A Peek At Google’s Ranking Algorithm

Published in this Sunday’s edition of the New York Times, Saul Hansell’s article about Google’s constantly tweaked ranking algorithms has sent a ripple through the world of search marketers as well as those with more of a casual interest in Google’s search results.

The article elucidates some key points about Google and has numerous take-home messages for search marketers and casual Google users alike.

First, it reminds us that despite Google’s numerous shiny new offerings like Street View and Google Reader, Google’s focus is still search. Second, the article reveals that Google’s ranking algorithms are tweaked at multiple times a week — by real humans whose mission is to improve search for other humans, and often in response to input that a certain search isn’t returning optimal results.

In addition, the Google engineers in the article revealed that more than 200 pieces of information are taken into account when Google’s algorithm ranks a page. To search marketers, Google’s complicated and increasingly sophisticated algorithm means that using tricks and gimmicks in trying to garner rankings is more self-defeating than ever.

Search marketers know a few of the things Google’s algorithm takes into account — longevity, inbound links, and so on. But, increasingly, unlocking all the secrets of Google’s algorithm is impossible — and a fruitless pursuit, given how often Google’s engineers tweak the search algorithm. The article reminds search engine marketers to get back to basics: to build quality websites that, through their intrinsic virtues, become destinations for searchers.