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SEA Agency
Grow your business quickly with paid search (SEA).
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The agency
SEO Agency
SEA Agency
Grow your business quickly with paid search (SEA).
Social ads
The agency
Since its beginning in 1998, Google has indexed and ranked billions of pages daily. Its mission: Deliver high-quality search results with the most relevant websites based on user queries. To achieve this, Google relies on a complex and secretive algorithm. Something that is an enigma for SEO specialists.
The algorithm comprises multiple sub-algorithms that work together to analyze web pages. They consider various parameters in this delicate yet complex process. These include page load speed, user experience (UX), number of inbound links, and sensible use of relevant keywords.
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To maintain its quality, Google regularly changes and updates its algorithms. These updates can affect website rankings on search engine results pages (SERPs). In turn, this impacts SEO. Understanding Google’s algorithms and their potential implications is crucial in managing your site’s SEO.
Google’s algorithm, PageRank, was invented by Larry Page, one of Google’s co-founders.
This system measures a website’s popularity and assigns it a score that influences its ranking. Over time, additional sub-algorithms have been incorporated into the system, as some criteria could be manipulated by unscrupulous SEO experts.
To enhance the user experience, Google is constantly battling SEO optimizations and manipulations.
With the help of its algorithms, the American giant aims to detect and eliminate “low-quality” content created solely to improve rankings in the SERP. More specifically, updates are designed to:
As mentioned earlier, Google’s algorithm consists of numerous sub-algorithms. They work together to scan, index, and rank web pages. Google intentionally keeps its “magic formula” secret, and it is impossible to know the exact composition of the algorithm.
However, here are some major updates currently in effect that have been officially communicated:
This algorithm aims to reduce the ranking of low-quality websites with poor, duplicate, plagiarized, or spun content (content generated automatically from existing content). It helps improve the ranking of sites with original, useful, and high-quality content.
The Penguin update targets and penalizes poor-quality backlinking. Websites that use link farms or directories are penalized. Over-optimization of link anchors is also considered spam.
A complete overhaul of the main algorithm, Google aims to understand users and their intent. It focuses on semantic search and the context of keywords to interpret search queries more accurately.
This update brought greater relevance to local SEO. In response to geographically targeted local queries, the most popular local results are ranked higher.
The algorithm aims to improve the loading speed of web pages on mobile devices. This update favors responsive websites, meaning those optimized for mobile searches. Mobile user experience is crucial, given that 64% of searches are conducted on mobile devices.
RankBrain’s main goal is to understand how users interact with Google, analyzing their behavior, such as why they click on certain links. It also interprets the meaning behind search queries, improving the relevance of search results.
This update targets websites with excessive advertising. These sites were often created to rank well in SEO, generate traffic, and then earn revenue through ads. Google penalizes websites that prioritize ad income over user experience.
Based on artificial intelligence and machine learning, this algorithm processes natural language, helping Google better understand complex search queries.
These are general updates aimed at improving the overall relevance of search results. They do not specifically target a type of site or content but seek to enhance the algorithm as a whole.
An advanced AI model designed to understand complex queries and questions more comprehensively. MUM combines multiple tasks into one model to provide more complete results. It’s 1000 times more powerful than BERT and supports 75 languages, multimodal tasks (e.g., video, images), and multitasking (e.g., search history, location).
Every day, Google must rank millions of pages competing for the same queries. With over 200 ranking factors, developing this algorithm is a complex task for Google’s teams.
To ensure quality results, several evaluations are conducted. The algorithm is in constant evolution. “Quality Raters” perform manual evaluations and assessments to verify the relevance of results in the SERP, ensuring the effectiveness of Google’s algorithm.
Google has made changes and updates to its algorithm since it was first created. In 2022, more than 4,725 improvements were carried out.
Google also monitors user experience to ensure that any new features introduced in the interface are well-received by users.
In its ongoing battle against spam and SEO manipulation, Google’s web spam team continually seeks out new spam techniques and trends.
Google’s Search Quality Rater Guidelines provide a comprehensive insight into this process.
90% of clicks occur on the first page of Google, with the top position generating over 30% of clicks.
Your ranking position in the SERP can be a significant “game changer” for your business.
However, SEO is a complex field. As you know, Google and its intelligent algorithms are constantly striving to counter dubious spamdexing techniques.
Here are some key factors to improve your ranking in Google’s algorithm:
Google updates can be categorized based on their impact:
Source: Search Quality Rater Guidelines
Google’s goal is to improve search results. However, any updates can cause changes, affecting your site’s ranking.
When you aim to rank in Google search results, you need to prove yourself to Google.
Your site should align with its guidelines. Show that your site is reliable and that you are playing by the rules. Your ranking will improve if a new update prioritizes original and authentic content, and your site aligns with this standard. Conversely, if it doesn’t, your ranking will decline.
An update might negatively impact your ranking. If that happens, make adjustments and modifications to your site.
Focus on aligning your content with the new algorithm criteria to improve your position in search results. This may involve enhancing the user experience, refreshing your content, or optimizing your site’s technical aspects.
It’s crucial to stay informed about the latest Google updates and regularly monitor your site’s performance. You can check Google’s official updates through this link.
Google constantly updates its algorithm. SEO professionals must adapt and anticipate the next changes. One key to staying prepared is to focus on EEAT:
When facing a Google update, start by auditing your site. Identify the impacted pages and elements, then prioritize areas that need attention.
Pay close attention to content optimization. Ensure it’s relevant, updated, and original. Avoid crawl errors, and make sure Google can index all your pages. Check for issues like “noindex” tags or 404 errors.
Site speed and accessibility are crucial factors. Diversify your backlink sources. Build a solid internal linking structure to avoid orphan pages.
Tools such as Google Analytics, Google Search Console, Screaming Frog, or Thruuu help analyze your site’s performance.
Google shares some major updates and new algorithm releases. However, it’s impossible to know all the components of the algorithm. If we had the exact formula, every SEO expert would use it to reach the top, making rankings unfair.
That’s why it’s essential to stay informed about Google’s announcements. Follow trends, analyze performance, and always focus on improving user experience. SEO is an ongoing process.
In May 2024, Google experienced a major leak of internal data. It contained information regarding search API and algorithm functions. More than 2,500 modules were revealed to the public. It gave a rare look into Google’s internal operations.
According to the leaked documents, site authority (backlinks) remains a crucial factor, despite Google’s recent denials. Clicks on search results, especially via Navboost, also influence rankings. Google uses navigation data, like search history and personal data, to refine search relevance.
The leak suggests a whitelist of trusted sites that receive preferential treatment during specific events (e.g., elections, COVID-19). New sites may be placed in a “sandbox” until properly evaluated. Google’s Quality Raters also contribute to ranking criteria.
We still lack full context and don’t know if the information is up-to-date. However, the leak highlights the complexity of the algorithm. It is an exciting opportunity for SEO experts to test new theories and refine strategies based on this insight.
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