Bottleneck 1: Limitations of keywords
=====================================
Meaning of keywords
Many words convey different meanings. This is a challenge both for
search engines and for SEOs.
E.g. “Metro” is a word that, when combined with the name of a location
as in “metro {location}”, might mean different searches in Europe,
Canada and US:
- a local railway transport
- a local section of a newspaper or local news paper
- a brand of food stores
Search intent
There are a few possible search intents:
- Informational: wikis, news, blogs and publishing sites
- Navigational: video hosts, social networks
- Commercial: informational search with future transactional
implications, e.g. vertical search engines, classified aggregators,
price comparison sites
- Transactional: retail, e-commerce sites
Google tries to estimate search intent from users’ previous activity and
context but it is a formidable challenge for a generic search engine.
Changes in business models are often followed by SEO adjusting to
different search intent than the one previously targeted.
E.g. When paywalls are introduced in newspapers, their SEO adjusts from
informational intent (advertising intermingled with content) to
transactional intent (content only with restricted access).
Google search features
The average number of words per query by users increased steadily from
2+ to 4+ search terms (excluding stop words) in the last few years. We
users educated ourselves to write longer queries.
SEO Rao Sohaib
14 Paradigma Tecnolgico – Rao Sohaib
Google recently started to alter the search behaviour of users by limiting
the long tail of search queries by tapping into the search data of users:
- Auto-complete search suggestions: Google displays suggestions
that might be related to the one you are typing. This influences
your query by modifying it or by accepting the one Google
suggests instead of the one you originally intended to write.
E.g. when you type just “bank”, Google suggests
Bank of America
Bank
Bank of Scotland
- Google Instant: Google updates its SERP with different results as
you type your query in the search box. This deters many users
from typing queries longer than three or four search terms
because they are presented with results earlier on.
Search engines’ bias
Brands, media titles, universities and institutions are said to be overrepresented on Google SERPs. Google probably deals with entities in
their graph and training dataset that might be equivalent to what we
humans refer to as brands.
Google discretionary classifies reputation and authority of those entities
according to their undisclosed criteria. Google adjusts their criteria
logarithmically or with manual actions.
When Google releases multiple or significant adjustments at the same
time, a significant amount of websites might be affected. These
situations are known as updates. The best known recent updates are
called Google Panda and Penguin.
SEO Rao Sohaib
15 Paradigma Tecnolgico – Rao Sohaib
+++++++++++++++++++++++++++++++++++++++++++++++++++++
=====================================
Meaning of keywords
Many words convey different meanings. This is a challenge both for
search engines and for SEOs.
E.g. “Metro” is a word that, when combined with the name of a location
as in “metro {location}”, might mean different searches in Europe,
Canada and US:
- a local railway transport
- a local section of a newspaper or local news paper
- a brand of food stores
Search intent
There are a few possible search intents:
- Informational: wikis, news, blogs and publishing sites
- Navigational: video hosts, social networks
- Commercial: informational search with future transactional
implications, e.g. vertical search engines, classified aggregators,
price comparison sites
- Transactional: retail, e-commerce sites
Google tries to estimate search intent from users’ previous activity and
context but it is a formidable challenge for a generic search engine.
Changes in business models are often followed by SEO adjusting to
different search intent than the one previously targeted.
E.g. When paywalls are introduced in newspapers, their SEO adjusts from
informational intent (advertising intermingled with content) to
transactional intent (content only with restricted access).
Google search features
The average number of words per query by users increased steadily from
2+ to 4+ search terms (excluding stop words) in the last few years. We
users educated ourselves to write longer queries.
SEO Rao Sohaib
14 Paradigma Tecnolgico – Rao Sohaib
Google recently started to alter the search behaviour of users by limiting
the long tail of search queries by tapping into the search data of users:
- Auto-complete search suggestions: Google displays suggestions
that might be related to the one you are typing. This influences
your query by modifying it or by accepting the one Google
suggests instead of the one you originally intended to write.
E.g. when you type just “bank”, Google suggests
Bank of America
Bank
Bank of Scotland
- Google Instant: Google updates its SERP with different results as
you type your query in the search box. This deters many users
from typing queries longer than three or four search terms
because they are presented with results earlier on.
Search engines’ bias
Brands, media titles, universities and institutions are said to be overrepresented on Google SERPs. Google probably deals with entities in
their graph and training dataset that might be equivalent to what we
humans refer to as brands.
Google discretionary classifies reputation and authority of those entities
according to their undisclosed criteria. Google adjusts their criteria
logarithmically or with manual actions.
When Google releases multiple or significant adjustments at the same
time, a significant amount of websites might be affected. These
situations are known as updates. The best known recent updates are
called Google Panda and Penguin.
SEO Rao Sohaib
15 Paradigma Tecnolgico – Rao Sohaib
+++++++++++++++++++++++++++++++++++++++++++++++++++++
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