Google changing its search algorithms is not news to most SEO experts. It’s a fact of SEO life. What is new with the latest algorithm changes is that Google is being more transparent and talking about them openly.
What caught my attention and IMO applies to industrial marketing, are these four changes:
- Snippets with more page content and less header/menu content: Google’s explanation: This change helps us choose more relevant text to use in snippets. As we improve our understanding of web page structure, we are now more likely to pick text from the actual page content, and less likely to use text that is part of a header or menu.
What this means to industrial marketers: On-page SEO will now require more than just an optimized Title tag and text-based drop-down menus. There are plenty of rumors floating around that Google sometimes (more frequently lately it seems) ignores HTML title tags and creates its own titles in their coveted blue links. This latest change means you need to pay more attention to the content on site pages and make sure it is optimized for search terms.