“Phantom 3” A New Google “Quality Update” To Its Algorithm

While Google did not confirm an update on November 19, there sure is plenty of evidence to show there was a core ranking algorithm update. Has there been another “Phantom” update? SEO's are buzzing in the belief there was, even though Google is denying anything has happened.

Buzz About Shifting Rankings

On November 19, 2015, there were unverified reports of a Google look positioning overhaul. Google's John Mueller said on Twitter that Google had nothing to declare, including that Google rolls out many improvements every year. Possibly Google rolled out a major improvement and isn't stating. Possibly Google made one of those many changes continually going on, which has moved results perceptibly for a few. On the other hand perhaps nothing major truly has happened, which is the reason Google has no news. My perspective, as a nearby watcher of these things, is that it most likely isn't a Google Panda or Google Penguin redesign. Mueller presumably would have said in the event that it was both of those, as Google has ordinarily affirmed them. So would it say it was a change to the principle calculation? It could be. We have had various different changes that it has in the end affirmed.

Phantom & The Quality Update

In May, Google confirmed the Quality Update about two weeks after it was first noticed. Because of the delay, and no one really knowing what it was about, it became known as the Phantom Update, as dubbed by Glenn Gabe, who wrote one of the first pieces about it. Actually, Gabe called the May 2015 update “Phantom 2,” assuming it was a repeat of an unconfirmed update that happened in 2013, which he called Phantom (making that Phantom 1). In reality, we don’t know that the same exact part of the algorithm that may have been changed for Phantom 1 was again shifted for Phantom 2. They could be completely different. The only thing in common is that they have the “Phantom” name because initially, no one knew what they were involving. As said, Google eventually confirmed that Phantom 2 was what it calls the Quality Update. With the latest reports of a change, has a new Quality Update happened? No one knows. There’s just plenty of evidence, as well as case studies and chatter within the industry that something began happening from November 19 onward. Given the mystery, some are calling this Phantom 3, such as Gabe in a new post or in another post by Marcus Tober of Searchmetrics. Both provide incredible detail into sites that were impacted, how they were impacted and theories on why they were impacted. Both seem to argue that the latest update is about quality, giving a sense that Phantom 3 is, in fact, Quality Update 2.

Your Phantom Decoder Ring

Confused? Here’s a summary:

• Phantom 1 (May 2013): unconfirmed by Google, could be any change to the algorithm
• Phantom 2 = Quality Update 1 (May 2015): The change first identified and unofficially named “Phantom 2” was later officially confirmed by Google and called the “Quality Update.”
• Phantom 3 (Nov. 2015): Unconfirmed by Google, suspected to be effectively Quality Update 2.

And just to add more confusion, in June, Google did confirm another algorithm update. No one called that “Phantom,” nor did Google give it a name or explain what it was about.

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Responsive Web Design (RWD) is an approach in which a site is designed to provide an optimal viewing experience a cross a wide range of devices, from desktop computer monitors to mobile phones.
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user’s behaviour and environment, based on screen size, platform and orientation.
RWD mainly consists of a mix of flexible grids, layouts and images, and makes intelligent use of CSS media queries to adjust screen resolutions and automatically resize images.
The following picture displays how the same site appears on different devices and screen resolutions:

AWD, on the other hand, is an approach for device specific design. In other words, there will be different designs for different screen resolutions and devices.
A comparison between RWD and AWD is as follows:

 

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What is the Google RankBrain algorithm update all about

What is the Google RankBrain calculation upgrade about and how can it work? How can this machine learning Artificial Intelligence (AI) influence SEO? In my past article on truths and myths of Artificial Intelligence, I wrote about Strong AI and Super AI. I said that they may take time before they arrive; that it’s just a matter of time before someone cracks how to make a machine think like humans. I also said corporates would be glad to fund such projects if they promise better profits. For one, Google now has a “brain” that works well and it is called Google RankBrain. It will most likely be unable to think yet who knows what's to come! What astounded me was a remark from a Google official saying they can't comprehend what Google RankBrain AI is doing.

 

What is Google RankBrain AI

AI stands for Artificial Intelligence, and I will be using the acronym here to keep it easy. Before proceeding to the part where we will talk about Google not being able to understand what its own creation is doing, this section introduces BrainRank AI Search to readers who don’t know about search engine algorithms. Search Engines like Google depend on hundreds of factors to bring the best possible results to anything you enter in the search box. Earlier they were dumb and focused just on keywords. But the keywords could also be dumb. For example, people can search for “explain top of the food chain”. This can easily confuse a search engine into assuming that maybe the person searching is asking something about food chains like restaurants so give him a list of top restaurants in the area But the person is actually searching for the name of which, the top carnivore. The food chain starts with single cell animals, goes on to herbs, then herbivorous animals, carnivorous animals, humans and ends with a predator on the top. Google and other search engines store plenty of information on their servers so that they can provide you with the results you want. For that, they check out many factors. So far, no artificial intelligence was involved. Among the hundreds of factors, it was ‘items in bold’, ‘headings’, ‘subheadings’, ‘repetition of a word or phrase’ and many such things. If the person who is searching on Google, types in irrelevant things into the search box, the results were always garbage. The first principle of machines is if you feed garbage to machines, they’ll give out the garbage. You may search GIGO (garbage in, garbage out) for examples of this principle. To tackle such situations, Google kept on making changes to its search algorithms and then secretly included BrainRank into it somewhere in 2015. It kept it a secret until recently. An event was held in March, and that is when they acknowledged that their engineers do not know how the thing works. It does send out wrong signals.

RankBrain is part of Google’s Hummingbird search algorithm, and is said to be the third-most important signal – the first probably being the quality of back-links. It will soon change the way SEO works.

