Though the system initially succeeded through being superior to many alternatives, it's never been without weaknesses. One of these is how the website operates with search engine optimisation or SEO. SEO favours big platforms over smaller ones, which means international businesses tend to succeed, while smaller local businesses are often left behind. New changes aim to challenge this behaviour, with significant potential implications for those outside of the largest stage.
A Development for Local Businesses
According to recent reports, the big changes to Google's search algorithms will come through improvements to the ranking system as well as the Google New Showcase panels. This should provide news reports that come from a more local perspective. When operational, the new Google system will ensure you'll be getting more information from news sites that are relevant for your area rather than results from international sites hosted a world away.
For general news, you'll be much more likely to be informed about local events, as activities in Taverham or Intwood are unlikely to be listed on MSN or CNBC. It also means that any international events will be covered in the view of a local, rather than that of a big news personality of another country.
A knock-on effect then comes from how advertising systems operate on news websites. The biggest news outlets will tend to offer advertisements from the largest international companies. If you've even been inundated with links to the likes of Amazon or eBay, you'll know exactly what we mean.
On local websites, you're much more likely to see advertisements for local businesses. This can help these businesses succeed, and generate proceeds for the local economy. Even outside of advertisements, interest pieces and reports can drum up involvement for nearby events. As either a one-off or for finding a new passion to sink time into, both outcomes would help much more than anything possible with the older Google approach.
In essence, this change would bring Google closer to what has already been achieved by more specialised websites revolving around certain industries. This can translate across many fields, from the employment industry with best employers lists to retailers with the best return policies over the years, and this potential extends into many types of businesses.
In online casinos, for example, best casino bonuses listings exist as collections and comparisons of important elements like welcome bonuses and free spins. These are all compiled by hand to be accurate, taking from direct experience and personal opinion. The changes by Google would approach this functionality on an automated scale, so it couldn't quite be as accurate, but it will still function as a step up from the traditional system.
Wait and See
While it will be some time before we see the full effects of Google's changes in action, they represent what could hopefully be a much-improved method of online visibility for local news websites and businesses. Escaping the big international news bias will mean you'll get more of what you want, while the establishments you frequent could also see increased traffic. It's a win-win, at least if the system works as advertised.