REPOST: Rethinking search query and its impact on SEO

The algorithm has changed so has the SEO industry's strategies.  This article from SEOP discusses Google's system updates and their impact on current SEO practices.

For the longest time, much of SEO has been built around search queries that focus on the keyword. Now, we know that focusing on keywords alone is not enough, especially with the changes Google has undergone in the last few years. This includes the roll out of the Hummingbird search algorithm. It has become important for us to rethink of search queries if we ever want to optimize web content more effectively.

Queries have been traditionally modeled after keywords that often look like phrases such as ‘New York Hotels’ or ‘Auto Title Loans’. But as Google endeavors to help users find information that is relevant to them, the search engine no longer simply relies on the words that were typed in the search box. Instead, it tries to determine the user’s intent whenever he runs a search so that the most relevant results are provided. And where does Google get the user’s intent? From his context.

Image Source: www.seop.com

As discussed in a previous article, Google is able to see the context of the user by looking at various sources of information. For example, search results will usually be different for those accessing Google through a mobile device. If the user is logged into his account when he runs a search on a desktop computer, Google can leverage his past searches or listed interests to modify search results. Being logged into Google or using a mobile device, along with other possible signals that are yet to be identified, form the implicit aspect of a query. Google uses these to give more detailed answers that cater to what the user may want or need when running a search.

How will this affect SEO now and in the future? As we see Google moving us toward a world where search queries are entirely based on the user’s context, should we start letting go of keywords when optimizing content? The truth is, as long as we’re dependent on language to look for information online, keyword optimization will remain relevant. However, there is a need to look beyond keywords and more at context, and we can do this by focusing more on the topics we put in our content.

SEOP is an authority in search engine optimization, social media marketing, Internet marketing, PPC management, and other internet services.  Follow this Twitter page to get more updates about SEOP and the SEO industry.