Gone are the days when going digital is just a nicety or an add-on for your businesses. With the pandemic going on, it has significantly affected everyone, including our lives and businesses.
As of January 2021, there are 4 billion active internet users worldwide. People go online to stay connected during the pandemic. With the lockdown restrictions enforced around the globe, the majority of businesses were faced with the urgency to put more online efforts as well.
As businesses acknowledge the urgent need for digital transformation, the majority of them do not know where to start. In a survey conducted by Jabil, 90% percent of companies of all sizes in the world are faced with almost the same hurdles to digital transformation. These drawbacks include:
- The lack of expertise to spearhead digital approaches or plans
- Come up with an overall, company-wide digital strategy
- Employees or the organization push back against change, especially with the process involved in digital transformation
- Limited budget to build a digital transformation strategy
While the above data show that we all face the same challenges, this shouldn’t hold you back to be receptive to change. As a business owner, these drawbacks must enable you to come up with doable steps or actions for your organization.
As mentioned, people are now online to look for information, stay in touch, and for amusement or enjoyment.
Apparently, the e-commerce industry had significant growth in 2020. Both the apparel retail and grocery retail industry were able to grow their digital migration by 40% and 100%.
Some industries that have adapted to digital transformation prior to the pandemic are reaping the rewards of increased customer revenue and market share.
Forbes has come up with a list of industries that thrived during the pandemic, including cleaning services, grocery stores, delivery services, fitness equipment companies, tutoring services, and many others.
Companies that are active on their social media showed improved customer engagement as well. These companies focused on “people-brand connections.”
But how do these businesses thrive in their customer engagement? They understood the value of real-time customer service, well-thought-out, and relevant actionable online content, and the seamless omnichannel customer experience.
Other businesses that use the right digital tools to accommodate their employees to work from home improved their employee morale. In addition, businesses with platform-based business models have cut down their office-based costs as well.
Our SEO Hacker agency is one of the few tech companies that have adapted to the digital transformation well. For 11 years, we have equipped ourselves for what’s to come.
All the challenges our SEO agency faced have helped us become more resilient over time. From the way we do business with our clients to Google’s innumerable algorithm updates, the emergence of more digital marketing forms, and the use of team collaboration tools with our ever-reliant team, we will continue to thrive as time progresses.
What Steps You Can Take for Going Digital
Change does not happen without resistance and inconvenience. When you come up with new ideas and present them to your team, either you won’t get any response from them OR nobody will dare act on them.
And this behavior is common among many employees. The fear of the unknown is real to most of us. Yet, this shouldn’t discourage you to keep up with digital migration. Here, we came up with 4 actionable steps you can take to go digital with less resistance:
Set a company-wide digital transformation strategy goal
Be consistent and transparent with your team. Explain to them that going digital is vital to the growth of your business. Begin with a clear vision of why you need to digitally transform, a set of goals you need to reach, and involve your whole team with their specific roles and purposes.
Your journey to going digital shouldn’t end with one team or department alone. If you want your business to be resilient over unprecedented situations, your team needs to work toward a common goal. In other words, your common goal should be to meet the needs of your clients or customers.
Find a talent with technology expertise to help you with your digital journey
Most businesses aren’t tech-savvy. The process of digital transformation poses many technical challenges. That’s why you need the right people on board.
Hire talented individuals with relevant experience, and train your team to become digitally literate. Our SEO agency has built an internal onboarding system that will indoctrinate our new hires and provide them with all the information they need for their work.
Stay ahead of the game by helping your team build the skills they need to thrive and to be tech-savvy. Most of the time our different teams work together to get to our client’s goal. More often than not, when our different teams collaborate, we get exponential results.
Find free online tools and platforms that can provide convenience and options to customers
As more people shop and look for information online via their smartphones, your business must be adaptable to where your customers spend their time in.
Spend time doing your homework by looking for free online tools and platforms that can make your and your team’s work easier. Fortunately, there are tons of technologies out there that don’t require codes for use and are beginner-friendly.
Set a realistic budget for your digital transformation journey
There is no one size fits all budget when it comes to digital migration because businesses have different sizes, too. If you limit your business’ digitalization because of your budget, you are also limiting your business’ growth.
