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Building An Integrated Search Strategy

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Building An Integrated Search Strategy

Digital transformation is here.

But is it really here for search marketers?

According to Google,

“Now is the time to reset, pivot, and think big to transform your business operations to match new digital expectations.”

Search marketers need to transform.

Looking at all your audiences and connecting them to relevant search engines – not just Google – truly allows digital marketers to transform.

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Every search engine is different; in results, modes of search, and keyword intent (i.e., what keywords we use on each search engine varies).

It is not possible to duplicate what you are doing on Google and think it will work on YouTube and/or Amazon (or any other search engine for that matter).

As you begin your integrated search strategy, looking at one search engine can help you start to think about the others.

Generally speaking, we use:

  • Google to find.
  • Amazon to buy.
  • YouTube to watch.

When it comes to integrated search strategies, let’s begin by identifying what our focus engine/s are.

Identify Your Core Focus Areas Based On Your Audience And Analyze What The Search Engine Displays

Amazon is all about products.

Get to know your product performance. For brands, this isn’t just looking at Brand Analytics via Amazon Seller Central.

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Here are the core and secondary focus of the ‘big three’ search engines:

Search engine Core focus Secondary focus
Amazon
Google
  • Category
  • Product pages
  • SERP Features
YouTube

Review your Amazon performance and visibility (i.e., how well you rank) on Google. This will help you start to build out your keyword strategy.

You can do this by looking at which keywords Google ranks Amazon for.

Are any of these URLs your Amazon products? Do any of these keywords have an Amazon “double bubble”?

This might be a stronger indication that that keyword has high commercial intent. So much so that Google ranks Amazon more than once.

Amazon double bubbles are even more important on Google when they occur in higher-ranked positions.

Equally, if you see YouTube ranking, predominantly, on Google (e.g. displaying YouTube timestamps), this may be an indication that these keywords are more video-platform friendly.

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Keep an eye on YouTube ranking for a traditional result too. It’s not always about timestamps.

When you see the usual diverse Google layout, one with lots of different search engine results page (SERP) features, this would be an indication that that keyword requires a Google platform focus.

Image from author, January 2023

Since we are talking about integrated search, let’s not just look at Google.

Google is a competitor of many search engines, including YouTube. (Even though they are part of the same company, Alphabet.)

According to eMarketer:

“Amazon’s first-party data on consumer shopping and purchase habits offer it an advantage over the more general online behavioral data that Facebook and Google provide.”

This is why Google has created things like Google Shopping and Google Jobs to fend off other large search engines like Amazon, Indeed, or Glassdoor, becoming the most dominant.

Each engine has very unique data, search behavior, and results. Every engine that your audience uses, needs its own strategy.

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Overreliance and underinvestment in looking at each search engine’s data will limit your ability to create an integrated search strategy.

On-site search is beneficial.

On-Site Search (OSS)

Since the interface (and the functions of that interface) impact our search behavior, your top internal site search keywords (i.e., what keywords your website users are using within your own search bar) within your website will never fully align with what you see in Google Search Console, for example.

It is, however, a good idea to keep monitoring your internal site searches to continue to evolve your keyword strategy. There are some nuggets in there to help you develop what content you write about.

Internal site search, a form of on-site search (OSS), is powerful because it is based on real user behavior data.

Whenever you can, look at OSS by search engine.

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Disclaimer: I work for Similarweb. The company I work for has features using OSS.

Let’s take the product “air conditioner” as an example.

On Google, we search for a wide range of keywords, but most of these are branded keywords, for example, “LG air conditioner” or “Mitsubishi air conditioner”. Overall, these keywords are broad and less specific.

On Amazon, we are more specific and tend to use more non-branded keywords – for example, “portable air conditioner” or “sliding window air conditioner.”

On YouTube, we are interested in both inspirational content at the pre-sale stage (e.g. “best portable air conditioner”), as well as post-sale stage (e.g. “mini split air conditioner installation”).

Integrated search strategy across Amazon, Google and YouTubeImage from author, January 2023

Any business that ranks on Google and produces videos needs to start creating separate Google and YouTube strategies. Retailers also need to do this for Amazon.

Let’s take a look at how keyword research compares across sites.

