Google’s Dominance Challenges SEOs to Rethink Metrics, Data Sources

Trend #2: Google’s Dominance Challenges SEOs to Rethink Metrics, Data Sources. Google continues to innovate at unprecedented speed, and rapid changes to its search engine results page (SERP)
algorithms have created challenges for search marketers and agencies alike. An overwhelming majority of search marketers – 87% – say Google’s algorithm changes over the past year to 18 months are “significant” or “highly significant,” according  to SEMPO (see Table 6).




Table 6: In the context of your search marketing efforts, how would you describe  
the impact of Google’s algorithm updates?

In 2012, Google’s algorithm updates included Penguin, Panda, and ExacMatch Domain, as well as the launch of the Google News Meta Keyword tag, and Google+ for Local Business pages. 

The complexity and volume of digital data available also has increased exponentially, leading Google to expand and re-prioritize the number of web-based “signals” or ranking factors that impact SERPs. These include millions of videos, images, and social media conversations and content.

Google says there are over 200 signals, and the algorithms that weight each of them change many times each year. Table 7 summarizes some of the major factors that search marketers and agencies must focus on for  SERP ranking success.
These types of changes have forced marketers and SEO tool vendors  alike to rethink their SEO strategies, including their data sources for key metrics, link building tactics, and their use of structured vs. unstructured
data.

"The multifaceted nature and volume of advanced information ready likewise has expanded exponentially, heading Google to extend what's more re-prioritize the number of online "indicators" or standing variables that effect Serps. These incorporate millions of motion pictures, pictures, and social media discourses and content."


With “keyword (not provided)” increasing to as much as 25% of organic searches, universal rank performance is becoming 
more important, allowing marketers to track how different content types perform on the SERPs. 
Personalization of SERP results is also impacting marketers’ ability to measure keyword performance, as individual searchers 
see different results based on their web behavior.