An Expert Guide to Search Engine Ranking Algorithm Brampton
Chapter #9: Brief Overview of Search Engine Ranking Algorithm
The most interesting part of learning SEO is understanding the search engine ranking algorithm.
The search engine ranking algorithm consists of 200+ different ranking factors that are considered the major ranking factors. However, there are several other new factors that are added every day. Yes, you read that right, every day. This is the reason organic rankings of a website keeps on fluctuating.
The most important ranking factors are:
User experience: Google loves to rank sites higher up in the search results that offer a great user experience. Faster site speed, easy navigation, no unnecessary pop-ups, no spam content, no spam ads are all factors that contribute to good user experience.
Links: As suggested earlier, links are the most important ranking factor out of all the factors that Google uses in its ranking algorithm. Links are counted as a vote to your site, the more votes your site has, the higher it will rank in the search results.
Technical SEO: Google and other search engines need to index the contents of your site and understand it before it can rank it. Technical SEO helps search engines to better understand your website.
Content: Any site ranks on the search engines because of good content. If the content on your site is unique that no other web page has on a particular topic then Google will consider this and rank it higher in the search results. Your content should help the reader and should be the best content on the entire web on the topic.
Most search engines rank results by keywords. A simple ranking algorithm would give a higher rank to a document that contained all of the keywords in the query and a lower rank to one that contained only some of the keywords. This simple formula can be modified to take into account the keyword weights stored in the search engine's database.
In a way, the search engine algorithm is like rocket science: we know it’s important, but most of us aren’t exactly sure how it works.
Every year, Google rolls out numerous updates (often with little heads-up) that manage to change the playing field for marketers in big and small ways.
But even for pros who have been working in paid search for years, understanding the search engine algorithm can be tricky. Knowing the basics allows you to react to new changes quickly or prepare your campaign for them in advance. When you figure out how these algorithms can affect your paid advertising tactics, you can take steps to prevent them from derailing your plans.
What is a search engine algorithm?
A search engine algorithm is a collection of formulas that determines the quality and relevance of a particular ad or web page to the user’s query. These days, Google reportedly changes its algorithms thousands of times each year. However, only major changes (or updates) affect SEM campaigns in a visible manner.
One of the biggest mistakes marketers make is focusing all their efforts on frantically adjusting the campaign to these formulas instead of looking at the bigger picture.
The overall search engine strategy
Search engines make the user experience a top priority. Google managed to become the most popular search engine on the planet by creating complex algorithms that improve the search process using sophisticated tactics that serve users the information they seek.
An algorithm works with all kinds of details for context, from obvious clues like the perceived content quality to the spam history of the website owner.
Overall, Google uses more than 200 ranking factors when determining which results to serve and in what order. However, no matter how well you adjust to them, each new update has the power to push your efforts to square one.
While updates may be mostly focused on organic search, they can have not-so-clear but oh-so-painful implications for paid search as well. For example, your ads could stop showing up as a response to a big part of your target audience’s queries simply because the landing page they lead to isn’t specific enough.
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