If you’re an SEO or a content marketer, you’ve probably heard of Google’s Algorithms, a sort of sophisticated system used to search out web pages using keywords contained in a query. Google Algorithm also ranks web pages using different factors, such as the number of times a keyword appears on the pages.
Highly ranked webpages are placed at the start of Google’s search engine results page (SERP). This means that links matching your search query come first on the Google search list. If you are running a law firm and seeking to understand SEO for law firms to boost site visibility and traffic, it’s essential to understand Google’s Algorithm’s technicalities. Here’s a look.
How Google’s Algorithm Works
Google’s Algorithm essentially works by using keywords to find sites. These algorithms constitute automated programs called crawlers and spiders, which traverse the web from page to page to create an index of sites that includes particular keywords in the search query. Google then lists the pages (in order of similarity) that contain the same keywords used in the user’s search terms.
Spiders have more advanced functionality and separate actual web pages from redirect sites that function to redirect traffic to different sites. Spiders do this by looking at the titles of the webpages, contents placed, and the most appropriate target audience.
While keyword placement determines how Google finds a particular site, not all keywords on a website’s content play a role in the search rankings. Keywords, in particular sections, are more critical than others.
Your website has a higher chance of ranking highly in Google’s SERP if you place the keyword in headings and web page titles. Keywords in broader headings are more functional in SERPs compared to keywords in smaller headings. In addition to their use on headings and the page’s titles, keywords should be evenly distributed across the page’s content. Content writers should also be keen not to overuse keywords.
The PageRank System
The PageRank System is arguably Google algorithm’s most crucial feature in web page ranking. This system determines where each search result ranks on Google’s search engine return page. A web page that ranks among the first on the return page tends to get more user traffic, as most people usually concentrate on the top-ranking pages.
To determine the order of ranking, Google employs complex algorithms to determine a page’s score on the search results. Web pages with high scores tend to rank further up the search results list. Several factors (hundreds or thousands even) also affect page ranking on Google search engine results.
How Complex Are Google’s Algorithms?
Google search engine algorithms are technically complicated. Think of a mysterious cupcake with very few people knowing its exact location and what it constitutes. So secretive are Google algorithms that even its employees are in the dark.
Some common Google algorithms include Panda, Penguin, Hummingbird, RankBrain, Bert, and Medic. The two primary areas of complexity regarding Google Algorithms are ingestion and answering queries at scale and combating search spam.
Google regularly updates its algorithms up to a thousand times in a year, with some updates going completely unnoticed. Updates in algorithms significantly impact SERPS. Therefore, websites should continually revise their content in line with the updates to continue ranking highly on Google’s search engine return page.
Bottom Line
Content marketers and webmasters who use SEO to generate high traffic to their webpages need to understand the technicalities of Google’s search engine. Google employs different algorithms to determine how sites rank in the SERP. While Google’s algorithms are quite complex, you can still improve your Google rankings and boost web traffic to your law firm web page using several strategies such as SEO and building backlinks to your site.
Laila Azzahra is a professional writer and blogger that loves to write about technology, business, entertainment, science, and health.