Having a clear understanding of how Google processes queries and ranks content can help you better position your site for improved search performance. On the surface, how search engines function seems simple: You enter a query, and then receive a list of sites that should supply the answer. In reality, how Google decides which pages to present its users is significantly more complicated than a look-and-find exercise. With millions of web pages to choose from and more appearing every day, Google’s algorithms must perform complicated processes in a matter of seconds to quickly deliver the best, most relevant content to its users.
Effective SEO requires a thorough understanding of exactly how Google interprets what users are searching for, so you can tailor each page accordingly. Let’s start by taking a high-level look at how Google processes queries, finds relevant content, and then ranks those results.
Whether they’re worded as such, most search phrases are inherently questions. And for Google, the first step to serving accurate results is to understand that query—to discern what the searcher is actually asking. Google must interpret not only the meaning behind the search terms themselves, but also user intent and context.
Query Parsing
A process called query parsing helps Google get to the root of what is being asked. The algorithm separates different elements in a query, identifying the important parts (or keywords) and removing filler words that—in most instances—don’t influence the meaning. For example, Google would take the query “what are the best restaurants in Myrtle Beach” and focus on the terms “best,” “restaurants,” and “Myrtle Beach.” (It’s important to note, however, that the algorithm is smart enough to recognize when the filler words do impact the meaning of a term, such as “The Statue of Liberty.”)
Natural Language Processing Models and Semantic Search
Google’s advanced language models also recognize and correct misspellings and identify synonyms so the search engine can accurately understand the context of a query. Through semantic search, the algorithm can also understand the relationship between the different words in a query and the way certain terms influence the intent: Does the user want information? Are they trying to navigate to a certain page or product? Are they looking for commercial information about an eventual purchase, or are they ready to make a transaction? How Google interprets the intent behind a query will determine which pages it shows on the SERP.
How Google Finds Content To Fit a Search
The next step in the search process? Finding useful content. Google’s algorithms are constantly working behind the scenes to crawl the web for new or updated content that they can then take and categorize into the Google Search Index. When you enter a query for search, Google draws relevant pages from that index by looking for content that includes the keywords of the query, as well as any synonyms or semantic matches. But like everything else in SEO, keywords are only part of the equation.
Imagine the Google Search Index as a giant, well-organized library where each book on the shelf represents a webpage. Librarians (algorithms) work behind the scenes to categorize the books by themes, keywords, and even how they connect to each other. When you enter a search query, it's like asking a librarian for a specific topic ("baking cookies"). They'll not only look for books with that exact title but also consider related subjects ("desserts") and even books mentioning relevant ingredients ("chocolate chips").
How Google Ranks Search Results
Google may have the entire indexable web at its disposal, but there are a limited number of spots on the search engine results page (SERP). Because its success is built on user satisfaction (individuals won’t keep using Google if it doesn’t give them what they need), the search engine doesn’t just want to deliver any relevant pages. Google wants to serve the best pages. As a result, it must narrow down the relevant pages and prioritize them—a part of the process referred to as ranking.
Using the analogy above, the librarians must take the entire selection of books about cookie baking and related topics, and then stack it according to what is the most relevant or appropriate for a given query. The best book is placed on top of the stack, the second-best right below it, and so on, with the balance of books stacked under these in decreasing order of relevance.
Google Ranking Factors
Although the company is notoriously close-lipped about how it ranks content, it is estimated that Google’s algorithms examine more than 200 on- and off-site factors when analyzing and prioritizing pages. Many of those factors remain unknown, but industry analysis, information published by Google, and recent leaked documentation can all provide clues. Most SEO experts agree that Google takes the following elements into account when ranking search results:
- Quality of Content: This includes accuracy as well as content structure, relevance, and topic depth.
- Usability of the Webpage: Page load speed and site architecture are just two factors that influence the user experience of a webpage.
- Location and Search Settings: Like other behavioral cues, these factors are specific to the user and cannot be influenced from the company side.
- Internal and External links: The number of internal links and backlinks to your content influences its authority, which Google uses to determine whether it is legitimate and helpful.
- Brand Recognition: The algorithm tends to favor bigger, established brands when ranking search results.
- Domain Authority: Older websites with a history of performing well in search are prioritized above newer pages. Additionally, your site’s overall performance will influence the ranking of its individual pages.
How is your site targeting these ranking factors?
Eight Oh Two is a proven leader in using search engine and performance marketing to drive results by leveraging best-in-class technology with the very best in human intelligence. With a deep understanding of the way Google finds, understands, and ranks content, our experts are well poised to help you optimize your site for superior performance. Contact us today to learn how we can help you see the results you need to take your business to the next level.