Google honorary engineer Matt Cutts helped internet marketers look into the future. He spoke about the main directions of development of search technologies during the conference Pubcon Las Vegas 2013, which was held from 21 to 24 October. According to Mr. Cutts, the world's largest search engine is preparing changes to work algorithms that are comparable in scale to the first manned flight into space. In particular, Google refuses to calculate PageRank sites, and also learns to understand the meaning of words as a person does.
During a speech at the 2013 Pubcon Las Vegas conference, Matt Cutts spoke about the revolutionary changes in Google search technology. The expert named the main components of the search revolution:
- Semantic technology knowledge graph.
- Voice search.
- Interactive search.
- Google service now.
- Technology deep learning.
Mr Cutts noted that thanks to deep learning, Google is learning to understand the meaning of words and the relationship between them. This helps the world's largest search engine to more accurately process queries and take into account the user's true intentions.
Deep learning is a set of machine learning algorithms that mimic the way information is processed, typical of neural networks. Simply put, using deep learning, Google and other corporations are trying to teach computers to work with information in the same way that humans do. By the way, futurologist Raymond Kurzweil is responsible for deep learning in Google. This person claims that artificial intelligence will become a reality in the coming decades, and people will turn into cyborgs in 20-30 years.
Technology deep learning in standard and voice search
Matt Cutts spoke about the practical significance of the use of technology deep learning. For example, when processing requests, Google began to better understand natural phrases like "where to relax with friends in Moscow." In addition, the search engine has learned to improve and detail the issuance based on previous user requests. Thanks to deep learning, Google’s robots understand when a person is still searching for an answer to a question, delving into details.
Matt Cutts cited as an example the query “What is the weather?”, Set by a hypothetical participant at a conference in Las Vegas who is going to visit Google headquarters in California Mountain View this weekend. After receiving information about the current weather in Las Vegas, the user asks the search engine the following question: "Will it rain tomorrow?"
In response, Google immediately issues a weather forecast for tomorrow for Las Vegas, Nevada. The most interesting follows. "How about a mountain view?" - asks the user. The search engine displays a weather forecast for Mountain View for tomorrow. But the user is not going to California tomorrow, but on the weekend. "What about the weekend?" - he asks and receives weather forecasts in Mountain View on Saturday and Sunday.
You still do not believe Ray Kurzweil, who promises that we will become cyborg after a couple of decades? Then again pay attention to the previous paragraph. The Google search engine today on the query "how about a weekend" gives out a weather forecast for Mountain View for the next weekend. Thanks to the technology of deep learning, imitating human methods of information processing, the machine knows the meaning the user puts into this phrase.
Hummingbird, Panda and Authorship
During the speech, Mr. Cutts paid attention to the Hummingbird algorithm, announced in late September. The expert noted that notes like "How to promote websites after Google Hummingbird", which appeared after the announcement of the algorithm, are far from reality. According to Matt Cutts, the Hummingbird algorithm is not related to SEO or promotion. As a confirmation, the expert noted that this algorithm worked more than a month before the official announcement of its launch. However, no one noticed any changes. Cutts claims that Google Hummingbird influenced solely the quality of the search for the user.
Matt Cutts also noted that Google plans to make the Panda algorithm softer. According to an honorary fighter with search spam, some sites that have lost their rating after the implementation of this algorithm remain valuable to users. Such resources can return lost positions.
Using the Panda algorithm, Google punished resources that published non-unique content. Thus, the world's largest search engine through the mouth of Matt Cutts recognizes that the uniqueness of content is not an end in itself.
According to Matt Cutts, Google seeks to more actively use authorship in determining the authority of a resource. The expert claims that the influence of the Authorship Rank on the issuance results will grow. In other words, the largest search engine in the world will primarily seek to show users the content created by authoritative authors in a particular industry.
How to change mobile search
Matt Cutts could not help but mention the influence of smartphones and tablet PCs on search. According to a Google representative, the optimization of resources for mobile traffic has now become an indispensable element of search marketing. Moreover, sites will lose their search rankings if users of mobile gadgets find them inconvenient.
Mr Cutts announced the following mobile search features:
- If the user's smartphone does not support Flash technology, the search engine will not show sites created in Flash to it.
- Google will not show in the issue of resources that are loaded for a long time due to Flash or for other reasons. Site owners should consider the possibility of completely abandoning this technology or removing it from the mobile version of the resource.
