History of key metrics
Once in a few years, key metrics of Google change and this change can also be noticed in a lesser degree for Yahoo!, Bing and other search engines. These key metrics are used by Google to get competitive search results.
- For instance from the years 1996-1999 Google implemented one page keyword usage along with meta data, however from the years 1999-2002, Google implemented page ranking and onpage metrics.
- From the year 2002-2005, Google implemented various key metrics such as anchor text, onpage, PageRank and domain names. Similarly from the years 2005-2009 Google implemented domain authority, onpage, PageRank, topic modelling, anchor text, domain names and diversity of linking domains.
- Finally in the years 2011 and 2012, Google implemented social signals from social networking websites like Twitter, Facebook and Google Plus.
What’s next for search engines like Google?
It is very possible that the next generation of ranking signals will be based primarily on three groups of metrics that are relatively new.
There are various pages that are listed on Google that claim to sell a particular product but do not. Google is trying to find new ways to determine if these websites actually sell these products or are just spam websites.
Some of the factors that Google will take into consideration will include: does the website have people working for them, does anyone on LinkedIn confirm that they are working for that particular brand, does the brand have an official Facebook page, does the brand have a LinkedIn profile, does the brand have a verified Twitter account and does the brand have a tax payer ID, Proof of registration and other important legal documents.
Google and Bing believe that generic websites usually have just a contact form, do not have employees, do not have official Facebook, Twitter pages or LinkedIn profiles and don’t have legal documents to prove that the company is genuine. Google and Bing have at least a dozen more inputs to identify if a site is genuine or not.
In the past search engines have depended mainly on Universal Algorithms that basically rate pages on the metrics available without accounting for massive swings between verticals. However, in the past few years various SEO experts have noticed a significant shift to a model that gives certain types of websites an opportunity to perform for a certain type of search queries.
For instance, when users perform a Google or Bing search for fish meals, it could be beneficial to give a much needed boost to websites that have recipes. A similar logic can be applied to various other websites such as movie sites. In a nutshell it can be said that Entity Associations can be used to promote brand signals classify search results and also help with triggering both vertical and universal results for various applications such as Maps and Images.
Human rating and user behaviour
There are two forces that rule the online world: algorithms and user.
Each of these forces is equally important since the collective users of the World Wide Web not only create but also rate content while the algorithms make sense of the astoundingly large quantities of data.
This being said, Google Chrome offers a web extension that allows the user to block certain websites in the SERPs which can prove to be a problem in the long run. Bing on the other hand uses a group of search quality reviewers. Google also uses such a panel but is very secretive about this technique. Both the search engines are looking at a form of user based information known as click stream data.
Search engines are always secretive about their ranking requirements and frequently change their algorithms to bring the best content for the searcher back. Our advice would be stay white hat, don’t spam and approach a trusted SEO company like us for advice and help with your rankings.
We believe that the time of social and user metrics is close or already with us. Google can understand how users navigate and use your website. Better quality, more relevant content based websites will undoubtedly see the very best rankings from it content. Bad user metrics could potentially act like a stone around your websites rankings.