Do you want your site to rank on the 1st page of Google search results?
Come to DIGITALIUM 2019 to learn how from SEO expert Kelvin Newman!
Kelvin Newman @ DIGITALIUM 2019: How can we respond to the ever-changing face of Google search results pages?
Kelvin Newman is the founder of BrightonSEO, the biggest search marketing event in the world. The event started out as a pub meet-up for a dozen mates and now is attended by 4000 people from 40 countries.
Kelvin is also Co-founder of clockworkTalent, a specialist recruitment consultancy that genuinely understands digital marketing.
In 2014 he was voted by Econsultancy as the most influential individual in digital and in 2013 won the Search Personality award at the UK Search Awards.
Google’s Search Algorithm
Larry Page and Sergey Brin founded Google to help users find answers to their queries. There are hundreds of billions of webpages in the Google Search index. How is Google going to find the most relevant and useful results? That’s where the search algorithm comes in.
PageRank was Google’s 1st search algorithm
The first and best-known algorithm used by Google Search to rank web pages in search engine results is PageRank.
This algorithm was named after Larry Page and is a way of measuring the importance of website pages. PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is.
As of September 14, 2019, PageRank and most associated patents are expired, and the last active patent will expire on September 23, 2019.
Google’s Updates – A Short History
PageRank is not the only algorithm used by Google to sort through content.
Google’s ranking systems are made up of a whole series of algorithms which have been coming out almost every year since 2000.
Google helps determine which results are returned for your query based on the following factors:
- Meaning of your query
- Relevance of webpages
- Quality of content
- Usability of webpages
- Context and settings
Here are some of the updates to search that Google has implemented over the years via Moz.com:
2003 – Florida targeted keyword stuffing;
2004 – Brandy introduced the concept of link “neighbourhoods”;
2005 – Jagger targeted at low-quality links, including reciprocal links, link farms, and paid links;
2008 – Google Suggest displayed suggested searches in a dropdown below the search box;
2009 – Caffeine was designed to speed crawling, expand the index, and integrate indexation and ranking in nearly real-time;
2011 – Panda stops sites with poor quality content from ranking in Google’s top search results;
2017 – Penguin targeted webspam and manipulative link building tactics;
2018 – Medic core update seemed to disproportionately affect sites in the health and wellness vertical, although the large-scale impact was seen in all verticals.
Google – One search engine to rule them all
Every entrepreneur, startup founder and small business owner wants to get their website on the first page of Google search results. It’s the best free method of receiving organic traffic.
According to Statcounter, Google has a 92% share of the global search engine market for desktop search and 94% for mobile search.
Here are 12 latest Google statistics focused on buyer behaviour from ThinkwithGoogle every marketer should know of in 2019:
- Google Display Network reaches more than 2 million websites and 90% of internet users;
- 35% of product searches start on Google;
- 34% of “near me” searches done via desktop and tablets result in in-store visits;
- Organic Google results with 3-4 words in the title drive higher CTRs than organic results with 1-2 words in the title;
- Video ads can drive results across the entire marketing funnel;
- 80% of people say they typically switch between online search and video when researching products to buy;
- Mobile search queries that take place in a store have grown 15% in recent years;
- Shoppers continue to hunt for deals while they’re in-store, and search online for things like “[retailer name] + in store coupons”;
- In-store shoppers are 4x more likely to search on Google for the retail brand of the store they’re currently in compared to the next highest competitor;
- 50% of shoppers use online video while in a store to brush up on a product before talking about it with sales representatives;
- Search behaviour is more conversational – Olay adapted its ad copy to clearly and directly answer people’s questions and address their needs instead of trying to sell them a product and saw amazing results: Olay’s average click-through rate increased 87%, its average cost per click decreased 30%, and it saw a 100% increase in site conversions;
- 82% of people read customer ratings or reviews before buying something.
Do you want to learn how to get your site to rank on the 1st page of Google search results?
Come to DIGITALIUM 2019 to learn from SEO expert Kelvin Newman!