Define The “CONSTANT” in Google’s SERPS & Algorithm Equations

I have dedicated most of my career studying SEO strategies and algorithm for search queries results, social signals, schemas and got to a point where you realize all of the things that I learned revolves into one constant. By definition “A constant is something that never changes” what do you think is the constant? Curious? Okay, I’ll show you how I was able to define the “CONSTANT” in Google SERPS & Algorithm Equations”. Starting my discussion I would like you to watch this TED TALK video.

If Queries = Results THEN Results = ???????

It was said in the video that before where the internet doesn’t exist yet and information gatekeepers are newspapers, libraries, television news, etc. He said that facebook have manipulated his feeds unknowingly and Google is also doing the same stuff with their users. I don’t really agree with a couple points that he have highlighted in this talk.

  • First: why would so called information gatekeepers exists in the first place? Answering my question: “To aggregate all information and data from the people to be provided to the people”. So whatever goes out in the news or if some wrote a book about some science theory and experiment, people will be aware of if and will try to search for it using newspaper, books, movie store, and t.v news headlines provided by Information Gatekeepers.
  • Second: My point is, newspaper companies, authors, movie makers and t.v news companies are information gatekeepers and  by definitions they keep all of the information, for what? So that it will be easy for the people to access for Answers  to their questions & solution for their problems.

Third: Here are two premises that would illustrate that the equation above is not TRUE.

Problem Solving # 1

Queries = Information

Information Gate Keeper = Information

Information = Users

users = ???

Problem: Information gatekeepers are manipulating the information that they provide the people.

Solution #1: let us equate information gatekeeper to Google.

Information gatekeeper = Google

Solution #2: Users will not use Google and check for a better search engine that provides what you want to see in SERPS.

IF Information = False then Google = 0 Users

Check solution if it’s TRUE

Answer: WRONG! “Google = leading search engine for 2011 – 2013″

Google Users = “Many” Define Many = more than 1 and > 0

Problem Solving #2

Equation: If Users = Queries

then Results = Google $ Users

Queries = ????

0 = TRUE

Problem: I saw this guy’s comment and he said something about the gatekeeper having political agendas. Let’s see about that If political solution that would equate to the only video visible in this post.

Variables : If “Invisible Algorithmic Editing in the Web” =  “Invisible Algorithmic Embezzling in the National Budgets” = True

“Invisible Algorithmic Embezzling in the National Budgets”

Here in the Philippines, government officials are swiftly embezzling P10 billion from the national budgets in the past three years (2011-2013) without anyone noticing it. This is called “Invisible Algorithmic Embezzling in the National Budgets” done by “we all know them.”

“Invisible Algorithmic Editing in the Web”

If the speaker in that TED TALK video wants to destroy Google’s algorithm and equates it with the FILTER BUBBLE? Then the equation above is TRUE, Queries is undefined. Why? here are my answers:

  1. Because there will be no filter & information gatekeeper that collects information for the users.

  2. There will are no queries & Users = Queries so the equation about is true

IF [Users = Queries Queries = Keywords Keywords = Content Business = Users Queries = Business]

Constant = ????

Businesses all over the world have migrated their services/products online. Most of them are depend their business success in SERPS. This is pretty much a TRUE statement, however starting a PPC campaign will also be the key to success. So if you’re going to do both efforts will make your site be a SERPS ROCKSTAR?

I would say yes if the company has the right budget for it, is possible.

So how about start ups, small businesses, non profit organizations and others that don’t have a budget for it? Will they be able to compete in SERPS?

Some say “Yes if you would just put the right efforts and time on your site it will surely compete”,

Some said “Yes, I bought a link building and social bookmarking tools who bought my site to the top”.

I would say strategies changes, this year strategy list will be applicable for today but it will surely change some point in time. The best example here is Social Bookmarking, before you can bookmark whatever site you want to bookmark and Google consider it as a valid link building strategy. Now in 2013 social bookmarking is not applicable to most SEO’s.

I recommend that you will start a case study to be able to have the answer for the equation above. To point you into the right direction on where to start, here are the process that I have undergone in the “SEARCH OF THE CONSTANT”

  • Document your research

  • Experiment with the data you’ve collected

  • Analyze the Results

  • Loop

  • Answer to the equation

CASE STUDY: E-commerce Site

Documentation of Recommended Optimization Efforts for CASE STUDY: E-commerce Sites.

