The Cassandra Memorandum: Google in 2013
Apollo fell in adore with a priestess, and offering her a terrible benefaction of prophecy. She concluded to a gift, though when Apollo asked her to distortion with him, a daughter of Priam refused. The God, angry, accursed her: a immature priestess would have been a prophetess, though no one would trust her.
Her name was Cassandra.
Every day this month, I’ve seen Twitter posts with each kind of predictions about how web selling disciplines will demeanour in 2013.
I am not free from a enterprise to envision a future. The titillate is something deeply tellurian and, in an courtesy as capricious as ours, infrequently it is a psychological necessity. However, some of those predictions are so extraordinary that this problematic prophecy (written to be blatantly fake by one of my Spanish friends) seems some-more plausible:
“Google launches Google Balrog. The name of this new Google algorithm is desirous by a name of a fabulous quadruped illusory by Tolkien, given it will work a same way.
It will be an algorithm that, wrapped in fire, will yield a Web, penalizing and incinerating sites that do not embody a anchor calm “click here” during slightest 7 times and not embody a pattern of a kitten defunct in a basket.
If your site will not accommodate these minimums, a Balrog will go after you.” (The interpretation is cave from Ricardo`s original post in Spanish.)
Every conjecture about how something competence develop in a destiny should be formed on a believe of a past, and, in a box of Google, we should not make a mistake of incompatible elements like a acquisitions and technological expansion when presaging a future.
For example, Panda should be seen as a indispensable movement that Google took in sequence to solve a problem caused by a technological enrichment of Caffeine. In fact, with Caffeine (June 2010), Google was means to find new pages (or new information about existent pages) and could supplement them true to a index.
As a disastrous side effect, gazillions of poor-quality pages flooded a SERPs, objectively deteriorating them. I’m certain a Search Quality group was already operative on finding a resolution to a bad formula in a SERPs, though this sold Caffeine side outcome accelerated a origination of a Panda algorithm.
Opening a prophecies book of Cassandra
If we revisit the About Us page of Google, you will review this: Google’s idea is to classify a world’s information and make it zodiacally permitted and useful.
That is the why of Google, and 3 difference matter a most:
The how is represented by a algorithms; the what is stoical by all a products Google has grown along a years (Search, Local, Mobile, Video, Voice, etc.).
For many years, I’ve deliberate Google as a cataloguer of objects, that offers information on a accumulation of topics:
- “Generic” content
- Blog posts
- Academic articles
- Photos and images
You’ve substantially beheld that these are a straight searches Google offers and that harmonise a Universal Search right now (I released Products given they are a paid option, and we cruise Google+ standing as “posts”).
Almost all these “objects” have their possess algorithms that are frequently updated, identical to the YouTube, Google News, and Google Images algorithm updates. And all them have their flaws (for instance, a genuine value to be reserved to a link).
Until new years, Universal Search seemed to be identical to a building assembled with Legos, though there were 3 critical changes in 2011 that altered a landscape. These altered began building in 2012 and – presumably – will be combined in 2013, that could unequivocally harmonize all a straight searches. These 3 changes are:
However, this aspect of a crawling duty has insincere a incomparable aptitude after a doing of Schema.org. The ubiquitous acceptance of HTML5 as a new customary (pushed by Google since a beginning) and collection like Open Graph has helped boost relevance, as well.
The fact that Google offers a event to determine correctness of rich snippets implementation (and is continuously updating a tool), altered a name to the Structured Data contrast tool, and recently offering a event to highlight events structured data directly from Webmaster Tools creates me cruise that semantic is going to have even larger weight in how Google will classify a information it crawls.
The Knowledge Graph (and open information such as Freebase since Google’s acquisition of Metaweb in 2010), that recently rolled out in many informal Googles, is formed on a semantic web and is improving very quickly. My recommendation is to start meditative severely about semantic as a channel for probable web selling and SEO actions.
In my 2011 “Wake adult SEOs, a New Google is here” post, we presented my supposition that AuthorRank would have turn a partial of a some-more formidable set of graphs, whose purpose was to classify and benefaction for genuine a best calm in a SERPs. We have not nonetheless seen that “prophecy” turn fact, though we am stubbornly assured that this is a instruction Google has taken. If not, given can we already use a propinquity ”author”/Google form in posts, articles, videos, and books? In a future, we see AuthorRank apropos useful in other objects as well, such as photos, images, and audio.
Today, we wish to concentration on an aspect of AuthorRank that (incomprehensibly) does not accept many attention: the rel=”publisher” symbol up. It is rel=”publisher” that connects a site (the publisher) with a authors. Even when those same authors desert a publisher to start operative with another site, their AuthorRank will continue to change a “PublisherRank,” that creates it even stronger.
During a final SMX Social Media Marketing Expo, Vic Gundotra told Danny Sullivan:
“I cruise people are usually now starting to know that Google+ is Google. At some point, we’re gonna have a billion users. And eventually, you’ll usually say: ‘Google has a billion users.’”
I am not going to plead a value of Google+ as a amicable media channel, though we contingency acknowledge that it is a overwhelming expansion of Google for a series of reasons:
- Social is a inlet of a profiler tool.