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Google keyword research:

Keyword Generator to build out your Google keyword strategyScreenshot by author, January 2023

YouTube keyword research:

Keyword Generator to build out your YouTube keyword strategyScreenshot by author, January 2023
Keyword Generator to build out your Amazon keyword strategyScreenshot by author, January 2023

Buyer’s Journey

Traditionally, and far before digital acceleration was a thing, we used to group keywords by “informational,” “navigational,” and “transactional.”

These categories are outdated for integrated search, as the groupings do not easily align with search engines.

Group your keywords into these stages to get a better alignment with the buyer’s journey and core search engine:

Buyer’s journey phase  Core search engine Secondary search engine  Keyword example
Awareness Google Amazon and YouTube “Paper”
Consideration Amazon, Google, and YouTube “Printer paper”
Decision Amazon Google “A4 printer paper”
Inspiration YouTube Amazon and YouTube “How to make a paper airplane”

Awareness

  • Core search engine: Google (sometimes Amazon and YouTube).
  • Keyword example: “Paper”.

Consideration

  • Core search engines: Amazon, Google, and YouTube.
  • Keyword example: “Printer paper”.

Decision

  • Core search engine: Amazon (sometimes Google).
  • Keyword example: “A4 printer paper”.

Inspiration

  • Core search engine: YouTube (sometimes Amazon and YouTube).
  • Keyword example: “How to make an airplane out of printer paper”.

Benefits Of The Buyer’s Journey

Easier alignment to search engines and better performance insights.

Let’s take Google SERP features, for example. Are there more Instant Answers for awareness keywords compared to decision keywords?

SERP features help develop your Google strategy and digital assets on Google. Keywords with videos SERPs should not direct your YouTube strategy.

The buyer’s journey helps you to start building an integrated search strategy across the big three search engines of Amazon, Google, and YouTube.

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If you have low SEO resources restricting you from focusing on this, try to set aside 30 minutes a week so you can slowly start to categorize keywords for your most important business unit.

Over the following weeks, you will start to gain valuable insights into an important line of business.

This will help you automatically get attention from other stakeholders internally, which will help you make a business case to do more SEO activities.

This is SEO evangelism at its best: engaging internal stakeholders.

The buyer’s journey is much easier to understand for non-digital audiences compared to a specific search engine’s ranking factors.

E-A-T Content Is Required For Every Search Engine Strategy, But Some Less Than Others

If you need a rundown (or refresher) on E-A-T, the SEJ guide explains it beautifully. Read it here: What Exactly Is E-A-T & Why Does It Matter to Google?

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Now, let’s look at E-A-T (expertise, authority, and trustworthiness) from an integrated search perspective.

Google places more emphasis on E-A-T compared to Amazon and YouTube.

Amazon uses E-A-T the least, as it’s still playing catchup on improving its content-specific algorithms.

But since content exists on all three search engines, and to follow best practices, we need to think about E-A-T for all three search engines.

Do not use generic product descriptions on Amazon. If you are reselling, do not copy content from external sources, including from the supplier if you are reselling.

Be reactive on Amazon to user-generated content, in particular to reviews and questions/answers you receive.

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Unlike Google and YouTube, you can’t send a piece of consumed text or video back. So keep an eye on order defect rates, stock levels, price, and conversion trends.

On Amazon and Google, keep an eye on reviews; authentic, specialist reviews are important.

As mentioned earlier, Google is the most advanced algorithmically when it comes to E-A-T. But really, E-A-T principles are like university essays.

Key questions to ask:

  • Is the content unique? If so, to what extent vs. what else we have seen (in the case of search engines indexed)?
  • Who else published about the topic? What are their strengths and weaknesses? How does this domain compare in relation to this?
  • What research has been conducted? Are there any references and to which resources/author profiles?
  • What questions were addressed? What are missing questions/angles?
  • What methods and formats were used?
  • What were the key points?

YouTube, like Amazon, factors more real-life metrics into its algorithm. In the case of Amazon, it’s defect rates and stock levels. On YouTube, it’s views, likes, gaining authentic subscribers, and comments.

Shareability is important to all three search engines but more important to Google and YouTube.

Google, for the most part, uses backlinks to monitor shareability.

