There Is So Much Talk About Search Engines But What Are They And How Can You Take Advantage Of Them For Your Business?
Google is no longer a brand, it’s a verb! People often interchange the term “search for it online” with “Google it”. The same is seen with many other brands such as Coke but none have as much of an impact on the potential success of your business like Google does.
What Are Search Engines Really? If It Is Only An Index Can’t Why Are They Different?
I know what your thinking… shouldn’t they all be the same if they have the same information available to all of them? Well yes and no.
Search engines are extremely complex algorithms that I don’t think any one person on the planet could completely understand. There are so many different components of a search engine and so many are never spoken about together that one starts to believe that nobody really knows every component well.
Essentially these search engines scour the web looking at everything from the images, to the videos, to the text looking for information they can display. They must then prioritise what information is important and how they will display it in order to improve their effectiveness and popularity thus bargaining power as an advertiser and researcher.
Google is the biggest of the search engines in Australia and the same applies to most of the world due it’s advanced searching ability and prioritising abilities and constant updates. Google is constantly updating and improving their algorithm and as such changing the user experience for the end user.
Now We Know Search Engines Collect And Sort Information! But How Do They Sort?
Now we are on the business end of the search engine game. We know that they collect the data but how do they sort it to determine what to show and to who?
Well this is why their algorithm is so important and why they invest so much money into making sure that it can be as perfect as it can be. It is also the reason that there is a whole digital marketing industry around it.
The search engines are constantly looking for signals to determine what makes something a high quality piece of content and they rely on the community to determine what is important to their users.
The most important ranking signals in 2016 are as follows:
- Domain Age (Not as relevant anymore but still has small impact)
- Exact Match Domain (Not particularly relevent anymore but still has a slight impact)
- Keyword in Title Tag
- Keyword in Description Tag
- Keyword in H1 Tag
- Keyword Frequency
- Content Length
- Keyword Density
- Loading Speed
- Image Optimisation
- Outbound Link Quality
- Outbound Link Quantity
- Original Content
- Internal Link Quantity
- Page Authority
- URL Length
- Mobile Optimised