If you are a blogger, you must know how to manage your web positioning in Google. Remember that you are interested in the search engine detecting your website. To gain visibility on the Internet, you must manage the search engine’s criteria to position a blog. In this sense, I will explain simply the importance of Google as a reference for web pages’ positioning.
Today the Internet is the new space that companies use to show their products and services. According to studies, electronic commerce in 2017 alone generated sales of more than 2.3 billion dollars worldwide. According to projections from the eBusiness Institute, an international company dedicated to studying business operations via the Internet, they expect sales of more than 4.5 billion dollars for the year 2021.
But to sell your products or services on the Internet, it is necessary that your potential buyers first find everything that you offer them on the Internet. If your web page remains invisible to users at the time of the search, they will ignore that it exists. One of the main goals of any blogger is that her page is among the first places in those searches of interest.
What is SEO?
SEO is considered the cornerstone of all web page content strategies. Its acronym Search Engine Optimization, propose the combination of techniques for creating and updating content that better respond to the requirements of different search engines. This is with the ultimate goal of making the website visible on the Internet.
Search engines’ algorithm wants blog owners to generate better content every day that meets readers’ needs. In other words, they prioritize the creation of high-quality materials, an essential aspect of effective positioning strategies.
On the other hand, a blog must have professionals who know the search engines’ parameters for success. This has led web portal owners to hire an SEO specialist. This professional’s function is to bring qualified organic traffic, that is, that your target audience reaches your blog to interact with your content.
How does the algorithm work in web positioning in Google?
The Google algorithm has the main task of ordering in which positions the web pages will appear in the SERP (search engine response pages). That is, the code resolves in which position your blog appears in user queries.
Every day the owners of web portals upload large amounts of information. Consequently, the Google engine searches among various contents for the most relevant pages in seconds.
The algorithm evaluates a series of parameters such as keyword density and document structure. It also uses titles, subtitles, paragraphs, number of words, images, meta description, quality of content, degree of specialization, configuration, location, etc.
It is worth mentioning that the weight given to each element changes depending on the nature of the search. If it is current content, it is more relevant in satisfying current information concerns about a topic.
Next, I will outline the work that the Google algorithm does:
In this step, Google spiders perform a crawl to find the web portals and then show their results.
Google adds websites to the search engine’s library index. Through indexing, you ensure that your website will appear in the results. That is, without it, the search engine will not know that you exist.
It is the most critical process. The Google algorithm establishes the relevance of the content of the query context. Consequently, according to the parameters’ evaluation, the search engine assigns the position that will appear. Here the program orders each of the web pages that the user will see when executing the search.
Google frequently updates the criteria, so I recommend you be aware of these changes, no matter how minimal they are. This is because the search engine is the reference for the positioning of web pages.
How Google ranks web pages
To give you an idea, the Google search engine uses a set of factors to rank websites. Next, I will mention the most important ones, according to my research.
Hierarchical information: If the blog is well organized, that is, the user can detect the information of interest in a simple way. For example, correct use of titles, subtitles, paragraphs, bullets, images, and words.
Links: Google takes into account the number of links that point to your blog. It is an indicator that it considers granting positioning. That is, the more links you have and from recognized sources, the better your positioning will be.
Loading speed: It is essential for the search engine that the website responds quickly. Everyday users are more demanding and do not want to wait more than 3 seconds, so check this aspect on your blog.
User metrics: Analyze the residence time of your visitor. The more time passes, the better your blog will also position if the user interacts with the content or performs actions such as clicking on a link.
CRT or ClickThrough Rate: This refers to the number of times users click when the web page appears in searches. It is an essential variable that Google considers a position. So the key here is to optimize headlines very well and create persuasive calls to action.
Responsive technology: This factor is fundamental because it guarantees that any user accesses your website from any device, and the algorithm evaluates this characteristic as a positioning criterion. It is worth mentioning those content managers, such as:
- Joomla, and
- Drupal, incorporate this technology.
These are some of the factors that the search engine weighs. However, there are others. I recommend offering the best user experience on your blog, thinking about your audience’s needs, and creating useful content.
List of Google algorithms for SEO management and its evolution
Updates are improvements and changes that the Google engine makes from time to time to optimize the criteria that establish a web page’s relevance. Likewise, the evolution aims to combat the so-called Black Hat SEO (SEO strategies that break the search engine’s conditions and policies). Examples of Google algorithms:
Panda: In the past, it was common for the user to enter thousands of keywords to position a website. This improvement in the algorithm avoids this situation, so it is essential to study and use the keywords’ correct density.
Penguin: It is very similar to the previous item. Web page owners bought links in the past to benefit with the ultimate goal of being better positioned. In other words, the more links received, the spiders understand that the portal has authority and recognition. This evolution makes it possible to place in the best places those blogs that offer quality, technical information, and those help users.
Hummingbird: This improved algorithm makes it easier for Google’s engine to run a more determined and effective search intent analysis, forcing bloggers to create content that benefits readers.
Google Owl: It is an algorithm created to detect details that establish what content is plagiarized, with forged data, fake news, among others.
Suppose you are interested in delving further into the topic of web positioning in Google. In that case, I invite you to acquire the following book, the reading of which will provide you with updated and relevant information.
Advanced SEO, Almost everything I know about web positioning, by Fernando Macía.
It collects the relevant aspects of natural positioning and the tools to be used intelligently and straightforwardly. Numerous resources and links are found throughout this book so readers can delve further into the subject.
In summary, for positioning in Google, it is necessary to know the algorithm’s criteria. These criteria rank and show the best pages that help readers to satisfy their concerns. Likewise, it is essential to understand the trends in users’ searches to adapt your website and compete with other blogs in your niche. Therefore, you must investigate how to achieve natural positioning and the tools to use.
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