Google Search Patents Improves SEO in 2020

Many SEO experts keep an eye open for important Google Search Patents to improve SEO in 2020.

Google’s Search Patents explains how Google arranges and evaluates search results. Let’s look at the most important patents Google obtained in the past affecting SEO in 2020.

What’s a Google Search Patent?

First of all, you must learn what a Google Search Patent entails.

The United States Patent and Trademark Office (USPTO) receives thousands of applications for patent approval from inventors and programmers.

A patent protects the patent holder from others making, selling or using the patent. A patent lasts from 14 to 20 years (depending on the patent) giving exclusive rights to the patent holder. Source

What’s so important about Google Search Patents?

SEO experts always try to keep up with new Google algorithms and techniques affecting Search Engine Results Pages (SERP). That way they help their clients to achieve higher SERP rankings for their sites.

Algorithms consist of a complex system that retrieves data from a large search index database to provide the best answer to a question posed by an online search. Source

Over the years, Google got patents for several algorithms for its SERP like:

• Panda;
• Penguin; and
• RankBrain. 

Tip: Understanding a new Google algorithm lets SEO gurus help their clients to improve their sites SERP. Companies pay SEO experts a lot of money for that. That’s why keeping up with Google Search Patents to learn their new algorithms becomes important.

How to Locate Google Search Patents

Patents and their applications become public records. The USPTO official website offers you access to these records. Type “Google” as the applicant and search the files. But, Google applied for thousands of patents over the years. Only a few relate to SEO. Also, they’re very technical documents. Not easy to understand.

Tip: It’s easier to follow SEO experts who search for new Google patents and cherry-pick the ones related to SEO. Let them explain the new Google SEO patents for you.

Bonus: Who are these SEO gurus? The top two include:

• Neil Patel writes about SEO and online marketing. He keeps track of new Google patents. For example, his explanation of four Google SEO patents here; and
• SEO by the Sea also follows Google’s SEO patents and explains them.

Most Important Google Search Patents for SEO in 2020

Google owns thousands of patents. Most don’t even deal with SEO. Let’s look at the most important ones affecting SEO in 2020.

1. Document Scoring

Document scoring by original document (web page) date. Age of when a document or web page originated is important for Google page ranking. Google determines age by when it first crawled through the document or site.

Thus, a web page existing for 20 years as an expert authority, Trump’s (sorry Donald) similar content written years later. Like a finely aged wine compared to a newer vintage.

In this patent, Google uses age to calculate an average link rate. Accomplished by dividing the total page backlinks by its age. This becomes a partial page ranking factor.

It’s a double-edged sword. Because an older page must keep adding backlinks to maintain a high ranking. Old backlinks over the years tend to wilt on the vine.

Tip: To achieve higher page rankings add more backlinks as it ages. Create new content and update older pages. Circulate them into your marketing channels.

2. Content Clustering

Content Clustering means grouping web pages and websites around a common topic. SEO experts call this “topic clusters”. I wrote about topic clusters in a LinkedIn article titled: Topic Clusters = SEO Future. 

My article contains diagrams showing how topic clusters work. This method makes a website more of an expert on a topic. Topic clusters create internal links between related web pages helping higher Google rankings.

Tip: Content clusters group around a common topic.

The example above shows the main topic "Weight Loss" surrounded by eight web pages focusing on similar sub-topics.

Bonus: Create a Home Page about one topic. Then, create separate web pages with associated sub-topics to link back to the Home Page.

3. Factors Determining Google Featured Snippets

The patent calls this a “natural language search result for queries intentions”. It describes the mechanics which SERPs qualify as a "Featured Snippet”.

Known as the Holy Grail of SEO. That’s because a Google Featured Snippet stands above all others even if it wasn’t a #1 or Top 5 in the SERPs.

Google matches the specific wording of a query to determine its “clear intent”. It scans the top-ranked search pages to find a heading similar to the query. Essentially, the best answer to the query.

