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Why does content end up in search results? On your social media newsfeed? In recommended content lists?
It may seem as if content and posts show up at random, but it is in fact dictated by algorithms. Understanding these algorithms is the first step to optimizing your content for greater reach and visibility.
The two most important algorithms to understand are Edge-Rank (Facebook) and Page-Rank (Google) Algorithms index.
They organize and decide what you see based on browsing history, links, affinity, and other pieces of data to decide who sees your content, creating “filter bubbles” and predicting what they think users want to see. The end result limits your and other’s view of available content. The web you are searching or the social media you are viewing in reality are biased views of the world based on your past behaviors.
In this post, we will focus on Page-Rank, and how to ensure your content is on the first page of results in Google or the other search engines. Click here to see our past post on Edge-Rank to understand how FaceBook uses algorithms.
What is Page-Rank?
Page-Rank is what Google started when they launched their search engine many years ago. Although there are now over 200 algorithms leveraged by Google and the major search engines to match content to what you search, Page-Rank is still the most important one to consider while optimizing your content.
Although there are a few other search engines to consider, none come close to Google’s popularity with the public, making it the most practical to devote time and catering to its algorithms.
It can’t be stressed enough how important it is to rank highly in search engine indices represented to you on the “first results page or SERP”. If you don’t show up in the top results when a user searches, they aren’t likely to find what you are offering.
A number one position in Google receives 18.3% of click through traffic, and the first ten results heed 52.32%. This is out of thousands, if not millions of results.
Needless to say, optimizing your content to work with the algorithms is a valuable way to dedicate your energy.
Google uses this to gauge the authority of a website, or how worthy it is to be shown to users.
It determines your rank.
It works by counting the number and quality and links to your site. Google assumes that more links means more trustworthiness and authority for a site.
To get exposure that is both high in volume and quality, ranking high is a must.
SERP (Search Engine Results Page) is an extremely important factor to consider. The page itself that appears after you press search on Google is the SERP.
SEO is aimed at adjusting a page’s SERP ranking. It contains the organic search results and rankings, and is how people interact with the results.
It has over 200 large and continually adjusted sets of factors, and the main ones are outlined in the graphic with subfactors in their respective groups. By looking at these factors and understanding them, an organization can optimize their content to raise their ranking.
-Google+ is often overlooked in the context of social media usage, but it is very significant statistically. All Gmail accounts have a corresponding Google+ profile, which is a huge amount of users, albeit mainly inactive. Companies with a Google+ presence get a bump in the Social Signals section of search ranking, even if their page isn’t active.
-Many organizations don’t give enough attention to Link Signals, which are a critical part of ranking. Inbound anchor text, linking domain authority etc. make your site look trustworthy, so focus on both getting linked on external sites and working links into your own content.
Now that you have the tools to understand what Page-Rank is asking for, work with the algorithm and make it work for you. A website is only good as its ranking, stellar content is useless without traffic.
Maximize the work you have already done by making it easier for your potential leads and prospects to find. Your customer has a problem and you have the solution; help them find that solution by showing up at the top of their Google search.
As always, 2040 Digital is here to help you navigate the digital business universe. Contact us today to learn how we can help you.