As you go along your digital transformation journey, financial constraints are unavoidable. However, do not let these budgetary constraints put your company at risk. Use your existing budget as your benchmark to see how short or how much time you need for your business to be fully digitized.
As business owners, it’s a challenge to leave our comfort zones and adapt to changes. This is true especially if we are used to the business model and strategies that we’re accustomed to and have provided us with promising results.
However, we need to keep in mind that our businesses exist and thrive not because of our product, but because of our customers. We can’t expect our customers’ behavior to remain unchanged. A crisis can only speed up the pace of people’s behavioral changes which entails their consumption patterns too. A crisis where people are required to stay at home for a while calls for businesses to go digital.
Are Contextual Links A Google Ranking Factor?
Inbound links are a ranking signal that can vary greatly in terms of how they’re weighted by Google.
One of the key attributes that experts say can separate a high value link from a low value link is the context in which it appears.
When a link is placed within relevant content, it’s thought to have a greater impact on rankings than a link randomly inserted within unrelated text.
Is there any bearing to that claim?
Let’s dive deeper into what has been said about contextual links as a ranking factor to see whether there’s any evidence to support those claims.
The Claim: Contextual Links Are A Ranking Factor
A “contextual link” refers to an inbound link pointing to a URL that’s relevant to the content in which the link appears.
When an article links to a source to provide additional context for the reader, for example, that’s a contextual link.
Contextual links add value rather than being a distraction.
They should flow naturally with the content, giving the reader some clues about the page they’re being directed to.
Not to be confused with anchor text, which refers to the clickable part of a link, a contextual link is defined by the surrounding text.
A link’s anchor text could be related to the webpage it’s pointing to, but if it’s surrounded by content that’s otherwise irrelevant then it doesn’t qualify as a contextual link.
Contextual links are said to be a Google ranking factor, with claims that they’re weighted higher by the search engine than other types of links.
One of the reasons why Google might care about context when it comes to links is because of the experience it creates for users.
When a user clicks a link and lands on a page related to what they were previously looking at, it’s a better experience than getting directed to a webpage they aren’t interested in.
Modern guides to link building all recommend getting links from relevant URLs, as opposed to going out and placing links anywhere that will take them.
There’s now a greater emphasis on quality over quantity when it comes to link building, and a link is considered higher quality when its placement makes sense in context.
One high quality contextual link can, in theory, be worth more than multiple lower quality links.
That’s why experts advise site owners to gain at least a few contextual links, as that will get them further than building dozens of random links.
If Google weights the quality of links higher or lower based on context, it would mean Google’s crawlers can understand webpages and assess how closely they relate to other URLs on the web.
Is there any evidence to support this?
The Evidence For Contextual Links As A Ranking Factor
Evidence in support of contextual links as a ranking factor can be traced back to 2012 with the launch of the Penguin algorithm update.
Google’s original algorithm, PageRank, was built entirely on links. The more links pointing to a website, the more authority it was considered to have.
Websites could catapult their site up to the top of Google’s search results by building as many links as possible. It didn’t matter if the links were contextual or arbitrary.
Google’s PageRank algorithm wasn’t as selective about which links it valued (or devalued) over others until it was augmented with the Penguin update.
Penguin brought a number of changes to Google’s algorithm that made it more difficult to manipulate search rankings through spammy link building practices.
In Google’s announcement of the launch of Penguin, former search engineer Matt Cutts highlighted a specific example of the link spam it’s designed to target.
This example depicts the exact opposite of a contextual link, with Cutts saying:
“Here’s an example of a site with unusual linking patterns that is also affected by this change. Notice that if you try to read the text aloud you’ll discover that the outgoing links are completely unrelated to the actual content, and in fact, the page text has been “spun” beyond recognition.”
A contextual link, on the other hand, looks like the one a few paragraphs above linking to Google’s blog post.
Links with context share the following characteristics:
- Placement fits in naturally with the content.
- Linked URL is relevant to the article.
- Reader knows where they’re going when they click on it.
All of the documentation Google has published about Penguin over the years is the strongest evidence available in support of contextual links as a ranking factor.
Google will never outright say “contextual link building is a ranking factor,” however, because the company discourages any deliberate link building at all.
