One thing is for sure, SEO is an ever-changing target. With the Bert update, Google is implementing true AI
Google first started to look at the implementation of AI with Rankbrain some two years ago.
If you think about it, they have an office the size of about twenty football pitches filled with PhDs all programming the algorithm.
So, it’s a fair bet they are doing something far in advance of what most SEOs can do, or indeed afford to do. But Bert is different…
SEOs normally fall over themselves to work out how to respond to Google algorithm updates.
With Bert there is not really anything to do from a search consultant’s point of view.
Well, quite simply all Bert has done is make search more responsiev to “real” language.
Bert simply takes Rankbrian and advances it to a whole new level. Google now inherently understands what the searcher is looking for, so they will return far more accurate search results.
And, Google now understands searcher intent far better. A trend that also started with Rankbrian. The algorithm now “earners” faster and “understands” better./
So, searchers can now type in proper Engliahs phrases, like, for example “how do I paralell park on a hill”, and Google will return far more accurate results. See the image example from Neil Patel’s excellent SEO Blog.
So, now content is all important. Yes, it still needs to be engaging and media rich, but given this new insight and understanding from our major search engine…it doesn’t have to be 2,000 words long.
As long as the subject matter is covered in depth and fully, the content is useful to readers and uses video, images, infographics etc, then Google WILL like your content. For quality Search Engine Optimisation in Herts click the link
As I knew I was going to be talking to Doug Bates from Digital Marketing recruitment specialists Intelligent People, I thought I out to get properly up to speed with what is going on in that niche.
What I found out, stunned me!
The market place is growing at an astounding rate. And, good news for Intelligent People is that 90% of Digital agencies are expecting to hire new staff in 2017 (according to think tank The Drum). This is quite remarkable and to the best of my knowledge there is no other market growing like this at the moment.
“It’s true” says Doug, “we are seeing incredible growth in the market, but we are also seeing other factors at play as well”.
What are those other factors?
“I think the growth is there for all to see. not only do we have eCommerce nowadays, but also mobile or “mCommerce adding to the growth of Digital Marketing per se”, he says in a very serious manner, “it seems only five minutes ago we’d got used to putting our credit card on an online purchase, now we’re also doing the same on mobile devices. I have to be honest and say I just didn’t expect that to happen so quickly”, the first smile I see from him.
How long did you think it would take?
“Good question”, he says and takes a sip of coffee, “if you think back to the start of Amazon, it struggled because people were not sure about the security of buying online. It took almost ten years for that to become commonplace. But, this move to mCommerce has happened in just a couple of years. It’s almost like a natural progression. Once eCommerce became widely accepted, secure and easy to use, mCommerce was just a small leap of faith”.
You mention other factors?
“Yes, indeed, there are probably two other major factors driving the growth of Online Marketing. And, they sort of “hang together”. Technology is a big one and the advances being made are quite spectacular. Of course, that in and of itself brings economies and efficiencies in bucket loads. The knock on effect the new tech gives is that is allowing more and more specialised job functions to be created”, he says.
Can you give me an example?
“Sure”, he thinks a little, “let’s take a look at CRM systems, they are now so advanced we are seeing new roles created such as product manager jobs, or customer insight analysis vacancies. Yes, these are sub branches of general Online Marketing Jobs, but they are specialisms in their own right. The ability to manage your product categories properly and to leverage the technology behind that can bring great dvantages and added profitability”.
“And, I guess it’s the drive for efficiency and therefore higher profits that is behind the whole thing. But it is the bigger companies such as Amazon that area leading the way with innovation. Smaller companies buy in with software such as Sales Force for example. But, Amazon are so powerful they can work at the “bleeding edge” and when that delivers they achieve great advantages”.
Explain “bleeding edge” please?
“Ah, yes, sorry”, he smiles, “it’s the leading edge of driving technology. It’s called bleeding edge as if you get it wrong you lose a lot of money!”
Ahh, I see.
So how is business for Intelligent People?
“Yes, very good indeed”, he now looks relaxed, “we have built a lifestyle business and we want to keep it that way. Both Chris and I came out of London to work near our homes and to build a lifestyle. We now do that for our consultants as well. We aim to build a sustainable and growing business but with a sympathetic edge that allows our people a good work/life balance. It’s working well and we are seeing records fall almost every quarter. We also translate that in to how we deal with our clients and they seem to like it”.
Thanks Doug it’s been very enlightening.
“Any time”, he laughs as his swigs back the last few dregs of his Costa latte.