Google has come out with guns lazing when it comes to search engine technology and that means in the near future the way searches are conducted and displayed will be far more efficient and fortunately spell doom for spammers, irresponsible webmasters and marketers, and cheap, unprofessional content.
Their first line of defense is the recent upgrade to Penguin. It took two years and Google announces this will be the last update of their algorithm software. Now Penguin is loaded for bear and woe be unto the crooked and spammy and unprofessional website! It’s going to kick out penalties and take names. This should clear up the web in no time as Penguin will dish out the rewards and punishments after each time they crawl a webpage. This behooves a massive undertaking of immeasurable proportions for webmasters to clean up their websites and do so fast. For the small guy, it’ll be no problem, but for the over bloated marketer who hast umpteen billion websites, you’re going to see a massive drop in your rankings and any revenue you now bring in. It was long due in coming and perhaps the other search engines will follow suit thus providing the public with search engine results that are informative and of greater value.
This is what we call real time signal processing. In addition, Google has doubled their search algorithm power by adding their Panda to the roster. The good old’ days of spam and cheap content will soon be over.
AMPs weigh in big on the Google rehab scene. Accelerated Mobile Pages allows for far more reach of a webpage via the massive mobile market. Google is now listing AMPs and it’s bound to get bigger and better. This is a sign that webmasters and marketers had better design their pages for AMP status or they’re going to be left behind severely. Time and technological advances wait for no man. You have to not just adapt to new technologies and techniques, you have to own and dominate them for greater returns and better efficiency. Far too many webmasters are now sitting with their heads in their hands wishing they’d moved faster but all is not lost. Since AMPs are still relatively new, the jury is out statistically, so the impact is unknown but should be sound withing six months to a year so you need to make hay while the sun shines.
Let’s not forget the Knowledge Graph and Rich Answers! Another wham bam set of algorithms that scour the web for knowledge and information to make such results universally accessible. Some speculate that it’s competition to the other knowledge bases such as the online encyclopedias. It uses semantic search information that is gleaned from a massive variety of online data. You can spot the Knowledge Graph data as it’s usually displayed as boxes of well structured data that include links to the authoritative sources for more in-depth research. Believe it or not, but over a third of Google’s results show Rich Answers. They’ve been dishing it out all along and you didn’t know it.
Finally, comes the mysterious Google “Rank Brain”. This self-learning AI has so many people confused as to what it does that no one, not even Google can give a definitive answer. What is known is that it improves the search results of Google and is active in every search done on Google. Combined with the rest of Google’s suite of tools makes it a formidable presence none the less.
Overall, the changes Google has implemented sends a message to the web that cheap, sloppy, illegal, spammy websites and content are going to be extinct. The cheap copywriting mills and graphics mills will be hammered out of existence. SEO professionals will be able to fine tune their skills with the promise of providing clients with sure-shot service that won’t collapse over time.
It’s going to be a major changeover so don’t be surprised if you see some websites go the way of the dinosaur, Google is the 800lb gorilla on the web and it’s cleaning up the jungle.