Search engine optimization (SEO) is a funny thing. Some people love it. Others think it’s the bane of the entire internet. A fact is that it not only exists, but can literally make or break a business in the digital age.
Over the past few years, the amount of changes Google has made to their algorithm has been profound, and now that 2015 is going to an end, these changes only increasing in frequency. But this evolution is good. Google wants to reward great content. They want to make searchers happy. And they certainly do not want you using another search engine.
Google SEO Algorithm
Each year, Google changes its search algorithm around 500–600 times. While most of these changes are minor, Google occasionally rolls out a “major” algorithmic update (such as Google Panda and Google Penguin) that affects search results in significant ways.
Quality content. Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site.
Easy access. Build your site with a logical link structure. Every page should be reachable from at least one static text link.
Make sure that other sites link to yours. Links help Google’s crawlers find your site and can give your site greater visibility in search results. When returning results for a search, Google uses sophisticated text-matching techniques to display pages that are both important and relevant to each search. Google interprets a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.”
Keep in mind that Google algorithms can distinguish natural links from unnatural links. Natural links to your site develop as part of the dynamic nature of the web when other sites find your content valuable and think it would be helpful for their visitors. Unnatural links to your site are placed there specifically to make your site look more popular to search engines. Only natural links are useful for the indexing and ranking of your site.
A Google punishment also known as Google penalty is the negative impact on a website’s search rankings based on updates to Google’s search algorithms or manual review. The penalty can be an unfortunate by-product of an algorithm update or an intentional penalization for various black-hat SEO techniques.