Google updates: the latest news for your business to update

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Google today concentrates  91% of online searches done in Brazil , and therefore, to rank pages that the search engine has become a constant chase for companies and agencies. Like everything that gets as much relevance, appear people who try to game the system to get the same rewards with less work. To improve the user experience and prevent this search algorithms used by these portals are constantly updated, and some of these simple and routine updates as data updates, and other more complex and impactful. In Google’s case, more than 500 updates per year.

The fact is, for you working hard producing content and optimizing your pages to achieve good organic results, know what changes are these and how they will influence your web presence is essential. Today’s post came address the major changes brought about by the Google  ranking algorithm , why they are needed and how to use them to your advantage.

Panda: increasingly intelligent

Panda 4.0 was announced in January this year as a major change in the ranking algorithm. According to Google itself, about 7.5% of search results (in the US) were affected by the change. Information is the new update came to help better identify the quality of content, making it easier for small sites that are still building their authority but have something relevant to say. After eight months in September, a new update of Panda algorithm entered into force with the same intention to refine the reading of the contents. Google in partnership with webmasters further improved its ability to identify quality content, and now more about 3% to 5% of searches will be impacted.

This kind of change means opportunity for some and penalties for others. Websites that were penalized at the launch of the first versions of Panda and adapted will likely see their authority back up while sites that were not impacted in the first update can perhaps be caught in this. In this post we bring some  reasons for your site does not appear or be penalized by Google .

The fall of Authorship

The Authorship (Google content authoring) was announced in June 2011, the same month the launch of Google+. The idea was to link the profiles of producers to their content, to create a kind of authority by content producer and possibly use this information as a ranking factor. The move was welcomed by the authors themselves, who saw their authority and display go up considerably. In practice what happened was that, when making a particular search, the name and author of the photo appeared just below the site access link.

The first problem arose precisely due to this photo. Seeking to unify the experience of desktop and mobile, Google has struggled to adapt this interface with a picture to the small size of mobile screens. Another factor was the users clicks behavior remain independent photo appears unchanged. In December 2013, as a result of these difficulties, saw the first retraction of Authorship, with the removal of most of the photos of authors, followed in June 2014 with the complete withdrawal of the same.

The authorship was still present, but another problem was found. Low interest from authors and difficult configuration took just over 30% of blogs have their registered owners. To remedy that Google tried unsuccessfully to automate the allocation of content to its authors, but the practice proved inefficient and a source of many misunderstandings when content was wrongly attributed to people.

Anyway, 3 years old and little value generated for users, the then leader of Authorship John Mueller project on August 28 published on its Google+ page the official closing of experience with authors .

HTTPS as a ranking criteria in the search

Many years ago Google is aligned with the idea of ​​a safer internet. Recently, in August, they reported that the pages you update your certificate for HTTPS (Hypertext Transfer Protocol Secure) will gain a boost in ranking. With that Google seeks to encourage the use of more secure protocols and consequently creating a safer environment for navigation.

This protocol differs from traditional HTTP (Hypertext Transfer Protocol) by adding an extra layer that encrypts the information transmitted between two servers. Basically it creates a code language that is incomprehensible to any interceptor, protecting your passwords and files.

Migrate your page for the secure protocol is therefore indicated by Google, but some guidelines must be followed to not compromise the reading and ranking of search engines, they are:

  • Decide the kind of certificate you need: single, multi domain or wildcard
  • Use key certificates 2048-bit
  • Use relative URLs for resources (images, videos) that reside on the same secure domain
  • Use relative URLs for all other domains
  • Do not block crawler HTTPS protocol by the Google search robot using robots.txt
  • Allow indexing of pages by search engines

If you want to practice how to implement secure protocol on your site just access here!

The Pigeon update

In July of that year it was published a new update, considered by quite relevant professionals. Google began using correlation between the ranking of the pages and the location where the search is made. The aim is to encourage businesses that operate locally appearing in searches, allowing them to compete with large national enterprise and global operations. The details of this update are still nebulous, with little officially announced by the search giant. The test is running on American pages and was not disclosed when and if the intention is to release it to the rest of the world. Google itself said it had a name for the update, but experts in the field have to update the name of “Pigeon” or pigeon in Portuguese. The idea is quite interesting and will impact quite small enterprise seeking place in the sun in Google searches. To better understand the impact this update left to wait and follow the news.

The changes implemented by Google are not something to fear. The sole purpose of these updates is to please and improve the user experience, so websites that provide relevant content and seek to actually add the user need not worry but should hope that the algorithm is developed more and more. The important thing for businesses is to follow these changes and adapt when necessary, and how Google not to, then come back to talk about new updates.

To the next!