2)What is Google's algorithm?
3)Why it’s important for the growth of your business?
Search Engine and Search Engine Optimization (SEO)
The search engine is a tool or software on the web, where if the user searches for the information it gives an output based on it. To bring our web page to the top we have to follow the guidelines according to different search engines and optimize the page based on those rules as it will help search engines retrieve the data and show the page at the top of the search engine result page.
- Google
- Yahoo
- Bing
For the business owner, if you ask how to grow the business with the help of SEO? we recommend you use the Google search engine for internet marketing to grow your business as it’s more popular among users.
Understanding the Google algorithm
Let's say the Google algorithm is a complicated mechanism, where the search engine looks for information based on the search query of the user from the indexed pages and brings out the accurate or the nearest result to the user from its database. Here it follows certain rules to show the result, the website that follows most of its predefined algorithm will be shown at the top of Google search results.
As digital marketer, we must know that Google always keeps updating its algorithm. Here we must focus on prioritizing the user experience first and the next priority to be given the guidelines of Google.
List of Google algorithm updates
1. Panda
This update was brought by Google in 2011, it’s aims to improve the content quality of the web page and the quality score will be assigned to to our web page based on it.
Things to be avoided
- Thin content /Low-quality content - Here the content will be very low, where the user can’t have enough information that provides no value to the user.
- Duplicate content -One must avoid plagiarism, duplicating the content from others.
- Content farming-Here one should avoid using thin content with multiple topics just to show our page at the top of the Search engine result page as a search result query
- High ad-to-content ratio -Showing ads more ads on the page rather than information
- Websites blocked by users - When a user blocks a web page in SERP score will be affected due to irrelevancy.
2. Penguin
The Penguin update was introduced by Google in 2012. The major purpose of this update is to reduce the rank of pages that stuff a lot of keyword/anchor text and also to lower the ranking of web pages that have poor backlinks by using black hat and grey hat SEO strategies.
3. Hummingbird
This is one of the major update rolled out by Google in 2013, where we can say it started to focus on user intent-based search engines and search results for the search query made.
The main key Features of this update are
Semantic Search: understanding the user intent rather than just focusing on keywords. This is well integrated with the Google Knowledge graph
Conversational Search: The development of voice search in different languages happened as this update helped google to understand the relationship between words.
Long-tail Keywords: Hummingbird is better at understanding the context of long-tail keywords,
4)Mobile
Considering the large consumption of the internet in today's world via Smartphones Google has started to prioritize the usability of the web page on mobiles and its loading speed. This update was rolled out by Google in 2015.
5)Rank brain
The rank brain is one of the important updates that comes as a part of the Hummingbird algorithm, this update was given by Google in 2015 it’s important to know that Google gives 3rd most priority to this algorithm while ranking the page. The rank brain uses continues the machine learning process where the result for the query is given based on it.
In simple terms, RankBrain takes charge of tailoring a user's Google search results. Google doesn't just stick to the exact words a person types; it considers the broader context. This includes synonyms, implied words, and the user's personal search history.
Things to be avoided for better ranking: Lack of query-specific relevance; shallow content; and poor UX.
6)Medic
Google rolled out the Medic update in August 2018. This update is mainly focused on websites with the following content such as Health, wellness, medical information, law, education, YMYL (Your Money or Your Life), and Finance content as this has an impact on lifestyle. Google has given E-A-T (expertise, authority, trust) guidelines for ranking these pages, we recommend you to go through the following website for further Knowledge on EAT guidelines Click here to learn more.
7)Bert
BERT was introduced by Google in 2019, short for Bidirectional Encoder Representations from Transformers, and is like a super-smart language tool made by Google. It's fantastic at understanding the meaning of words in sentences. Unlike older tools, BERT looks at words both before and after to get the full picture. It's AI learned a lot from reading tons of stuff on the internet. This helps it understand how words work together. BERT is especially good for making internet searches better. It figures out what you're looking for by understanding the words you use. It's part of Google's plan to make talking with computers more natural and helpful.
Things to be avoided on our website for better ranking: Poorly written content; lack of focus; lack of context
8. Core Updates
Google began rolling out core changes in 2017. Compared to earlier updates, these upgrades are less transparent, and Google continues to roll out these updates throughout the year. These adjustments are primarily intended to improve the user's overall experience, this is one of the key reasons we advise concentrating on giving users a positive website experience as this will benefit our ranking over time.
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