Tip: Use all your headings (H2 – H6) in your content so Google finds the right answer. Make each heading answer a query (natural language + keywords) with the best answer. Also, Google favors bullets or numbered lists in a Featured Snippet.

Bonus: I wrote a LinkedIn article explaining Google Snippets: How to Get into Google Featured Snippets.

Take a look at an example of one of my many web pages becoming a Google Featured Snippet below.

I wrote this blog post for the Real Estate Express Blog back in 2016. Yet, it still appears as the Featured Snippet for its full title on July 28. 2020.

Now, look at what appears below when typing "effective open house advertising" instead of the full title as I did on July 28, 2020:

A different Google Featured Snippet appears showing the bullets list I included at the Conclusion of the blog post.

Now, look at what appears when typing "how do you advertise an open house" as I did on July 28, 2020.

Thus, three variations of search queries about open house advertising results in Google Featured Snippets for the same blog post four years later.

That's why many SEO experts consider a Google Featured Snippet as the "Holy Grail of SEO". The power of appearing in a large window above all ads and SERP rankings gets noticed by every viewer. 

4. Context Words now more Important than Keywords

Search Engine Based on User Context where the Google patent continues the movement from just keywords to keyword phrase and now context words.

Tip: Too many sites focus on the main keyword or a short keyword phrase. That’s old school SEO.

Bonus: SEO involves context words. Google wants to see a web page using “topical vocabularies” instead of keywords. Contextual words use a series of words loosely associated with a topic.

Bonus+: For instance, if you write a website about the best toothpaste. Google expects to see associated words like teeth, cavities, and toothbrushes.

5. Ranking based on Number of Clicks and Length of Time User Stays

Search Result Ranking based on User Feedback Google now calls a “weighted click-through-rate”. This patent attempts to find a middle ground with clicks and visit length of time.

While this seems a variation of a bounce rate, it’s more about observing a visitor’s behavior. Viewers who look at other internal web pages or order a product or service shows positive feedback based on behavior.

Tip: Make your meta descriptions and titles enticing to lure visitors. Make them remain longer while looking at other internal web pages or viewing videos. Plus, buying your products or services.

6. Video Watch Time and Duration Performance

This incorporates two new Google patents. A patent for website duration performance and a patent for video watch time.

Besides considering the visit duration as a ranking factor. Google wants to set a benchmark for specific types of content and visit durations. How well does a video or web page perform against the benchmark?

Tip: Keeping your visitors engaged in your site will help with higher rankings. Google encourages videos, podcasts, comment prompts, and polls (surveys), etc. to keep viewers engaged.

Bonus: Learn how to create quality videos with special effects cheaply. I wrote this for real estate agents, but the tips apply to anyone. Create Real Estate Videos with Special Effects.

7. Ranking Site Quality

Known as the “predicting site quality” patent. This is very important. Google filed patents for the “use n-grams” (word strings) to check the content.

These patents attempt to use an algorithm of many pages already known as high quality to create a word string model. This model looks at a new web page establishing any similarity in writing. As a high-quality benchmark for ranking the page.

Tip: N-grams identify keyword stuffing, gibberish content, and poor quality writing lower their rank. You need to avoid auto-generated content, or plagiarized content, and overly using keywords. Hire professional writers to give your site quality original content.  

Bonus: Look at the Google Top 3 SERP sites for a given set of context words about the quality of their content. Then, create a similarly worded title, meta description, and meta tags. But, don't plagiarize.

8. Measuring the Quality of Backlinks

Determining the quality of resources patent tries to place a value on each backlink. Measuring link value by the amount of traffic it brings. If users do not click on the link, the linked page contains no value.

This patent will end the practice of loading too many links to a web page or blog post or guest posts. The links which viewers do not click on become useless. Yet, fewer links generating clicks become more valuable. This also eliminates the practice of buying links from a website no one views. 

Tip: Guest posting to get backlinks will change. No more 10+ links back to your site to generate a lot of backlinks. Better to only provide a few quality links which viewers actually click on.

