Archive for August, 2012
Erstwhile, Google used to match the query of searchers with the words given on the web pages. The ranks of the web pages were based on the external links these web pages had. With the advent of new technology, Google’s search functionary has become smart and advanced. Its algorithms have evolved in several ways, which has made straight effect on the search results. Whether it’s benefiting or adversely affecting the searchers, is a big question in itself? To have a better understanding of it, read the example. If you search the band U2 from its name on Google search engine, you will find executive news editor Matt McGee’s website on the third rank of the first page, and the images or videos of the band on the fifth and sixth positions in the search engine. The reason for the famous videos of U2 being on fifth or sixth rank is that searchers have not used U2 keywords with ‘video’ or ‘U2 songs’. If the Google starts showing more U2 videos on search results and users do not click on them, there is a possibility that Google might stop showing them. It is surprising that Google has several patents around this idea. To understand the intent of searchers, Google look at what the previous searchers have typed and clicked on to query about a particular thing, and then it integrates those signals for ranking the websites. Google’s spelling correction application loads dictionaries of how words are spelled along with the slight misspelled version of those words. Google is able to do it when searchers correct the searches and click on different spelling version. Google uses this data to suggest the query with a different spelling and treat the misspelling of the specific word behind the scene. Google has moved ahead of words matching and shows results based on searchers intent. Google’s experts say that keywords do not have to be in their original form. Google’s team do lots of research on synonyms so that they can find premium quality web pages that generally do not use the same words as searchers type in their queries.
Google has once again made announcements regarding search quality and algorithm changes-a significant declaration that the company forget to make in the month of July. The biggest announcement of the year by now is reporting of 86 changes from the months of June and July. The main issues discussed in the report are related to site clustering, site link changes, and the page quality. Google has shown concern about site clustering due to which some sites completely dominate the first 8-9 rankings in the Google search. Google announced through its blog post that they are working on the site-clustering project to make their system web results better and simpler. They also mentioned that they have made their algorithm for clustering web results from same path or same site more consistent. Google has tried several tactics over the years to control the site links being displayed on the first page of Google for the same website. Now that Google has announced that it is working on multiple projects to limit the rankings of a single website, then the users can expect to see few more changes in the coming months. Google has not described about its big changes, but there are chances that half of the changes will be related to ‘page quality’. Google said in its blog post that the project launch would help the users land on high quality content on web pages from trusted sources. They have incorporated the new data into the panda algorithm to detect high quality websites and pages. The Google post also included four suggestions or changes in the way sitelinks work. First is ‘Gas station’, which helps remove the boilerplate text in sitelinks titles maintaining the information that is useful to the users. Second is ‘Manzana2’, which will be used for improving clustering and ranking of links in the expanded sitelinks feature. Third is ‘Yoyo’, which is introduced to detect more useful text in sitelinks. Fourth is ‘challenger’, it helps in getting rid of generic boilerplate text in the web results ‘titles’, especially for sitelinks.
Analysing how promotional activities and marketing endeavours encourage conversion is a complex matter. It is complicated due to the availability of multiple marketing channels for interaction, which customers use before conversion or purchase. Recently launched Multiple Channel Funnels in Google Analytics helps in drawing the attention towards the full path users follow to conversion, rather than depending on the last click, which gives blurred picture about what moves customers in the real market. Now, the data is available through an API, which facilitates developers to widen and automate the use of conversion cases with the data. The API (Application Programming Interface) allows the developers to make query for metrics like first interactions conversions and last interaction conversions along with assisted conversions. It also supports the top paths, path length, and time lag to integrate conversion path data into the application. Important use cases involve combining the conversions paths data with other sources such as cost data and creation of new visualisations along with use of data for initiating automate processes. The multiple channels help analyse the interactions that takes place across the internet through different digital media. The multi-channel funnels show how different channels work together and convert a purchase decision into sale. This tool is mainly built to help people make important marketing decisions regarding advertising and promotion at macro and micro levels. The five multi-channel funnels tool is capable of showing how customers interacted during 30 days before making purchase decision. The metrics drawn from the reports have shown the impact of different channels through conversion, time lag that helps understand the time period taken in conversion, path length that shows the number of conversations that took place prior to purchase, and top conversion paths customers take.