Monday, November 18, 2019

BERT: The New Algorithm Update the Biggest After Rankbrain

Google introduced ‘Bidirectional Encoder Representations from Transformers’ (BERT) algorithm update in last week of October 2019. It is a massive update. Such a massive algorithm update with similar magnitude was introduced in 2016 under the name of RankBrain. According to an official announcement by Google, BERT can impact 10% of search results across all the languages . BERT draws wide scale attention because Google stated, “It is the most important and powerful forward leap in past five years; and, one of the biggest algorithm change.”

Google Search Algorithm Bert Update
Why So Much Emphasis on BERT:
1 out of 10 organic search results on Google search results are going to be affected by BERT. BERT will get support from all its predecessors like Penguin, Hummingbird, Panda, RankBrain etc. It is a voice search results will be affected in a great way delivering the better experience to users.
Some brands may experience impact on their organic visibility and traffic. It helps the Google to interpret the intent of search query better and to deliver precise results as desired by the users. BERT brings more perfection to Google in understanding the commonly used natural language by the users. Also, the machine learning advancement powered by Artificial Intelligence (AI) innovation efforts. BERT processes the words in the relation to other words of the sentence.
How Can BERT Work to Affect Your Brand’s Visibility and Traffic?
BERT is the neural network- based technique designed for the natural language processing pre-training. Neural networks of algorithms recognize a pattern. What is natural language processing  (NLP)? NLP is a stream of artificial intelligence that deals with linguistics enabling the computers to understand the communication practices by the humans. It will help Google better understand the context of words used in search queries. For example, in the phrases “ten to six” and “quarter to six,” the word “to” has two different meanings; it is obvious for humans but not for machines. BERT will reduce such nuances to deliver better relevant results.
Natural Language Processing
BERT trains the language models according to the set of words in a search query or sentence or rather than training the Language in traditional way of ordered sequence of words. It allows the language model to interpret the word context in relevance to surrounding words instead of just the preceding words. For example, in the sentences ‘I operated the bank account, and ‘I visited river bank’, BERT will help Google to interpret the meaning/context of word ‘Bank’ with relevance to words like ‘operated the ---account ’ and ‘visited river’. 
Difference Between RankBrain and BERT:
RankBrain runs in the line with normal organic search ranking algorithms, and makes the adjustments in search results calculated by organic algorithms while looking at the current search query and similar past searches. BERT wouldn’t replace RankBrain; it is a more advanced method for understanding the context of words in queries and content. 
Traditional NLP algorithm looks at the content before OR after the word to understand the additional context with query word. BERT makes it different; as, it looks at the content before and after the query word with relevancy. BERT is critical enhancement for NLP designed to interpret human communication that is naturally complex and layered.

How Should I optimize my Content for BERT?

There is nothing specific to optimize for retaining the existing ranking after BERT. BERT also supports the Google’s intent to serve the users by delivering the best fine- tuned results.
Optimize Content For BERT
BERT is designed to interpret the intent of user, therefore, you are required to keep the content focused and precise to a specific users’ interest. Now, the SEO copywriters and content developers may be less concerned for writing for the AI machines; instead, great quality content should be generated only for the ‘users’. The approach: “Don’t create the content specially for BERT; instead, be special for your ‘target audience’.’

Concluding Note:
The noticed changes at wide scale after rolling out of BERT were not much worrisome for SEO community; therefore, chatter about BERT was not as loud as it used to be for other Google updates. Reason being that the results will appear slowly on the basis of reshuffled search results. However, SEO community needs to welcome BERT by changing its commonly applied AI machines centric approach for content development. Write to please the users not the machines.          

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Tuesday, April 02, 2019

Importance of Mobile Website Speed: How to Keep It the Best

Responsive web design, introduced in 2010, has dominated the websites for past few years because of transforming the way for the businesses to build an online presence and let it be noticed by the wider users’ segment. Responsive web design adapts to any screen it is used on regardless of device. The mobile website automatically reformats itself to deliver the best in class users’ experience; therefore, the web owner gets multiple benefits pertaining to branding, sale, profitability, growth rate, search results ranking, etc. Today, most of the business websites have been converted into responsive websites but the spree to perform better at one platform is continue with a focus on ‘speedy mobile user’s experience’.
Importance of Mobile Website Speed

Impact of mobile speed on your business performance: 

