Google Algorithm
Originally originating from computer science and mathematics, the algorithm in the fields of computers, Internet, and online marketing refers to the control of specific programs and mechanisms. An algorithm can be used in various forms—for example, for spell checking in a text program, market analysis, or navigation with map systems. The most well-known example of an algorithm on the web is that of search engines, which influence the results of a search query—particularly the Google algorithm, which is significant in SEO for optimizing a site. The search system of the search engine is based on a specific program, which differs from that of other search engines and is considered a unique selling point belonging to the company's trade secrets. The criteria may change with an update, thus sites never have their ranking fully secured if SEO experts do not stay on top of it.
The Google algorithm in search engine optimization
The focal point of search engine optimization is the web algorithm of search engines, for which websites, online shops, and platforms are to be optimized. This algorithm determines, based on various criteria and their weights, which website will be found for a specific search term and what ranking it will occupy in the SERPs. As already mentioned, the issue here is that the algorithm is not disclosed as it is a company secret, and this also applies to the Google algorithm. Therefore, search engine optimizers and site operators must estimate how such an algorithm might work through observations, analyses, and experiences, and accordingly optimize their offerings to continue achieving good results with a page on the web.
However, it should be noted that the Google algorithm is constantly changing and expanding, which means that the results in the SERPs are also changing. Even though the company, through its Google's Senior Webmaster Trends Analyst John Müller, gives a few hints from time to time about what to consider when optimizing a site for SEO, the majority of the approximately 200 ranking factors remain secret.
It is known, for example, from the Google search engine that high-quality backlinks as a recommendation for a site can influence the ranking. Performance, such as the loading time of a website, is also relevant. If users bounce from pages during their search because everything is too slow, this additionally negatively affects the ranking. In recent years, the Google algorithm, through updates like Penguin, Panda, and the Helpful Content Update, has increasingly included high-quality web content in the index. A page that really provides helpful content when a user is searching for answers, therefore, has a better chance of ranking.
Not only does an update make things more difficult: further challenges of the Google algorithm for SEO work
As if this circumstance hadn't already made search engine optimization significantly more difficult, there are additional challenges that SEOs and webmasters must face for the optimization of their website. The Google algorithm does not work exclusively with one website, but always within the overall system. This means: Not only one's own adjustments have an impact on the ranking of a website, but also those efforts of other webmasters. Furthermore, search engines continuously try to improve their algorithms—among other things, to deliver better search results, but also to better prevent manipulation of the results. Thus, updates frequently shake up the entire industry. It is not uncommon for many websites to lose significantly in positions in the search results—especially if they have resorted to manipulative measures for their site, which are addressed in updates from Google or another search engine. Google's goal is to deliver the best results with every search.