Search Algorithms
Search engines have complex search algorithms which are used to ensure they are able to display the most relevant and useful results to their users. While algorithm changes are common and won’t usually affect a site’s ranking, search engines such as Google will occasionally introduce a major update which may impact search results. Our Hangout Notes cover insights from Google around these algorithms with best practice advice.
Paid Ads Don’t Impact Organic Results But Could Have Indirect Benefit
Paid ads don’t affect rankings of organic results but it may have an indirect benefit of building brand awareness.
Mobile Page Speed Ranking Factor Will Use Similar Metrics to Google’s Page Speed Tools
Google’s page speed update for mobile search ranking will take into account metrics that map fairly well to Google’s existing tools, but won’t use them directly.
Mobile Page Speed Ranking Factor Will Only Affect Mobile Search Results Pages
Google’s page speed algorithm will only affect mobile search results pages, not desktop search results.
To Rank in Top Stories Ensure Topical, Quickly Available Content & Clean Website
Top Stories organic positions aren’t limited to big websites and publications. To rank here, John recommends ensuring topical relevancy, a clean website and clean content that can be picked up quickly.
It Isn’t Possible to Determine Overall Importance of Individual Ranking Factors
It isn’t possible to say which ranking factors are most important because this changes from day to day and from query to query.
Google Tries to Understand Which Parts of Site Have Adult-Related Content
Google is able to understand if specific parts of a site have adult-related content, but when this isn’t possible SafeSearch will be used for the whole site so it is shown to the appropriate audience. Separating out this content on different domains or subdomains is a good way of telling Google that these are separate parts of the same business.
Algorithms Work Regardless Of Browser Type
Google determines which algorithms work best regardless of browser type.
Expect to See Fluctuations And Change In The Top Stories Carousel
Engineers will be actively working on the Top Stories carousel so we should expect to see changes and fluctuations there over time. This is partly due to taking on feedback and making sure results are always relevant.
A Homepage Can Outrank a Category Page with Similar Content
The homepage can rank higher than a designated service or category page if similar content is found on both pages. In this case make the category or service page easily accessible from the homepage for UX.
Appearance in Top Stories Is Determined Algorithmically
The appearance of pages in Top Stories is determined algorithmically. If pages are indexed normally but not appearing in Top Pages, it’s likely to be due to quality factors, such as content above the fold and interstitials.