65% of the total time over the internet is used on mobile devices. The average load time of U.S. retail websites is 6.9 seconds; however, 40% of mobile users say that longer than 3 seconds waiting period makes them drift to other websites. Therefore, even if you have the best designed responsive mobile web, the performance may not be up to your expectations because it might be taking more than 3 seconds for loading. 
Mobile Speed Performance
If you leave the issue unattended, you will lose the battle of conversions. Up to the arrival of 2019, mobile speed has become more important because it affects SEO rankings more than ever before because of the introduction of Google’s mobile-first index. The benefits of paid ads on Google and PPC also get affected because of slow loading speed. Not up to the expectation, the overall user experience drifts the potential buyers to other mobile sites appearing faster. 
Facebook introduced an algorithmic change in August 2017 prioritizing the user experience; it makes the site speed more important issue to manage well. About 54% of mobile web owners say that their frustration increases with the increase of load time. Do we have some solution to this universal problem? Can you reduce the loading time without compromise with the volume of essential content to be uploaded? 
Fast Mobile Web Experience
Most of the businesses under-invest for faster than today mobile experience despite knowing that it can unlock the improvement in revenue and brand’s establishment including loyalty. It is easy to manage the issue; still, it is neglected. No matter, your website appears at good speed on mobiles today but over time, it is going to degrade. The successful brands accept that they got benefit by making faster mobile experience a top concern of digital marketing policy.

How to Test Mobile Web Speed:

Google PageSpeed Insights, Pingdom and Google Mobile Test are free to use tools to help you plan – what and how you should proceed to improve mobile user’ experience. 
  • Google PageSpeed Insights provides diagnostics by analyzing the web content. It evaluates if a web page can be improves in two areas: Time to above the fold load and full page loading time. 
  • Pingdom tests the web delivering speed. It details the breakdowns of web’s component needing improvement against close in rank sites.  
  • Google Mobile test tool shares the summary of web’s performance on 3G network. Web owners can request a detailed report also advising on what to do to speed up the web appearance. 

How to Improve Mobile Web Speed- 5 Tips:  

  1. Measure & minimize server responding time: True, your mobile page speed depends upon web coding but it also depends upon server responding time. As per standards, the server should start transmitting the 1st byte of required information within 200 milliseconds after the request. 
  2. Minimize the redirects: Redirects are being used intensively to take the visitors from one segment to another segment automatically to enhance the engagement but each redirect takes valuable milliseconds resulting in slower web page load.
  3. Minimize round-trip time: RTT is the time tak for transmitting request from mobile device to the target destination and the return of required data. You can measure RTT by pinging the address. RTT depends upon the connection source, transmitting medium, distance between the device and remote system, numbers of in-between nodes between, traffic volume, load over server etc. 
  4. Upload above-the-fold webpage content before the below-the-fold web page content: You should place web page content first that the mobile user wants to see prior to the content that they might look later. The mobile page speed test report of Google recommend that you should prioritize the visible first content.
  5. Place JS at bottom and CSS at top of HTML files: JavaScript makes the web pages interactive but it prevents parallel downloading. To speed up the page loading, JS scripts should be moved down to page bottom. CSS placing at top of web page helps the browser to display the content sooner.  
Researchers suggest that if a web page doesn’t load within 400 milliseconds, the business is more likely going to lose the potential buyer. The mobile site design plays vital role in mobile site speed but other factors are also responsible for slowing down the speed. While planning to improve mobile web speed, test for each relevant issue. To achieve sustainable growth rate in completive environment, plan with Google’s line.

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Wednesday, March 27, 2019

Accelerated Mobile Pages: Simply, Must To Have

Accelerated Mobile Pages (AMP) is the open source platform developed by Google in association with Twitter. AMP delivers better and faster experience for using mobile responsive websites. The AMP framework allows building lightweight websites for mobile users by simplifying HTML. At the start, AMP was considered a framework developed in parallel to ‘Instant Articles’ developed by Facebook. Within short period after its introduction, it has become a powerful platform to deliver the desired content at lightning speed to mobile screens directly from Google search results. Pages created with Accelerated Mobile Pages (AMP) load two times faster than the web pages created without AMP elements.

Accelerated Mobile Pages

How Does AMP Framework Work?

JavaScript is widely used to modify particular portion of web pages but it slows loading and rendering also. Since page loading speed has become the most important aspect of website for the mobile users,   you need something to avoid this pitfall. AMP allows a synchronous JavaScript to run over the web pages, so, JavaScript code doesn’t block other codes on the website. AMP framework has three main segments:
AMP HTML: AMP HTML is a leaner version of much used regular HTML. It has strict rules for HTML tags to be uses. AMP doesn’t allow using some HTML elements like the forms. AMP framework asks to use streamlined CSS version. Full list of HTML tags that can be incorporated is available at AMP framework portal. Using AMP is easy for the professionals already using the latest versions of HTML and CSS.
JAMP HTML: AMP HTML is a leaner version of much used regular HTML. It has strict rules for HTML tags to be uses. AMP doesn’t allow using some HTML elements like the forms. AMP framework asks to use streamlined CSS version. Full list of HTML tags that can be incorporated is available at AMP framework portal. Using AMP is easy for the professionals already using the latest versions of HTML and CSS.
JAMP CDN: The proxy-based faster content delivery network (CDN) is known as AMP Cache- a vital AMP component. CDN fetches AMP content faster to load the webpage in less time. AMP CDN catches all the valid AMP contents. However, CDN feature can be optimized according to content delivery configuration. 

