Google’s algorithm has evolved to improve user’s experience when searching on the Internet. All changes applied have this only purpose.

First, Google released Google Panda update back in February 2011. The main objective was to avoid techniques such as Black Hat and spam many sites used to improve their ranking on searches.

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What to take into account in order to fit Google Panda’s criteria:

  1. Content is King. That was the beginning of the discipline Content Marketing. Like any other user we all want to get what we are looking for, so as a content creator you’ll have to offer quality, originality and value.
  2. On Page SEO, still important. Just follow the instructions we gave to you in our post “How to improve your On Page SEO”.
  3. Watch your grammar! Users are more and more demanding and like a content written propertly. Now Google Panda also demands that.
  4. Don’t copy other’s contents. You have to create your own in order to improve your search ranking.
  5. Avoid to duplícate your own content. If you have already written about a similar theme within your website, just use the attribute rel=canonical. This label will tell Google that only must index one of the two contents.

Then, Google Penguin arrived. With this update Google added new relevant points you should watch out when optimizing your website with Off-Page SEO techniques.

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What to take into account in order to fit Google Pinguin’s criteria:

  1. Apply diversity and naturality to your links. It’s not natural all your URLs have the same anchor text. In order to build improved URLs you must follow a strategy based on variety: don’t use only keywords but also synonyms and other variations, your brand’s name and generic words.
  2. Social Media Marketing is now crucial. Google Pinguin now recognizes the importance of such a signal. Why? Because the fact that your content is shared across social platforms means it’s high quality. My recommendation here is to include social buttons to your web and blog, to all your products and contents in order to allow users to share it. Also, remember to have your social profiles up-to-date and work daily on them.
  3. Create high-quality contents. Even though Google Panda is “in charge” of filtering contents, if you don’t publish good articles you won’t get it shared on social networks.
  4. Double check the websites that link to your site. Google Penguin does it as well in order to identify their quality. So if they are bad quality or the sites have no web-rank, just won’t work for you. Links back to your web must have some authority and be about a similar subject.

The latest update is called Google Hummingbird. Now, more than ever Google wants users get the exact answers to their questions on search. What does this mean? The search-engine will prioritize now long descriptions over keywords (long tail descriptions) in search results.

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What to take into account in order to fit Google Hummingbird’s criteria:

  1. Long tail descriptions are basic. Try to write posts thinking of the questions your audience could look for on the Internet.
  2. Voice search appears on scene: Hummingbird uses the latest technologies to better understand natural questions. When we ask a question in loud voice, we do it in the most natural way.
  3. The new feature Knowledge Graph will allow users to ask difficult questions so answers will have to be that difficult as well. The best way to answer then will be like a natural conversation. 
  4. Hummingbird makes a comprehension of the most complex searches.

In conclusion, Google is going to reward websites with quality and author content, so try to provide value to your readers for a better ranking on search results.

Guest blogger: Rafa Villaplana. He is SEO, Digital Marketing and Social Media Marketing specialist, CEO at Cloud TIC Consultoría y Desarrollo

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