Google 's ranking algorithm is showing higher accuracy , meaning that marketers should not just focus on universal ranking techniques to optimise content , according to Searchmetrics . Research showed that Google could now more accurately determine search results behind phrases or phrases . As such , retail and e - commerce sites should keep content short and well - rounded ; organise their page with menus and internal links ; and make sure the content feature is highly visible . Other tips include designing a slightly bigger web page and avoiding hosting ads .
Google's ranking algorithm is showing higher intelligence, meaning that marketers should not just focus on universal ranking techniques to optimise content, according to Searchmetrics. Research showed that Google can now more accurately determine search intention behind phrases or keywords. As such, retail and e-commerce sites should keep content short and well-structured; organise their page with menus and internal links; and make sure the checkout feature is highly visible. Other tips include designing a slightly bigger web page and avoiding hosting ads.