How Google transforms search queries and what
it means for SEO
In Franz Kafka's novella
"The Metamorphosis", a man wakes up one morning to find out he has
turned into a giant insect. If keywords were existentialists, they could be
experiencing something similar as, having been typed into Google's search bar,
they go through numerous transformations to become new, modified versions of
themselves — the queries that Google thinks are a better representation of the
searcher's intent.
To illustrate what I'm saying,
let me ask you for a tiny favor. Go on and type in "oscar" in Google.
No, seriously, do it. I'll hang in here while you're at it.
Chances are all of the top
results you got are about the 89th Academy Awards that took place a few days
ago. Some of the results likely do not mention the word "oscar" (the
only word you typed in, remember?) at all. Somehow, Google knows you're looking
for the specific Oscars award rather than general information about the
ceremony, Oscar the name, or Oscar anything else — and transforms your query
behind the scenes into something that barely resembles the original.
In this post, I'll look at how
this process may work, and what it implies for SEOs.
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