Google Optimization

Google optimization refers to the improvement of websites according to certain guidelines and criteria so that they can be found more easily in the search engine result lists. Since the search engine Google dominates the international market, the term search engine optimization often also refers to Google optimization. The two terms are used synonymously.

The basis for Google optimization

The company has compiled specific guidelines and policies that form the basis for optimization. According to the corporation itself, websites can be better indexed and crawled when they comply with the "Guidelines for Webmasters." The guidelines for webmasters include requirements regarding content, design, and the technical preparation of websites. Furthermore, the company specifies in these guidelines which misleading practices constitute a violation and can lead to penalization of the website. To support Google optimization, the company provides various tools.

There are various ranking factors that are part of Google optimization. They are combined by the search engine into a specific algorithm that evaluates websites regarding certain search queries and presents them in an appropriate ranking in the SERPs. The ranking factors include various measures on the website, such as meta tags, content, internal linking, and keyword density.

Goals of Google Optimization

Since the primary goal of Google optimization is to achieve a good ranking of the website in the search results pages, a penalty due to a violation of the guidelines should be avoided. Furthermore, Google optimization should result in websites being listed at the top positions of the SERPs for certain search terms. Ideally, the content of the website exactly matches the needs of the searcher, leading to a conversion (e.g., contact, inquiry, purchase, newsletter subscription, etc.). After all, the goal of optimization is to increase business success.

To be successfully found in search results, one must remain dynamic. Google regularly updates the algorithm used to evaluate websites. As a result, the requirements for websites are continually changing, so webmasters should always stay informed. This particularly involves considering ranking factors within the realm of the Social Web, including forums, blogs, and various types of social networks (e.g., Facebook, Twitter, Pinterest, Instagram, LinkedIn, GooglePlus, Tumblr, etc.).