Search engines are a true revolution. They allow us to access information almost instantly and without effort. They provide access to knowledge. The web contains astronomical resources, and without search engines, it would be impossible for us to navigate.
In today’s article, we will focus on search engines, particularly on Google's algorithms.
What is a search algorithm?
All search engines (Google, Bing, Yahoo, Ecosia, Baidu, etc.) have algorithms. In a strict sense, an algorithm is a mathematically formulated solution to accomplish defined tasks. These algorithms are most often integrated into computer programs.
Search engines use algorithms to present results to users. Thus, search algorithms explore the web to provide the best results based on a number of predefined criteria.
Behind these algorithms lies a massive challenge for businesses and online organizations. The goal for each is to ensure visibility on search engines. However, this task is not always straightforward. Indeed, search engines like Google regularly change and update their search algorithms. This is why the challenge is significant to enable their web pages to achieve good rankings. It is worth noting that the list of criteria considered by Google’s algorithms is a closely guarded secret (much like the recipe for Coca-Cola).
In this context, SEO (Search Engine Optimization) plays a crucial role. The aim? To optimize your website and its content based on various factors (technical, on-page, link building) to rank first on the SERPs (Search Engine Result Pages). To achieve good ranking, it is essential to conduct a thoughtful optimization of your pages, create quality content, target specific queries, track your progress, etc.
Fun Fact: In 2019, Google updated its search algorithm more than 3,500 times.
Google's search algorithm
Behind algorithms lie complex formulas that contain many variables. As mentioned earlier, these variables or criteria are constantly revised and improved. Some modifications are minor, while others are major (addition of features, troubleshooting ranking issues, etc.).
Historical note: Google’s search algorithm was developed by Google’s founders (Larry Page and Sergey Brin) in the 90s. This algorithm is called PageRank. It is the very core of Google, the algorithm that grants Google its current fame. The first version was based on the popularity of a website. Thus, in the early days of Google, the more links that pointed to your site, the more importance it gained according to the search algorithm and the better it was ranked. Furthermore, the weight of the sites linking to a site influenced its importance, meaning the more reputable the linking sites, the more valuable the links were, thus enhancing the weight of one’s own site. This criterion is still relevant today with backlinks and link building.
However, the algorithm has evolved significantly due to the initial misuses of SEO. In fact, PageRank faced disadvantages as some sites attempted to circumvent the system through link exchange schemes. These were the early techniques of Black Hat SEO. The major issue was that some web pages with very poor content were ranked higher than those with rich content, merely due to backlinks. Google’s updates are aimed at addressing such problems and abusive practices.
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How does Google’s algorithm work?
First of all, it’s essential to clarify that there is not just one Google algorithm but several. From the 1990s until today, PageRank has gained several companions. Now, not only links are factored into ranking criteria, but also content, reliability, technical structure of a website, etc.
To prevent abuses (Black Hat SEO), how Google’s algorithms function and their structure are kept secret. However, some criteria are known. To respond to a search request on its platform, Google considers the keywords used, the user’s search parameters, and even their location. Other factors include the relevance of web pages, the timeliness of content, and expertise (EAT).
The various stages before search algorithm results:
Analysis of the query and keywords
In this first stage, Google aims to understand as precisely as possible what the user is looking for. Google will analyze the meaning of the words in the query. It will also examine the semantic field of the keywords composing the query. The search engine will determine a category, whether the search is specific or general, and if the user is looking for current content.
Comparison of search terms
In this second stage, the search engine will look for the web pages that best match the keywords used. Google’s algorithm will query an index and check the frequency of keyword usage within the content. There will also be filtering based on relevance and language of the content.
Ranking of sites
For this third step, Google uses its algorithm to find the relevant content and rank it. Using various factors, the search engine will order web pages in a certain way. Care must be taken not to violate Google’s guidelines to avoid penalties.
Display of the best search results
Finally, Google will analyze the pages to present the optimal results on a search results page. The content must specifically address the user’s request, and the page must also be fast and accessible to all.
The different search algorithms of Google
Since its inception, Google has continually adapted its search algorithms. Updates have included mobile versions; for instance, in 2015, an update allowed web pages with mobile-responsive design to be ranked higher. In 2018, the Mobile First Index update was also introduced.
Google PageRank
Google PageRank is the first algorithm developed by Google in the 1990s. It ranks sites based on their popularity as mentioned earlier.
Google Hummingbird
Introduced in 2013, Google Hummingbird has become an essential search algorithm for the engine. This algorithm enables recognition of the context of a query, moving beyond reliance on just keywords. This is why it is now crucial to work on the semantic field of your target queries. This algorithm is also foundational for voice assistants.
Google Panda
Google Panda is another search algorithm employed by the American giant. Thanks to Google Panda, since 2011, informative and quality content is significant on a website. Conversely, sites with low-quality content are penalized. Your website must offer informative and distinctive content to rank better. Duplicate content, poorly phrased text, or low-quality images are penalized. Inappropriate content also does not perform well. The latest update of this algorithm was in 2015, but it remains highly relevant.
Google Penguin
Rolled out in 2012, Google Penguin penalizes “fraudulent” techniques (Black Hat SEO) and spam. It acts as Google’s enforcer. Every time a site commits an infraction, it is penalized on the search engine by this algorithm. Among the so-called fraudulent techniques are keyword stuffing, cloaking (writing in a color that blends with the background to hide text), or abusive backlinks (purchase, exchange, etc.).
Google RankBrain
In 2015, Google released the RankBrain update. The Google RankBrain algorithm relies on artificial intelligence and machine learning to analyze the meaning of words and phrasing to associate them with known questions and results. Thus, Google learns from each new query.
Of course, there are many other “minor” and “major” updates that are not disclosed. Throughout the year, there may be 3, 4, or 5 significant updates that alter the SERPs. It is clear that SEO is a long-term strategy and that it is important to stay updated and follow best practices for organic search.
To adapt your SEO strategy to Google updates and adhere to best practices, you can consult Google's guidelines. You can also explore the many online resources concerning optimization on search engines. However, be cautious not to engage in abusive or discouraged techniques.
Infographic of the 5 main Google search algorithms
If you need assistance to improve the SEO of your Webflow site, you can reach out to Digidop. You can also find SEO optimization techniques on Webflow or discover why it is crucial to have an organic SEO strategy.
