Google's Patents and SEO Ranking Factors Connecting the Dots
Methodology
Additionally, we'll highlight the top 11 aspects that SEO and digital marketing must be aware of by 2020.
- Better Content Relevance and intent
- Go Multilingual in 2019
- Apple = Apps However, Google is Google and Apps
- Prominence in Local-Based Search
- Help to Enhance Online Communities and increase the number of User Reviews on Local Search
- Speech Recognition is the future of Searching the Future
- Image Optimization and Disambiguation
- Retake of Parameters for Ranking
- Monitoring Events in videos and ads
- result pages that have been custom-made for you and faster access
- Avoid Using Copyrighted or Third-Party Multimedia Content
1. More Relevant Content and Improved Intent
If you've been involved in SEO for a long time it is likely that you are aware of the classic page rank algorithm that the founders of Google invented.
PageRank Algorithm
Most of us are aware of the reality that only a fraction part of the PageRank algorithm remains in use for ranking websites. The PR algorithm is often misused in the SEO community, and Google acknowledged that it needs to be constantly evolving to offer relevant rankings and pertinent content to customers. However, Google may still be employing the PageRank algorithm in its own internal processes.
After the widespread misuse in the PageRank algorithm Google realized the importance of employing this algorithm to assess the quality of content, which is the primary ranking factor. Since since then, Google has been investing heavily in time developing technology that could establish a meaningful correlation between pages concerning the contextual.
As far as our knowledge has been, we've found sites that produce content using tight-knit topics and are leading in the results of searches for important terms. This is the reason why the focus on clustering content can be a major key factor.
Google's patent for content clustering provides a similar signal. It mainly examines the topic, and creates a distance matrix of subtopics that have a connection to the subject. The more related the subtopics are relationship to the subject that is being studied and the better likelihood it will be included in the results of a search.
The emphasis on clustering is quite common. This is why HubSpot's marketing software offers a correlation coefficient for a specific subtopic with regard to the subject of discussion.
As you might know, HubSpot allows its users to create content on three different levels. If you're creating an article on the third stage this will provide the correlation coefficient and allows you to see how the subjects would be linked.
Most users who implemented HubSpot's technique have admitted that their website traffic and inquiries increased after they followed the procedure of creating content, which is simply a way of clustering of content.
The concept of the concept of a cluster. It is part of the HubSpot methodology. The software used by HubSpot for marketing gives an overall correlation score for every subtopic developed in the main theme or pillar.
This patent says that Google seeks content creators who can create content in clusters that have high correlation to further analyse by using engagement metrics to give relevant rankings.
Another Google patent that is titled questions that answer questions in order to create a knowledge base that appears to complement or facilitate the formation of content clusters. Google is also helping to enhance contextual relevance, combining this with personalized. One of the examples is the patent-pending application for the Dynamic Summary Generator which is targeted at the generation of various summary of data that relate to the user who is acquired through cookies, accounts or even devices.
In addition, the focus on the relevance of content and its relevance to the context of which it can be seen in one of Google's patents which are focused on promoting ads through a reference to context. This patent specifically addresses the promotion of web pages, suggesting an increased connection to the context and significance of the information.
What should SEOs do?
Make sure you are using keywords as creating content mapping, and develop appropriate information. It will work in both in two ways i.e. for SERPs as well as aiding publishers to earn more money from ads.
2. Be Multilingual by 2020
Search results that are multilingual receive the greatest attention. As the world of applications gained popularity, we've seen both Google as well as Apple place more emphasis on multilingual apps and search.
Even though Apple only offers apps, Google's business model which is built on its search engine is influenced by websites that are multi-lingual. Today, more than 50% of the population world is not connected to the internet. Regarding demographics, most of them are likely to speak their own language, but not English.
In the pursuit of that aim, Google has come out with numerous patents that would give more importance to sites that are multilingual.
Crowdsource Human Translation
Google was given an patenton an internet technology that permits the designer of any website to develop"opt-in" options for human translation "opt-in" option for human translation.
Even though we've seen the machine-based translation feature on our internet websites, the apparent deficiency in the quality of translations is widely known. This is the reason Google has begun investing in technology that will use human-based translations to give users a the most reliable and accurate user experience.
3. Apple = Apps, but Google is Google + Apps
The application-driven experience has become mainstream because of the iPhone Searching is drastically changed. The use of mobile devices has increased, which caused an increase in the demand for mobile apps and mobile websites.
We've seen confusion between selecting a mobile-friendly website as opposed to creating a mobile-friendly application. A lot of people developed apps, rather than an online mobile website waiting for downloads in the app store which did not happen.