- The fact that rel=”author” and rel=”publisher” are particularly associated to Google profiles creates them partial of a destiny of Google Search (and also Paid Search).
- It is a easiest approach for Google to obtain genuine amicable signals, not usually by how users act on Google+, though also by users joining many other amicable accounts to a their G+ profile.
“You don’t need to be during your table to need an answer.”
You can find that word in the Ten Things We Know to Be True page of Google.com.
Google bought Android Inc. in 2005 and entered in a mobile phone courtesy in 2008. Why a remarkable swell into mobile? Aside from Android being a bullion mine, Google’s idea is creation information zodiacally accessible. Because some-more and some-more people are regulating mobile for hunt (especially for local), it was needed for Google to be a actor in a space:
Search on mobile is roughly synonymous with Local Search, that can also (partly) explain given Google Now has been developed, along with a rare pattern of a mobile chronicle of Google Search.
Therefore, it’s time to stop thinking of mobile as an choice and comprehend it’s a priority.
For that same reason (strongly connected to a judgment of accessibility), Google started giving instructions and suggestions about how to build mobile-optimized sites, with special slant for a manageable pattern technology.
Mobile accessibility means also Google Voice Search, and irony what a warn /irony, from Knowledge Graph, Schema, and Local Search.
In addition, we can’t forget Project Glass. It is still a Google X project, though has been given to developers to start conceptualizing software/apps in credentials for a blurb recover likely for 2014.
Lastly, WPO (Web Performance Optimization) is not accurately an SEO activity, though it affects SEOs, so it contingency be deliberate one of a priority for 2013. The frequently uneasy propinquity between SEOs and developers/web designers will forcedly find a resolution in 2013. We will need to start being improved communicators and reach them where they are.
At a finish of November, Matt Cutts gave a clarification of SEO as Search Experience Optimization in his Google Webmaster Help video series:
Nothing unequivocally new, though nonetheless another acknowledgment that SEO should concentration on providing users with useful information.
Panda, Penguin, EMD, Layout Update… all of these updates were directed during prioritizing a many useful sites available, and punishing those that Google deliberate useless.
Content marketing (the fortify that helps emanate useful information) has turn a vast priority for SEOs. However, there are still so many in a courtesy who don’t unequivocally know what calm selling unequivocally means and how SEO can be implemented into a calm strategy. This is not a best place to plead this topic, though check out a rug next for serve explanation.
2013 will see decisive adoption of calm selling into SEO, and those sites that do not integrage commercial calm into their strategies will see themselves overtaken in a SERPs.
At a same time, we will also see an boost of calm selling spamming: guest posts as essay marketing, infograph-spam, or simply not unchanging calm actions. Sadly, SEOs tend to screw adult a lot of at-first-good-tactics usually given of a myopic tactical prophesy we competence have. It’s probable that some of a Search Quality Team actions will be focused on those facets of spam, given they already have the collection for doing it.
Usefulness to Google does not usually meant “content,” hence stuffing each kind of site with zombie infographics usually given “they are cool” is not a approach to go. Usefulness is interconnected with personalization, as if Google was saying, “We will offer we a event to find a information that is engaging to we formed on your prior searches, your interests, a management of a sources, and where we are.”
For that reason, we cruise the Venice update the many underestimated refurbish of 2012. It totally altered a SERPs for roughly each kind of query.
Cassandra’s appendices: what updates competence we see in 2013?
Between 2011 and 2012, we gifted 3 vital updates: Panda, Penguin, and EMD.
The initial update’s idea was to purify a SERPs of invalid content, tangible as calm that doesn’t yield any genuine value to a users. The second directed to purify a SERPs of calm that ranked interjection to a “false popularity” performed by low-quality couple building actions, rather than ranking by value according to users. The third update’s idea was to purify a SERPs of calm that ranked usually given of an farfetched boost performed from a accurate compare domain.
The Penguin and EMD updates were even some-more required after Panda as a judicious consequence, if we unequivocally cruise about it. Panda resulted in a vast volume of sites disintegrating from a SERPs. Other sidtes that survived Panda’s ranking factors still won in a SERPs, mostly due to an over-SEO’d couple building strategy. After Penguin, we saw those sites transposed by a sites relying usually on a strength of their domain names, heading to a EMD refurbish hurl out.
Are a SERPs ideal now? Not quite. Domain crowding (and a opposite part, domain shrinking), that was minor emanate given 2007 was somehow fit by the Brand Update, is becoming a problem, generally in countries where a EMD refurbish is not nonetheless rolled out.
We know how many can still be finished by Rich Snippets spam, a gaming of Local Search, and guest posting and infographic directories spam. In 2013, we competence see a effects of a large collection of spam sites (although Google is operative on it, interjection to a rescind tool); could this be a “linkapocalypse,” or maybe even a genuine “Balrog” update? These are simply my assumptions, as each year when it comes to probable updates. What is certain is that we will see new releases of Panda and Penguin, and a prolongation of a EMD refurbish in all informal Googles.
This is Google in 2013 for me and we am not a prophet, usually someone who likes to demeanour during a past while perplexing to appreciate a future. we am right? Probably not.
But, usually maybe, we am Cassandra.