Here is what Google RankBrain AI search algorithm does according to what I could grasp from my research. Instead of focusing on each search initiated, it focusses on the entire search session. Normally, to get proper results and to narrow down, many researchers use synonyms and words related to what they are searching. Like in the above example, one may use “topmost consumer in the food chain” and “what’s the highest level of food chain called”. He or she may use more keywords depending upon what the person wants to know.

So as the searches progress in the session, from the first search to nth search, Google RankBrain AI will start presenting more and more relevant pages to the researcher. This may include pages that do not even include the keyword but provides more related information about the same.

How does Google RankBrain work

Here comes the problem. The creators of the RankBrain AI themselves do not understand how it works. Since it is limited to search, it is not a scary situation. But imagine creating a similar thing in a domain that is related to weapons? What are the odds against a machine growing mature enough to take its own stand against the creators? What if we create AI-based robots for the army, mass produce them and some things go wrong to make them turn against their own generals? It doesn’t look right. The chances are 50:50 – a good amount of risk.

In an event called SMX, Google’s Paul Haahr, who goes by the handle @haahr on Twitter told many interesting things about the algorithm and acknowledged that Google engineers who work on RankBrain don’t know how it works. Either Haahr was not willing to share information or the creators really don’t know much about their creation.

If later is the case, it should ring some alarm bells. Already many scholars have raised their fears on AI and the fast growing research in the domain. They petitioned governments to stop funding projects leading to strong and super AI.

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Google Algorithm Simplified: Detailing the Content - Centric Panda

Every SEO expert can relate to the algorithms laid down by Google. These algorithms are the force behind your search rankings and depend upon several factors. Google’s Panda is one specific algorithmic part, based on the content quality. Apparently, Penguin specifies link quality while Google’s Hummingbird determines the fate of your search queries— striking the perfect balance between controversial searches and accuracy.

In this post we will be explaining Google Panda in detail — enumerating the features, concepts and getaways, associated with same

Google Panda

This aspect of Google’s diverse set of algorithms looks at your site’s content while ranking the same. If the website is low on quality content, it is bound to be impacted by Panda— rather negatively. Similarly, high quality posts get precedence and are fittingly rewarded with higher rankings. Panda was originally launched way back for targeting the content farms which thrived on keyword stuffing and low-quality posts. Before Panda, these websites used to rank well owing to the sheer volume of low-quality posts on important topics. There used to be less or no researches conducted before drafting posts and owing to the popularity of queries, readers used to head over to these pages.
However, Goggle Panda has evolved with time and embedded as an integral part of Google’s algorithm. Things are now trickier as there isn’t any update date for Panda which means any site can be hit at any time of the year. It is now imperative for the websites to churn out high-quality content at all times as Panda has now transformed into a ‘slow rolling update’. This minimizes the chances of identifying factors and undertaking something like a content audit.

The website needs to be on the clock— throughout the year.

Here are some of the aspects that need to be looked at for understanding Panda better;

User-Generated Pieces of Content

As a matter of fact, every piece of user-generated content isn’t considered actionable by Google Panda. This comes as a great news for the webmasters as Panda might have a look at user-generated content but penalize sites which are actually producing low qualities of them— precisely spam-filled forums and spammy posts.
The tip is to persist with this form of content. User-generated need not be removed from the website. Panda might be strict towards user-generated content— be it blog comments, article contributions and even forums but it mainly looks for quality. Many elite sites have loads of high-quality user-generated content and they are still doing great— in terms of rankings. On the flipside, removing user-generated content might backfire as websites can go down rankings or lose a greater portion of previously generated traffic.
The final tip is not to remove the comments made on the blog post as these can help the page get featured snippets and even better rankings.

Word Count:

Most websites and even built-in WordPress SEO markers consider 300 words to be the minimum for telling a story. However, a piece of content can be as small as 60 plus words if the information provided by the same is user-friendly and high in quality. It is not advisable to add up random words to increase the post length. If the content properly answers a query, it doesn’t matter to Panda whether it is thin in terms of words.

Content for Queries:

It must be ensured that the drafted content matches the query. If Google is rewarding your pages with traffic, then it must be doing the same for specific queries. Plan for a content strategy that answers most of the user queries when the searcher lands on the page. Even if the existing content isn’t worthy of answering the query, look to add a paragraph or two to make it more informative.
Concept of Technical SEO
Technical SEO isn’t something that matters to Panda. The number of H1 tags, page load time and other technical aspects aren’t important if only Google Panda is considered. However, this part of SEO is important to the rankings and should not be ignored, completely even if it doesn’t directly impact Google Panda.

Quality Determination:

It is important to understand whether the drafted content is high or low on quality. You can look into the search analytics for the same, which caters to the entire site or even an individual page. If the page is getting good amount of traffic from Google, it certainly falls under the category of high-quality content. That said, less traffic doesn’t necessarily mean that the content quality is bad. It only means that the drafted post needs to be revisited to minor changes including paragraph additions, frequent updates and even title tweaks for specific keywords. However, garbage content is bound to drag the site down.
Another factor that needs to be looked at is that your website might be getting traffic from other search engines if not Google. What matters most is diversity in traffic. Therefore, even if your website isn’t getting Google’s attention it might not be advisable to remove the associated content.

Preventing Panda Attack:

The only way to prevent Google Panda’s attack on your website is to offer high-quality content and unique posts— throughout the year. Look out for grammatical errors and typos while minimizing the same on reading the content aloud. Panda is not a part of Google’s Core algorithm. This means it is no more a passing shower put a persistent threat for the content violators.
Here is what Google Panda has to offer, in terms of innovation, strictness, penalties and even getaways. We will be detailing the link-based Penguin in our next post followed by Hummingbird in the subsequent ones.

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