Should I Incorporate AMP in My Business Website? AMP Benefits:

At the start of 2018, Google announced that it is going to push AMP framework as the key standard for responsive website. It has been widely accepted that the media sites with AMP perform better. As the most of content on media websites is of static nature; therefore, the media websites powered with AMP get significant boost in organic search results. Google has simplified to make the content enriched with Rich Cards. The majority of mobile web’s performance enthusiasts and SEOs agree with the following benefits of AMP implementation:
  • Significantly increases the organic traffic volume 
  • Increases engagement because of faster speed
  • Improves conversions because of better user’s experiences
  • Reduces the load on servers because AMP CDN responds to most of the search results quickly
  • Provides an opportunity to present the content in AMP module on search results
  • With AMP, content loads faster encouraging the mobile users stay on web pages rather than using apps.
  • 53% of visits on mobile webpage are abandoned if it takes more than 3 seconds to appear.
  • Bad user’s landing page experience hurts the conversion rate as well as  it harms the ad's performance; so, evaluate the landing page report. 

Can I Improve Web-To-App Experience with AMP?

Yes! AMP provides you a unique opportunity to serve the web content in mobile search results through organic traffic. You can enhance content discovery as well as you can bridge the gap between the mobile app and website to improve web-to-app experience. It allows to seamless drifting of mobile users from AMP web content directly to app without any risk of losing their engagement. The additional benefit that you get is to retain the complete analytics on users’ behavior. 

How to Imbed AMP with website- 10 Tips for AMP Creation: 

  1. Create two versions of article pages: The original version that the users will see, and, AMP version.
  2. Re-script complete website template for accommodating AMP restrictions.
  3. Keep all CSS in AMP less than of 50KB.
  4. Use special amp-font extension for better loading in case of using custom fonts. 
  5. All the images should use custom AMP -IMG element.
  6. In case of using animated GIFs, use extended AMP-ANIM component.
  7. To embed YouTube videos, use AMP-Youtube extended component.
  8. AMP features like Amp-Carousel, Image Lightboxes and Amp-Image-Lightbox allow you to support Twitter, Instagram, Facebook, Pinteres like social media platforms. 
  9. The original article page for AMP version must have the tag: <link rel="amphtml" href="http://www.example.com/blog-post/amp/"> 
  10. AMP version requires Schema.org meta data also.

Concluding Note: 

AMP is powered by the smart analytics. The “measure once and report to many” concept doesn’t allow the AMP analytics to slow down the sites. There are two ways to enable analytics with AMP version: Amp-Pixel element and Amp-Analytics extended component. Google has created a demo to make you feel how the AMPs would appear in SERP; to see the AMP appearance at mobile screen, navigate to g.co/ampdemo on mobile phone and feel the difference that you were missing so far. 

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Friday, November 23, 2018

Seven Ways to Optimize Blogging for Better SEO

Almost 60% businesses have a blog portal but 65% of blog owners don’t update the posts even in one year. Everyone having online business presence knows the importance of blogging but very few use it properly to improve SEO results. Are you also the one feeling down with the low gains of blogging to support SEO efforts? Go through the following seven simple hacks and experience the power of blogging for SEO yourself:  
1. Create A Connecting And Compelling Name For Blog
The blog name should be descriptive; it should denote the business nature besides containing key SEO keyword. Optimization of blog theme drives in incremental organic traffic.    
2. Blog For Specific Audience
The blog posts created with keywords for the particular readers deliver better results. The posts about hot topics in trade make the target audience royal followers giving your portal more clicks; the built up trust turns them in to easy buyers.    
3. Use Effective URLs
Yes, complicated URLs adversely affect the SEO results. The effective short and descriptive URL is good for blog visitors and marketers both. Inclusion of ‘blog’ in URL simplifies the traffic tracking for particular activity. Avoid using the words like and, but, or etc.  
4. Optimize The Blog Content Regularly
Recycling is good for SEO as it is for environment. By optimizing the existing blog posts you can reduce the cost of new content creation. Linking previous post to the latest post is a good tactic to make the older post relive. You might have generated new web pages; link these pages to blog posts with title and meta- tags holding the same keywords.      
5. Fill The Gaps In Blog Content
SEO is done for several keywords; the collective performance of all the keywords drives the success. The posts using high-priority SEO phrases should be your priority.
6. Use Optimized Media
Images and videos add engaging power to your blog posts with descriptive alt tags. The interesting and unique media keep the visitor stayed for longer; the longer stay period improves the chances of making purchases and revisiting. The optimized media improves SEO gains also.
7. Use Structured Data Markup
John Mueller states that the structured data markup affects the SERPs more than the displays. The structured data markup helps the search engines to understand the content of particular page. Structured data markup makes it more effective to communicate the key information about a business, web page or product/service.
Concluding Note:
Blogging is being used for years the support the SEO efforts but optimized blogging needs the professional support. The leading SEO companies offer exclusive blogging services also to help the businesses utilize their blogs as a SEO tool for better results.