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YouTube may also use backlinks but video shares are more important. Make sure you enable video sharing under options/settings. Engagement is key for YouTube.

How Can I Build An Integrated Search Strategy?

Identify who your audience is, and what their core focus is.

If it’s to target younger audiences who consume video, your keyword strategy needs to be different than just targeting video consumers.

If your company is currently only doing SEO, review Amazon and YouTube performance on Google. This is the easiest way to start getting teams to think and get them to understand that each engine is different.

Understanding Amazon performance on Google at a keyword level, can add another dimension to keyword intent.

Categorize your keywords into the four stages of the buyer’s journey: awareness, consideration, decision, and inspiration. This will help you align your keywords by search engine, too.

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Keyword grouping of the buyer’s journey will also add another interesting layer to your understanding of SERP features.

E-A-T your content on every search engine you operate in. Some engines have less emphasis, but remember every engine is getting more sophisticated, some at a slower rate than others.

Stay ahead of the game.

More resources:


Featured Image: Costello77/Shutterstock



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Understanding the Impact of Google’s November 2024 Core Update on Global Search Rankings

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Understanding the Impact of Google's November 2024 Core Update on Global Search Rankings

Introduction

In November 2024, Google launched its latest core algorithm update, a broad refinement designed to enhance the quality of its search engine results. Rolling out over approximately two weeks, the update continues Google’s ongoing commitment to delivering more relevant, useful, and high-quality search experiences for users worldwide. This article explores the nature of the November 2024 Core Update, its potential impact on websites, and strategies for site owners to adapt and thrive in its aftermath​.

1. What Is a Google Core Update?

Core updates are large-scale changes to Google’s search algorithms. Unlike targeted updates aimed at specific sectors or issues, core updates broadly impact all regions and languages. They reflect Google’s effort to re-evaluate how content is assessed and ranked based on relevance, usefulness, and reliability. Previous updates include significant releases like the March and August 2024 updates, illustrating the frequency and scope of these changes​.

2. Goals of the November 2024 Core Update

The November update focuses on refining the quality of search results. According to Google’s official statements, it seeks to amplify genuinely useful content while reducing the visibility of content primarily designed to manipulate rankings without meeting user needs. This effort emphasizes Google’s consistent push for “people-first” content—engaging and useful information that serves users, not search engines​.

3. Key Features and Characteristics of the Update

  • Global Impact: The update affects search rankings on a global scale and is not confined to any particular industry or niche​.
  • Rollout Duration: Spanning about two weeks, the rollout’s timing allows Google to fully implement algorithmic changes and assess their effects.
  • Broad Adjustments: The update doesn’t target specific sites but involves systemic reassessment across Google’s ranking systems.
  • Dynamic Search Environment: This core update follows in the footsteps of the August and March 2024 updates, representing a year of significant search result refinement​.

4. What This Means for Site Owners

  • Traffic Fluctuations: Websites may observe shifts in rankings and traffic during the update’s rollout and subsequent completion. These changes highlight the dynamic nature of Google search and require continuous monitoring and adaptation​.
  • Recommended Actions:
    • Wait and Analyze: Site owners experiencing changes should wait until the rollout’s completion before making significant adjustments.
    • Utilize Google Search Console: Compare traffic and ranking data from before and after the update to identify potential areas of improvement.
    • Focus on High-Impact Pages: Pages with notable drops in ranking should undergo thorough content evaluation using Google’s guidelines

5. Recovery and Adaptation Strategies

Recovering from a negative impact due to a core update may take weeks or months as Google’s systems adjust and validate content changes. Site owners should prioritize delivering high-quality, reliable, and user-focused content. Specific steps include:

  1. Content Evaluation: Assess content against Google’s guidelines, focusing on readability, user satisfaction, and factual accuracy.
  2. No Quick Fixes: Avoid superficial changes aimed solely at improving rankings. Sustainable improvements are more valuable and impactful​(November 2024 core upda…).
  3. People-First Content: Ensure content serves real user needs, as opposed to purely SEO-driven objectives. This aligns with Google’s long-term priorities for search quality​

6. Comparative Analysis with Previous Updates

The November 2024 Core Update continues trends observed in previous updates like March and August 2024. While each update has its nuances, their collective goal remains consistent: bettering search quality and delivering relevant results. Comparing data from these updates can reveal patterns and offer insights into Google’s evolving criteria​

