No SEO without Google…

Professional SEO is only possible if you understand Google.

The history of search engine optimization begins in 1993. The Internet was launched for the public by Netscape or, a year later, made palatable to end-users with Internet Explorer. The major milestone in search engine optimization dates; however, in 1998: the founding of the search engine “Google.”

Google plays the central role in SEO today because today, it is the most important search engine, and a substantial part of all search queries are processed through it. The importance of the search engine has grown steadily since 1998, and with it, the need to optimize your website for the requirements of the search services so that it can be found easily.

In 2001/2002, another component of marketing entered everyday business: for the first time, links are traded for money. Here, too, Google is a pioneer with the advertising service “AdWords.” Five years later, there is another important innovation that is relevant for search engine optimization: Since 2006, not only texts but also videos and images can be placed and searched.

Google – and man

Under the keyword Caffeine, Google carried out the largest revision of the search infrastructure of its search engine in 2010. The goal of the largest search engine on the market is, of course, to improve the search results. In short: Instead of e.g. a hundred forums with extensive discussions, a search engine should deliver high-quality concrete search results.

According to its own information, Google wanted to add new pages and ranking signals to the index faster. The update had worked well too. Only the size of the Google index has grown rapidly. If “involuntary technical censorship” was carried out by Google because Google could only index a limited number of URLs from domains, this involuntary filter was no longer available due to the Caffeine Update.

This brought a lot of “superfluous” into the index, which drastically worsened the quality of search results. The logical consequence was a “conscious filtering” of the index: this time not due to technical reasons, but according to the criterion of “high quality” content for the “searching person”. This is exactly what Google’s panda structure is supposed to do.

How do Google’s updates Panda, Penguin, and Co work?

This is, of course, a Google secret. But the variables are limited: Google could use the percentage of brand searches, evaluate the quality of texts, or simply reduce the number of indexed pages. As always, the truth is probably in the middle. It is striking that the main differences lie primarily in the length of the factor of stay, PageView per user, and bounce rate. This also seems logical since Google thinks visitors are less interested in the content.

Amit Shagal, head of Google’s ranking team in 2011, has published on the questions developed by his colleague that are used to assess a good website:

  • Would you trust the information in this article?
  • Was this article written by an expert who really knows the subject?
  • Are there articles with the same or similar content on the website that are only optimized for slightly different keywords?
  • Would you entrust your credit card information to this website?
  • Does this article have stylistic, grammatical, or other spelling errors?
  • Are the articles on this website based on the interests of the readers, or do they only serve to be found in search engines?
  • Does this article contain new information or a unique perspective on the topic?
  • Does this website have any real added value compared to similar sites?
  • Is the content of this website checked regularly?
  • Does this article describe different perspectives on the topic?
  • Is this website a recognized authority in its field?
  • Was the creation of the content of this page commissioned, or is the content also published on other pages of the operator?
  • Was this article written professionally, or was it published quickly?
  • Would you trust this website’s health-related information?
  • Would you remember this website if only the name was mentioned?
  • Does this article cover all necessary perspectives on the topic?
  • Does this article contain further thoughts or in-depth analyzes?
  • Is this a website that you would bookmark or recommend to your friends?
  • Does this article contain so much advertising that it distracts from reading the article?
  • Could you imagine that this article will also be published in a magazine or book?
  • Are the articles on this website too short, too superficial, or just not helpful?
  • Is this website designed with great care or attention to detail?
  • Would visitors to this website have any complaints when they first saw the page?

Of course, this catalog does not guarantee top placement in Google’s search results. Nevertheless, it gives an insight into the things that Google considers important. The basic idea is similar to any other search engine: the algorithm should be modeled on the “human” condition.

In the case of Google, the behavior of Google Chrome users is evaluated and compared with the results of the search engine. If, for example, users of Google Chrome block unwanted results, this behavior is compared with the “calculated” rating. According to Google, the calculated results largely correspond to the “human” needs. So the goal is to focus on relevant content.

“We encourage you to keep questions like the ones above in mind as you focus on developing high-quality content rather than trying to optimize for any particular Google algorithm. 

Amit Singhai

It is critical to note that there is a certain amount of censorship on the Internet here. A search algorithm decides what is “valuable enough” to be included in the search engine index. In the context of this criticism, the “Plus One Button” from Google should be mentioned. With this button, the visitor can vote a page with a “+1 ″ – but also block unwanted results, ie, mark it with a “-1 ″.

This voting is also included in the evaluation of the pages so that the “human” factor gains influence. But here too, there is another question: how easily can these results be manipulated? How easily can Google block a page with good content but poor design? What if a group of people ranks websites with different opinions?

Google is constantly evolving …

One thing is clear. Google is constantly evolving. And no matter whether panda or penguin or whatever animal may delight us in the future: the search processes are better filtered, evaluated, and the results optimized accordingly.

For the normal SEO website operator, this means that the creation of “content” is generally better listed than keyword texts for search engines. This places pages with a recognizable added value higher. The problem is that the list of questions mentioned above is more suitable for professional content pages (best edited). But then where are the hobby bloggers who don’t create their texts professionally? Does everyone have to be a professional – and write as such – to run good blogs? And where are the important directories,

For professional SEO, this means, above all, to stay on the ball, to analyze the search processes, and to regularly adjust the ranking strategies to the changing times.