Search Engine Marketing (SEM) is a game of knowledge and information. Keeping yourself updated can keep you ahead of your competitors.

Econsultancy team has shared four recent SEM updates provided by search engine marketing expert Eu Gene Ang, Econsultancy’s lead trainer in Asia. The updates are focused on AdWords, Organic search, Mobil and RankBrain.

On organic search engine optimisation, Jeff Rajeck says, “A whole industry has blossomed around optimising content and page markup for Google, commonly known as Search Engine Optimisation (SEO).

However, as Eu Gene pointed out, nearly all of SEO is based on the notion that Google is an ‘information engine’ which simply reads web page content and stores it in an indexed database. The theory behind SEO is that the easier you make it for Google to read, store and recall your site’s information, the more optimized your page is for a top position on the SERP.

Now, however, Google is changing from an ‘information engine’ to a ‘knowledge engine’.  Instead of showing search results only based on keywords, Google now aims to understand each user’s intent and provide the best answer it can on the front page.

This change is quite noticeable when searching on a well-indexed topic like a movie, a company or a country. While Google still offers results based on the keyword, the SERP also displays ‘knowledge’ (as Google searches semantically, finding the data it believes the user wants to see)”.

Four search engine marketing updates busy marketers might have missed

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