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Image Courtesy: Blog Tomorrow |
First off, I thank people for posting valuable feedback on my previous
post “Is SEO dying? Yes, It Is”. I see a big thread of comments across various SEO relevant groups on LinkedIn.
Many of us still think that SEO will not die but it continues to evolve and embrace new stream such as social media.
Many of us still think that SEO will not die but it continues to evolve and embrace new stream such as social media.
I have already shared my observations on how mobile, technology, social
media, user, and Google are killing SEO. While all these factors continue to
exert a significant amount of influence on search results, there is a strong urge
now that search needs a shake-up. And Google has to rediscover its search
engine to fulfill this ‘urge’ for the next generation.
Think Beyond Keywords:
Oren Etzioni, Professor at the University of
Washington's Computer Science Department calls on users to think outside
the keyword box and improve Internet trawling. He in his report
writes “Instead of poring over long lists
of documents that contain requested keywords, users need direct answers to
their questions.”
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Image Courtesy: Today's Innovative Woman |
He further writes, “With
sufficient scientific and financial investment, we could soon view today’s
keyword searching with the same nostalgia and amusement reserved for bygone
technologies such as electric typewriters and vinyl records.”
Google’s Continuous Experimentation: Google is gradually transforming and rediscovering
its search engine by considering social KPIs to start with. Latter, the search
engine might incorporate web ontology language (OWL) and natural processing language
for a semantic search result. Rich snippets, knowledge graphs, graph-based
search are a few early items to experiment with.
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Image Courtesy: Patheos.com |
Amit Singhal, senior vice president at Google admits
that search, today, is like a dictionary with less than 10,000 words. He points
to the feeble ability of current
search engines to meet user
expectations.
Internet market research company comScore says over 50,000 searches are done every second. According to a 2009
comScore survey, 30% of searches are abandoned in frustration and two-thirds of
the rest require users to refine their queries before getting the desired
result.
A decade back, the search engine updated content once in a three months.
You could return back from your summer vacation, and still see the same results. Now,
things are similar but the frequency of refreshed content is changed.
According to Larry Page, Google's CEO and co-founder, a perfect search
engine is “one that understands exactly what you mean and gives you exactly
what you want.” Currently, Google has NOT entered into this stage.
Search Engine Exists But Not SEO: Search engines continue to exist but not
search engine optimization. There are many people who are mistaken, and argue
that SEO exists as long as search engines stay. Not necessarily. Search engines continue to exist as long as ‘search intent’ of users exist, and they remain until the
last day on the Earth. On the contrary, SEO will gradually take its last breath
if search engines evolve different elements to re-engineer its technology such
as natural language processing (NLP) that may well communicate to a machine, and understand users’ search pattern for the delivery of search results. The inter-connection between
a machine, Google (search engine), and users determine the relevancy of search results.
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Image Courtesy: Disi.unige.it |
Users Want Action Oriented Result: The future search engine’s objective would be
to achieve NLP based on users' behavioral search and answering them by delivering the
most relevant search information, rather than providing the electronic
equivalent of the index at the back of a reference book in a library. Users want action oriented search results but not
inflated search results of old and archive pages based on inbound links.
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Image Courtesy: A blog for better business |
Google’s Initiative for New Search Engine: In April 2013, Google acquired Wavii for more
than $30 million. It seems obvious that the technology will help Google’s new
initiatives further such as Google Now, Google’s Knowledge Base, and Google Glass,
according to the TechCrunch article. Together with OWL, the acquired Wavii app will help Google in using open information extraction
on web. Revminer is an example of open information extraction using a limited search
queries that can be used for searching relevant information about restaurant in
Seattle.
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Image Courtesy: Manuelm.org |
To know more about open information extraction technology, please watch
the video below.
Summary: The semantic approach of search engines kills SEO, as it becomes harder
to optimize a website, for search results would be based on ‘understanding
users’ intention, their behavior, their voice, and their intelligent quotient. SEO exists as long as our search pattern is based on 'keywords'. Keywords based search results have serious flaws that would be definitely be plugged with new initiatives that Google has taken.
SEO has never
been a right discipline to market a product/service on search engines. The
birth of SEO came to being to cheat on search engine algorithms. What was working
as a proven SEO technique no longer works today. So, what were earlier SEO tricks?
Link building, Keywords density, Meta tags, and SEO software such PositionGold,
WebCEO, and other a few galloped with millions of buck.
Do you think
they still have relevance to ensure ranking on the top of search engines? Nope,
they are not! Were they considered as black hat then? Probably, no but probably
yes now.
The whole SEO
journey started on a simple theory-a theory of optimizing a website for search
engine. Did anyone talk about building a site for users or customers? We all
ran of the mill in a rate race to secure top listings in Google, and thus SEO’s
popularity rose to build a 60 billion industry.
It’s so unfortunate
that none talks about building a site for human beings. SEO preaches us to build
a site for search engines. Who are your customers – search engines or human
beings? Does SEO encompass ‘human factors’?
Today, when
Google has rolled its sleeve up against SEO, the so-called ‘Industry complex’
says SEO is evolving. At time, when the whole
search industry is taking a paradigm shift from upgrading its algorithm to taking
human and social factors into account, the wide spectrum of SEO is shrinking to
a zero size.
The so-called
SEO Industry complex always finds ways to cheat on the system, and thereby
securing top positions on Google but their manipulative tricks may not work for
a longer period because it becomes too difficult to inflate metrics like ‘organic
CTR,’ ‘likes’ ‘tweets’, ‘comments’, ‘influences’, and ‘sentiments’.
As the web is
gradually moving on to the next phase of its maturity in 3.0 era, search engine
gets semantic to identify the intent of users through their search behavior, and
personalization. That’s why search engine is using NLP, and OWL to understand
the ‘context of users’ queries, not necessarily being typed as key phrase, and
deliver the results.
Guys, wear Google glasses, and search information than wearing a white or black SEO’s hat, and continue to shoot bullet (guess work that SEO will not be dead) on the air. :)
First of al, thank you for valueable article.:-)
ReplyDeleteIn SEO world the most important is content. If somebody knows his target and can use natural people languague - then she/he can write interesting content. Average people don't know how build friendly website, they are using different media (social media too), if they want to hit to target people.
Other story - many people don't prepare valuable content, but they are using "the same languague" (especially marketers :d)), it is the reason, that other people don't understand their thoughts.
Google prepares different tools, to find right answers for Googlers which are seeking information. All the time IT Technology is developing. Social websites give people possibility to be more visible in comparison with content at own website (not optimised under point f view SEO).
In my opinion - it is the reason, that Google and competition work and will deal with new technologies, which help better unterstand people's searching. The semantic approach of SEO specialists is concentrated on people needs (searching), somebody who can write clear and describe our life - has bigger chance to win better positions in search engines.
Many people are lazy and they don't want to spend much time to write better articles - they are losing in SE. People, who understand SEO (better content) and have commitment during content creating - they are winning in SE :p
Another point of view - it is computing power of Google' servers, it will grow all the time. We can expect some moent, when semantic approach of search engines (companies) will be more visible as today.
Read your previous post even that was good and liked reading this one too.. What you said here is similar to your previous post with some extra jotted down points.. But as it always happens there are people who agree, who don't agree and then there are those who are just neutral like me.. I believe in believing both the things but confirming it only after it happens so will see in the near future what actually happens to SEO's so why to worry about it now if its working fine today then lets just be happy cheer about it till it doesn't work out :d
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