7. Broader Implications for the SEO Industry

Google’s ongoing core updates underscore the critical importance of a user-centric approach to SEO. For digital marketers and SEO specialists, adapting strategies to these updates involves staying informed, using reliable analytics tools, and keeping content fresh and engaging. The need for adaptability is paramount, as Google continually shifts the parameters of what defines quality content

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Conclusion

The November 2024 Core Update serves as a reminder that Google’s algorithmic changes are not designed to punish but to reward helpful, authentic, and user-focused content. Site owners and marketers who embrace this philosophy are better positioned to weather core updates and even benefit from improved rankings and traffic over time. By maintaining a focus on user experience, transparency, and relevance, creators can align with Google’s evolving standards and thrive in the ever-changing digital landscape

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How to Revive an Old Blog Article for SEO

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Step-by-Step: How to Optimize Old Blog Posts for SEO

Quick question: What do you typically do with your old blog posts? Most likely, the answer is: Not much.

If that’s the case, you’re not alone. Many of us in SEO and content marketing tend to focus on continuously creating new content, rather than leveraging our existing blog posts.

However, here’s the reality—Google is becoming increasingly sophisticated in evaluating content quality, and we need to adapt accordingly. Just as it’s easier to encourage existing customers to make repeat purchases, updating old content on your website is a more efficient and sustainable strategy in the long run.

Ways to Optimize Older Content 

Some of your old content might not be optimized for SEO very well, rank for irrelevant keywords, or drive no traffic at all. If the quality is still decent, however, you should be able to optimize it properly with little effort. 

Refresh Content 

If your blog post contains a specific year or mentions current events, it may become outdated over time. If the rest of the content is still relevant (like if it’s targeting an evergreen topic), simply updating the date might be all you need to do.

Rewrite Old Blog Posts 

When the content quality is low (you might have greatly improved your writing skills since you’ve written the post) but the potential is still there, there’s not much you can do apart from rewriting an old blog post completely. 

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This is not a waste—you’re saving time on brainstorming since the basic structure is already in place. Now, focus on improving the quality.

Delete Old Blog Posts 

You might find a blog post that just seems unusable. Should you delete your old content? It depends. If it’s completely outdated, of low quality, and irrelevant to any valuable keywords for your website, it’s better to remove it. 

Once you decide to delete the post, don’t forget to set up a 301 redirect to a related post or page, or to your homepage.

Promote Old Blog Posts 

Sometimes all your content needs is a bit of promotion to start ranking and getting traffic again. Share it on your social media, link to it from a new post – do something to get it discoverable again to your audience. This can give it the boost it needs to attract organic links too.

Which Blog Posts Should You Update?

Deciding when to update or rewrite blog posts is a decision that relies on one important thing: a content audit. 

Use your Google Analytics to find out which blog posts used to drive tons of traffic, but no longer have the same reach. You can also use Google Search Console to find out which of your blog posts have lost visibility in comparison to previous months. I have a guide on website analysis using Google Analytics and Google Search Console you can follow.

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If you use keyword tracking tools like SE Ranking, you can also use the data it provides to come up with a list of blog posts that have dropped in the rankings. 

Make data-driven decisions to identify which blog posts would benefit from these updates – i.e., which ones still have the chance to recover their keyword rankings and organic traffic. 

With Google’s helpful content update, which emphasizes better user experiences, it’s crucial to ensure your content remains relevant, valuable, and up-to-date.

How To Update Old Blog Posts for SEO

Updating articles can be an involved process. Here are some tips and tactics to help you get it right.

Author’s Note: I have a Comprehensive On-Page SEO Checklist you might also be interested in following while you’re doing your content audit.

Conduct New Keyword Research

Updating your post without any guide won’t get you far. Always do your keyword research to understand how users are searching for your given topic. 

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Proper research can also show you relevant questions and sections that can be added to the blog post you’re updating or rewriting. Make sure to take a look at the People Also Ask (PAA) section that shows up when you search for your target keyword. Check out other websites like Answer The Public, Reddit, and Quora to see what users are looking for too. 

