Positioning of websites - the principles of operation of the Google search engine

Service Business

Google is a giant. It is the most popular search engine around the globe. 93% of all queries generated in the world went to Google. No wonder that almost everyone who plans to expand their business on the Internet wants their website to be as high as possible in the Google ranking. In this article, we will try to answer how the world's largest search engine works, we will check what steps may affect the positioning of websites, we will also look at what actions may result in a "ban". Let's start!

How does Google work?

It is not without reason that Google is called the giant from Mountain View. It has been processing over 90% of global queries continuously for years. How does the largest search engine in the world work? When creating a website, you plan not only its architecture, but also the subject and content. The appropriate selection of key phrases (phrases / sentences that users use to find the assortment you offer), their placement in the content and code of the website will allow Google to properly "read" and categorize your website. The robot.txt file tells the search engine which pages and files on your site it can crawl. The page will be indexed in Google over time. Does that mean it will appear in search results? Yes, but you can hardly expect that the first, second, twentieth or thirtieth page of the results will be closer to the hundredth. So, can you count on a lot of traffic on your website? Probably not. It will not be possible without website positioning.

What is website positioning?

Positioning is deliberate actions aimed at obtaining the highest possible position in the Google ranking by the website. The Mountain View giant regularly informs you which factors will be taken into account in the website evaluation, which will translate into their position in the search results. These are not precise guidelines, only guidelines that should be followed by the creators and owners of websites.

Search engine optimization includes a number of on-site and off-site activities. On-site work is about optimization of both the code and the content of the website, in accordance with Google's guidelines. Off-site work, in turn, focuses on obtaining links leading to the positioned page. Creating an optimal backlink profile is a real challenge for SEOs.

Black hat, white hat or a bit of history?

As we mentioned, Google takes into account the quality of the website in its website ranking - both technically and in terms of its content (the price includes unique, reliable, comprehensive articles, enriched with video content and infographics). The second factor that significantly affects the positioning of pages are links leading to the site (primarily high-quality). Yes, it looks like today, but a dozen or so years ago ...

In order to position the site, it was enough to put the right number of keywords in the content and code of the page, and then using machines to obtain as many incoming links as possible (currently such practices would inevitably be punished by Google with a ban, i.e. removal from the page ranking). As a result, the TOP 10 featured pages whose quality remained much to be desired. Google decided to declare war on this type of practitioners, which have become known as Black hat SEO, by introducing modifications to its algorithms. As you can guess, white hat SEO is on the other pole of activities - all modifications and works, both on-site and off-site, are carried out in accordance with Google's guidelines.

Search engine optimization today

It seems that today it is difficult to find a madman or rather a charlatan who would decide to use black hat techniques. Today, SEO is a tedious, diligent, time-consuming job and quite an expensive form of promoting a website. All activities must be carried out in accordance with Google's guidelines. We present ten, in our opinion, the most important tips in 2020 that every SEO Master should follow:

  1. Bet on content - unique, reliable, comprehensive.

  2. Make sure your content is geared towards solving specific user problems. Write and present the topic as comprehensively as possible.

  3. Remember that content is not only articles, but also video, and your recipients are certainly not only mobile, but also video friendly.

  4. Fight for the zero position (see the plus points above, don't forget to add tables and bullets that Google likes very much).

  5. Use structured data and don't forget about rich elements.

  6. Keep in mind that voice searches, in 2021, will exceed 50% of all queries, optimize your website and entries for this now.

  7. Do not overdo it with keywords - optimization yes, but not too much.

  8. Remember about the technical parameters - loading speed, ssl certificate ... Do not neglect these aspects.

  9. Keep your finger on the pulse and stay up to date.

  10. Analyze, test and optimize.