There have been several interesting developments in the search engine marketing world in recent months, some with very positive potential and others that may be concerning to online marketers. The latest changes Google has made to its algorithms and service offerings, including real-time search and freshness updates, have the potential to be very useful for online marketers and Internet users alike. The new query encryption update, on the other hand, may prove to be a thorn in the side of online businesses trying to promote their websites through organic and paid search marketing.
Real-Time Search and Freshness Updates = Radical Changes to Searching
Anyone who knows a thing or two about online marketing surely knows that Google is always changing its search algorithms. The latest changes that have been turning heads are different from the average algorithm updates, however. The new real-time search algorithm, for example, allows Google to track and deliver search results as the Internet user is typing. Web pages are crawled then and there to search for relevant results that are updated based on content from things like blogs, news websites and social media sites. For anyone who uses SEO to promote a business or website, this means social media will play a bigger role than ever before.
Freshness updates are making equally big waves in search engine marketing. While the Panda update was pretty big, this newer one has been huge. Now, more than 30 percent of each and every query will be tied to fresh, new, relevant content. This gives more power to new domains, which means online marketers must utilize fresh content and domains more than ever before. Posting fresh, time-stamped content will be an increasingly important online marketing tool. As many of us have long known, content is really the key to effective search marketing.
New Privacy Limitations with Google Analytics
Google wants to give Internet users the choice to have more privacy when they’re searching online, which is why the company recently updated its query encryption options. Now, online searchers can seriously limit the data that SEO companies can keep track of by logging into their Google account and performing “safe searches.” While this is a good thing for consumers, it makes things a bit trickier for SEO firms and online businesses that use Google Analytics to access consumer behavior data. It may now be much more difficult to gain access to organic keyword referral data for some traffic. This can be alleviated, however, by using SSL to make the website more secure.
Just like any other change in search marketing, Google’s recent updates will only inspire new ways to advertise for online marketers. With creativity, there are always innovative ways to reach online audiences.
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