Instantly, the store filled with thousands of apps realized a giant problem: app discovery.
The issue of app discovery has been a lingering problem for Apple and Google for a long time, and Google has been the first to take the initiative in resolving the issue. Google gives contextual information via Google search and the function of searching for apps.
Patents awarded to Google insist the importance of placing applications on the App Store by analyzing the mentions on social media of these apps. There is a statement that states that various indicators will be analysed on social media websites before the score is then churned out in order to establish the app's ranking.
What is the role of SEO?
Since the patent is between Google and Google, it is possible that the results will be higher for the Play store than that of the Apple App Store.
SEOs should be able to concentrate on the Social media influencers and their activities in 2020, particularly in the event that you believe the app(s) can be an enhancement, or an integral part of your business plan.
4. The significance of using location-based search is obvious
We've seen that Google is all about giving search results that are relevant by clustering content, that's in line with a patent making inputs more clear, in accordance with contextual factors, which takes the concept to a whole new level.
In accordance with the patent the patent, any ambiguous questions from users can be clarified with regard to the location of the device that is being used by the user, the speed that the user is moving (traveling in a car or a bus, etc. ) as well as the kind of device (mobile as well as desktop) and other elements.
What are Ambiguous Questions?
Ambiguous queries are nothing but questions that don't usually contain a specific search purpose. One of the major reason why marketers go after long tail search queries is that they possess clear search intentions and buyer intent, which result in an increase in CPC as well as.
But, Google gets a lot of requests that appear general in subject matter and may be unclear so far as the intent is connected. The main reason behind such inquiries is due to the non-qualified user that may not know the significance of the query.
Therefore, Google will not only help users understand the context, but will also give users with contextual resultseven when queries are not that simplified.
What are SEO's responsibilities?
Therefore, if you're an establishment selling sushi along the crowded area and you'd like to add your address on Google maps, you can use "sushi" within your restaurant's name or subtext and draw reviews on Google or similar review websites. We'll move on to the next subject: user reviews.
5. enable Online Communities and Increase Genuine Reviews from Users Reviews that will be the dominant local Search
As well as disambiguating query outcomes, Google has come up with an additional patent to establish attribute attributes of entities derived from analysis of its people..
The patent says that Google will likely concentrate on the collection of results from a set of metadata that includes the combination of an algorithm , as well as hardware and computer-readable media which can be utilized to analyze customer reviews and later link the results to the website or products identified by the organization.
It is a sign that Google concentrates on gathering authentic reviews by users which provide a trustworthy and honest analysis of any business. This is suitable for websites that permit Google to access its data via the servers they host.
The practice of dumping negative reviews on the internet is routine procedure. Apart from Google numerous other companies combat this issue that depends on reviews to certify buyers and boost sales. Amazon has been taking the reviews down for quite a while since.
A different patent is called the technique for assessing and engaging in managing online communities. It works on similar lines that are aimed at ensuring the validity and quality of data from users - an attempt is made to enhance the knowledge graph.
The patent aims to identify who are the authentic users, and then gives the users a value according to their contributions to the community online. The value is calculated using a range of elements that cover a variety of subjects. If you're looking for a relevant search page, results, or links are given the most importance.
A different method of achieving this is by using enhanced search questions. One of the patents, which are mentioned to provide the results of search queries using enhanced questions The patent states that the outcomes of this search engine is directly linked to an entity (real people). In the event that Google plus has been removed in the image and we are able to expect Google to depend heavily on LinkedIn to do this.
SEOs: What can they do?
If you're dealing with mobile apps, you should be a thought-leader on the forums. If you're working with ecommerce Be a guru in Amazon Seller forum. Amazon Seller forum and likewise. Involve your technology staff in marketing for more effective performance.
In regard to reviews, be aware that they're growing to be a major aspect of local SEO in the coming time. Hence, if you're thinking about black-hat SEO that includes reviews, then you should think about reviewing your decision.
6. Speech Recognition is the future of Search Mode in the The Future
It is well-known that Google is developing a number of techniques in the area that deal with voice recognition. In addition, what's the motivation, with 320 million people searching for information via voice search , it makes very sensible to put money into this field.
The numbers are not limited to Google by itself. To be clear, it is important to note that over 4 millions Amazon Echo products are being sold every year during the during the holiday season. It's quite a lot. According to Gartner the most prestigious research organization, nearly 50 % of all inquiries are likely to be handled via voice in 2020.
When we look at the the patent, we can see the idea that Google will be able to recognize keywords that are in the lines of speech. What does it mean?
Machine learning software is currently dealing with a broad range of issues inside the Google algorithm. Due to the massive quantity of metadata Google accumulates, the entire process of searching and utilizing the information will be extremely easy. That's precisely the kind of thing Google hopes to achieve by using speech.