Look for New Ranking Opportunities

When trying to revive an old blog post for SEO, keep an eye out for new SEO opportunities (e.g., AI Overview, featured snippets, and related search terms) that didn’t exist when you first wrote your blog post. Some of these features can be targeted by the new content you will add to your post, if you write with the aim to be eligible for it. 

Rewrite Headlines and Meta Tags

If you want to attract new readers, consider updating your headlines and meta tags. 

Your headlines and meta tags should fulfill these three things:

  1. Reflect the rewritten and new content you’ve added to the blog post.
  2. Be optimized for the new keywords it’s targeting (if any).
  3. Appeal to your target audience – who may have changed tastes from when the blog post was originally made. 

Remember that your meta tags in particular act like a brief advertisement for your blog post, since this is what the user first sees when your blog post is shown in the search results page. 

Take a look at your blog post’s click-through rate on Google Search Console – if it falls below 2%, it’s definitely time for new meta tags. 

Replace Outdated Information and Statistics

Updating blog content with current studies and statistics enhances the relevance and credibility of your post. By providing up-to-date information, you help your audience make better, well-informed decisions, while also showing that your content is trustworthy.

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Tighten or Expand Ideas

Your old content might be too short to provide real value to users – or you might have rambled on and on in your post. It’s important to evaluate whether you need to make your content more concise, or if you need to elaborate more. 

Keep the following tips in mind as you refine your blog post’s ideas:

  • Evaluate Helpfulness: Measure how well your content addresses your readers’ pain points. Aim to follow the E-E-A-T model (Experience, Expertise, Authoritativeness, Trustworthiness).
  • Identify Missing Context: Consider whether your content needs more detail or clarification. View it from your audience’s perspective and ask if the information is complete, or if more information is needed.
  • Interview Experts: Speak with industry experts or thought leaders to get fresh insights. This will help support your writing, and provide unique points that enhance the value of your content.
  • Use Better Examples: Examples help simplify complex concepts. Add new examples or improve existing ones to strengthen your points.
  • Add New Sections if Needed: If your content lacks depth or misses a key point, add new sections to cover these areas more thoroughly.
  • Remove Fluff: Every sentence should contribute to the overall narrative. Eliminate unnecessary content to make your post more concise.
  • Revise Listicles: Update listicle items based on SEO recommendations and content quality. Add or remove headings to stay competitive with higher-ranking posts.

Improve Visuals and Other Media

No doubt that there are tons of old graphics and photos in your blog posts that can be improved with the tools we have today. Make sure all of the visuals used in your content are appealing and high quality. 

Update Internal and External Links

Are your internal and external links up to date? They need to be for your SEO and user experience. Outdated links can lead to broken pages or irrelevant content, frustrating readers and hurting your site’s performance.

You need to check for any broken links on your old blog posts, and update them ASAP. Updating your old blog posts can also lead to new opportunities to link internally to other blog posts and pages, which may not have been available when the post was originally published.

Optimize for Conversions

When updating content, the ultimate goal is often to increase conversions. However, your conversion goals may have changed over the years. 

So here’s what you need to check in your updated blog post. First, does the call-to-action (CTA) still link to the products or services you want to promote? If not, update it to direct readers to the current solution or offer.

Second, consider where you can use different conversion strategies. Don’t just add a CTA at the end of the post. 

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Last, make sure that the blog post leverages product-led content. It’s going to help you mention your products and services in a way that feels natural, without being too pushy. Being subtle can be a high ROI tactic for updated posts.

Key Takeaway

Reviving old blog articles for SEO is a powerful strategy that can breathe new life into your content and boost your website’s visibility. Instead of solely focusing on creating new posts, taking the time to refresh existing content can yield impressive results, both in terms of traffic and conversions. 

By implementing these strategies, you can transform old blog posts into valuable resources that attract new readers and retain existing ones. So, roll up your sleeves, dive into your archives, and start updating your content today—your audience and search rankings will thank you!

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How Compression Can Be Used To Detect Low Quality Pages

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Compression can be used by search engines to detect low-quality pages. Although not widely known, it's useful foundational knowledge for SEO.

The concept of Compressibility as a quality signal is not widely known, but SEOs should be aware of it. Search engines can use web page compressibility to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords, making it useful knowledge for SEO.

