “stephen jay gould evolution”, “ernst mayr evolution”, “theistic evolution”, “punctuated equilibrium evolution”, and many more. This shows the importance of optimising your site for as many different keywords as are relevant to the site’s subject matter. Don’t concentrate on just the one obvious keyword, but instead develop the content to include a wide range of relevant keywords so Google better understands that your website is relevant on a particular topic.
It being the day that it is, I’ve been wasting some time this morning looking for news spoofs to amuse myself, and been mostly disappointed. The Guardian had an article claiming that they were giving up on print and from now on all news would be reported via Twitter, amusing enough but not actually convincing. Perhaps I expect too much. Perhaps I’m spoiled because I can still remember the BBC documentary about harvesting spaghetti in Italy, but I want my April’s Fool pranks to, well, fool me. At least for a moment.
This one didn’t fool me, but what a great way to spread a viral marketing message. Well done Laptops Direct, I can only guess at how many people will view this today and then tweet about it - I’ve already seen it tweeted by 6 people, and I don’t really follow that many
Matt Cutts put up an interesting video on the Google Webmaster Central Channel on youtube, where he answers some questions on the link: operator.
He is quite evasive on the nofollow question, but once again hints at the importance of using the tools available at Google Webmaster Tools. If you really need to check out who is linking to your competitors then you can always use the same link: operator in Yahoo Search, and then filter the results by removing the internal links.
Welcome to the new Avatar Web Solutions blog, where we plan to provide an SEO Tutorial for small site owners who are thinking of optimising their own site, and to keep you updated on breaking news from the world of search engine optimisation and Internet marketing. Why start a blog? Mostly because of the obvious benefits it gives the parent site, but also because I’ve had numerous requests for assistance from people who were about to create a small website and needed some help getting it optimised before they launched. Hopefully the SEO Tutorial that I’ve included within this blog will provide that assistance.
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