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.
Algorithm Weighting Changes Per Query and Over Time
The weighting of Google’s algorithms on search results varies per query, and will change over time. For example, during an election, fresher content might be prioritised for election based search queries.
Downloads Can be Flagged as Deceptive Content
If your download links lead to a different type of download, which might install toolbars or other types of content for example, it might be flagged as deceptive.
Identical Synonyms Rank Equally
Synonyms are given the same weight, although there are types of synomyms which are not considered identical. E.g. Plurals and variations are likely to be the same, whereas some synomyms are used differently in search.
Manual Link Penalties are Relative to Industry
If every site for an industry is engaged in link spamming, Google might not decide to penalise them manually as there are no alternative sites to show. Or they might try to algorithmically ignore the spammy ranking factors.
Links to 404 Pages Don’t Influence Penguin
If you 404 a page, all links into the page are dropped from the link graph, and won’t impact Penguin algorithm.
Negative SEO Shouldn’t Affect Your Site
Negative SEO shouldn’t really affect your site. John says that their manual investigations of suspected negative SEO have shown they are already handled correctly by the algorithms.
Google Penguin Devalues Links Instead of Penalising Them
The new algorithm in Penguin devalues spammy links instead of applying a penalty. Despite this, John says getting rid of disavow completely would be a bad strategy, as you can use the disavow file for any links you do not want to be associated with.
Google News Doesn’t Influence Web Rankings
Google doesn’t take the Google News ranking into account with regular web rankings.
Google Algorithms Don’t Use Google Analytics Data
Google don’t use Google Analytics data for ranking.
Google Uses Click Behaviour to Improve Their Algorithms
Google do look at click-throughs from search results to assess their algorithms, but it doesn’t result impact rankings on a site level.