Google’s neural matching algorithm and content marketing

Earlier this week, Google released information about their latest algorithm changes. And this involves neural matching. But what exactly is neural matching? And what does it mean for companies and businesses, producing content to get picked up by the search engine giant? Well, here at Pumpkin Web Design, we are Preston’s leading web design and web marketing experts. We work with clients around the region, from Southport to Manchester. But we don’t just build great websites for our clients, we offer a whole host of services, post launch too. To help your website get off the ground, attract organic traffic, and grow in scope. As a result, we always keep on top of Google’s latest algorithm changes. And we have produced this guide to Google’s neural matching algorithm and content marketing.

What is Google’s neural matching algorithm?

Google’s neural matching algorithm is part of the broader Artificial Intelligence network that Google is developing. In this case, the neural matching algorithm focuses on synonyms, and understanding the real concept behind the words used in search. Different words have many meanings, and while Google’s algorithms have already got to grips with trying to understand the meaning behind the questions, neural matching takes this one step further.

Google’s official announcement states:

“…we’ve now reached the point where neural networks can help us take a major leap forward from understanding words to understanding concepts. Neural embeddings, an approach developed in the field of neural networks, allow us to transform words to fuzzier representations of the underlying concepts, and then match the concepts in the query with the concepts in the document. We call this technique neural matching.”

As with all Google algorithm changes, this development is all about providing searchers with more relevant, and useful results to their searches. So what does this mean for companies and businesses creating content on the web?

Google’s neural matching algorithm and content marketing

This algorithm change could have a big influence on content marketing, and techniques currently used as part of Search Engine Optimisation (SEO).

Firstly, the neural matching algorithm uses the content of the page to understand the underlying concepts, and match this to relevant search queries. Which means that instead of simply picking up the keywords within the text, the algorithm is learning from the entire content.

In addition, if the algorithm is using the content itself, as a determining factor in the relevance of the result, other SEO methods will be less critical to ranking positions. So what does this mean? Well, your website will still need to meet the basic, existing algorithm criteria to rank on Google, such as a quick loading speed, external and internal linking, and a suitable structure etc. However, the algorithm will not be relying on these traditional factors to determine the ranking position. This will be determined solely by the quality and relevance of the content, in relation to the search query.

So what should businesses do?

Should companies start stuffing their content with synonyms? Or change their keywords to match natural language? Well, the simple answer to both, is no. We now know that Artificial Intelligence systems can rank website results based on their relevance to the users intent. As a result, your content marketing should take a user focused approach, including:

• Understanding exactly why users are landing on your page- what is their intent? Are they looking to be informed, or to buy?
• Making sure your content can meet the users requirements or intent
• Making your content suitable for all users, on all devices. Responsive design can help with that, but you will need to thoroughly test your website too

For more information, or for professional web marketing, SEO and content support, get in touch with the team today, here at Pumpkin Web Design.