Traditionally at the beginning of the year to remember the events that have had the greatest impact on the domestic search engine optimization market in the past year.
In 2019, the search engines have continued to deliberately cut back its search functionality. In March, Google officially announced the first discontinuance directive rel = prev / next, and just a week later - on termination of the operator support info:, depriving SEO-specialists convenient and accurate testing tool indexing specific URL on any website.
However, we must pay tribute, something new in the Google search functionality still appeared - in April there was news about the introduction of new search operators before: and after:. Of course, it is gratifying that the search functionality is not only curtailed, but also extends, however, practical problems in SEO-analytics, requiring the use of these operators was not so much.
Rather unpleasant news about changes in its search functionality arrived in July from Yandex. Yandex changed their attitude to the implementation of the directive rel = canonical. Now he reserves the right to ignore this directive, if it considers that the page on which this directive is significantly different from that specified in this directive as the canonical. However, there turned out to be unoriginal Yandex - Google also reserves the right to ignore the directive canonical. Nevertheless, SEO-experts lost another convenient tool that allows you to flexibly manage the indexing of the site in Yandex, gluing fuzzy duplicates with the consolidation of the URL, in which the combined non-textual ranking factors for the canonical and non-canonical pages. The result is a situation where Yandex ignoring canonical directive, removes it contains a page from the index as substandard. That certainly does not serve to promote the site.
In August, the search interface Yandex has undergone yet another "circumcision." The menu more information snippets of search results has disappeared select "Show more from the site." It's good that the search site site operator: as well as get-parameter search results page & site with similar functionality, its performance yet retain.
In general, there has been a steady trend towards "simplified" search interfaces and functional search. User simply wean think how to formulate the query to find exactly what he needs. Instead, the search engine tries to guess what the user wants to find by asking the query in the most simple form. As far as he does this successfully - judging by the not so easy, but the fact that the main efforts that Yandex is that Google is now just focus in the treatment of long-tail mikrochastotnyh queries in natural language.
So, with regard to changes in the ranking algorithms of search engines, the 2019 Google was marked by EAT (Expertise, Authoritativeness, and Trustworthiness - the expert, reputable and reliable). Trend specified landmark Medic Update in 2018, the year, continued in 2019. For pages that are considered carriers of content categories «Your Money or Your Life (YMYL )», began placing ever more stringent demands on the quality of content and the credibility of its authors. A significant update to Google Guidelines for assessors greatly expanded interpretation of what pages are considered carriers YMYL content. And several major ranking algorithm updates (the so-called Core Update) in 2019 was significantly shaken up the issue of medical, legal, news, and other topics.
In late October, Google announced the introduction of BERT algorithm, which affected long tail mikrochastotnyh queries in natural language, falling out of the traditional areas of SEO-industry interests in the SERP. Therefore, its introduction to the market of search engine optimization is practically no influence did not have.
As for Yandex, the ominous warning Cheaters behavioral factors, made at the end of 2018 year, in 2019, the year no significant evidence in practice is not received. As a result, the domestic market offer SEO-services for the rapid conclusion of the top postpaid continues to bloom violent color.
In the 2019 year, as in the previous, Yandex has labored only one official "name" algorithm, dubbed the " Vega ", and that is literally at the end of the year. This update Yandex went on a course to increase the variety of "koldunschikov" internal services Yandex, displacing organic issuance of view of the user, taken in the previous algorithm " Andromeda ". So to issue a new kondunschik service responses Yandeks.Kyu which significantly pushed organics on a wide range of information requests. As a result of this kind of activity seoshnyh as earnings on the so-called infosaytah, threatens to be unprofitable.
But personally, I think the most interesting application Yandex is essentially a manual marking of search results when assessors expert assessment are heavy compared to other signals in the training algorithm. It seems that the assessors are to become almost the most important ranking factor, and that they in fact will have to decide which site (or any type of websites) deserves to occupy a high place in organics is pushed deeper. Thus there is an interesting trend in the evolution of criteria of credibility and quality of the site from link popularity (link popularity) through behavioral characteristics to expert estimates.
One can only hope that the assessment of assessors will indeed be well correlated with the quality of the site, and it's finally score the nail in the coffin of cheating behavioral factors, which are currently still play a vital role in the ranking of Yandex. And with a clear wrap where employees Yandex why do not want to fight. The impression is that if you hold a household analogy, we get the following example logic: "Why we are now chasing cockroaches with sneakers in hand, if after some time we have come up with an effective formula dichlorvos, which will destroy them as a class?" Well, clear logic, the only question is how soon all this will be implemented.
Well, in conclusion I want to wish all the traditional SEO-experts in the coming year high positions in delivery, quality of search traffic, and most importantly, the predictability of the result of their efforts. Happy New Year!