This article has been contributed by veliumseo.co.uk who are a local seo agency based in the UK.
When the Internet first started, or rather the world wide web (which actually came much later than the start of the Internet itself – but that’s another story!), web pages were crude and search engines that ranked them were even more crude.
If you searched for an article pertaining to some topic, the text that you typed into the engine becomes the “keyword” and the engine would do little more than search it’s database of web pages for those that mentioned that keyword within their text.
Over the years this algorithm evolved quite a lot and up until very recently, keywords were very important. If you are searching for an article on “train your cat to toilet outside” then the chances are that the pages that rank at the top of the search engines will mention that phrase somewhere in the text and probably in the title.
Evolution of the Ranking Algorithm
However, search engines are getting smarter now and Google in particular is now able to analyse not just individual words and phrases but sentences, paragraphs, entire articles and indeed whole topics in relation to a website and it’s relevancy to the keywords that are entered in.
Google no longer wants the top page of its search result filled with just the pages that manage to talk about that exact phrase the most times. Now they want to have pages from very well respected sites ranking at the top. Google knows what an article is about and if there’s an article entitled “Toilet training your cat” it knows that it is relevant to the search term.
So what Google is doing now is not just looking at the individual page but giving far more weight to the overall domain. And here is where Branding comes in. Google loves brands and it understands the difference between a website that is build on a reputable brand and another site that is just optimized for keywords.
Why Google Loves Brands
Google can look outside of the domain – it looks at social signals, the traffic, it can even look at how that site has been reviewed on places that do site reviews! And of course, big brand sites are more likely to have more of this stuff than just a site based on keywords alone.
This is especially important for search terms that are directly related to a person’s health, financial status or happiness. Google pays special attention to these areas and will only rank the most trusted sites on the first page for keywords relating to those topics.
So these days, if you want to get your site ranked, the need to focus less on keywords (though they do still matter of course), and more on making sure that Google understands and trusts your brand. Once you have that baseline established, then it’s just a matter of powerup up your site passed the competition… but that’s a topic for another article!Read More