Although the following research paper demonstrates a successful use of on-page features for detecting spam, the deliberate lack of transparency by search engines makes it difficult to say with certainty if search engines are applying this or similar techniques.

What Is Compressibility?

In computing, compressibility refers to how much a file (data) can be reduced in size while retaining essential information, typically to maximize storage space or to allow more data to be transmitted over the Internet.

TL/DR Of Compression

Compression replaces repeated words and phrases with shorter references, reducing the file size by significant margins. Search engines typically compress indexed web pages to maximize storage space, reduce bandwidth, and improve retrieval speed, among other reasons.

This is a simplified explanation of how compression works:

  • Identify Patterns:
    A compression algorithm scans the text to find repeated words, patterns and phrases
  • Shorter Codes Take Up Less Space:
    The codes and symbols use less storage space then the original words and phrases, which results in a smaller file size.
  • Shorter References Use Less Bits:
    The “code” that essentially symbolizes the replaced words and phrases uses less data than the originals.

A bonus effect of using compression is that it can also be used to identify duplicate pages, doorway pages with similar content, and pages with repetitive keywords.

Research Paper About Detecting Spam

This research paper is significant because it was authored by distinguished computer scientists known for breakthroughs in AI, distributed computing, information retrieval, and other fields.

Marc Najork

One of the co-authors of the research paper is Marc Najork, a prominent research scientist who currently holds the title of Distinguished Research Scientist at Google DeepMind. He’s a co-author of the papers for TW-BERT, has contributed research for increasing the accuracy of using implicit user feedback like clicks, and worked on creating improved AI-based information retrieval (DSI++: Updating Transformer Memory with New Documents), among many other major breakthroughs in information retrieval.

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Dennis Fetterly

Another of the co-authors is Dennis Fetterly, currently a software engineer at Google. He is listed as a co-inventor in a patent for a ranking algorithm that uses links, and is known for his research in distributed computing and information retrieval.

Those are just two of the distinguished researchers listed as co-authors of the 2006 Microsoft research paper about identifying spam through on-page content features. Among the several on-page content features the research paper analyzes is compressibility, which they discovered can be used as a classifier for indicating that a web page is spammy.

Detecting Spam Web Pages Through Content Analysis

Although the research paper was authored in 2006, its findings remain relevant to today.

Then, as now, people attempted to rank hundreds or thousands of location-based web pages that were essentially duplicate content aside from city, region, or state names. Then, as now, SEOs often created web pages for search engines by excessively repeating keywords within titles, meta descriptions, headings, internal anchor text, and within the content to improve rankings.

Section 4.6 of the research paper explains:

“Some search engines give higher weight to pages containing the query keywords several times. For example, for a given query term, a page that contains it ten times may be higher ranked than a page that contains it only once. To take advantage of such engines, some spam pages replicate their content several times in an attempt to rank higher.”

The research paper explains that search engines compress web pages and use the compressed version to reference the original web page. They note that excessive amounts of redundant words results in a higher level of compressibility. So they set about testing if there’s a correlation between a high level of compressibility and spam.

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They write:

“Our approach in this section to locating redundant content within a page is to compress the page; to save space and disk time, search engines often compress web pages after indexing them, but before adding them to a page cache.

…We measure the redundancy of web pages by the compression ratio, the size of the uncompressed page divided by the size of the compressed page. We used GZIP …to compress pages, a fast and effective compression algorithm.”

High Compressibility Correlates To Spam

The results of the research showed that web pages with at least a compression ratio of 4.0 tended to be low quality web pages, spam. However, the highest rates of compressibility became less consistent because there were fewer data points, making it harder to interpret.

Figure 9: Prevalence of spam relative to compressibility of page.

The researchers concluded:

“70% of all sampled pages with a compression ratio of at least 4.0 were judged to be spam.”

But they also discovered that using the compression ratio by itself still resulted in false positives, where non-spam pages were incorrectly identified as spam:

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“The compression ratio heuristic described in Section 4.6 fared best, correctly identifying 660 (27.9%) of the spam pages in our collection, while misidentifying 2, 068 (12.0%) of all judged pages.

Using all of the aforementioned features, the classification accuracy after the ten-fold cross validation process is encouraging:

95.4% of our judged pages were classified correctly, while 4.6% were classified incorrectly.