As Cutts adds at the end of his Penguin announcement, Google would prefer to see webpages acquire links organically:
“We want people doing white hat search engine optimization (or even no search engine optimization at all) to be free to focus on creating amazing, compelling web sites.”
Contextual Links Are A Ranking Factor: Our Verdict
Contextual links are probably a Google ranking factor.
A link is weighted higher when it’s used in context than if it’s randomly placed within unrelated content.
But that doesn’t necessarily mean links without context will negatively impact a site’s rankings.
External links are largely outside a site owner’s control.
If a website links to you out of context it’s not a cause for concern, because Google is capable of ignoring low value links.
On the other hand, if Google detects a pattern of unnatural links, then that could count against a site’s rankings.
If you have actively engaged in non-contextual link building in the past, it may be wise to consider using the disavow tool.
Featured Image: Paulo Bobita/Search Engine Journal
Is It A Google Ranking Factor?
Latent semantic indexing (LSI) is an indexing and information retrieval method used to identify patterns in the relationships between terms and concepts.
With LSI, a mathematical technique is used to find semantically related terms within a collection of text (an index) where those relationships might otherwise be hidden (or latent).
And in that context, this sounds like it could be super important for SEO.
If you’ve heard rumblings about latent semantic indexing in SEO or been advised to use LSI keywords, you aren’t alone.
But will LSI actually help improve your search rankings? Let’s take a look.
The Claim: Latent Semantic Indexing As A Ranking Factor
The claim is simple: Optimizing web content using LSI keywords helps Google better understand it and you’ll be rewarded with higher rankings.
Backlinko defines LSI keywords in this way:
“LSI (Latent Semantic Indexing) Keywords are conceptually related terms that search engines use to deeply understand content on a webpage.”
By using contextually related terms, you can deepen Google’s understanding of your content. Or so the story goes.
That resource goes on to make some pretty compelling arguments for LSI keywords:
- “Google relies on LSI keywords to understand content at such a deep level.”
- “LSI Keywords are NOT synonyms. Instead, they’re terms that are closely tied to your target keyword.”
- “Google doesn’t ONLY bold terms that exactly match what you just searched for (in search results). They also bold words and phrases that are similar. Needless to say, these are LSI keywords that you want to sprinkle into your content.”
Does this practice of “sprinkling” terms closely related to your target keyword help improve your rankings via LSI?
The Evidence For LSI As A Ranking Factor
Relevance is identified as one of five key factors that help Google determine which result is the best answer for any given query.
As Google explains is its How Search Works resource:
“To return relevant results for your query, we first need to establish what information you’re looking forーthe intent behind your query.”
Once intent has been established:
“…algorithms analyze the content of webpages to assess whether the page contains information that might be relevant to what you are looking for.”
Google goes on to explain that the “most basic signal” of relevance is that the keywords used in the search query appear on the page. That makes sense – if you aren’t using the keywords the searcher is looking for, how could Google tell you’re the best answer?
Now, this is where some believe LSI comes into play.
If using keywords is a signal of relevance, using just the right keywords must be a stronger signal.
There are purpose-build tools dedicated to helping you find these LSI keywords, and believers in this tactic recommend using all kinds of other keyword research tactics to identify them, as well.
The Evidence Against LSI As A Ranking Factor
“…we have no concept of LSI keywords. So that’s something you can completely ignore.”
There’s a healthy skepticism in SEO that Google may say things to lead us astray in order to protect the integrity of the algorithm. So let’s dig in here.
First, it’s important to understand what LSI is and where it came from.
Latent semantic structure emerged as a methodology for retrieving textual objects from files stored in a computer system in the late 1980s. As such, it’s an example of one of the earlier information retrieval (IR) concepts available to programmers.
As computer storage capacity improved and electronically available sets of data grew in size, it became more difficult to locate exactly what one was looking for in that collection.
Researchers described the problem they were trying to solve in a patent application filed September 15, 1988:
“Most systems still require a user or provider of information to specify explicit relationships and links between data objects or text objects, thereby making the systems tedious to use or to apply to large, heterogeneous computer information files whose content may be unfamiliar to the user.”
Keyword matching was being used in IR at the time, but its limitations were evident long before Google came along.
