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In April, Google which is known as the most popular of all current search engines was able to file two new patents relating to the way that websites receive page rankings in their search engine index. The two parents that were filed were “Document Scoring Based on Traffic Associated with a Document”, and “Document Scoring Based on Query Analysis”. These patents actually have revealed a lot about the ranking algorithm, and this new information can help aid in the process of search engine optimization.

The patents that Google released deal with how the search engine analyzes and tracks web pages changes over a period of time. The information that Google tracks includes all of the following factors:

- The analysis of search queries.
- Links and how they have changed.
- The text of the links.
- Traffic to the website.
- Behavior of users on the website.
- Topics for each individual web page.
- Information relating to the domain.

Based on all of the information listed above, Google can assign an individual score to each webpage within a site. Once web pages are associated with individual search queries, Google can combine both the history scores and the relevancy scores for each page in order to obtain a total score and thusly a page ranking. What many people do not realize about Google search engine ranking is that the relevancy score or page ranking for an individual web page can be changed simply based on its history score.

The information touched on above has become available through previous patents which were filed by Google in the past, but these new patents filed by Google offer new insight into the way that they determine page rank for individual web pages within a website. For example, these new patents have revealed that Google may also consider all of the following factors when determining a website’s page rank:

* The rate at which various advertisements are shown, and are updated on a specific web page over time.

* The quality of the ads that are shown. An example of this: Web pages with ads that link to high Trust Rank web pages will generally get a much higher score than pages with ads that lead to sites that are untrustworthy.

* The click-through percentage rate for the ads on the web site.

Google will likely track and analyze characteristics of your web pages as they change over time, including traffic from ads, in order to calculate a page ranking score for each individual page on your website.

What impact will this have on the rankings of your current website?

Much has already been said in the past about the information that Google collects from web surfers. According to these new patents, Google is beginning to utilize more of the information that they are collecting in order to calculate the individual page rankings for a website. What this means for you and the future of your website is that adopting a holistic approach to search engine optimization and marketing is absolutely necessary. When optimizing your website for search engine page ranking, all of the following factors absolutely must be correct:

* You absolutely must make sure that the content of your web page is relevant to search engines. If your web site does not contain any relevant content, you will ever obtain a high website ranking for the keywords that are important to you.

* You absolutely must make sure that the links you obtain are from the right pages, and that the links you create are to the right pages as well. The links that go to your site and from your site should all be related to the content on your website. Links that are irrelevant mean absolutely nothing to the search engine and will not help your page ranking at all.

* You absolutely must make sure that your website is showing proof of steadiness. What this means is that if your website was about shoes yesterday, cars today and will be about sports tomorrow then you are going to have some serious difficulty obtaining high rankings. Stick to the same topic long term for your website, rather than changing its purpose often.

There are many factors which go into Google’s determination of a web page’s rankings, so there are many factors which must be improved in order to help your rankings improve over time.

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Mary Murtha

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