More specifically, for the spam class 1, 940 out of the 2, 364 pages, were classified correctly. For the non-spam class, 14, 440 out of the 14,804 pages were classified correctly. Consequently, 788 pages were classified incorrectly.”

The next section describes an interesting discovery about how to increase the accuracy of using on-page signals for identifying spam.

Insight Into Quality Rankings

The research paper examined multiple on-page signals, including compressibility. They discovered that each individual signal (classifier) was able to find some spam but that relying on any one signal on its own resulted in flagging non-spam pages for spam, which are commonly referred to as false positive.

The researchers made an important discovery that everyone interested in SEO should know, which is that using multiple classifiers increased the accuracy of detecting spam and decreased the likelihood of false positives. Just as important, the compressibility signal only identifies one kind of spam but not the full range of spam.

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The takeaway is that compressibility is a good way to identify one kind of spam but there are other kinds of spam that aren’t caught with this one signal. Other kinds of spam were not caught with the compressibility signal.

This is the part that every SEO and publisher should be aware of:

“In the previous section, we presented a number of heuristics for assaying spam web pages. That is, we measured several characteristics of web pages, and found ranges of those characteristics which correlated with a page being spam. Nevertheless, when used individually, no technique uncovers most of the spam in our data set without flagging many non-spam pages as spam.

For example, considering the compression ratio heuristic described in Section 4.6, one of our most promising methods, the average probability of spam for ratios of 4.2 and higher is 72%. But only about 1.5% of all pages fall in this range. This number is far below the 13.8% of spam pages that we identified in our data set.”

So, even though compressibility was one of the better signals for identifying spam, it still was unable to uncover the full range of spam within the dataset the researchers used to test the signals.

Combining Multiple Signals

The above results indicated that individual signals of low quality are less accurate. So they tested using multiple signals. What they discovered was that combining multiple on-page signals for detecting spam resulted in a better accuracy rate with less pages misclassified as spam.

The researchers explained that they tested the use of multiple signals:

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“One way of combining our heuristic methods is to view the spam detection problem as a classification problem. In this case, we want to create a classification model (or classifier) which, given a web page, will use the page’s features jointly in order to (correctly, we hope) classify it in one of two classes: spam and non-spam.”

These are their conclusions about using multiple signals:

“We have studied various aspects of content-based spam on the web using a real-world data set from the MSNSearch crawler. We have presented a number of heuristic methods for detecting content based spam. Some of our spam detection methods are more effective than others, however when used in isolation our methods may not identify all of the spam pages. For this reason, we combined our spam-detection methods to create a highly accurate C4.5 classifier. Our classifier can correctly identify 86.2% of all spam pages, while flagging very few legitimate pages as spam.”

Key Insight:

Misidentifying “very few legitimate pages as spam” was a significant breakthrough. The important insight that everyone involved with SEO should take away from this is that one signal by itself can result in false positives. Using multiple signals increases the accuracy.

What this means is that SEO tests of isolated ranking or quality signals will not yield reliable results that can be trusted for making strategy or business decisions.

Takeaways

We don’t know for certain if compressibility is used at the search engines but it’s an easy to use signal that combined with others could be used to catch simple kinds of spam like thousands of city name doorway pages with similar content. Yet even if the search engines don’t use this signal, it does show how easy it is to catch that kind of search engine manipulation and that it’s something search engines are well able to handle today.

Here are the key points of this article to keep in mind:

  • Doorway pages with duplicate content is easy to catch because they compress at a higher ratio than normal web pages.
  • Groups of web pages with a compression ratio above 4.0 were predominantly spam.
  • Negative quality signals used by themselves to catch spam can lead to false positives.
  • In this particular test, they discovered that on-page negative quality signals only catch specific types of spam.
  • When used alone, the compressibility signal only catches redundancy-type spam, fails to detect other forms of spam, and leads to false positives.
  • Combing quality signals improves spam detection accuracy and reduces false positives.
  • Search engines today have a higher accuracy of spam detection with the use of AI like Spam Brain.

Read the research paper, which is linked from the Google Scholar page of Marc Najork:

Detecting spam web pages through content analysis

Featured Image by Shutterstock/pathdoc

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