Google Confirms the November 2019 Local Search Update

Google Confirms the November 2019 Local Search Update

In November there were some rumours that Google was about to introduce changes in local search. Now, everything is cut and dried – the November update was mainly about local search results and it resulted from the implementation of neural matching.

Latest on our blog: How to Publish an Article on WordPress? A Step-by-step Guide

On December 2 @SearchLiason confirmed on Twitter that Google introduced neural matching in the process of generating local search results. This change to the algorithm was officially named “Nov. 2019 Local Search Update”.

The update was implemented globally, which means that it works for all Google versions around the world.

Neural matching – what is it?

Neural matching was introduced to support searching in 2018 and initially worked for about 30% of all searches. As you can see, Google is still working on expanding its reach and this time it focused on local search. It’s a system based on AI (artificial intelligence) which helps to better match the search queries to their real meanings. It can be compared to searching the net with the use of synonyms.

Users searching for information in Google, very often use different phrases or words than the keywords used on websites providing answers to the search queries. Neural matching is supposed to solve the issue and ensure a better match of the search queries and search results, even if the used keywords are different.

Examples of differences in search queries and search results:

What phrase is used by users when searching The synonym on the website providing answer to the search query
How to change the PC’s screen brightness? adjust
How to change PDF to word? convert
How to change the memory on my laptop? upgrade
How to change the display monitor? switch

Danny Sullivan gave an example that clearly demonstrates the use of neural matching. After entering the phrase “why does my TV look strange?”, thanks to the use of neural matching Google is able to provide users with search results corresponding to the “soap opera effect” phrase (soap opera effect is caused by motion interpolation).

Dopasowanie neuronowe

How is neural matching different from RankBrain?

Aren’t they the same? After all, RankBrain is also a system based on artificial intelligence and it’s supposed to better match the results to the search queries.

Well, RankBrain was designed to better match the websites provided in the search results to the concepts users look for. On the other hand, neural matching is supposed to adjust the keywords entered by users to the relevant search results.

How does neural matching affect SEO?

Is there anything you can do about the update? Well, not really. You should definitely continue creating unique and quality content as neural matching is a perfect proof that the context of the content is something you should put great emphasis on. Google is becoming smarter and smarter search engine which analyzes the words naturally used on a website and then matches them to appropriate search results. Who knows, maybe in the future the whole SEO will be more about the context, not about individual keywords. But this is something we’ll have to wait for a bit longer 😉

(1)
Author
Marketing Team Leader - Kasia

Marketing Team Leader

Marketing and employer branding responsible since 2017. She wants Delante to be heard! Her experience has made her love design and analytical thinking, and that's how she approaches every task. A lover of travel and music, discovers new series in her free time or grabs the saxophone.

Leave a Reply

Your email address will not be published. Required fields are marked *

Recently on our blog

Are you curious about SEO of online stores or maybe you want to enter the Swiss market and wonder SEO abroad looks like? You will find answers to these questions and many other tips important for the development of your business on our blog.

How to Publish an Article on WordPress? A Step-by-step Guide

How to Publish an Article on WordPress? A Step-by-step Guide

Are you wondering how to post on a WordPress site? User-friendliness is a definite advantage of this CMS system. However, to manage it effectively, you still need to learn how to perform particular activities. Publishing blog post entries is one of the processes that have to be mastered. We’ll show a step-by-step instruction. Keep reading to learn how to post a blog on WordPress!

Read more
How to Write an Author Bio? Useful Tips and Examples

How to Write an Author Bio? Useful Tips and Examples

Not every article found online includes information about its author. As a reader, you probably want to make sure that the content you access was created by a specialist in this field. As portal owners keep this in mind, they started introducing author bios. What are they? What should they include and why is it worth placing them on your website? Keep reading to find out and get inspired with some tips for creating author's bio.

Read more
Top SEO Trends for 2022. What Should You Focus on to Conquer the Market?

Top SEO Trends for 2022. What Should You Focus on to Conquer the Market?

The New Year is just around the corner! Are you wondering what the SEO trends are for 2022 or what to pay attention to when optimizing your website to ensure that you achieve the best possible results? Keep reading today’s entry to discover top SEO trends for 2022 and learn how to take your marketing activities to the next level!

Read more