How do Google Rank Pages work: SEO


Introduction Google Rank!

Google has drastically changed the way it ranks pages in recent years. 
What worked once doesn’t seem to work now. 
What worked before? Google Page Rank and keyword-rich inbound links. 
Webmasters simply swapped keyword-rich links, bought high Page Rank keyword-rich links, etc. Optimized sites might dominate the results, but Google wants genuine sites that have natural inbound links (votes).
In my opinion, Google has introduced new ranking scores that mainly operate on whole sites (domains) and has reduced the weight of some of the older page-based scores. Some sites get high rankings for just about anything (amazon). 
I have noticed that the rankings of all my pages within a site jump/drop evenly. 
Basically, these new scores tell Google how respectable/trustworthy / quality a complete site is and these factors influence the ranking of all the pages on a site.
When your site (not the page) gets a higher overall domain score, you get more traffic/rankings on all of your pages and vice versa. 
These new domain-based scores are connected to the infamous SandBox effect. For me, a sandbox site is a site with a low overall domain score.
How did Google change the weight of the oldest factors (PageRank, anchor text)?
1. Google downplayed the weight of anchor text keywords. 
Why? Because that makes it harder to classify the inner pages. 
Webmasters tend to link more to sites than internal pages. 
Giving too much weight to the anchor text of the links increases the ranking of the home pages. 
Webmasters countered this anchor text overemphasis with two strategies:
Keyword-rich textual internal navigation
buy/trade keyword-rich links pointing to internal pages
In the eyes of Google, when a site has thousands of natural inbound links to the home page and internal pages, this site must be of very high quality and even internal pages with zero inbound links deserve a high ranking. 
That can be achieved by reducing the weight of the anchor text and introducing quality scores based on domain. 
I also think that Google broadcasts the anchor text value of links to all related pages on a site. What does that mean? If you have 3 pages about widgets, an external link to one of the widget pages with anchor text “widgets” can also help the other two widget pages.
2. Google, in my opinion, has changed the way they calculate PageRank. 
I think the PageRank of the toolbar does not reflect at all the actual way they calculate PageRank.
Consider this fact: When you get a high PageRank with inbound links across your site, your ranking doesn’t get the same boost as when you get the same high PageRank with links from many unique domains. 
The PageRank toolbar is useless.
Link popularity is still important, but we don’t know which modified version of the PageRank calculation Google uses.

What are the main new domain-based factors Google introduced?

Google seems to be going in the direction of its “Retrieval of information based on historical data” and tracking patents.
Domain age
That has become too obvious. 
Newer sites are less reliable than older sites. This is a factor that you cannot control.


Google takes into account how up-to-date or out-of-date your site is.
Your site is considered up-to-date when:
You recently updated it (changed the content or added new pages). 
The site recently acquired new inbound links. 
Most of the sites that link to the site are new (recently updated, have been linked).
Your site becomes stale (out of date) when:
You haven’t updated it recently. You have no new inbound links. 
The sites that link to you have not been updated or linked.

Content updates / changes

Have you updated your site recently? If all of your competitors constantly update their sites, but you don’t, your ranking may go down.

User behavior

Your pages rank high for some keywords. 
Do search engines really click on your pages? If they don’t, they may lower their ranking. When search engines frequently click on your ranked pages, that’s a good thing in Google’s eyes.

Query-based (content is the main factor in my opinion)

Every time one of your pages ranks high (top 30) for some keywords, that tells Google that you have good content. 
Before you can rank high for competitive keywords, you must rank high for non-competitive keywords. 
When you have a large amount of unique content, there’s no way your pages won’t rank high for at least some non-competitive keywords. 
The more content you have, the more times you will get pages that rank high for non-competitive keywords, which helps in future ranking for more competitive keywords.
Google can influence the ranking of certain queries by examining the ranking of their related key phrases. 
When you rank high for some key phrases, it helps you rank high for related queries. Content is king. Don’t over-optimize, use a variety of related words. 
That helps better in the long run.

Data maintained by the user, traffic, etc.

Do your visitors bookmark your site? Do they stay on your site for a long time? Are they coming back?
Focus on the visitors and Google will find out and improve your ranking.

Independent pair bonding

How many unique domains link to your site? The more the merrier, unless the links grow too fast.

Anti-spam factors

Google tries to detect when you are doing aggressive link building. 
Again, don’t overdo it. Focus on the content. 
Over-optimizing the content doesn’t help too much either because it reduces your chances of getting a good ranking for related key phrases/synonyms.

Simply put, how do I get the best Google rankings?

1. Add new content frequently (at least once a week).
2. Write long and deep content instead of short pages. Longer pages will always outperform shorter ones.
3. Don’t over-optimize. Think about making your navigation readable, your text readable, and include more keywords only if you think it is appropriate for your users. 
Write naturally and include related terms, synonyms, etc.
4. Don’t be too aggressive with link building.
5. Link to other good sites/pages in your articles.
6. Cross-reference your content by placing links within your content to other pages on your site.
7. Use a long descriptive anchor text. Keyword density in content/links is a myth.
8. Post unique content. Forget about duplicate content. It doesn’t work on Google.
9. Be patient. Let your site age and don’t stop working on any factor (content, links).
10. It is better to stop building links than to add new and unique high-quality content.
11. Content is king.
When you do all of the above, you’ll get a very high mastery-based score and easily outperform the over-optimized competition.
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