  • Choose the right CMS for your store that would meet your design and user interface expectations. here are a couple of CMS that I recommend my clients:

    • Magento

    • Drupal

    • WordPress

    • Prestashop

    • OpenCart

  • Highly structured section titles and keyword rich <h> tags using HTML 5. I recommend to include a target keyword in your product title, meta title, meta description.

    • <H1>

    • <H2>

    • <h3>

  • Observe consistency in your image titles and title tags. Put HD product images that would give your customers a clear view of your products.

  • Utilize product schema for rich snippets. Please check out Schema.org for this.

  • I would recommend to put some highly structured product data by providing your customers standard product details to best showcase and define your products.

    • Product Title

    • Product Item Number or SKU

    • Images

    • Product Description

    • UPC

    • Brand Name

    • Product Dimensions

    • Product Specification Sheets

    • Product Installation Document

    • Price (I recommend not to over price and always check what are your competitors price)

    • Use MSRP to showcase discounts

  • Utilize breadcrumbs and taxonomies for user friendly navigational system in the site. I recommend you to use faceted search on your navigational menu and on-site search tool. Here are some faceted search module, extension and plug-in for drupal, magento and wordpress.

  • Great web design specific to an e-commerce site. Most of the case studies that I’ve searched and experienced, web design are the factors that customers bounce out from your site. Here are a couple points you need to put your eyeballs on:

    • Page Speed in loading up the product pages

    • Easy and very straight forward checkout process

    • Trust Signals like Google Merchant Trust, Comodo Secured, Credit Card Secured, etc.

    • Chat Support

    • Request a quote form

    • Good graphic Call to actions with the right marketing words

    • Eliminate 404 Pages to have no broken links or non existing pages in the site.

    • Shipping Details ( it would be great if you offer free shipping)

  • For sales and lead generation I highly recommend to take advantage of multiple channel marketing and setting up a PPC campaign. Here are the shopping channels you can submit your feeds and start your PPC campaign:

    • Google Shopping

    • Shopping.com

    • Shopzilla.com

    • PriceGrabber.com

    • Nextag.com

    • TheFind.com

    • Become.com

Note: Make sure that your feeds has the data requirements of every shopping channels. Also practice data feed creation based on the policies of all the shopping channels you will submit a feed at.

Also based on my experiences server issues occurs frequently. So make sure that your server can carry all the site data and activities to avoid crawl errors from Google and other search

These are just a few of the strategies I have in mind, If you’re interested to know what other strategies that I practice feel free to email ma at al123.tlr@gmail.com I will surely get back to you as soon as I can.

Experiment & Analyze Search Queries & SERPS

  • Experiment

    • If you have watched the video above, it is mentioned there that for a specific queries there are different search results that Google gives their users. Does it mean that keywords are dead? No it’s not, you’ll just have to do some testing and experimenting to get the stable strategy for your website. The majority of successful companies that has increase their sales online have undergone hundreds of testing and experiment before they have come up with the right efforts to drive them success and sales.

  • Analysis

    • Going back that premise about search results and queries. To be safe and totally get the results that I want, I would target not only queries related to my brand but also local queries. You will be able to define what local queries you’re already getting traffic from by checking out Google webmaster tools and see if you have impressions foe local queries.

    • My objective here is to be visible not only to my targeted demographics but also for local user who are interested to whatever services or products that I offer.

    • One of the points in analyzing what keywords you should go after to get your site the optimum traffic. I don’t actually aim for traffic numbers, what I look at more is the number of conversions and what queries triggered it.

Loop

Google are using these algorithms to display information to every search query that their users is searching for. Everyday Google is working on improving SERPS to provide the best user experience for their users. That concludes that the impact of SERPS to businesses is the same process of constant improvement of the information every businesses publish in the web.

So publishing new, reliable, useful, unique, improved content about your services/products/company or organization will lead your business to success.

And if there is content you there is a need to develop strategies in how to share and showcase it on-site and off-site without any violations of Google’s Policy. It all boils down that “Success depends on the Strategies and seo efforts that a company puts on their site not SERPS.”

Answer to the equation above

So through the years of studying strategies, algorithms and SEO tools. I have realized that these are all variables that will change in time the only constant in the equation is “CONTENT”.

This article was written based on my experiences and thoughts. If you have any good or bad reactions about this post, feel free to comment it out below and start a discussion with everyone. Hope this post will help or will clarify some of your SEO questions and problems.

Author: Al Gregorios

4 responses to “Define The “CONSTANT” in Google’s SERPS & Algorithm Equations

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