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TRANSCRIPT
How Google Ranks Sites…
By Stephen Noton
Insight on the Google Algorithm
( ( S * Q ) + M ) * G = RANKING
S = Site Calculation
Q = Quality Calculation
M = Marketing Calculation
G = Google Calculation
S = Site Calculation
• Page Title = 40%
• Page URL = 5%
• Page Text = 10%
• Internal PageRank Distribution = 35%
• Text in Internal Linking = 10%
Page Title = 40%
• Google checks to see how close the users search matches the text in the title.
• Location of text and density play a factor into the scoring of the title.
• Using compound keyword phrases in titles is great way to increase traffic.
Page URL = 5%
• Google uses predictive content understanding based on text in the URL.
• Use - between words as _ or words connected prevent the text from being understood.
• Many external links will use just the URL, which furthers the reason to use dashes.
Page Text = 10%
• Google isn’t focused on keyword density or length of page content to score page text.
• Page text is best leveraged when further targeting compound keyword phrases.
• Also using common synonyms/related keywords can help increase relevant traffic
Internal PageRank Distribution = 35%
• Google uses the internal links to determine what content is important within a site.
• Fundamentally linking more to page H vs. page C can give page H a higher score in Google.
• Where linked within a page and the page the link is from also are apart of the scoring.
Text in Internal Linking = 10%
• Text in links helps Google’s predictive understanding and in ranking of content.
• Having varied text in your links gives you varied results in Google.
• Using generic links like “click here” or “learn more” can hurt your rankings in Google.
Q = Quality Calculation
• Keyword Quality = 40%
• Search Funnel Quality = 10%
• Predictive Site Quality = 50%
Keyword Quality = 40%
• Performance based using the pages actual CTR and the sites predicted CTR.
• Google further judges quality by the use of Google after a click to your site.
Search Funnel Quality = 10%
• Sites that show up in pre & post searches can have higher weighting.
• It is Google’s goal to give the user the best experience & information.
Predictive Site Quality = 50%
• Based on actual quality data, Google then projects the potential of a site.
• The better pages perform in Google the better a site does in Google.
M = Marketing Calculation
• External Linking = 70%
• Text in External Linking = 15%
• User Search Behavior = 10%
• Google Plus/Circles = 5%
External Linking = 70%
• Link sources, amount of links & life of links all account into the scoring.
• Link scoring changes is what most people report as algorithm changes.
Text in External Linking = 15%
• Text in links helps Google’s predictive understanding and in ranking of content.
• Text matching the page goal further validates the sites objectives.
User Search Behavior = 10%
• Google uses the users past visited sites to adjust rankings/scoring.
• Similar to search funnel but this isn’t limited to recent searches.
Google Plus/Circles = 5%
• Google looks for pages with +1’s from users within their circles.
• Applies to only Google+ users and only uses users in their circles
G = Google Calculation
• Google Settings = 100%
– Results automatically filtered by users location, Google URL & interface language.
– Results can be refined by user inputs: type of search/date of content/source of content.
Other Questions?