Buzz
Google's search engine attracts more visitors than any other website. What is the secret behind its success? The truth remains uncertain.
Screenshot by Mytour 2008Locating valuable information on the World Wide Web is something many of us often overlook. As reported by the Internet research company Netcraft, there are almost 150 million active websites on the Internet today [source: Netcraft]. Searching through all these websites to find useful content is a massive challenge. This is why search engines rely on intricate algorithms—mathematical guidelines that direct computers on how to carry out specific tasks.
Google's algorithm does the heavy lifting by scanning web pages for the keywords you searched, then ranking each page based on various factors, such as how frequently the keywords appear. Pages with higher rankings are listed higher up in Google's search engine results page (SERP), so the most relevant links to your search query are typically among the first results Google shows.
For website administrators, being prominently listed on Google can lead to a significant increase in traffic and visibility. In 2007, Google overtook Microsoft as the most visited site on the Web [source: The San Francisco Chronicle]. With this much traffic, securing a top position on a Google SERP could result in a massive surge in site visitors.
Google's keyword search function operates similarly to other search engines. Automated programs known as spiders or crawlers traverse the Web, moving from one link to another and creating an index page that includes selected keywords. Google uses this index when a user enters a search query, listing the pages that contain the same keywords as the user's search terms. Google's spiders may also have advanced features, such as distinguishing between content-rich pages and redirect sites—pages that solely exist to direct traffic to another page.
Keyword placement affects how Google discovers sites. Google scans every webpage for keywords, but some sections are more important than others. For example, including the keyword in the page's title is crucial. Google also looks for keywords in headings. Larger headings that include keywords are more significant than those in smaller headings. The distribution of keywords is also important. Webmasters should avoid keyword stuffing, but many experts suggest using them consistently throughout the page.
In the following section, we will explore Google's patented PageRank system.
Google claims that it does not sell premium search result spots. Every site listed on a Google SERP is there due to the PageRank system. Google does sell space for sponsored links above and beside the search results, but it clearly distinguishes these with shaded boxes and borders to inform users about the difference between organic search results and sponsored links.
Google's PageRank System
The most crucial aspect of the Google algorithm is likely the PageRank system, a patented automated method that decides the ranking of each search result on Google's search engine results page. Since most users focus on the top results, being positioned at the top typically leads to more traffic. But how does Google determine the order of search results? While many have attempted to decode the exact formula, Google keeps it under wraps. What we do know is this:
- PageRank assigns a score or rank to each search result. Pages with higher scores appear closer to the top of the search results.
- Scores are partly influenced by the number of other websites linking to the target page. Each link acts as a vote for the page, under the assumption that high-quality content is linked to more frequently than mediocre content.
- Not all votes carry the same weight. A vote from a high-ranking page is worth more than one from a low-ranking site. Simply creating a network of empty websites linking back to the target page won't increase its ranking.
- The more links a page sends out, the more diluted its voting power becomes. For example, if a high-ranking page links to hundreds of other pages, each individual vote has less impact than if it only linked to a few.
- Additional factors influencing the score include how long the site has been active, the strength of the domain name, keyword placement on the site, and the age of links pointing to and from the site. Google tends to favor older, established sites.
- Some claim that Google uses human testers to manually review search results and select the best links. Google denies this, stating that while they use people to test new search algorithms, they do not rely on humans to sort or rank search results.
Google's method is highly effective. By focusing on the links that point to and from a webpage, the search engine can organize results in a meaningful way. While there are some techniques webmasters can use to boost their Google ranking, the most reliable way to secure a top spot is by consistently providing high-quality content, which encourages others to link back to your page.
The Open Directory Project (ODP) is a web directory managed by a large team of volunteers. Each volunteer is in charge of a specific category, and together, they compile and organize websites into an extensive, all-encompassing directory. Since every page in the directory is reviewed and categorized by a real person, search engines like Google use the ODP as a resource for their search results. Getting listed on the ODP typically means your site will also appear on Google.
