This is when the effect on something lags behind the cause. It occurs in physics and the natural environment, but can also be engineered into computer systems.
In a ranking algorithm, hysteresis is a technique that can be used (for example) to prevent short-term spikes in one or more factors having an undue influence. Google references this approach in its historical data patent from 2012:
Search engine may take measures to prevent spam attempts by, for example, employing hysteresis to allow a rank to grow at a certain rate.
It means that:
- We can’t assume a change didn’t work just because there was no impact first time around. For example, content may need to be updated regularly over a period of time before we see impact because Google has systems measuring frequency and scale of change over time.
- The impact of SEO is best measured in aggregate – i.e. justify the value of SEO based on your whole programme, not by trying to measure isolated bits of activity.
Further reading:
What is SEO Word of the Week?
Once I week, usually on a Monday, I post on LinkedIn about a SEO topic of interest (to me, at least) that allows me to share some knowledge in a format that’s easier to digest, and to write. This could be anything from a concept within search engine algorithms or systems to ideas that marketers can act on. I’ve also decided to collect these posts here to keep an archive that people can refer to without having to sift through the rest of my feed.