Google Continues to Move Towards User Intent,

Not Keywords

Given the updates in algorithms and all the penalties that were awarded to sites with little to no anchor text diversity, it is obvious that Google is trying to do something about the over-emphasis on keyword optimization. While it is true that keywords will still play a vital role in search, it is also true that Google is trying to become less dependent on keywords and smarter in terms of user intent. With the introduction of Google’s Knowledge Graph, the search giant is making great progress in really helping users get closer to the data they are seeking.

Google’s Matt Cutts offers us this explanation, “It’s another step away from raw keywords (without knowing what those words really mean) toward understanding things in the real-world and how they relate to each other. The knowledge graph improves our ability to understand the intent of a query so we can give better answers and search results.”

Google Thinking About the Future of Search

Google is also adapting its algorithms to acknowledge intent where users are searching by voice such as through their cell phones. Cutts says that these types of searches are more likely to use natural, more conversational language. “[These users] are less likely to use like search operators and keywords and that sort of thing. Google wants to do better at conversational search, and just giving your answers directly if you’re asking in some sort of a conversational mode.”

This quest to help users find better results has always been part of Google’s trademark strategy and is really a clear indication of their ability to adapt to trends and technology. In the past queries would be based off of just a few words and search engines trying to match those words with the same words in a document. Now, Google is moving towards learning more about user intent via searches that are more voice activated and perhaps are more conversational in their queries versus searches that are just blindly going after a few keywords.

What This Means for Your SEO Efforts

As Google makes search better by truly trying to identify user intent there will be less emphasis on going after specific keywords across your content strategy. It is probably still likely that keywords will provide hints to the search engines and can help the search engines identify more of what your documents are about. However the old ways of concentrating solely on a cluster of keywords should be replaced with a combination of those clusters and more naturally occurring, conversational type language. As always, the content should be useful to the end user and not so directed towards the search engines alone.

For help understanding and implementing ways that your company can stay on top of these search engine trends, contact Tampa SEO today.

 

Posted in: Tampa SEO by on July 22nd, 2013 Comments (0)

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