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Google Says It’s Not Possible To Prevent Outages

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Google Says It's Not Possible To Prevent Outages


Google says it’s impossible to prevent outages from happening, but the company is aiming to get better at alerting the community when issues are detected.

This topic is discussed by Google’s Search Relations team, which is made up of John Mueller, Martin Splitt, and Gary Illyes.

Together, in the latest episode of the Search Off the Record podcast, they discuss what to expect from Google in 2022 and beyond.

Among the topics they address is whether there will be fewer outages this year.

Unfortunately, Google can’t make that promise.

However, you can expect more communication from Google when outages and bugs are discovered.

Here are some highlights from the discussion on Google outages.

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Google Outages Will Continue To Happen

Outages will absolutely continue to happen, so don’t be surprised when one occurs.

As Illyes says, Google runs on computers, and they’re prone to outages from time to time.

Mueller:

“So, another theme that came up, I guess towards the end of last year, was everything around outages where something went wrong in Search, or something got stuck in Search Console, and it felt like there are lots of these happening. Is that something that you think the Search side will fix so there are no more outages and everyone will be happy?”

Illyes:

“I mean, we have outages. I mean, they are computers. Computers have outages every now and then, and we are trying to be as redundant as possible when it comes to processing units. But we are still going to have outages.”

As Mueller notes, it seemed like outages were occurring more frequently toward the end of last year, but that wasn’t necessarily the case.

Illyes goes on to explain how that perception was created as a result of Google improving its communication around outages.

Google To Be More Transparent About Outages

Google started to talk more about outages last year, which led to the perception they were occurring with greater frequency.

Illyes says it’s not that there were more outages, it’s that Google started to announce outages that previously would have gone unnoticed.

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“One thing to note is that we did start to talk more about outages, and previously, you could just not notice the outages because we were not talking about them, and it affected only a small portion of the Internet, for example.”

You can expect more of that communication going forward.

Even if an outage isn’t noticed by the search community, Google will still announce them when they’re discovered internally.

“We are announcing outages even if they were not noticed externally yet, or they were noticed by a certain geographic region, for example. And at least the perception will be that we are having more outages. I think our SRE team, the Site Reliability Engineers, they would prefer to have fewer outages, but it’s up to them to make that happen.”

While it may seem like there are more outages occurring, it’s just Google acknowledging and talking about them more.

It’s not that there are actually more outages happening.

Hear the full discussion in the podcast below (at the 11:45 mark):


Featured Image: coffee prince/Shutterstock

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How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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