Too often, the words a person used to search for the information they sought were not exact matches for the words used in the indexed information.
There are two reasons for this:
- Synonymy: the diverse range of words used to describe a single object or idea results in relevant results being missed.
- Polysemy: the different meanings of a single word results in irrelevant results being retrieved.
These are still issues today, and you can imagine what a massive headache it is for Google.
However, the methodologies and technology Google uses to solve for relevance long ago moved on from LSI.
What LSI did was automatically create a “semantic space” for information retrieval.
As the patent explains, LSI treated this unreliability of association data as a statistical problem.
Without getting too into the weeds, these researchers essentially believed that there was a hidden underlying latent semantic structure they could tease out of word usage data.
Doing so would reveal the latent meaning and enable the system to bring back more relevant results – and only the most relevant results – even if there’s no exact keyword match.
Here’s what that LSI process actually looks like:
And here’s the most important thing you should note about the above illustration of this methodology from the patent application: there are two separate processes happening.
First, the collection or index undergoes Latent Semantic Analysis.
Second, the query is analyzed and the already-processed index is then searched for similarities.
And that’s where the fundamental problem with LSI as a Google search ranking signal lies.
Google’s index is massive at hundreds of billions of pages, and it’s growing constantly.
Each time a user inputs a query, Google is sorting through its index in a fraction of a second to find the best answer.
Using the above methodology in the algorithm would require that Google:
- Recreate that semantic space using LSA across its entire index.
- Analyze the semantic meaning of the query.
- Find all similarities between the semantic meaning of the query and documents in the semantic space created from analyzing the entire index.
- Sort and rank those results.
That’s a gross oversimplification, but the point is that this isn’t a scalable process.
This would be super useful for small collections of information. It was helpful for surfacing relevant reports inside a company’s computerized archive of technical documentation, for example.
The patent application illustrates how LSI works using a collection of nine documents. That’s what it was designed to do. LSI is primitive in terms of computerized information retrieval.
Latent Semantic Indexing As A Ranking Factor: Our Verdict
While the underlying principles of eliminating noise by determining semantic relevance have surely informed developments in search ranking since LSA/LSI was patented, LSI itself has no useful application in SEO today.
It hasn’t been ruled out completely, but there is no evidence that Google has ever used LSI to rank results. And Google definitely isn’t using LSI or LSI keywords today to rank search results.
Those who recommend using LSI keywords are latching on to a concept they don’t quite understand in an effort to explain why the ways in which words are related (or not) is important in SEO.
Relevance and intent are foundational considerations in Google’s search ranking algorithm.
Those are two of the big questions they’re trying to solve for in surfacing the best answer for any query.
Synonymy and polysemy are still major challenges.
Semantics – that is, our understanding of the various meanings of words and how they’re related – is essential in producing more relevant search results.
But LSI has nothing to do with that.
Featured Image: Paulo Bobita/Search Engine Journal
What Is a Google Broad Core Algorithm Update?
Google’s acknowledgment of core updates is always vague and doesn’t provide much detail other than to say the update occurred.
The SEO community is typically notified about core updates via the same standard tweets from Google’s Search Liaison.
There’s one announcement from Google when the update begins rolling out, and one on its conclusion, with few additional details in between (if any).
This invariably leaves SEO professionals and site owners asking many questions with respect to how their rankings were impacted by the core update.
To gain insight into what may have caused a site’s rankings to go up, down, or stay the same, it helps to understand what a broad core update is and how it differs from other types of algorithm updates.
After reading this article you’ll have a better idea of what a core update is designed to do, and how to recover from one if your rankings were impacted.
So, What Exactly Is A Core Update?
First, let me get the obligatory “Google makes hundreds of algorithm changes per year, often more than one per day” boilerplate out of the way.
In the case of Penguin, it was link spam; in the case of Pigeon, it was local SEO spam.
They all had a specific purpose.
In these cases, Google (sometimes reluctantly) informed us what they were trying to accomplish or prevent with the algorithm update, and we were able to go back and remedy our sites.
A core update is different.
The way I understand it, a core update is a tweak or change to the main search algorithm itself.
You know, the one that has between 200 and 500 ranking factors and signals (depending on which SEO blog you’re reading today).
