Alphabet is a multinational conglomerate that was established in August, 2015 to serve as the parent company of Google and several other companies owned by or tied to Google.
The portfolio encompasses several industries, including Technology, Life Sciences, investment capital, and research. Some of its subsidiaries include Google, Google Ventures and Nest Labs.
Google Alphabet was created to make Google’s internet service business “cleaner and more accountable” while allowing for the possibility to group companies that operate in business other than internet services.
RankBrain is what Google dubbed their machine-learning artificial intelligence system. It’s a part of Google’s overall search “algorithm” and was designed to help Google process its search results.
Machine Learning is when a computer teaches itself how to do something, rather than being taught by humans by following detailed programming.
RankBrain is the third-most important factor for ranking web pages. Although Google won’t share what the first two most important factors are, people speculate that links are number one and content is number two.
Every day, Google processes 15 percent of queries it has never seen before. That equates to 450 million new searches a day. Among those searches can be complex, multi-word queries, commonly referred to as “long-tail” queries. RankBrain is designed to help better interpret those long-tail queries and effectively translate them (behind the scenes) to find the best pages for the searcher.
Unconfirmed Google Algorithm Updates
In 2015, there were three confirmed updates: Mobile-Friendly Update (April, 2015), Phantom 2 Quality Update (May 2015) and Panda 4.2 (July 2015). There were also significant unconfirmed updates in February, September and November 2015.
These rapid updates could mean that Google is deconstructing Panda and taking those pieces and folding them in to their core algorithm. This conjecture is based on the fact that these updates are associated with “content quality” and that Google has expressed interest in incorporated Panda into its real-time algorithm.
Google Penguin Update
There has been much speculation about a pending update to Penguin. When such an update will actually happen is uncertain. However, it will likely mean that websites that were penalized by Penguin in December 2014 will now have the opportunity to recover when the new updates are launched.
How to Prepare for a Penguin Update?
- Anchor Text Distribution – Vary your anchor text keywords to make sure that most are branded or URL linking phrases that are linking to the website.
- Monitor Backlinks – Look for sudden spikes or anything out of the ordinary and disavow ones that you don’t want.
- Disavowing Links – For the significantly spammy links you cannot remove, disavow the links in Google Search Console.
- Optimize Internal Links – Ensure that your internal links flow in a natural way. Add related products to product pages, maintain as much hierarchy as possible, and use canonicals.
- Tools – Use a variety of tools to check your backlink profile, including Google Search Console and SERPs Volatility Indexes.
To learn more about how these Google updates can impact your business in 2016, contact our SEO Marketing team.