If there is one quality that distinguishes SEO professionals, it is their perseverance. Google’s algorithm is continuously changing, rendering months of work ineffective once the new ranking factors alter with the latest SEO trends.
“It’s no surprise, then, that industry gurus are obsessed with the latest SEO trends.”
1: Algorithms: MUM is here
Google’s algorithm became increasingly capable of comprehending the relationship between words and the purpose behind a search query with the launch of BERT (Bidirectional Encoder Representations from Transformers) in 2019.
BERT was a novel concept that helped Google to better serve users of voice assistants. Because people’s communication has become much more conversational and fluid, Google has to adjust its algorithm using NLP and AI technology. But BERT was just the start. Google introduced a new paradigm for interpreting and serving its consumers at the Google I/O 2021 conference, dubbed the Multitask United Model, or MUM.
Prabhakar Raghavan, Head of Search at Google said:
Google’s new Natural Language Processing Model is “1,000 times more powerful [than BERT] and can multitask in order to unlock information in new ways.”
MUM analyses video, graphics, and text in 75 languages to provide answers to difficult search questions & queries. Simply said, MUM is an AI model that can recognize a user’s emotions, context, abstractions, and intent, and then respond with relevant answers that are specific to the user’s question. Users won’t have to do several inquiries until they locate the right term that returns the desired result thanks to MUM.
Take a peek at the first four minutes of Prabhakar Raghavan’s presentation to get a clearer picture of how MUM works:
2: LaMDA: Google would want to speak with you.
I’m sure you’ve heard a lot about voice search and the necessity of optimizing for user questions when it comes to SEO trends. Google has only recently begun to alter its algorithm to accommodate the latest voice-based technology; now it wants to converse with you.
Google also debuted LaMDA at the Google I/O conference (Language Model for Dialogue Applications). LaMDA, as its name suggests, is a machine-learning model for conversation that is based on Google’s own neural network architecture, Transformer.
Eli Collins, VP of Product Management, and Zoubin Ghahramani, Senior Research Director said:
” Lamda is an architecture that produces a model that can be trained to read many words, pay attention to how those words relate to one another and then predict what words it thinks will come next. It was trained on dialogue.”
LaMDA is just one aspect of Google’s overall strategy. Larger and more complex AI models that employ conversational queries to find and rank pages are on the way.
3: Shopping Graph: Google is serious about online shopping.
Shopify’s financial results, unsurprisingly, exceeded everyone’s initial expectations, while Amazon fared similarly. Google’s online shopping capabilities were lacking until recently.
Google recently announced the introduction of the Shopping Graph a model that understands a constantly changing set of products, sellers, brands, reviews, and, most importantly, the product information and inventory data we receive directly from brands and retailers — as well as how those attributes relate to one another.
According to Bill Ready, the president of Commerce and Payments, the Shopping Graph “works in real-time so people can discover and shop for products that are available right now.”
4: Passage Ranking: If You Can’t Rank an Entire Page then assign a score to each excerpt.
Since the inception of search engines, the most coveted aim of any SEO expert has been to rank their page number one for every search query. Due to the newer “zero-rank” position and the increased amount of snippets contending for the top spot, completing this accomplishment has grown more difficult in recent times.
Google has devised a solution for SEOs who are still attempting to rank near the top of search engine results. Google announced the invention of “passage indexing” late last year, which allows a page to rank for a specific passage rather than the entire page. The “passage ranking” system, as it is currently known, went operational in February 2021.
According to Google, their algorithm would use stronger signals about a page.
For example, page titles or headings – to comprehend what results were most relevant to a query.
5: Suggested Clips: Create key moments in your videos by optimizing them.
Another SEO trend is the relevance of video marketing for traffic acquisition and lead development. Recent improvements, on the other hand, have given video marketing a whole new meaning.
Google Search Advocate John Mueller announced the launch of two new video structured data formats during Google I/O, which you can utilize to get a portion of the “Suggested Clips” tab from your videos:
- Clip markup
- Seek markup
With these two changes, you may now extract crucial moments from your videos using the new structured data. With the introduction of the new structured data types, you can now declare the timestamps and labels for your videos.
Check out Google’s implementation guides for these new structured data types:
6: Core Web Vitals: The Term “UX” Has a Whole New Meaning
The days of ranking a page by optimizing it for a keyword and building links to it are long gone. On-site optimization and link building are still important in SEO, but they are no longer the sole factors to consider.
Core Web Vitals, a set of metrics that quantify a page’s load speed from a user experience standpoint is the most visible aspect in its new page experience update:
Google combines Core Web Vitals with other characteristics like a page’s mobile-friendliness. It use of the HTTPS protocol, and lack of invasive interstitials to create a comprehensive set of measurements that prioritize user experience:
For SEO professionals, 2021 has been an exciting year. Although the majority of the improvements were announced in 2020. They demonstrate a growing emphasis on AI-based results that include pages, video, and other media.
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