What a core update means to me is that Google slightly tweaked the importance, order, weights, or values of these signals.
Because of that, they can’t come right out and tell us what changed without revealing the secret sauce.
The simplest way to visualize this would be to imagine 200 factors listed in order of importance.
Now imagine Google changing the order of 42 of those 200 factors.
Rankings would change, but it would be a combination of many things, not due to one specific factor or cause.
Obviously, it isn’t that simple, but that’s a good way to think about a core update.
Here’s a purely made up, slightly more complicated example of what Google wouldn’t tell us:
“In this core update, we increased the value of keywords in H1 tags by 2%, increased the value of HTTPS by 18%, decreased the value of keyword in title tag by 9%, changed the D value in our PageRank calculation from .85 to .70, and started using a TF-iDUF retrieval method for logged in users instead of the traditional TF-PDF method.”
(I swear these are real things. I just have no idea if they’re real things used by Google.)
For starters, many SEO pros wouldn’t understand it.
Basically, it means Google may have changed the way they calculate term importance on a page, or the weighing of links in PageRank, or both, or a whole bunch of other factors that they can’t talk about (without giving away the algorithm).
Put simply: Google changed the weight and importance of many ranking factors.
That’s the simple explanation.
At its most complex form, Google ran a new training set through their machine learning ranking model and quality raters picked this new set of results as more relevant than the previous set, and the engineers have no idea what weights changed or how they changed because that’s just how machine learning works.
(We all know Google uses quality raters to rate search results. These ratings are how they choose one algorithm change over another – not how they rate your site. Whether they feed this into machine learning is anybody’s guess. But it’s one possibility.)
It’s likely some random combination of weighting delivered more relevant results for the quality raters, so they tested it more, the test results confirmed it, and they pushed it live.
How Can You Recover From A Core Update?
Unlike a major named update that targeted specific things, a core update may tweak the values of everything.
Because websites are weighted against other websites relevant to your query (engineers call this a corpus) the reason your site dropped could be entirely different than the reason somebody else’s increased or decreased in rankings.
To put it simply, Google isn’t telling you how to “recover” because it’s likely a different answer for every website and query.
It all depends on what everybody else trying to rank for your query is doing.
Does every one of them but you have their keyword in the H1 tag? If so then that could be a contributing factor.
Do you all do that already? Then that probably carries less weight for that corpus of results.
It’s very likely that this algorithm update didn’t “penalize” you for something at all. It most likely just rewarded another site more for something else.
Maybe you were killing it with internal anchor text and they were doing a great job of formatting content to match user intent – and Google shifted the weights so that content formatting was slightly higher and internal anchor text was slightly lower.
(Again, hypothetical examples here.)
In reality, it was probably several minor tweaks that, when combined, tipped the scales slightly in favor of one site or another (think of our reordered list here).
Finding that “something else” that is helping your competitors isn’t easy – but it’s what keeps SEO professionals in the business.
Next Steps And Action Items
Rankings are down after a core update – now what?
Your next step is to gather intel on the pages that are ranking where your site used to be.
Conduct a SERP analysis to find positive correlations between pages that are ranking higher for queries where your site is now lower.
Try not to overanalyze the technical details, such as how fast each page loads or what their core web vitals scores are.
Pay attention to the content itself. As you go through it, ask yourself questions like:
- Does it provide a better answer to the query than your article?
- Does the content contain more recent data and current stats than yours?
- Are there pictures and videos that help bring the content to life for the reader?
Google aims to serve content that provides the best and most complete answers to searchers’ queries. Relevance is the one ranking factor that will always win out over all others.
Take an honest look at your content to see if it’s as relevant today as it was prior to the core algorithm update.
From there you’ll have an idea of what needs improvement.
The best advice for conquering core updates?
Keep focusing on:
- User intent.
- Quality content.
- Clean architecture.
- Google’s guidelines.
Finally, don’t stop improving your site once you reach Position 1, because the site in Position 2 isn’t going to stop.
Yeah, I know, it’s not the answer anybody wants and it sounds like Google propaganda. I swear it’s not.
It’s just the reality of what a core update is.
Nobody said SEO was easy.
Featured Image: Ulvur/Shutterstock
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