Looking ahead to 2020 and taking stock in the changes that Google implemented in 2019.
But before we get to SEO for 2020. I would like to congratulate all of our clients for putting in all of the hard work and pushing onward and upward to another great year. We are very excited about 2020.
The first thing on our Agenda is to adapt to the big new on Google’s Algorithm update as of November of 2019. We will be taking action on the monumental task of rewriting our clients content to adhere to the latest Google Artificial Intelligence program in addition to their search Algorithm called Neural Matching.
So without any further a due; Let me get started on explaining the background and plan for the 1st quarter 2020.
Algorithm Update: Bedlam
At the end of 2019, we saw some upset in rankings due to Google changing their search algorithm affectionally dubbed Bedlam by Joy Hawkins. To give you some perspective we have not seen an algorithm change affecting rankings so much since Possum in 2016.
Break down: If you read the article you will see that there are some contradictory thought processes. Joy mentions in an example that pertains to law firms. But I will make it super easy on you and give the key points of the article.
Here is the EXAMPLE
A Law firm saw a decrease in rankings on its main category but an increase in rankings on a subcategory in Google My business.
The Law firm has a main category in their GMB page as “Personal injury” as their main source of business. With a subcategory set as “employment law”. According to joy’s article, she states that the main category “personnel injury law” took a hit (drop) in rankings but the same law firm saw an increase in rankings for their sub-category “Employments law” keywords.
This begs the question should we change our main category from Auto repair shop to a Subcategory? We are not recommending our clients to take that action. Simply because it just does not make sense why Google would even have a “Primary category option”.
Our recommendations and our plan of action for our clients.
When Google makes changes it usually is because of one the following reasons.
- Combating spamming techniques from SEO’s that are inhibiting google from providing relevant search results to their users.
- Adopting new technology for new ways users are using technology. ( think how we now use our cell phones as mini-computers) ( The key change is when Google changed how they rank local businesses. The big change was basing top rankings from the city center to top rankings are based to closest to the searcher’s location)
- Encouraging businesses to adopt Google’s new products: When Google My Business (formally Google places) If you were an early adopter of using this product Google would reward you by placing you at the top to encourage more businesses to do the say and adopt their product.
So this begs the questions we all want to know. What category does this google update fall into?
- Combat Spamming techniques
- Adopting new technology
- New product adoption of Googles
In my opinion, I believe it’s number 2. Adopting new technology. And here is why
This past year we at CW Taylor Marketing have been studying machine learning or artificial intelligence technology. This is the current buzz word that is flying around. Google has been slowly implementing machine learning into its search algorithm since 2016 under the name RankBrain. RankBrain was the first iteration of Google using machine learning. The addition of more machine learning technology Google has developed was is called Neural Matching. So what do these two technologies do exactly and how do they affect your business rankings on the web?
- “RankBrain helps Google better relate pages to concepts.
- Neural matching helps Google better relate words to searches.”
We feel proud that our SEO mark up code we use in our client’s websites plays well with RankBrain.
So how are we planning on approaching Google’s machine learning Algorithm neural matching? Since the program is based on relating search query words to words on the website. Our plan of action is to rewrite service page content by adding Super Synonyms. According to some of the leading SEO speakers and researchers Google has hinted that using a more diverse group of keywords synonyms will help serve up website pages with Google’s new Neural matching technology.
I will be following up with all of our clients on this process and compiling lots of work orders as I am sure you can get the picture this will mean quite a bit of work for us.
Again happy holidays and I look forward to speaking with you in the new year.