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Wednesday, January 24, 2018

Voice Search will Change SEO in 2018. Is your Website Ready for the Voice Search?

According to a survey conducted by Northstar Research, more than 41% of U.S. adults and half of U.S. teens use voice search daily; and, the use of voice search is growing every day. On May 18, 2016, Google CEO Sundar Pichai stated that 20 % of Android mobile queries are voice searches. Therefore, after optimizing the business website for desktop and mobile devices to get better ranking for typed search terms, optimizing the website for voice search has become necessary if you don’t want to miss the slot in results of voice searches. Are you ready to win the race of voice search SEO in 2018 and be a winner even after? The post spills the beans over the importance and strategies to rank better in voice search results.



Seven ways Voice Search Will Change SEO Forever:

  1. Voice search is a speech recognition technology that delivers the best- matched answer rather than putting the user on search result page abandoning him to explore deeper for the desired information. 
  2. The voice searches are 3 times more likely to be local than the text searches.  
  3. The voice search optimization gives unique opportunity to the businesses to rank better in local searches.
  4. Users ask conversational questions to get optimized information.
  5. The voice search puts more value to Google’s ‘mobile-first indexing’.
  6. There is significant difference in texting the search term and asking for specific information verbally.  
  7. More people tend to use voice search because of its simplicity that makes them feel ‘tech savvy”.
The voice search is a growing trend to be continues for the years to come. As more and more businesses are accepting the importance of voice search and are optimizing their websites to get the attention of voice searchers and the virtual assistants, the greater emphasis is being laid to make the digital virtual assistants smarter and more responsive. As the results will appear, more people will shift to voice searching from conventional type searching; therefore, it is the best time to optimize your website for all the leading virtual assistants Siri, Google Now, Cortana etc. Here are some simple tricks to help you optimize business website for voice searches – the future of SEO.
   

5 Tricks of Voice Search Optimization to Make You Winner:


    1. Focus on Natural Speech Tendency:

Most people don’t write the search term in the way as they speak. While typing, most people tend to use short terms; while asking verbally for the same information they put long queries/ questions. For example, the more likely texted search terms to know the fair of India to New York are ‘airfare India to New York’ or ‘India - New York fare’; while the search terms using the virtual voice assistant would be ‘cheap airfare for India to New York’, ‘cheap flights for India to New York’, ‘discounted fare for India to New York etc. Here, I recommend to use voice research tool like Rank Tracker

2. Use Of Long Phrases Or Keywords /Terms:


Use of long tail keywords /phrases helps you rank better easily because of less competition.  While the people are tending to use voice searches, short keywords are going to be less important. The conversational long-tail keywords will boost the genuine traffic to your website because you get more space to specify your products/services. For example, if you are dealing in home decor items, just using the short keyword like home decor store, home decoration, home decor items wouldn’t bring the relevant inquiries as you would get by using detailed terms like classic home decor items, garden decor items, fountains for home decor, lights for home decoration etc.

    3. Optimize Your Website For Different Mobile Devices:

Use of mobile devices is on the increase and it is going to be in same way. Testing your website for mobile friendliness is a must to do exercise to remain in race. I recommend to take on Google’s mobile-friendly test essentially before jumping in to the voice search SEO.   

    4. Optimize For Local Listings:

Most people using voice search tend to find the local source to make purchases or to get the latest information; this tendency makes it essential to optimize your website for local phrases /long keywords, which are commonly used by the locals.  For example, if you own a restaurant in New York, use the keyword with location or type of food you serve; like restaurant at Broadway or restaurant in Chinatown, Civic Center; vegetarian restaurant in East Village etc. Putting microdata on your website like phone number, location, pricing, menu, operating hours etc will help the virtual assistants to answer the questions referring your website ahead.

    5. Optimized The Content For Questions:

Most of voice searchers expect prompt specific reply to their queries; so, pose yourself as the buyer and explore the scope of information that your target buyers may seek. Imagine and analyze how your buyers think; and, stuff the noun- focused relevant and precise information.
In addition, structuring the data to help the search engines find your website and using easy to use navigation to keep the visitors engaged will surely help you win the race of voice Search SEO.

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