On September 27, Google released a "small" update that caught the attention of black hat link spammers first. While some may suspect it involved spammy links, it’s not certain. These updates might relate to various elements, possibly content, but the safest assumption could be their focus on relevance.
Rather than concentrating on the type of spam Google targets, it’s more beneficial to consider how Google currently ranks websites.
Google’s AI Algorithm
Google’s latest algorithm brings about significant changes. These modifications suggest a need to revisit common SEO practices, such as emphasizing title tags and heading elements. Google is moving beyond simply matching these elements to search queries.
An important aspect to consider is how a page’s author intent aligns with the searcher’s intent. Shopping sites should include words like "shop," "buy," and "compare," while informational sites generally should not. These words signal author intent, a factor often overlooked.
What Was the August 2018 Update?
The August 2018 Google update was nicknamed "Medic" by some in the SEO industry, stemming from anecdotal beliefs that it targeted medical sites. However, this wasn’t accurate. In a Webmaster Hangout, Google’s John Mueller clarified it as a general ranking update, not specifically aimed at medical websites.
Mueller labeled the August update as a “general ranking update” focusing on relevance rather than on specific industries or types of sites. Search engines rank relevant websites, regardless of sector.
Neural Matching Algorithm
I previously wrote about Google’s Neural Matching Algorithm, an AI component involved in around 30% of search queries. This algorithm aims to deeply comprehend a user’s search intent and the content’s meaning, linking them together without using links. While links might retain their role, this algorithm activates after the core ranking algorithm.
A Comparison of Ranking Algorithms
Comparing Google to Bing reveals differences in ranking approaches. For instance, Google’s search results for "DR Minnow" accurately focus on the fishing lure, whereas Bing becomes confused, interpreting "DR" as "Drive" or "Doctor."
In Google’s search for "where to get a dr minnow," the AI understands "get" as synonymous with "buy," an example of what Danny Sullivan might refer to as “super synonyms.” Google lists shopping sites and relevant content, unlike Bing, which misses this contextual understanding.
Author Intent
The term "Author Intent" isn’t explicitly used in the algorithms but provides insight into Google’s operations. Understanding Author Intent elucidates why a “medical” site focusing on natural remedies might not rank well for medical terms anymore. Google’s AI discernment separates traditional medical content from alternative approaches, which might explain why some sites seemed to have been "targeted."
It wasn’t intentional targeting due to being medical; rather, Google’s AI better recognizes that certain pages aren’t genuinely about medical solutions, irrespective of keywords in title tags and headings.
More Resources
Screenshots by Author, Modified by Author
