The answer to that questions comes down to another question, which is, >> is your marketing answering the question being asked by the consumer? One of the biggest implementation in Google’s search program is conversational search. People (you and I) are no longer typing in keywords when we search for things, instead we’re asking questions. The new conversational search is now part of the search program and this changes the ball game in a big way.
What are some examples of this change and am I seeing them now?
Through conversational search Google now understands what you’re asking as though you were asking another person. Google understands the meaning of words in relation to other words, and then in relation to the sentence. Instead of particular words or keywords, Google now takes into account the context of what you’re asking. If you searched ‘Find a restaurant near my place’, Google now understands that ‘place’ is most likely referring to your home, it knows that by taking into account the relationship of the world ‘my’ and so on.
How does this affect my marketing?
Search marketing should now focus on providing value to the customer’s questions. Google is now all about value, and it asks it self this ‘is the search result I’m providing to this person going to be valuable and relevant to their search’. Good search marketing and SEO will have nothing to be concerned about because as Google says, as long as you’re providing original, high quality content, you’ll be just fine.
What is the science or the elemental subject of Google’s new search implementation?
This is called ‘Entity Recognition’ and you can read more about it here. Entities are things, concepts, relational subtexts etc. It is a method of understanding and applying meaning; in short you could say that Google is learning all the subtleties of language so that it can better understand what we ask and provide better search results.
What are you doing about it?
Personally, it is my job to anticipate, learn, and understand the fundamentals, workings, and practical details of our ever evolving search environment and my team and I have been at it. Hence why I can pen this somewhat informative article with some confidence that you, the reader will get a better understanding of it.