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The webpage for Siri. you can see that these firms (including Google) want the interface between humans and machines to be extremely accessible to users, allowing Siri to make its way into the mainstream.
With the multitude of voices assistants, the companies be it Amazon, Apple or Google truly want to allow us to communicate using their voice-based services like humans. But, in order for Google to provide relevant outcomes, it needs certain information elements such as keywords, in order to understand the context of what is being said and provide exact results. This is exactly what the Google patent attempting to accomplish.
What are the SEO requirements?
Because a large portion of transactions queries are naturally attracted to Amazon since they have several Echos, Google would want to improve this in the coming two years. Hence, SEO managers must focus on improving their websites from the perspective of voice searchesin 2020.
7. Image Optimization and disambiguation
Google has filed for the patent on contextually disambiguating queriesin that users may directly contact the service to give him information about the image they are present viewing on their devicein the real-time.
It will result in contextually ambiguous requests where the search tool will call the database of sub-images prior to providing the user with a voice message that informs that the user is currently looking at things and what they truly.
There is a possibility that an enhanced layer of function could be incorporated into the screen , providing users an easy method of accessing details of the object which is being observed. This is because the current Android 8 as well as 9 have a lot of their functionality built on this.
As far as visual accuracy as well as UX as far as UX and visual accuracy are concerned, Google already has their well-established material design idea that supports it.
The Scope of the Distributed Image Search Patent
Another patent demonstrates Google's dedication to search engine recognition in addition to image recognition. In a patent that is titled the distributed search, Google engineers give an impressive diagram of. This patent is based on the ability to identify and return image subject matter which has similar shapes and colors, as it is the subject matter of the image being searched.
The primary reason Google highlights this fact is that images are a major factor in the search results.
For instance, if you want to explain your latest outfit to your friend then you should bring a picture to demonstrate it instead of explaining how it looks. It is possible that you know the kind by the name but the person you are talking to might not. The images will give you a quick overview and help users to get ZMOT ZMOT much faster.
The main goal is helping users find an accurate and more precise image or search results based on the image that they typed into their search. For instance If you are searching for images of a t-shirt of the same color, Google will provide similar photos and even a link to the relevant web page it caches the image.
Based on Neil Patel, more than 10 percent of Google searches are now being directed by images.google.com. It's a huge quantity and one that has turned into an important ranking factor too.
What should SEOs do?
It's a fantastic source for SEO executives working on an online store. Because Google integrates machine learning in order to find the best photos, the image histograms can be utilized to decide if an image is the best image.
8. The Retake Of Rating Parameters
Google has been awarded patents to demonstrate ways to sort documents in large databases. It's a great solution to the issue of spam, which Google fights for years.
It is well-known that the quantity of backlinks an individual owns is among the main factors that determine the SERPs. In the past, this feature has been misused by Black Hat SEO, which is the goal of this patent.
What Does This Technology Work?
The invention is built around the idea that obtaining the backlink of a single person isn't enough. Therefore, what it does is to monitor user behavior in relation to the link's navigation over several days and derives conclusion. It describes the usage of several signals to accomplish this.
Once the behaviour of the hyperlink is determined, then the link will be allocated a value which is later moved to the website it is linking to.
This is particularly useful when it comes to links which appear on social media sites. A different example is when the knowledge graph is confirmed by large databases created by the users.
What are SEO Managers' Roles?
Focus on the point, creating closely interconnected clusters of content. This will keep your site from the outcomes of searches that are not relevantand will also prevent unwanted backlinks that are likely to cause less activity in navigation, as mentioned in the patent.
Also, you should consider an targeted marketing campaign to ensure that your hyperlinks appearing on different sites are seen by many people and bring the visitors to your site.
It's also essential to be cautious when doing the syndication of content. You should think about clustering content for high correlation and devise your strategy for syndication according to this.
9. Watching Videos for Events, and ads-Placement
YouTube videos YouTube or videos embedded on web pages are now an essential media asset for a vast variety of businesses. In the center of the flood of content it isn't sufficient to just count the amount of viewers who have viewed the video. It is necessary to understand the significance of user-generated actions which occur within videos through quantifying the information Google is already generating.
The patent which tracks user' actions and provides Web analytics concentrates on collecting data on all activities of users and return of this data on servers, which gives importance to videos and also place contextual ads.
Videos embedded in the video can have extra user actions , for instance "watch more", "share", "subtitle switched on and off" as well as "related video".
Certain factors Google is looking to collect information on:
- The number of times people have clicked on the video
- The average duration of the video that is watched by viewers
- Which section of the timeline do you think people would prefer to go?