9. Beef Up Your Anchor Texts

Google’s patent for ranking content based on feature data and/or user behavior attempts to determine the likelihood a viewer clicks on a link. Greater likelihood of clicks gives the link a higher ranking.

This patent tries to look at anchor texts to see how informative they are. Misleading or lack of good information gives anchor texts lower rankings.

Tip: Create your anchor texts for both internal links and backlinks to represent what the page is about. Make sure to use keywords and contextual words representing the topic of the page.

10. Get Local Reviews

This patent identifies local experts’ reviews. Google seeks “local experts” who review local businesses.

Google identifies local experts based on the total number of reviews and the number of local reviews. Also, what types of businesses they reviewed.

Currently, Google My Business tags some reviewers as “local guides”. This patent goes beyond that. For instance, a clothes shopper reviewing every local clothing store becomes a local guide.

Tip: Don’t try to solicit Google My Business local guides. It will look like a bribe.

Bonus: Encourage clients and customers to review your business. Ask them, or offer loyalty programs and rewards, and send follow-up emails asking for a review. Use social media channels encouraging clients and customers to give feedback.

Bonus+: Ask clients and customers to review you in the following sites:

• Google My Business ranked by Alexa as #1. Can rank any business;
• Amazon ranked by Alexa as #3. Ranks e-commerce vendors;
• Facebook ranked by Alexa as #4. Allows reviews for any business;
• Trip Advisor allows reviews for restaurants, travel, and food;
• Yelp allows ranking for any business;
• BBB (Better Business Bureau) allows reviews of any local business;
• Bing Places for Business allows client and customer reviews;
• Manta allows reviews for any business, but specializes in small businesses;
• Yellowpages allows reviews for any business;
• Foursquare allows reviews for any business, but mainly restaurants;
• Angie’s List allows reviews of service-related businesses;
• Business.com allows reviews of products and services;
• Glassdoor where current and past employees rate the company;
• Judy's Book Business free to customers to review your business;
• MerchantCircle reviews of small businesses starting with highest-ranked;
• OpenTable for Restaurants restaurant customers review with star ratings;
• PlanetRate sign up your business (any type) so customers write long reviews;
• VendOp matches vendors with customers’ needs to share their experiences;
• Avvo for lawyers and law firms reviews;
• Lawyers.com boasts over 1 million lawyers’ reviews;
• Martindale-Hubbell considered by attorneys as the “gold standard” of lawyers ratings; and
• Twitter, Yes encourage happy clients and customers to Tweet about your great business.

Conclusion

Important Google Search Patents to improve SEO in 2020. Focusing on the most important ones affecting SEO in 2020 includes:

1. Document Scoring – Web pages need to add more backlinks over time. Otherwise, aged web pages with no new backlinks wither on the vine;
2. Content Clustering - Content clusters must group around a common topic to establish expertise;
3. Factors Determining Google Featured Snippets - Each heading answers a query (natural language + keywords) using bullets and numbered lists;
4. Context Words more Important than Keywords – The new SEO involves context words. Web pages must use “topical vocabularies” instead of keywords;
5. Ranking based on Number of Clicks and Length of Time User Stays – Make your titles and meta descriptions entice visitors;
6. Video Watch Time and Duration Performance – Keep visitors engaged in your site for higher Google SERP;
7. Ranking Site Quality – Avoid poor content. Hire professional writers to provide original internet quality content;
8. Measuring the Quality of Backlinks – No more backlink stuffing. Only provide a few quality links which viewers click on;
9. Beef Up Your Anchor Texts – Create anchor texts representing what the page is about. Only use keywords and contextual words indicating the page’s topic; and
10. Get Local Reviews - Get clients and customers to review your business.

Follow the 10 tips above to make your web pages, blog posts, and guest posts improve your SEO in 2020 and beyond.

Steven Rich, MBA

Copyright ? Steven Rich, MBA 2020