November 9, 2015

Understanding the Ranking Algorithm of Google

So I've been in the Internet Marketing / Search Engine Optimization Industry for well over 10 years now and the landscape has changed so much.  In the beginning all website developers had to do was punch in a few keywords, put in proper titles, ask other websites to link back and essentially that was it.  You would be able to rank just by doing those 3 things.  Now, SEO no longer Childs play.  Google changed and updated its technology and recently launched RankBrain.

RankBrain, like its name sake, is the AI (artificial intelligence) behind the ranking mechanism of Google. Its machine learning so its actually teaching itself instead of following a command prompt created by humans.  Thats pretty far out.  Please note though that RankBrain is not an Algorithm.  It is instead a "sorting hat" designed to scan the billions of websites and rank them according to the algorithm requirements.  Essentially RankBrain works as part of the algorithm.  Google has confirmed that RankBrain is the 3rd highest signal for ranking.


Google's Algorithms

 So first before I talk about Google's Algorithms, let me define it as the formula that Google uses to provide the search results.  Google's algorithm or ranking formula has over 200 major signals and hundreds and thousands of minor ones that inform it where to rank the website.  Its so comprehensive.  Here are a few major signals that are super important:
  1. Hummingbird.  This algorithm was briefly introduced over a year ago.  Hummingbird changed the SEO landscape more so than any other algorithm before it.  It changed the way an SEO professional dealt with content, created content and provided links because all of a sudden the Search Engine was trying to answer questions instead of providing keyword queries.  This was, I feel, brought on by voice searches via Mobile phones.  This type of search was called, "conversational search."
  2. Panda.  The Panda Algorithm was introduced in in January of 2013.  The most important aspect of Google Panda is quality content that is regularly updated. I didn't go into lengths because there are already so many other existing articles about the Panda Algorithm.  Some prominent ones are: 
  3. Penguin. The Penguin is not to be confused with the Panda as they are two succinctly different algorithms. Panda is about content and Penguin is about ensuring your website meets quality guidelines of Google's Webmaster Tools and making sure that your website does not practice any black-hat SEO techniques such as link farming, doorway pages, duplicate content, keyword stuffing, etc. You can get more information about Penguin from these resources
  4. Pigeon.  The Pigeon Algorithm improved local searches and determined which results suited keyword searches based on location and proximation to the keyword location.    
There were other algorithms in the past and additional smaller algorithms such as "payday" and "top heavy"... all of these algorithms are still in play today and need to be taken with consideration when optimizing a  website.  Remember there are over 200 major signals and thousands of other minor signals. But let me leave it to these top 4 Algorithms.  If you can follow the algorithmic requirements, especially as a Cayman Islands company, there is no doubt in my mind that you will be ranking in no time.  Need help with your Optimization?  First consultation is always free.  Please complete our contact form on Easywebsites.

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