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How our services correlate with basic SEO principles and the way Google sorts the search results

SEO (Search Engine Optimization) - is a whole branch of business, which involves a lot of money. In this article I will try to explain the concept of SEO from the perspective of the world's largest search engine - Google, giving detailed explanations how to work efficiently in the SEO industry adhering to the principles and recommendations of Google and our own capabilities in this area.

Google's main goal is providing users with high-quality, useful and relevant information in special relevancy order, all the Google algorithms and computational power are set for this goal.

The first task is to define what a visitor looks for or wants to get. For example a visitor wants to find the most reliable SEO company which could help him to promote his own website. The user types “SEO Company” in the Google search text box and gets the results or better said, the extract of all the information stored in the database of Google about SEO companies which are the most solid, reliable, and relevant to this particular search.

Now Google must figure out the reliability and relevance of information on those sites that are about to appear in the search results. This is a difficult task. Google uses over 200 factors to rank sites. First, it must find out what exactly user is looking for and correlate in with websites it has stored in its database. In general, this means that the site name, title, HTML headings and upper parts should contain information that matches the target query of visitor. Those can also be synonyms or words and phrases closely related to the topic. But this is only one part of the job.

Usually, there are several millions sites for any search query; how to detect the most adequate and reliable among them?
The mere presence of target keywords on a website does not mean much anymore. The search engine needs to check if the information is useful, complete, original and up-to-date. In order to do this, Google uses more advanced analysis tools. Is impossible to mention all of them here, but it is necessary to mention that since 2018 Google started using artificial intelligence algorithms for sorting search results. But in any case, firstly search engine checks if the information is original and not stolen from other sources, secondly the data should be fresh and thirdly it must fully satisfy the visitor needs.

In my experience, SEO professionals, who managed to implement correctly the above conditions have already achieved considerable success. However, even with this strict selection conditions Google has millions and millions of websites that meet them for pretty much any search query.

How does Google decide which pages are the most valuable to the customer and are worthy of the first place in the search results?
At the point, the factor of authority comes into the game. Google calculates the reliability of the resource on several levels. First — the domain age, the older the site, the more authority it has, secondly — the amount of information published on this site, thirdly — stability of the site, or better said how the website sticks to the chosen subject, fourthly — how consistently the site is developing in terms of adding and updating of information. Fifthly, and in our opinion the most important - how many and which sites refer to our page.

What does a "link" mean in SEO terms? Any site publishing any information, may not have enough information on certain topics and has to make a reference about it out to third-party sources. Such a source may be your website. In this case, the referring site, if it sticks to the principles of original content, will not copy the missing information from your website, but will simply make a link by clicking on which a visitor can see the additional data. The number of such external links determines how valuable your site is for the worldwide web.

However, Google analyzes very carefully which sites link to your resource. If the links are clearly sponsored or they come from low quality websites, there is a possibility your resource could be penalized in a way of it disappearing from the search results.

As a conclusion, SEO is not easy. We only covered the basic principles of it, but it the end of the day there are hundreds of factors which are affecting your rankings, especially today when Google uses more and more advanced technologies for sorting sites in search results. "Rank Brain" run by artificial intelligence is one of them. Today, when we get a new website for promotion, we analyze it for about 50 the most important factors and there are always a lot of things the client can improve in order to raise his results instantly.

Dimitri Ledok
SEO specialist

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