What are the major changes in Google and Facebook that everyone is talking about? This year, your digital strategy might have to change a bit. But don’t panic. Gather all the information you can and create strategies according to the new changes.
Until this day, we knew that the secret to SEO was to choose the exact keyword that would match your content. Now the rules of the game have changed and the traditional view of keywords is no longer the same.
RankBrain is the name of Google’s machine learning algorithm. It uses artificial intelligence to insert a great amount of written language into vectors that the computer can understand. If there’s a word or phrase that RankBrain isn’t familiar with, the machine will guess words or phrases that might have a similar meaning and filter the result, making search queries more effective.
Let’s talk about RankBrain’s two main jobs:
1. It understands search queries.
Before, Google scanned pages to search topics that contained the exact keyword someone searched for, and sometimes those keywords were never seen before. Today, instead of simple keyword matching, RankBrain tries to figure out what you mean and find pages that cover the concept you are looking for.
2. It measures people’s interactions with results.
How does RankBrain know you liked the results you got? First, it shows you a set of search results. If you like a particular page, it will give that page a ranking boost. If you don’t like it, RankBrain will drop the page and replace it with a different one. This algorithm observes how you interact with the search results. For example, Google notices when people leave a page to click on another search result. It sends a strong message that basically says the previous page is not what you were looking for. This is called pogo-sticking.
Google updates have changed over the last few years, using natural language processing to better understand these types of queries. While searches used to be confined to 10-plus keywords to find a topic, there are now thousands of long-tail keywords within a given topic.
How To Optimize RankBrain
Search engine practices are constantly changing, and RankBrain is just one way to represent this. Forget about exact match keyword optimization because it’s no longer enough.
By optimizing your page with medium-tail keywords, the algorithm will rank your page for lots of different related keywords that people might search. For example, if you have an article about inbound methodology, you could use “inbound strategy” as your medium-tail keyword. RankBrain will understand your page concept and rank a hundred different keywords for your page search.
Understanding Facebook’s New Algorithm
The second change you should have in mind is the new Facebook algorithm, which completely changes the way we see content in our News Feed, affecting your brand’s page.
At the beginning of 2018, Mark Zuckerberg announced that the new algorithm will be prioritizing content from friends, family and groups. The main focus of the new algorithm is to pay more attention to posts that contain meaningful interactions between people in your friends list. And while this might look like no big deal, it will affect brands. How? By forcing them to change their current digital strategies into what the algorithm looks for.
In a few but simple words, this change means that Facebook will start showing you more friends and family posts or quality posts that engage conversations between users rather than entertainment or businesses posts. But don’t worry – there are ways for brands to work with the new algorithm. Here are some to consider:
1. Post quality content that connects people.
“Meaningful interactions” mean commenting, sharing posts and clicking the “like” button. But there’s a trick: While your post can have a lot of comments and likes, they ideally should engage conversation between users.Your posts should contain quality content about relevant topics to help generate this conversation.
2. Do not ask for comments, likes or shares.
Don’t ask your audience to comment on your posts, even if it’s tempting. Most people see this as spam and annoying. Besides, Facebook doesn’t qualify this content as meaningful and will continue to leave out these posts in the News Feed.
3. Use live video.
Videos will continue to be favorites under the new algorithm, but live videos will be more important. It is time for you to add this type of content to your strategy. Invest in posting live videos on your Facebook page. This is one of the few concrete examples of content that will perform well under the new algorithm. Pay attention to it. Create quality content for your live videos.
4. Encourage users to follow your Facebook page.
Luckily, something that’s not changing is the ability for users to see their favorite Fan Pages by selecting the option “See First.” This is good for you and your business because no matter what, your content will appear in your users’ News Feed. You can ask them to select this option so they won’t miss anything from your page.
RankBrain and Facebook’s new algorithms might be big changes for this year, but don’t let them scare you away. Now you know what they are all about, how they work and what you can do to adapt your strategies and make the best of them.
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