by Manish Pavan
Google search ranking and its logic is confounding and irrational at best of times. When your ranking goes up you celebrate and when it plunges you cry. Google itself does not reveal the search engine algorithm. In this confusing scenario, how do you get your website to the top of search results? It is actually quite simple to understand Google guys and how their mind works.
Google makes money only when people click on AdWords ads
The entire search engine optimization or SEO machine is based on organic search. Isn’t it an irony that Google doesn’t make a penny when people click on organic search results? It makes money only when someone clicks on the paid AdWords links. Then why is organic search important for Google? It can simply have a paid search engine and that’s it.
I look at it like this — Google search is like an information mall. You can walk in free of cost. You can look at stuff you are interested in. At the same time, you are offered more interesting stuff which you can browse. It is still free. When you click on links which seem to provide more relevant information, Google gets paid. Where is the catch? People will only come to the information mall when they know that they will get what they want. If you are directed all the time to a porn site (which used to be the norm before Google stepped in) you will never Google. This means that right information has to be served to the visitor if you want him to come again. Relevance of search became a key. How do you classify relevance?
The concept of content as king
This is where content became important. When you provide the right information you become important to Google. More the relevance of content in context of keywords, better it is for Google. When Google search throws up relevant content, the transaction is complete. Otherwise, the transaction is a failure — there is no sale. This means the primary consideration is relevant content. Note that it is not quality content, it is not great Shakespearian language, it is not rocket science — it is relevant content. Your content must be relevant to specific keyword. Your website must provide content relevant to keywords. This is where most of us go wrong. We think that content means loads of great writing. It’s not. Keep it simple — connect keywords with content. That’s what Google wants.
Where do links come into the picture?
Logically, content should be the only criteria for search engine ranking. But Google for reasons, which to me are not logical, seem to attach importance to incoming links. This can be easily manipulated and it is. Website owners buy, cajole, push and demand links. They build a huge list of back links. Google on its part equates back links with popularity. I beg to differ. When search becomes more refined in future, back links will become irrelevant. But for now they are a factor to reckon with. For now, as a website owner, you would do well to get as many back links as possible.
The backbone of Google search philosophy rests on two pillars — content and back links. Get these two rights and you will rule Google search results.