We cannot imagine our life without the Google Search Engine on our beloved World Wide Web, it has almost added the word “Google It” into our dictionaries and yet the Google search engine remains the cornerstone of just about everything the company does. But how does it actually work?
In the words of Pandu Nayak, Google’s VP for Search, “Nobody, absolutely nobody comes and tells me that, ‘Oh, you know the other day, I did a search and, you know, it worked really well,'” Nayak says with a laugh. “No one says that.”
Well, at the heart of every search engine, is its algorithm that brings us that desired search results page. While Google shares some facts about its algorithm, the specifics are a company secret. Obviously ! As per Neil Patel, Even some Google employees don’t understand everything that’s happening with the web’s most dominant search engine.
Google’s Algorithm :
According to Google , this piece of secret code keeps up with ever changing user behaviour, user preferences with the help of live tests and thousands of trained external Search Quality Raters from around the world who follow strict guidelines to keep the search algorithm relevant.
Organisation of Information :
Google does this, with the help of automated programs called spiders or crawlers, just like most search engines, to help generate its search results. These are the culprits why today’s website has to consider the 200 ranking factors outlined by Google. Yes 200 !
Simply put, sites that stay on Google’s good side are more likely to rank. This is the whole point to stay on top of SEO.
Google’s Page Ranking :
There are some factors which are effectively out of our control, such as the ages of our sites and domain names.
A Web page’s PageRank depends on a few factors:
- Frequency : If the keyword appears only once within the body of a page, it will receive a low score for that keyword.
- Duration : People create new Web pages every day, and not all of them stick around for long. Google places more value on pages with an established history.
- Cross Links: Google looks at how many Web pages link to a particular site to determine its relevance.
Out of these three factors, the third is the most important.
Whilst this is an exhaustive topic, being on top of the google search results or search queries are a key to every business today, whilst one does not need to know all search terms or news stories on search engines, it is important for businesses to understand what google’s algorithms rewards and penalises. Here is a good example of a reference tool to start your journey. Also here is more reading on Digital Marketing