Google Search insider knowledge

Algorithms are always changing, Google’s finest continuously making improvements and changing the game based on various metrics.

But this is no secret and it’s nothing new, just that words like metrics are being used more in relation to Search.

“In 2018, we ran over 654,680 experiments, with trained external Search Raters and live tests, resulting in more than 3234 improvements to Search.” Google.

Primarily, this was to deliver the right results, but it also served to tighten the net, closing loopholes black hats (still) try and squeeze through.

Many tactics have been used to try and manipulate or outsmart search engine results

These range from blatant plagiarism (copying site content), to bating with intriguing headlines “Read this and your life will improve… click here and give us your credit card details (and yes, we’ll probably sell on your data).”

None of these things provided any value to readers, were full of flashy ads and only aimed at getting something, usually money, and it still happens today. But not as much, and most of us know what to look out for.

It’s all in the manifesto

Much of the criteria Google uses to sort and organise websites for the SERPs (search engine results pages) is outlined in a 168-page guideline which Search Raters use to score websites as part of the experiments.

I have a copy and use it to help clients navigate things like best SEO practices, using Google’s own manifesto, which many top agencies re-word and charge 6-figures to include in things like ‘SEO audit and reporting’ with proposed fixes including content marketing campaigns, which basically means they’ll tell you to publish regular content like blog posts.

What about paid advertisements that rank at the top of the search results?

Search engines make no secret about their commercial activities. Like many businesses, advertisement revenue is a key part of their lifeblood. Without ad revenue, it would be impossible to carry out their services (and their experiments) without compromising on quality.

But the paid advertisements we see at the top of the results pages are clearly marked with an ‘Ad’ logo, and they only display results relevant to user-defined search queries – there’s little to no junk.

Should I pay for Google ad services?

If you can afford to do it until you’ve built up your brand and climbed the search engine results pages organically, then why not? It can be frustrating to see other names at the top, you want to be up there too, right?

Paid advertisements don’t get prioritised in organic results

Search engines omit advertisements, regardless of how much the sponsors are paying if they are not relevant. To do otherwise would be hypocritical and devalue everything they stand for. Organic Search results are ranked based on other factors mentioned here and in other posts across the web – and they all boil down to producing valuable content.

You can pay for an advertisement, but so can anyone, and there’s only so much room at the top – you’ll need to have a budget to pay for it long-term, and it won’t improve how your website is ranked in the normal search results.

“Google’s commercial relationships have no impact on algorithmic Search changes, and partner advertisers do not receive special treatment in resolving organic search issues or requests.”

Organic search results are the main website listings that appear on the results pages when we type or ask for things (a search query). Most people, after years of exposure to annoying flashy ads, skim past the ‘Ad’ sponsored results at the top, their eyes scanning for either specific brands or familiar authorities on the subject.

What do algorithms do?

Google algorithms check for things like quality links to respectable sources, such as academic or governmental, or from content-rich sites which meet their standards and basically get a Google thumbs up.

But what about those advertisements and pop-ups?

Often, paid ads do display in user-defined search query results, but they’re often ads by large agencies, acting like the middleman, similar to comparison websites.

Paid adverts don’t always offer the desired product or service, but it could be something similar (like an advert for a hotel) which may show when you book a train ticket. This isn’t bad or good, they get initial traffic and a chance to gain business. It is what it is, and sometimes it’s useful.