Have you ever wondered how Google determines the order of search results? Why do certain websites appear at the top while others languish at the bottom?
The exact inner workings of Google's ranking algorithm are a closely guarded secret known only by a handful of Google engineers.
However, through research and testing, SEOs have uncovered many of the factors that impact search engine rankings.
Google's ranking algorithm is one of the most closely guarded secrets in the tech world. But over the past several years, SEOs and researchers have slowly managed to remove the curtain to get a peek at how it works.
Google has begun publicly sharing insights into its ranking factors and core algorithm philosophy. While not revealing the exact formulas, they provide general guidance on what website owners can do to improve their rankings:
Google values long-form, comprehensive content that thoroughly informs users on a specific search topic. Overly simplistic or thin content tends not to rank highly for head keywords.
Getting links from other high-authority websites in your niche is a highly weighted ranking signal according to several ex-Google engineers. Links serve as 'votes' to determine relevance and credibility.
Google crawls websites to index and evaluate them. Websites need fast page speed, clean structured data markup, good site architecture, and secure, stable UX. Technical SEO strongly impacts perceptions of website quality and usability.
Google considers engagement metrics like time-on-site, bounce rate, repeat visitors/subscribers, social sharing, reviews, etc. to determine how much value a page provides for searchers. Pages that resonate create happier searchers and earn higher rankings.
In addition to these public comments, researchers have made discoveries through extensive ranking correlation studies. Some of the most impactful 'discoveries' have included:
While part of the Google algorithm mythos, marketers and SEOs need to stay on top of changes and updates to make their content as visible, useful and optimized for searchers as possible.
Monitoring algorithm updates, optimizing websites for known ranking factors, and continuously improving website quality and content help reverse engineer Google's ranking secrets for better results.
Hope this additional detail helps provide useful insights into Google's algorithm and how third-party researchers work to gain an edge! Let me know if you need any other changes.
While the full algorithm remains a mystery, Google has disclosed that there are three core factors at the heart of its algorithm:
Getting these core factors right lays the foundation for achieving high search rankings.
Google's algorithm wasn't always as advanced as it is today. Over the past two decades, the algorithm has gone through multiple major updates:
As quality expectations continue to increase, staying current with Google's algorithm is key for websites wanting sustainable long-term rankings.
Google uses a wide range of signals to evaluate pages, but these eight factors have an outsized influence on rankings:
Fast-loading, mobile-friendly pages are rewarded; slow-loading pages get buried.
The reputation and trustworthiness of a site are established over the years through links and content.
Pages that keep users engaged and lead to site interactions tend to outperform pages that don’t.
Getting links from reputable industry websites indicates expertise and authority.
Structured data that enhances the search results snippet and provides key information to Google.
Sites containing malware or deceptive navigation get excluded from rankings.
Depth and breadth of content focused on the topic consumers are searching for.
Positive ratings, reviews and brand mentions encourage Google to rank brand pages higher.
A: The Google algorithm refers to the computerized formulas and machine learning models Google uses to rank web pages in their search engine results. The algorithm analyzes pages against thousands of ranking factors and assigns each page a relevancy score.
A: Google makes incremental tweaks to their algorithm on a near-constant basis. Major algorithm updates roll out 2-3 times per year with each update targeted at improving search quality.
A: Google engineers closely monitor search results and make changes to correct issues. Updates target issues like low-quality content, spam backlinks, technical problems, or irrelevant results for search queries.
A: SEOs use tools like the Algorithm Tracking tool in SEMrush to detect Google ranking volatility and correlate it with algorithm updates. Monitoring rankings around Google data centres can confirm widespread algorithm changes.
A: Attempts to trick Google through deceitful practices almost always backfire. Tactics like keyword stuffing, hidden text, inflated visitor metrics, etc. violate Google quality guidelines. The best approach for sustainable rankings is to offer a genuinely useful website.
Google's complex ranking algorithm will likely remain a black box for the foreseeable future. However, by focusing efforts on creating high-quality content, earning authoritative backlinks, providing value for users, and staying up-to-date on algorithm changes, websites can build a solid search ranking foundation based on best practices.
While the exact formulas may remain a mystery, the general best practices for optimizing Google rankings are no secret.
