Content marketing set to benefit as Google bids to ‘humanise’ searches

New semantic search technology will penalise over-optimised sites…

by Brian Oliver

As part of its efforts to ‘humanise’ its approach to search, Google is understood to be planning the most significant changes yet to its search algorithm.

It is not replacing its current keyword-search system, but intends to blend it with new semantic search technology that will increase its ability to read and understand a page (and its content) almost like a human. This, says Google, will help to improve search accuracy and provide more direct answers to users’ queries.

The new algorithm – called Google Penguin –  goes even further than last year’s Panda update which downgraded the page-rankings of content farms and low-quality, advertising-heavy websites full of aggregated duplicate content.

Google’s new semantic technology will reportedly group data into three categories: people, places and things. It will then analyse every word and interpret how various keywords relate to each other – instead of simply counting how many times a specific keyword appears.

Role of content marketing enhanced

Observers believe these changes will further enhance the role of content-led marketing and will boost the page-rankings of websites that focus on delivering high-quality content to visitors.

At the same time, keyword density, backlinks, and on-page optimisation will become less important as a result of the Penguin update.

Matt Cutts, head of Google’s Webspam Team, recently warned that sites will now be penalised if they are aggressively over-optimised.

“We’re trying to level the playing field a bit,” said Cutts. “All those people doing, for lack of a better word, over-optimisation or overly doing their SEO – versus those making great content and great sites.

“We’re trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it – like too many keywords on a page, or exchange way too many links, or go well beyond what you normally expect.”

Cutts said Google wanted to reward people who “make a compelling site, make a site that’s useful, make a site that’s interesting, make a site that’s relevant to people’s interests.” 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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