However, to really master a channel of marketing, you have to understand its fundamental logic and functionality. This is especially important with SEO, because it is dependent on a barely predictable black box called the Google algorithm.
Everyone loves to read about hacks and tricks to achieve better Google rankings. And doing so might give you some positive results, since some aspects of SEO are common sense and easy to follow.
Here are two valuable fundamentals to understanding how Google works and ranks your website.
Understand The Spider’s Web
Optimizing factors alone is not enough, because all good things need a system. Just like in a spider’s web, it is not enough in SEO to pull the right strings here and there. Our next step should be to connect these strings — i.e., to build a web of content in which as many visitors as possible get stuck. Specifically, we are talking about the internal linking of content on your website — for example, when you link from products or articles to other products or articles on a blog.
Important here is the Googlebot, which wanders through the whole internet at regular intervals. It “crawls” all visible pages and their contents and puts them into the Google Index, which populates the search results. This is where we can then take a strategic approach and use internal links to direct the Googlebot to the most important pages of our website, such as products from our online shop or good content such as articles, in order to specifically increase their relevance and strength for Google. We can also prevent the so-called orphaning of weaker pages of our website.
Links Are The Veins Of Modern Search Algorithms
We now come to the ultimate discipline of SEO. Controversial, explosive, as genius today as in the past: link building. This refers to the distribution of links to your own page on other pages of the internet (also known as backlinks). These backlinks bring probably the most important factor of the Google universe onto the playing field of SEO: PageRank.
In short, solid backlinks through link building ensure us a good PageRank. Google founder Larry Page invented PageRank, which allowed Google to measure the quality of a page by the number of links pointing to it, among other things. This metric was used as part of the entire ranking algorithm and became a strong signal because it was initially a very good way of determining the quality of a page. In his first article on PageRank in 1999, Larry Page wrote, “For a page to get a high PageRank, it must convince an important page or a lot of non-important pages to link to it.”
These backlinks were and still are the ranking factor par excellence, which can ensure that you quickly reach the much-desired status of the authority in your niche and rise in the ranking positions, thus receiving significantly more traffic. Strictly speaking, backlinks are actually the No. 1 ranking factor that remains if you’ve produced good content and implemented the OnPage SEO factors properly and you own a high-performance site.
How Google Aced The Race
Historically, Google was only able to dominate the search engine market in the late 1990s by using backlinks as a ranking factor in the search algorithm. To this day, however, the full algorithm that Google uses to determine its search results is still unknown, as this is logically the company’s “secret sauce.” Despite this, the general consensus in the international SEO community is that links still play a major role in this algorithm.
Keep in mind that SEO is always an ongoing, methodical practice that requires strategic focus and regular maintenance in order to maintain and ultimately improve rankings. Search engines are constantly adapting their algorithms, so it is important to keep up to date. Keep up with the times, and time won’t pass you by.
I recommend you first get a basic understanding of the tasks and functionalities of SEO, and then see an SEO expert to help you optimize your strategies, keep an eye on competitors and buy additional knowledge for your own organization. In addition to keyword analysis, competitor analysis, link building and even online reputation management, there are many other essential methods to get the most out of the world’s largest search engine for you and your company.