Matt Cutts of Google elaborated SEO as Search Experience Optimization and not search engine optimization, as we know it. There is a lot of meaning and significance in this terminology. It defines SEO as we know it and also the concept of keywords. With the new Hummingbird update of Google, where the previous algorithms were morphed into something new and more user-oriented, the world of SEO is about to change for the better. The conventional thinking pivoted around keywords and building up the SEO framework on these little building blocks called keywords is going to change in a subtle, but definite way. Let’s explore the new dimensions of SEO!
To begin with the coinage of Matt Cutts, SEO is going to be more about the user experience than about actual keywords. The intention of the user is going to be of more value than the actual keywords typed into the search box. Let us consider an example here. Suppose you search in with “Who won the US Open Men’s Single this year?” Google will throw up an answer for you, say X. Now, search with “Whom did he beat in the finals?” The answer here will be Y. That’s where the point lies and the difference between conventional and new-age SEO is all about. Let me explain.
In the second search, you are not mentioning US Open Men’s Final or the year or the name of the winner, so how does Google come up with the right answer? It is because Google is doing away with just search according to keywords, which in the second case will show up names matching ‘finals’ ‘beat’, irrespective of the sport, tournament or year! Instead, Google draws upon the result of the last search, grabs the intention of the searcher and throws up a likewise result. It does not call upon irrelevant searches as it would have if it just went by the keywords in the search box. That is what Matt Cutts meant by search experience. In this new SEO, the perspective of the online users is paid more attention in throwing up search results.
That faster SEO teams start thinking on these lines, the better they will be at tackling the new dimensions of SEO!