Some Things Change, Others Do Not: Google and Content
January 20, 2017
After reading Search Engine Journal’s, “The Evolution Of Semantic Search And Why Content Is Still King” brings to mind how there RankBrain is changing the way Google ranks search relevancy. The article was written in 2014, but it stresses the importance of semantic search and SEO. With RankBrain, semantic search is more of a daily occurrence than something to strive for anymore.
RankBrain also demonstrates how far search technology has come in three years. When people search, they no longer want to fish out the keywords from their query; instead they enter an entire question and expect the search engine to understand.
This brings up the question: is content still king? Back in 2014, the answer was yes and the answer is a giant YES now. With RankBrain learning the context behind queries, well-written content is what will drive search engine ranking:
What it boils to is search engines and their complex algorithms are trying to recognize quality over fluff. Sure, search engine optimization will make you more visible, but content is what will keep people coming back for more. You can safely say content will become a company asset because a company’s primary goal is to give value to their audience.
The article ends with something about natural language and how people want their content to reflect it. The article does not provide anything new, but does restate the value of content over fluff. What will happen when computers learn how to create semantic content, however?
Whitney Grace, January 20, 2016
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