Google Changes the Way They Index Sites
are influencing rankings and SEO. With a nuanced algorithm generalizing the kind of content that is best for mobile users may be inapplicable, because each search query will be different. There are many types of queries, including long tail queries, local search queries, informational queries, transactional queries, how to queries and research queries. Each of these queries are answered differently, with different kinds of web pages and content length, as well as different needs for maps, diagrams, depth and shallowness.
With all the different kinds of queries and just as many kinds of websites, determining content intent can become a challenge. Google's preferences are not necessarily in line with the mobile user's preferences, the mobile user may prefer short term content, but Google launches a search that is specific to the words in the query. The first step is to think about what each specific search is trying to resolve as well as a solution that is useful to most users.
Multiple answers often arise when trying to identify the solutions to the user's problems. When looking at the SERP, many different sites are available such as informational, educational and review sites. These differences indicate multiple users trying to solve different problems. Google helps by ordering the SERP that is most popular with the user intent. The mobile index is adding a layer to identify the kind of content that satisfies the user and the users intent. The intent is to identify the users and to understand what the users want. Since each search query demands its own specific result, it is crucial that marketers fully understand how each person uses their device.
User intent changes throughout the day, and time can play a key role in determining the users need in relationship to information needs, convenience and speed by influencing what device they are using. Mobile is the leading device most of the time, people start out their day with mobile devices and with a brief interruption by their workday, most people spend their prime evening hours and end their days on a mobile device. This is the new layer that is being introduced by Google's mobile index.
This newly added layer is not about the relevance of on-page keywords to the user's query, this new layer is considering how the marketers web page is relevant to the time of day the user is on a particular device, and how the marketer can solve their needs at that particular time of day. Google is claiming time of day as worthy signal to be looked at, because intent fluctuates in coordination with device usage.
People search for different things on different devices and that changes Googles focus to "user intent", which completely changes the meaning of the phrase "relevant content". Understanding the demographics of which device is being used, who by and when, is an important practice for finding solutions. Satisfying user intent is an important quality, and the statistic concerning which the device the user was using is important information. Given enough data, Google is able to predict the information that might be useful to the user. Google consistently shows users whatever the user wants to see. But things are changing, what the user wants is changing along with when they want it and what device they want it on has changed. The answer is in the approach to responding to the user's ever-changing needs.