The Google algorithm is based on relevance. Relevancy is what page is most relevant for the words that the searcher has typed. Relevancy is based on a couple of things. It’s based on the content of the site, on the content of the page, it’s also based on the importance of the website. Importance is gauged by a number of links coming from other sites to your site.
Some of this is based on the frequency with which you use the words and related words throughout your website and to the links. It’s not ultimately all about frequency. A lot of it comes down to reputation, how well is your site perceived and judged by other websites and that comes down to links. So the search engine algorithm is based in the two primary areas. The first is what you do on the page, and by that, we mean how you optimise the content that is on every page of your website.
You can optimise the content, you can optimise the structure or the code of the page, and you can also affect the code through the markup instructions of the code. On your website, you are in control of the content that’s on the page. You’re in control of the programming, and you are in control of the code. Those things are completely under your control, and you can change them anytime you want.
What’s out of your control are links from other websites coming into your site. These links are what search engines use to determine how trustworthy, how important, and how relevant your site is. Links are essentially third-party opinions giving a non-biased evaluation of your website. Search engines are also taking into account social signals. What is being said about your company or your website in social media and what types of links are going back to your site from social media posts, tweets, pictures, videos and so on. All of the intentions in search engine optimisation is on the algorithm. The main reason is that the algorithm changes many times throughout the year. Over the past, there have been about 5 to 6 significant changes in about the last ten to twelve years, that have affected how search engine experts do their job. The algorithm changes constantly throughout the year it could change a couple of hundred times, and it’s because the search engine is constantly trying to refine the results searching for more quality.
The customer of the search engine is the searcher and so the better results the searcher gets, the more that searcher is going to use that search engine. Quality is of utmost importance to a search engine, and all these little tweaks to the algorithmare geared to improve the quality. Sometimes there are some accidents that are made, sometimes sites that aren’t doing anything wrong, get thrown out or penalised. There are things in place that you can get back into the index, but the problem is there are people that do create low quality or spammy sites and add to the search engines are trying to target.
The core algorithm doesn’t change a whole lot. I’ve been doing a lot of the same techniques since about the mid-90s, and I still have sites that I haven’t even touched for years that are still ranking well because the core algorithm for your on page rankings is still basically the same. Content and keywords. The reason why the algorithm changes so much when we talk about quality, a lot of times people try to create their own backlinks, there own links from other sites by creating thousands of low-quality fake websites with links to their website. The search engines have to somehow improve their quality by finding these sites and getting them out.
One of the major algorithm updates that were done a few years ago is because search engine optimisers were over optimising their websites. They were using keywords too many times on the page, and it was obvious that they were doing it just to get higher rankings and not to present a good image to the searcher. What the search engines are ultimately trying to do with the search engine algorithm is improve the quality, increase the visibility of quality sites. For your on-page optimisation, you need to know that there are three primary areas you have to control. Your internal links, the content on the page, and on the structure and architecture, the organisation of your website.