March 11

The Weekly Briefing: Google Gets Brainier and the Eve of “Mobilegeddon”

Google seems to be rolling out with algorithm updates weekly. This past week at SMX West encouraged discussions about many of these upcoming changes, including website security certificates, knowledge based trust, and the ominous “Mobilegeddon.” Here’s the rundown:

SEO Copywriter Jared Townsend talked about the recent push for Internet security and Google’s HTTPS algorithm. Recent research from Gary Illyes of Google shows that .5% of current security certificates are broken and will not show up in search results. When the first roll out of this algorithm was announced, many companies scurried to secure their sites. However, in this haste, other factors were forgotten that might render the site unsecure. Unsecured image links or 3rd party plugins and content from unsecured sites will affect how Google crawls the page.

New Business Developer Zach Peterson took the algorithms to a technical – a slightly philosophical – level by discussing “Deep Learning” and “Machine Learning “ at Google, as well as what that means for future SEO strategies and even how we interact with the Internet. This is like something out of a Sci-Fi novel. Google engineers are working on creating a ”neural network” based on the architecture of the human brain. Essentially, they could create a sophisticated learning machine, capable of understanding in-depth semantic search AND collecting metrics on search patterns. Penguin and Panda are loosely based on this kind of learning, and we have already seen how those algorithms have changed how we search, optimize, share, and write across the Internet.

Copywriter Hannah Scherrer updated the team about the impending “Mobilegeddon” (April 21, 2015, for those who have missed the memo) with a bit of good news. Google recently announced – and dispelled some anxiety – about the implementation of the mobile friendly algorithm. Mobile friendliness will be determined on a page-by-page basis and not as an entire site. Businesses’ pages that have met Google’s mobility criteria will be rewarded. So if you are struggling to optimize all your pages, perhaps focus on your highest traffic pages first. You don’t have to worry about getting left behind either, as Google also shared that mobile-friendly statuses have real-time updates (as soon as Google crawls the page again). You have time to clean up your site, but sooner is definitely better.