- Google will downgrade resources that direct users to the home page of the mobile version of the site instead of internal pages.
Matt Cutts clearly stated that the lack of adaptive layout or the mobile version of the site adversely affects the attendance of resources. The world's largest search engine simply does not direct users to sites that are inconvenient to browse using tablets and smartphones.
Penguin, anti-spam and natural advertising
Specialist in the fight against search spam told about the strategic developments of Google in this direction. Mr Cutts recalled that adherents of the “black SEO” laughed at him immediately after the launch of the Penguin algorithm. They boasted that they continue to buy links and wind up search rankings, not noticing any problems. Then Google increased the influence of Penguin on the results of the issue, after which the pitch of the "clumsy SEOs" changed. “When pseudo-optimizers dream to beat me, I know that I work well,” says honored spam fighter Matt Cutts.
The expert noted that his team pays special attention to some specific key queries that were chosen by adherents of spam and search markups. Such requests include some of the keys found on the websites of adult-themed, credit, insurance, and medicine. Spammers are attracted to profitable high-frequency queries. This does not allow, for example, insurance companies to attract natural traffic using white search technology. According to Cutts, Google’s new anti-spam technology takes this factor into account.
Matt Cutts touched on the topic of advertorials and natural advertising.
Advertorial - promotional material disguised as a regular article. Natural advertising is the publication of content that is both useful to the user and is of an advertising nature. At the same time, the ideal natural advertisement is displayed based on the user's previous actions.
Mr. Cutts explained that the use of these marketing technologies without appropriate disclaimers negatively affects the position of the resource. In particular, Google has applied sanctions to several media outlets in the US and the UK, which have published advertorials and natural advertising without warning users about it. According to Cutts, there is nothing wrong with this technology, and it does not adversely affect the rating of the resource if the site warns the user about the advertising nature of the material.
Also, Matt Cutts mentioned spam networks created for the sake of cheating the search ranking with links. According to him, such networks and the resources participating in them are now easily identified and excluded from the issue.
Bad news for PageRank fans
Previously, Google calculated the PR indicator daily and used it to rank sites. At the same time, visible updates of this indicator occurred approximately once every three months. Matt Cutts reported that some saboteurs sneaked into Google’s office and broke down the equipment used to calculate PR. Unfortunately, the largest search engine is currently unable to find professionals who can repair this equipment.
Therefore, you should not wait for updates PageRank in the near future. Matt Cutts claims that they will not be at least until the end of this year. In addition, the expert hinted that rumors of a complete rejection of Google from PageRank are not far from reality.
Advanced Snippets, Java and Negative SEO
Extended snippets will get a second chance. According to Cutts, more reputable resources will be displayed in the issue with an extended snippet. At the same time sites with low credibility will lose this opportunity. The expert also noted that users will be able to make direct calls to the phone numbers specified in the extended snippet, directly from the issue page.
Google honorary engineer noted that resource owners overestimate the problem of negative SEO. According to him, search marketers often write off their own mistakes, for example, buying links on link farms, to the activities of non-existent competitors.
So what will the future search technology look like?
Matt Cutts, a specialist in the fight against search spam Google, identified the main directions of development of search technologies during the conference Pubcon Las Vegas 2013. The main ones include:
- Increase the role of mobile traffic. In some countries, its share already exceeds the share of stationary traffic. Mobile traffic on YouTube has grown from 6% in 2011 to 25% in 2012 and 40% in 2013. Therefore, webmasters need to make them convenient for viewing by owners of tablets and smartphones.
- Improving the quality of delivery with the help of technology deep learning, which allows computers to understand the true meaning of search queries.
- Increasing the role of authorship in the ranking of resources. In particular, Google uses authorship as a tool to combat spam, as the binding of content to the profile of reputable authors reduces the likelihood of spam publications.
- Google is working on an exception to the issue of resources that are moving forward on actually criminal requests. The search engine does not want to be an intermediary between the attackers and their audience.
The status of the world's largest search engine automatically makes Google a trendsetter in the SEM industry. Other global and regional search market players can be expected to implement similar technologies. This will gradually improve the user experience of Internet surfers who are tired of the need to use requests like "Moscow Metro Sokolniki dentistry".
And how will future technologies impact search marketing? Will the "old school" optimizers continue to calculate the optimal key density in the text, or will the "what about the mountain view" requests force them to change their approaches? Write your opinion in the comments.