What to Know:
– Google has made several algorithm updates that have impacted search rankings and website visibility.
– The BERT algorithm update focuses on understanding natural language and context to provide more relevant search results.
– The E-A-T algorithm update emphasizes expertise, authoritativeness, and trustworthiness of websites.
– Google’s AI strategy includes using machine learning to improve search results and user experience.
– AI can benefit agencies and brands by automating tasks, personalizing content, and improving customer service.
– Supporting multi-location customers requires optimizing local search, managing online reviews, and providing consistent information across all locations.
The Full Story:
Google is constantly updating its algorithms to improve search results and provide a better user experience. Two recent updates that have had a significant impact on search rankings and website visibility are the BERT algorithm update and the E-A-T algorithm update.
The BERT algorithm update, which stands for Bidirectional Encoder Representations from Transformers, focuses on understanding natural language and context. It helps Google better understand the meaning behind search queries and provide more relevant search results. This update has particularly benefited longer, more conversational search queries. According to Google, the BERT update affects 10% of all search queries.
The E-A-T algorithm update, which stands for Expertise, Authoritativeness, and Trustworthiness, emphasizes the importance of these factors in determining the quality of a website. Google wants to ensure that websites providing information on important topics have a high level of expertise, authoritativeness, and trustworthiness. This update has had a significant impact on websites in the health and finance industries.
Google’s AI strategy goes beyond algorithm updates. The company is using machine learning and artificial intelligence to improve search results and enhance the user experience. AI can analyze large amounts of data and make connections that humans may not be able to see. This allows Google to provide more accurate and relevant search results.
AI can also benefit agencies and brands in several ways. It can automate repetitive tasks, such as data analysis and reporting, allowing marketers to focus on more strategic activities. AI can also personalize content based on user preferences and behavior, improving engagement and conversion rates. Additionally, AI-powered chatbots can provide instant customer service, answering common questions and resolving issues quickly.
Supporting multi-location customers requires a different approach to SEO and online marketing. Local search optimization is crucial to ensure that each location appears in relevant search results. This includes optimizing Google My Business listings, using location-specific keywords, and creating location-specific landing pages.
Managing online reviews is also important for multi-location businesses. Positive reviews can improve search rankings and attract more customers, while negative reviews can have the opposite effect. It’s important to monitor and respond to reviews promptly and professionally.
Consistency is key when it comes to supporting multi-location customers. All locations should have consistent information across all online platforms, including business name, address, phone number, and hours of operation. Inconsistencies can confuse customers and negatively impact search rankings.
In conclusion, staying up to date with Google’s algorithm updates is crucial for agencies and brands. The BERT and E-A-T updates have had a significant impact on search rankings and website visibility. Google’s AI strategy can benefit marketers by automating tasks, personalizing content, and improving customer service. Supporting multi-location customers requires optimizing local search, managing online reviews, and providing consistent information across all locations.
Original article: https://www.searchenginejournal.com/5-ai-changes-for-agencies-brands/496680/