Many business owners invest much in building an expensive website with a seamless user interface and a great design. But all of these efforts do not pay off when they find themselves grappling with the problem of getting enough organic traffic. The reason behind it is simple. Their site is not optimized for the search engine.
Today anyone can build a site for themselves. There are numerous tools out there, like Wix, Squarespace, and WordPress, to name a few, which have made the creation of a stunning website possible. But what business owners truly want for themselves is not just a good-looking site. They need traffic in it. For that to happen, you have to champion the Google algorithm.
With over 2 billion websites worldwide and approximately 2 trillion searches in a year, Google expertly connects people to the information they need.
But how in the world is it able to pull it off?
It does this with the help of a complex bunch of algorithms. By now, you must be able to guess that Google's search algorithm is vital to everyone who is trying to drive traffic into their site. So let us learn more about it.
Google Search Algorithm – What Is It?
Google algorithm refers to a complex set of algorithms that enable people to discover what they want on the Google search engine. These algorithms, accompanied by numerous ranking signals, are working throughout the day, addressing infinite combinations of users and searches.
Google has not explicitly explained to anyone how they work. But it has surely explained what exactly determines search results. Some of the things that exert a considerable influence on search results are:
- The intent and meaning of a query.
- Relevancy of a specific webpage to that query.
- The reliability and quality of a webpage's content.
- The page's usability.
- The context of the one conducting the search, for example, the searcher's location, prior searches, and their Google account settings.
SEO is, in effect, not a one size fits all approach. While optimizing your site for the search engine, you cannot expect one technique to keep working forever. Even the most long-lasting technique can be rendered inefficient due to the constant algorithm updates that Google makes.
How Does Google Compare to Other Search Engine Algorithms?
It is precisely the search algorithms of Google that give it a competitive edge over other search engines. The programming equations, aka algorithms, are precisely what makes Google such a helpful tool for people all over the world who want to get authentic information on anything.
It is these algorithms that enable you to easily find the sites in it that satisfy your query to the utmost. In more technical terms, Google's algorithms are a complex system utilized for the purpose of retrieving data from its search index and immediately give the best results for a search.
Frequency of Algorithm Changes
According to Google, they change their algorithms multiple times in a year. A lot of these remain undetected. However, when core updates happen, they tend to take every marketer by surprise. In 2020, updates occurred in January, May, and December. But there were also various small updates that occurred throughout the year that no one could detect.
Now you may find yourself thinking about how you can get to know about an update? Well, you cannot really do so. What you can do is visit Google's search blog. There you can get a lot of information about the different updates. There are endless tools that you can employ to keep up with the changes. For example, the SERP Volatility sensor and Moz Cast. If you are noticing some huge changes in your keywords when using these tools, it is likely that Google has updated its algorithm. But keep in mind that you cannot ever be fully updated with the big algorithm changes.
Why Does Google Algorithm Matter to Your SEO Strategy?
Google holds a whopping 90 percent market share in the global search engine arena. Each and every minute, there occurs 3.8 million searches. Hence, if you want your site to appear in the initial results, you must keep up with the algorithm. The new algorithm alters the techniques that are used by the company to generate results. The changes render the old SEO practices obsolete. To drive traffic, you need to adjust to the new practices. Nowadays, Google is using the Rank Brain algorithm for its search. This algorithm works towards relating meaningful keywords searched by people to offer better results. With this algorithm in place, more importance is placed on the relevance and quality of the search query.
SEO Practices for Ranking High
Voice search is a technology that has blended into the lives of millions of people today. Most people use voice assistants like Siri, Alexa, and the like. So, integrating voice search is one of the best practices that you should focus on. It is definitely going to determine the ranking of your website. Just think about it. How many users are searching for a specific product or service using their voice? If your website lacks this technique, it will be hard for you to find yourself among the search results. Google is going to give more weightage to the results that are fully optimized for voice search.
It is another great way to see your rank improve. Using rich snippets will help your online business to enhance conversion rates. You will thus be able to beat your competitors. Moreover, snippets are a powerful way to include more information and make your pages more valuable.
Add in some emotions in the ads.
People today are not inclined to click on generic advertisements. You need to become smart if you desire to beat the Rank Brain algorithm. A great trick is to add emotions to your advertisements. Emotional triggers can increase customer traffic dramatically.
Focus on producing quality content
If there is one thing that can never change, it's that of producing quality content. If you want Google algorithms to work for you, you need to focus on creating better content. It is tough to beat those sites that have quality content on them. Think about informational blogs, long guest posts, and accurate articles. These are some powerful ways to kickstart your SEO strategy.
Utilize pillar pages and topic clusters
When thinking of increasing your ranking, you need to optimize your site architecture. Use pillar pages and topic clusters to organize your content in a manner that boosts your rankings. A pillar page refers to a topical page that gives a comprehensive general overview of a topic. Every pillar page should link to various particular topical posts that target long-tail keywords. These posts should, in turn, link themselves back to the pillar page. This type of site organizational structure indicates to Google that your website consists of rich content.
Track your SEO progress
Tracking your SEO progress is absolutely essential to evaluate your site's success. Ironically, it is one of the biggest benefits of digital marketing. It is possible for you to measure each part of your strategy virtually. Tools like Google Analytics provide a wealth of information on critical aspects of the site's performance. If you use these tools, you'll never remain in the dark about whether or not your SEO efforts are yielding results or not.
As already mentioned at the start of this post, you really cannot 'fix' anything after Google introduces a new algorithm. That is not in your control. What is in your control is to find ways to perform better. It means making your website responsive, fast, and user-friendly. At the same time, don't forget to keep producing content that is useful, unique, and something that your visitors will want more of.