Google recently announced a number of algorithm changes via their blog post: Search Quality Highlights. Of the 50 updates, the following are of particular interest:
- Anchor text
- Social media profile page indexing
- Changes to the use of synonyms
- The detection of old pages
1) Anchor text
Google: “We’ve improved systems we use to interpret and use anchor text, and determine how relevant a given anchor might be for a given query and website.”
gShift: Google considers anchor text a relevant signal for understanding how your web page should rank for a keyword phrase. Anchor text may say “click here” or “learn more”, but higher quality anchor text contains keyword phrases relevant to the page that it links to, for example: “SEO Reports.” gShift provides accurate data on your current anchor text from your backlinks.
2) Better indexing of social media profile pages
Google: “This change improves the comprehensiveness of public profile pages in our index from more than two-hundred social sites.”
gShift: The statement above really emphasizes the fact that social media does matter to SEO. Links from your social media profiles are considered backlinks and thus are relevant signals that can help increase your domain authority. gShift provides the necessary social media metrics reporting to help you monitor your entire web presence including Facebook, LinkedIn, Twitter, Google+ and YouTube.
3) Less aggressive synonyms
Google: “We’ve heard feedback from users that sometimes our algorithms are too aggressive at incorporating search results for other terms. This change makes our synonym system less aggressive in the way it incorporates results for other query terms, putting greater weight on the original user query.”
gShift: Understanding your long-tail keyword phrases is an SEO necessity. You should be constantly updating content on your websites, such as blogging about product and service benefits, using descriptive keyword phrases. gShift provides up-to-date keyword research to help you discover new long-tail keyword phrases that are being used to find your website so that you may continually optimize your web content and improve your organic search rankings for those phrases.
4) More precise detection of old pages
Google: “This change improves detection of stale pages in our index by relying on more relevant signals. As a result, fewer stale pages are shown to users.”
gShift: Fresh content is being pushed to the top of the search results and websites that have been “collecting dust” will start to fall in the rankings. An optimized content marketing strategy and schedule is extremely important to your web presence and organic rank now more than ever before.