What is Google’s algorithm?

How the search engine giant finds and decides how to rank your dental website

If you read articles about search engine optimisation (SEO), then you will regularly see references to Google’s “algorithm” and it’s role in how the search engine works.

But what exactly is this and why is it so important?

So how does Google work?

The first thing to make clear is that no-one other than those who sit in the inner confines of Google’s offices really knows just how the search engine works. It is such a big secret that even within the employee ranks, it is suggested than only a select few are allowed a full overview of the system.

So whilst we have a good idea of how they find your website, digest your content and then decide how to rank it, we will never really know which factors contribute most to where your site will eventually sit in the search results. However, what we do know, because Google tell us, is that there are several hundred factors which play a part.

The ‘algorithm’ (more accurately algorithms) are basically computer processes which analyse what you entered as a search query and then work through Google’s vast arrays of data to return results which they believe fit best. Much of this happens in real time and it’s fascinating to think how fast and powerful Google’s infrastructure must be to enable this.

As search marketers, our job is to increase the amount of high quality traffic going to our clients’ websites and a large part of this is trying to secure prominent ranking positions for them. The majority of web traffic, particularly new enquiries, comes via the search engines and Google in particular.

Consequently we need to understand as far as is possible, which techniques actually help a site to rank well. Even though we do not know exactly what these factors are and their relative contribution to the ‘algorithm’, experience tells us which elements tend to have the most influence.

Key ranking factors

Whilst not an exhaustive list, the following factors are known to help a website’s position in Google:

• modern, accurate coding standards – Google can see what’s under the bonnet of your website.
• fast loading
• optimised for all platforms, preferably “responsive” design
• excellent user experience
• good quality, unique content
• “freshness” – new information can help e.g. regular blogs
• a good foot-print – larger sites tend to fare better than smaller sites
• elements such as video which are engaging and hold a user on your site
• good on-site optimisation (this includes a number of factors discussed elsewhere in this blog)
• the age of your domain name and how well it is trusted by Google
• high-quality, ethical off-site SEO, including link quantity and quality, business reviews and (to a degree) how you use social media. Whilst links are still considered to be the most important ranking factor, other elements e.g. a simple mention of your business on an important site, even without a link, are now also considered to be useful. It is thought that Google can gather and correlate all of these factors.

If there is one overriding feature to keep in mind, it is that of user experience. Google makes no secret of the fact that sites which offer the best user experience will, ultimately, rank better than their competitors. So keep this in mind when you are adding new content to your site, blogging or trying to get links. If the process adds value to your site and helps users, then it will be helping your ranking efforts too. However, if you try to take short-cuts, buy crappy links and attempt to trick Google, then your website is equally likely to be penalised.

Evolution of the algorithm

Google’s search algorithm is evolving all of the time and has been subject to some major changes which have jolted the world of search over the last few years. You may have heard these updates referred to as “Panda”, “Penguin”, “Hummingbird” etc and they have all been introduced to improve the quality of the search results.

We will cover these updates in more detail soon.

Summary

The Google algorithm is a sophisticated set of computer processes designed to deliver the best possible search results to users when they enter a search query in their browser. Whilst the exact details of how the algorithm works are unknown to the general public, experienced search marketers can work out which factors will help to improve a websites ranking.

If you would like a free audit of your dental practice website to check compliance with best practice SEO techniques, please call Dental Media on 01332 672548 and we’ll be pleased to assist.