Looking At The Search Engine Result Page: How Is It Formed?
When it comes to online marketing there’s no question that being able to get on the first search engine result page for all your major keywords is the best way to guarantee a steady stream of visitors and therefore business. This means you have to deal with search engine optimization (SEO) to give yourself the best shot of getting one of those coveted spots, but how exactly are they put together? What has changed?
Variety Pack (The Old Way)
While Google and other search engines have always declared that the best content is what they wanted to show (hence the old “Content is King” saying), but getting those results was a challenge. One way Google worked in the past was with the variety pack or scattergun approach. It wasn’t that long ago that every search engine result page would have 1-2 blogs, 1-2 shopping sites, a YouTube video, and some encyclopedia type listings. The hope was to use the entire front page to offer a buffet and assume that the searcher would want at least one of these.
“Intent Algorithm” Of Google
Google has spent years moving their algorithm to rank sites towards figuring out intent. Instead of delivering a variety of different listings and hoping that one of them hits home, they try to figure out why a person is putting in a search. If it’s obviously informational then the results would now be 10 informational websites. If it’s for possible services, local businesses and maps come up. If it’s obviously to buy, you might see 8 results from Amazon.com.
Intent matters, especially when it comes to the first page results.
Trust & Authority Matter Now
When Google is bringing up search engine result pages, they are now focusing heavily on the trust and authority that each site has. Why should anyone trust the site’s author? Are they a reliable source of information? Do other major websites in their niche link to them or mention them?
There’s a lot of different factors that go into how search engines determine domain authority and trust, but they’re getting better at it than ever before, which makes it all the more important to practice good optimization.
The results on page one are never an accident and nowadays the particular websites that that are well-written, professional, and carry outstanding information are the ones that get rewarded and Google is likely to continue that trend.