From its earliest days, Google’s core search algorithm offered the most relevant and most organic search results quickly and accurately on a simple site with an iconic logo that has now become synonymous with the search giant’s business. Searching amidst the world’s vast data, Google cleverly cataloged and categorized pages using its PageRank formula, which assessed the quantity and power of links to any given webpage.
For a few years, Google’s search worked seamlessly, repeatedly predicting the most relevant search results every single time, again and again. In fact, it was so good that it sent shockwaves through the internet, digitally obliterating its rivals over time. However, as Google’s clever search engine grew into a colossus corporation, and both individuals and businesses realized the inherent power of appearing organically at the top of any search, things began to change.
The changes occurred at the behest of some unscrupulous characters who were hell-bent on gaming the system. With so much money at stake, do you really blame them? Once they learned the majority of the rules, they began poking and prodding Google’s innards by building massive link farms and content farms, spinning low-quality articles, and auto-generating links in an effort to outgun other listings and secure the top spots on Google’s lucrative Search Engine Results Pages (SERPs).
As a result, Google introduced several now-infamous adjustments to its algorithm that went by the names of Panda, Penguin and Hummingbird, just to name a few. As the less-than-savory characters began dominating Google’s search by supposedly gaming the system, Google had to act or risk losing its relevancy. These algorithm adjustments were intended to both weed out the spoofs and scammers, while also fine-tuning its semantic search.
The Fundamental Components Of Search
Before we dive into some of the crucial rules for succeeding in SEO, we need to take a closer look at the fundamentals of Google’s search engine. In my recent book called, SEO 2017: Master Search Engine Optimization, not only do I give an extensive overview of how search works, but I also look closely at the strategies that can be implemented to quite literally dominate the playing field.
The truth? Most people look at SEO the wrong way. They look at ways to do the least amount of work for the greatest initial return, when in fact, it’s quite the opposite. Obviously SEO is one of the best skills that you can possibly learn, but in order to succeed with it, you need to do the most amount of work for the least initial return. It’s a slow, steady and painful process, but that’s also the nature of the beast.
Simply put, in the beginning, Google doesn’t trust you. If Google doesn’t trust you, you’re not going to rank on those lucrative first-page SERPs. You’ll be lost in the fray amidst millions of others who’re trying to claw their way to the top. So, the first real guiding principle of SEO is trust. When you have Google’s trust, you’ll consistently rank highly. When you lack its trust, you’ll be lost in an abysmal sea of low-ranking webpages. And no one wants that.
In my SEO book, I cover the three components that comprise Google’s trust. Each of the components has many factors that influence it, but these are the specific foundational building blocks of just how Google’s trust works. And, considering that trust is an inherent part of Google’s relevancy equation, everything that you do should revolve around building Google’s trust rather than losing it and having it taken away.