‘Google Keeps Tweaking Its Search Engine’
New York Times piece on Google is telling on the subject of SEO
A little late on this, but a June 3rd New York Times piece on Google titled ‘Google Keeps Tweaking Its Search Engine’ is a must read for folks contemplating their own search engine relevance. We’ve often said that you have to think about Google’s core business and what it is they want. Per this comment,
It [Google] believes that its ability to decrease the number of times it leaves searchers disappointed is crucial to fending off ever fiercer attacks from the likes of Yahoo and Microsoft and preserving the tidy advertising gold mine that search represents.
consider what’s at stake if they allow gaming to decide page rank OR what is and what is not relevant. Going deeper, the article shares information about how Google used to determine Page Rank,
As Google compiles its index, it calculates a number it calls PageRank for each page it finds. This was the key invention of Google’s founders, Mr. Page and Sergey Brin. PageRank tallies how many times other sites link to a given page. Sites that are more popular, especially with sites that have high PageRanks themselves, are considered likely to be of higher quality.’
and on how they determine Page Rank now,
Mr. Singhal has developed a far more elaborate system for ranking pages, which involves more than 200 types of information, or what Google calls “signals.” PageRank is but one signal. Some signals are on Web pages — like words, links, images and so on. Some are drawn from the history of how pages have changed over time. Some signals are data patterns uncovered in the trillions of searches that Google has handled over the years.
leaving one to wonder whether contending with 200+ signals [heuristics or mathematical formulas] is a smart bet. Could there ever be a sustainable Search Engine Optimization strategy? Is it likely someone somewhere could ever game a small army of PHDs determined to deliver the most relevant search query answers possible?
In summary, Google requires good answers for their search traffic. They find these answers by spidering & indexing the [World Wide] Webs content. If you trust Google and its army of PHDs you can come to a logical conclusion: transferring your subject specific [authoritative] knowledge, including what is timely and new, to the search engine indexes by consistently writing or blogging might help just Google do it’s job. If you help Google they may just reward you back with Page Rank.
Having solutions that format your content for maximum spider consumption (i.e. topic & key phrase identification, word pair creation & content mapping) can only help. After all, a Real Estate Blogsite™ is just a website; however, one that gives an authority on a niche subject [such as Austin, Seattle, Honolulu or St. Petersburg community & Real Estate ] the technology tools to write or to transfer that knowledge… easily and with some power J
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