- Are they watching or just skipping over the ads?
- Are they able to watch it with subtitles or subtitles. ?
Google has implemented the ability to skip to a specific time in its search engine. A lot of people are anticipating when they click on the seek bar, they will see the section of information they are looking for and Google assists users in doing this.
If taken in conjunction with other metadata , they can give clear signals of the level of engagement in the film and its contextual connection to the web-based content it is associated with.
A second patent that tracks objects inside media content is also found. The patent analyzes objects in the media content with the help by machine-learning. Then it finds out the meaning behind searches.
Search signals may be frame interspersed in videos that replay a certain portion of the timeline of the video and so the list goes on. The idea is further developed with a different patent that uses face recognition , as well as the tracking of labelling and logos. they appear in films which then connect them with the query.
SEOs: What Do We Need to Learn?
SEO executives should be aware of the importance of videos in determining ranking which is anticipated to grow by 2020. The idea of creating more videos that are engaging those you are targeting is an excellent idea however there are costs. If you are a large company with huge funds, this is certainly something they ought to be paying attention to.
Smaller companies need to create highly engaging videos with smaller budgets or video content from users. If they decide to create their own videos, SEO managers must dedicate their time and energy to find the right videos, and which can be compatible with their brand's video content.
Based on our experiences, as far as it can be seen, we'd recommend using videos to be an extension of content or a connecting a block of material to the general idea.
10. Search results that are custom-designed and optimized for speed, as well as faster accessibility
It's in use to a large extent the results of searches will depend on the preference of the user. Patents which describe "serving content dependent on interaction" uses physical resources that cache and study the previous interactions with users on the website as well as its numerous components.
The information is analysed, and saved. When a person is looking for similar queries, certain sites may be more prominent than other sites.
If you'd like to try the idea, you can search for a query that is searched for on a regular basis and search the same query in the mode that is invisibly accessible to Google. The results may differ. Sites that you have interacted with before will come in the upper ranks than ones you haven't been in contact or visited. But, if you're in the incognito state it is not possible to notice this preference.
Incognito mode does not consider your past browsing history.
It is further enhanced with an patent that outlines a quicker process to download pre-rendered information to display the search results. For instance, if you've searched for various keywords on a regular basis and the result page for your search will be displayed without delay because the preferred search terms will be pre-rendered for each user.
What should SEO management take care of?
It is crucial to get at least one contact with every potential customers who could visit your website. For this to be achieved, it is easy to do so. One of the best ways is to concentrate on paid marketing.
Design web pages that include keywords that are relevant to the search and make PPC or Facebook ads that will attract a significant quantity of visitors to click. If they type in something similar the site could be a bit ahead of the competitor.
It is important to avoid small or minimal traffic on the site. If you're trying to get more traffic, you may not wish in a negative light by Google while you're at it.
11. Beware of using Copyrighted or Third-Party Multimedia Content
The majority of content theft is done in text format and is easy to spot. However, what happens when someone is able to steal a small portion of your audio or video or any form of media? What do you do find out? It's true, Google appears to be increasing the grip it has over the internet.
Recognizing and identifying music which is copiedrighted on YouTube is a practice which has been used since a long time. But, Google is working hard in ensuring the rights of the people who actually created the video content today. Google is urging all kinds of viewers to make multimedia video content. Then, stealing the content is not tolerated.
Many Google patents that identify reference content that has been derived from third-party content reveal a method that determines whether copyrighted content is used or of content from third parties by the users within their website content. In addition, Google wants to reward owners who have created the content, while penalizing copyrighted content.
What are the SEO rules?
Avoid using third-party multimedia including copyrighted songs or parts of video content that belong to the record label. Get stock videos as well as other media content, or build the collection of images for free. Get a graphic designer in the studio, creating variations of Free stock pictures together with vectors, images and images. Sign up to receive the free music. Additionally, you can reach out to the musicians via SoundCloud to request permission to include their music in your own material. Most of them will want to be heard and will likely refuse your request.
Watch our instructional video on growing the amount of traffic you get from SEO.
Summary
Examining these patents by thematically indicates that Google is focusing a lot on making the infrastructure more advantageous to local businesses. It is achievable through altering the knowledge graph through aggregating contextual accuracy of reviews as well as location-based information, and the validation of some of these elements of information using social media. Google has set the direction for its future.
Local SEO is likely to come back by the end of 2020, with the focus on voice, location video and reviews in addition to social media. Though a variety of SEO delivered products could come out in 2020, the longer-term strategy of SEO officials should have an insistence on contextual relevancy for the best returns of investment.
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