As is well known, Google is a company that specializes in computer technology and the Internet. Its core business and main reason why it is known worldwide is its sophisticated search engine.
When an Internet user makes a query, a series of processes take place within two tenths of a second. Firstly, he/she crawls a long list of web pages that are indexed, then contrasts their presence rates according to the keyword that has been consulted and finally shows the results that he/she considers optimal for the chosen word.
This company, in constant process of improvement, updates and increases the number of indexes that value the web pages. It orders and hierarchies according to keywords and can suggest terms that have a high correlation to users. Also this software has an “antispam” control that constantly eliminates from its registry insecure pages, irrelevant or that make some illicit practice.
Google is the page accessed by the most users and the one that receives the most search requests (1,000 million a day). In addition, through its platform Google Ads controls a large part of the programmed advertising from all over the world. For this reason, it forces all professionals in any corporation to be aware of this technological giant, to apply its methodologies, techniques and necessary actions so that Google includes its pages in its records, values them with a good index and takes them into account at the same time as showing them in the search results.
What are the Google guidelines?
The guidelines given by “Google” are a series of standards it publishes to improve the positioning of web pages in its search engine. More specifically, they are both general and specific quality standards that must be known in order to structure and develop a website well. They are techniques focused on improving location, crawlability, understanding of robots and user experience. Their violation or bad implementation can mean the loss of positions or a penalty from Google.
SEO Positioning Factors
The search results sorting criteria are based on a set of factors and standards defined by a team of Google engineers and are not public. Each one weighs in a different way, and they are constantly changing because updates to the algorithm are made with a certain periodicity. Together, these factors make up the Google algorithm, which determines the position in which a web page appears in a search result.
SEO onpage y offpage
The “onpage” SEO, are all the actions you can do inside the page to get better positions in the search results. While the “Offpage”, are all those actions you can do inside the website to improve organic positioning.
White Hat vs Black Hat Methodology
The “White and Black Hat SEO” are a series of methodologies and techniques focused on improving the positioning of a web page. The so-called “White”, are the techniques that conform to the criteria and recommendations of Google to position a web page. On the other hand, the “black” actions are those that take advantage of security holes, system errors or weaknesses in the algorithm to obtain a benefit and better position a web page in the search results
What are the main updates of the algorithm?
Google makes updates to the algorithm with the aim of improving and adjusting the search results to offer ever better content to its users. The main “updates” that must be taken into account for the understanding and execution of this project are the following:
Google Mayday Update (2010)
The purpose of this update was to take into consideration small domains with quality content, so that they could compete with large websites with high authority. Especially in terms of long queues or very specific keywords.
Google Freshness Update (2011)
This improvement in the algorithm had a clear reason for being, to offer Internet users the most recent and quality information possible. To avoid capturing content that has become obsolete.
Google Panda Update (2011)
In order to remove pages with no valuable content from Google’s top results. Google threw out Panda, which rewards original and quality content, and on the other hand, penalizes any kind of plagiarism. This search engine does not like having content copied into its almost endless directory of indexed web pages.
Google Penguin Update (2012)
Update directly related to backlinks or inbound links. Its purpose is to remove the low quality and “spam” links. In addition, this improvement of the algorithm, benefits the web domains that receive quality links, natural links and that have a theme or direct correlation with the line of the receiving web.
Goolge Hummingbird Update (2013)
New algorithm developed from the previous versions in order to understand more easily the users’ queries. To interpret complex questions or terms and better understand what the user is looking for. The main reason was to improve the understanding of queries made by voice.
Google Pigeon Update (2014)
This update refines the search results when performing local or territorial searches. Specifically, Google aims to offer the best results according to the user’s geographical proximity.
Google Mobilegeddon update (2015)
Update focused on user experience on mobile devices. Mobilegeddon is an improvement to offer better results in mobile searches and focused to penalize all those websites that do not use a “responsive” format, i.e., that does not adapt to the screen dimensions of mobile devices. However, this improvement only affected mobile search results, it had no effect on computers.
Google Mobile First Update (2018)
Unlike the previous version, from the “Mobile First” update, Google takes into account that the web is “responsive” as much in the computer search results as it is for mobile. For this reason, from this improvement, Google penalizes hard on all pages that are not adaptable to mobile and tablets.
Google Medic Update (2018)
Update focused mainly on the field of medicine, health and financial information of users. This improvement has led to a substantial change in the search results related to these topics. Google, publishes that in health and money issues, wants to offer pages from accredited specialists who provide true, contrasting and top quality information.
Google Diversity Update (2019)
The main objective of Google Diversity Update is to show the maximum variety of content. For this reason, with this update Google limits the number of results from a single web domain among the first search results. Although it has published that there can be exceptions if the algorithm considers the results to be very relevant.
Google Bert Update (2019)
Update focused on understanding language in a more natural and humane way. It aims to understand the nuances of context and to go beyond what the words in a sentence mean to provide much more accurate results.