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There is no easy way to guarantee a top listing in the Google
Search Engine ( and their partners ). However, isn't that the
point? First and foremost, websites must be worthy of a top
listing, with site content and architecture that is designed
in a meaningful way, both for end users and for the complex
mathematical formulas used by Google ( and the other top search
engines ). While it is still possible to "cheat the system",
the consequence of doing so is becoming more severe from a business
perspective, and the chances of being detected and dealt with
accordingly are increasing daily.
Google developed a system to archive and rank websites based
on mathematically studying well over 100 factors on each indexed
page for every search query performed. In the future, we expect
to see linguistic analysis, an increase in website theme mapping,
a possible rating factor based on originality of content, and
virtually any other factor that can possibly be calculated by
a sophisticated computer program.
Below are some highlights outlining what makes the google search
engine tick.
Page Rank: Probability
Mathematics Applied to Website Popularity
"Academic citation literature has been applied to the
web, largely by counting citations or backlinks to a given
page. This gives some approximation of a page's importance
or quality. PageRank extends this idea by not counting links
from all pages equally, and by normalizing by the number of
links on a page. PageRank is defined as follows:
We assume page A has pages T1...Tn which point to it (i.e.,
are citations). The parameter d is a damping factor which
can be set between 0 and 1. We usually set d to 0.85. There
are more details about d in the next section. Also C(A) is
defined as the number of links going out of page A. The PageRank
of a page A is given as follows:
PR(A) = (1-d) + d (PR(T1)/C(T1) + ... + PR(Tn)/C(Tn))...
"...PageRank can be thought of as a model of user behavior.
We assume there is a "random surfer" who is given
a web page at random and keeps clicking on links, never hitting
"back" but eventually gets bored and starts on another
random page. The probability that the random surfer visits
a page is its PageRank. And, the d damping factor is the probability
at each page the "random surfer" will get bored
and request another random page. One important variation is
to only add the damping factor d to a single page, or a group
of pages. This allows for personalization and can make it
nearly impossible to deliberately mislead the system in order
to get a higher ranking."
- quote from "The Anatomy of a Search
Engine" - Sergey Brin and Lawrence Page, Standford University
With Page Rank, there are two considerations:
-
Links from other websites to
a page
- What is the page rank from the website linking in?
- How many links are on that page diluting ( distributing
) that page's PR?
- Internal Links to the page in question, and
the link structure of the site
- Internal Page Rank can be leveraged based on the link architecture
of the website.
More on: Website
Architecture
Therefore, a linking strategy, both internally within one's
own website, and developing links externally, is an important
consideration with regards to the Google Search Engine.
The Google Search Engine: Content is
King
If Page Rank were the primary consideration in search engine
results, not only would new websites not have a chance to
rank well, but existing giants would have pages that ranked
highly for irrelevant search phrases. The entire index would
become useless and could be easily hijacked by aggressive
Page Rank manipulation.
Therefore, the primary consideration for ranking, all other
things being equal, is still supreme content and superior website
architecture. Proper and rich content writing and masterful
website architecture are the only two elements that will stand
the test of time.
Important Elements to Consider for Google
Ranking Purposes
| Relevant page titles...
|
Always consider the website theme |
Proper use of heading tags... |
Don't dilute in-page section titles |
Text links and navigation system... |
Text links should be descriptive |
Keyword prominence and proximity... |
Proper use of language on-page is critical |
Short pages to target a specific term... |
Success depends upon competition |
Long pages to target search phrases.. |
Broad-scale optimization |
More on: Website
Navigation
Keywords and Titles
The above table lists a few important ideas when
content writing or optimizing websites for the Google Search Engine.
The list is, of course, not complete. Google changes many elements
on a month to month basis, assigning different levels of importance
to different elements.
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