The Secrets Behind Search Engine Algorithms

Posted Monday April 11^th, 2016 by Gia Manalio-Bonaventura in Analysis + Strategy.

The mystery of search engine algorithms is one of the great wonders of the world. Okay, not really, but it probably should be as the factors that influence rankings of organic content have been kept secret for years. This is unfortunate for the business world because search engine optimization (SEO) is an extremely important element in today’s marketing practices. It is estimated that 93 percent of online experiences begin with a search engine, 70% of clicked links are organic, and less than 74% of people ever scroll past the first page. Furthermore, studies show that 75% or users do not scroll past the first page.

In a well-referenced study, Chitika, an online advertising network, compared Google ranking with average traffic share. The results cited that about:

33% (of users) clicked on the #1 listing
18% clicked on the #2 listing
11% on the #3 listing
8% on the fourth listing

Fortunately, consistently high rankings for website content aren’t just a matter of luck. Quite the opposite.

We know that Google, for example, uses about 200 different factors in their rankings, and that when it comes to importance in different fields, all things are not created equal. However, while neither Google, nor any other engine, has released what they are, numerous SEO experts have sought out that elusive perfect SEO formula through their own studies. The exact strategy has been not been found (if it even exists), but these experts have discovered numerous correlations between practices and valuable results. These include:

Using keywords in title
Using keywords in body copy
Frequently updating content
Linking to other reputable sites
Posting topically-relevant content

These practices just scratch the surface, and if you do your research, there is a lot more information out there. Unfortunately, again, not all studies agree on the factors or how important each one is. In addition, many of the resources are written in lingo and buzzwords, and it takes a lot of valuable time to go through them in order to find relevant information for your needs.

As if this wasn’t confusing enough, Google tells us that their algorithms are constantly changing. And while Google will publish the updates that are big enough to significantly affect your search rankings, it’s up to you to keep on top of it them. For a history of Google algorithm updates compiled by Moz, click here.

So with so many factors at play, and and invariable plethora of sometimes contradicting information out there, you’ll want to make sure that the person at the helm of your digital marketing is well aware of all the different ranking influencers and how each relates to your specific industry and business. It’s about time you stepped into the search engine spotlight. Let GEM Advertising take you out there. Drop us an email today to find out how we can aid your SEO efforts.

The Secrets Behind Search Engine Algorithms

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